Marketing Plan for the Sandals

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Marketing plan for Sandals Resorts in Jamaica

Prepared by: Karolis Petkus
Lecturer: Robyn Griffith - Jones
Unit: Marketing Strategy and Communications

13 05 2011
Contents
* 1.0 Overall mission...................................................................................................p. 3 * 2.0 Marketing plan for the UK
2.1 Executive summary..............................................................................................p. 3, 4 2.2 Market analysis....................................................................................................p. 4, 5 2.3 Marketing objectives............................................................................................p. 5, 6 2.4 Product/packages.....................................................................................................p. 6 2.5 Price...........................................................................................................................p. 7 2.6 Place...............................................................................................................p. 7, 8 2.7 Promotion...................................................................................................p. 8, 9 2.8 Budget.....................................................................................................................p. 9 2.9 Measurement.................................................................................................p. 9, 10 * 3.0 Appendices

3.1 SWOT analysis...........................................................................................p.11, 12 3.2 PEST analysis...............................................................................................p. 12 * 4.0 References..........................................................................................p. 13

1.0 Overall mission
Sandals' is committed to the resort's mission of ".attaching a premium to human resources and being among the most environmentally responsible and community friendly groups in the hospitality industry" (Sandals Resorts, 2007). Sandals resorts continue to penetrate the market with their couples' only concept, and have expanded this concept with accommodations for families through other beach resorts, branded Beaches. However, with the main objective to increase visitor number from UK company will have to find new ways of approaching people and persuade them spend time with Sandals. This marketing plan will develop tourism product for the Sandals’ resorts in Jamaica. 2.0 Marketing plan for the UK

2.1 Executive summary
Purpose of the report is to create a marketing plan for the Sandals resorts in Jamaica targeted on UK market year 2011 – 2014. UK is one of the main Europe’s countries with outbound vacations. Last year the number of people travelling to Jamaica from UK raised by 11%. It is a destination which is a favourite for UK travellers. It is feasible and easy acceptable, for these reasons Jamaica has a huge potential in UK market to raise number of tourists. To achieve this Sandals resorts has to start a fine marketing plan and to squeeze everything possible out of UK. Sandals Resorts International has played a profound and historic in shaping and contributing to the magnitude of Jamaica’s tourism product, Momsem, J. H. and Pugh, J. (2006) This plan includes SWOT and PEST analysis, marketing objectives, plans for the product, price, place and promotion. It will be finished with approximant measurements on how the budget on marketing should be separated. 2.2 Market analysis

‘It’s critical, now more than ever, that we invest in promoting the brand. We have to ensure Jamaica is top of mind if we are to weather this economic downturn. Brits will continue to travel but their choices will be more considered and competition will be stiff. Throughout 2009 we will be focusing on promoting Jamaica as a great value destination offering beleaguered Brits a welcome escape from the doom and...
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