Sheraton Marketing Report

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University of Greenwich – International Marketing and Operations Management MARK1121

Report – Sheraton Krabi Beach Resort
Individual coursework

Submitted by: Samir Tengli (000585975) 4/30/2010

Samir Tengli 000585975

International Marketing & Operations Management

30th April, 2010

Coursework Header Sheet 165725-45

Course Coursework Tutor

MARK1121: Int'l Mktg & Ops Mgt (15cr) Coursework S De Mel

Course School/Level Assessment Weight Submission Deadline

BU/PG 50.00% 30/04/2010

Coursework is receipted on the understanding that it is the student's own work and that it has not, in whole or part, been presented elsewhere for assessment. Where material has been used from other sources it has been properly acknowledged in accordance with the University's Regulations regarding Cheating and Plagiarism.

000585975 Tutor's comments

Samir Tengli

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Samir Tengli 000585975

International Marketing & Operations Management

30th April, 2010

I DEX Introduction ………………………………………………………………………4 Marketing Audit ………………………………………………………….……..5 SWOT Analysis ………………………………………………………….………5 PEST Analysis …………………………………………………………….……..5 Corporate Objectives …………………………………………………….…….6 Marketing Objectives ……………………………………………………………6 Marketing Strategy ……………………………………………………………..7 Marketing mix …………………………………………………………………….9 References ……………………………………………………………………….10 Appendix A ………………………………………………………………………11 Appendix B ……………………………………………………………………..12

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Samir Tengli 000585975

International Marketing & Operations Management

30th April, 2010

I TRODUCTIO The aim of this marketing report is to present in the resort’s stature in the market and its further year’s plan to attract in more customer’s even in the troubled economic times. Amongst the core European destinations, holidaying focuses on a far off trip on a destination where one could relax far off from normal tensions, unlike other communities, where in priority is given upon family outings, picnics, etc. I have chosen to target the people of the Great Britain from the whole of European Union as a major part of our customers through this troubled times of economic crisis. Simply, for a plain reason they have a higher spending capacity and that their currency power is higher, though fluctuating in the current market, but still fetches a good amount to its value. The British would not mind spending the right kind of amount to spend a nice long or short vacation where they are away from the city hustle and troubles. In terms of services also Sheraton Krabi beach resort can not disappoint any holidayed on the whole. With the capacity of 246 humongous rooms, serving a minimum capacity of 492 guests on an estimated “completely booked” day - we get more chances to serve the customer in a much better way every time. We can emote ourselves in much better manner with having facilities like exhibition halls, conference rooms, having features like wedding, meeting, family, activity features, spa and wellness offers, puts us higher above the list on a customer’s option list.

4|Page

Samir Tengli 000585975

International Marketing & Operations Management

30th April, 2010

MARKETI G AUDIT Marketing audit displays an analysis of the micro and macro environmental analysis, micro is explained by SWOT, while macro by PEST Analysis. SWOT Analysis: Strengths of our resort vary from the modern facilities to the relaxation of just person and the sun on the beach, indoor and outdoor gaming facilities, and the resort provides prompt services on any call. The main strength of the resort is its name, from which it drives in the trust by the name, also being well connected to the Krabi international airport; it brings in an advantage for hotel staff to recommend Sheraton Krabi Beach Resort. Weakness of...
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