Swot Analysis Of Empress Of Canada

Impress with Empress:
Getting Corporate Canada on Board

Marketing Plan 2015 Course: Marketing Management (MKT 702) Professor: Rob Wilson Students:
Cole Banning 500­333­694
Ayumi Buckle 500­343­494
Carl Darren D 'Aguiar 500­494­374
Brittany Doll 500­325­994
Alanna Lesley 500­605­019
Michael Somoza 500­383­820
Monica Spiering 500­456­235
Jordana Vasiloff 500­448­157 Date of Submission: Friday, November 28, 2014

Executive Summary Getting corporate clients on board The Empress of Canada has not been an easy task in the past, but this is all about to change. Corporate clients across The Greater Toronto area are about to learn how to truly, “Impress with Empress.”
The boat caters to its clients in hosting a variety of cruises that include: lunch/dinner cruises, booze cruises, corporate gatherings, weddings, or special event cruises.
However, The Empress of Canada has particularly run into difficulties at attracting the corporate clients into their business. Therefore, the current predicament is that The Empress of Canada is inefficiently able to target new and existing corporate clients into their business. Reaching and educating the corporate client on why they should choose The Empress of Canada over its competitors is essential to increasing the overall demand for their lunch/dinner corporate cruises. Our solution is simple and effective. We will focus on Empress of Canada’s branding position, in that it offers corporate clients a premium, formal luxury through a superior customer service experience, which serves as a key differentiator from the competing boats in the marketplace.
We will then use this positioning to provide Empress with better communication strategies that will focus on business­to­business selling in The Greater Toronto Area, and ultimately gain