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Creative Summer
Creative Summer

Report
Module: International Marketing(PM305)
Lecturer: J Middleton and P Booth
Course: Business Management Travel and Tourism
4/19/2013
Report
Module: International Marketing(PM305)
Lecturer: J Middleton and P Booth
Course: Business Management Travel and Tourism
4/19/2013
Presented by
Pedro Da Silva Assuncao
Tokunbo Fashola
Elizabeth Ogunnaike

Presented by
Pedro Da Silva Assuncao
Tokunbo Fashola
Elizabeth Ogunnaike

CREATIVE SUMMER
1.0 Introduction

This report is to prepare an initial Marketing Plan for a client of my choice advising the organisation in planning to target a new international market by providing them with an initial marketing plan for the new project. 2.0 Executive Summary

Center Parcs is a European network of holiday villages incorporating a UK-based company, Center Parcs UK, which runs holiday villages in the United Kingdom and a sister enterprise, Center Parcs Europe, that operates in numerous locations in continental Europe. In 1968, Piet Derksen purchased woodland near Reuver so staff and customers could relax in small tents. The park, De Lommerbergen, was successful; the tents were quickly replaced by bungalows. There are now 26 resorts in the Netherlands, France, Belgium, Germany and the UK. Accommodation in Center Parcs is in villas or bungalows. These are clustered in a park and surrounded by trees and bushes. See appendix 1 form details. (http://en.wikipedia.org/wiki/Center_Parcs, 2013)

3.0 The Objective

Center Parcs is looking to expand the business beyond Europe and take it abroad where tourist attraction is considerably high to maximise the following; * To be the premier luxury holiday maker brand of choice

* To be the number one destination for a luxury high end relaxation experience * Sales revenue and profit margins increase by 50% by the year 2020. * 50% return on investment within 3 years.

* Float the company on international Stock Exchange markets creating additional funds of £50m * Be recognised all over the world.
* Exceed shareholders expected rate of return on their investment by at least 15%. * Create three additional successful Center Parcs within 10 years. * Cash flow increase by 33% through increasing the range of services offered to the customers. 4.0 The Marketing Environment

There are lots of factors to consider to enable Center Parcs achieve their main strategic objectives mentioned above. According to Kotler 1997 in Palmer(2000, p32), an organisation’s marketing environment can be defined as; the actors and forces external to the marketing management’s ability to develop and maintain successful transactions with its customers. The following areas are considered; 5.1 PEST- The Macro-environment

These are factors that are not immediate to the marketing environment but can affect the organisation in the following way; Political and Legal Factors
This is very profound and unpredictable because it is controlled by law. * The more stable a political system is, the more attractive particular markets are especially tourism. This is the case in many Western European countries. * Governments are fond of passing out legislations affecting firms’ marketing opportunities directly or indirectly. Example introducing laws that give customers excessive powers or local authorities introducing tendering processes to give contracts to local businesses.

Demographic Factors
* More to do with the population size and characteristics of the market environment. * The interesting factors are the age structure of a country, geographic distribution of the population, the balance between female and male and the likely size of the population in a particular year.

Social and Cultural factors
* It’s very important for marketers to fully accept cultural values of a society especially in a country they are seeking to do business and the changing needs of current...
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