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An Outline Marketing Plan for Cinnamon Lake View Hotel

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An Outline Marketing Plan for Cinnamon Lake View Hotel
Assignment Marketing Management An Outline Marketing Plan for Cinnamon Lake View Hotel

Group Members | | | | | | | | | | | | | | | |

Table of Contents
Assignment 1
Marketing Management 1
An Outline Marketing Plan for Cinnamon Lake View Hotel 1
Group Members 2
Executive Summary 4
Situation Analysis 4
The Mission 5
Marketing Objectives 5
Market Needs 5
The Market 5
Service Offering 5
Positioning 5
Marketing Strategies 6
The Marketing Mix 6
Service 6
Price 6
Place 6
Promotion 6
Competition 6
Direct Competition 6
Indirect Competition 7
Strategy Pyramid 7
Marketing Strategy in a Nutshell 7
Cost / Expenses Guidelines 8
Implementation Guidelines 8
Evaluation and Control Mechanisms 9
References 9

Executive Summary
John Keells Hotels (KHL), a 92.69% owned subsidiary of conglomerate John Keells Holdings (JKH) that reported a net profit of Rs.14.5mn in the third quarter of 2009 (compared to a net loss of Rs.91.6mn in 3Q08).
To serve our clients better, we embarked on an innovative re branding and re positioning strategy by launching two indigenous brands – 'Cinnamon Hotels & Resorts ' and 'Chaaya Hotels & Resorts '. Cinnamon Hotels & Resorts, an exclusive franchise, is the foremost of its class while Chaaya Hotels and Resorts, an experience-based value proposition, is setting a new trend in the region offering travellers a diverse range of travel experiences based on adventure, history, culture and nature.
Trans Asia hotel was recently acquired by KHL and has suspended operations from 15th May 2009 in order to carry out a refurbishment and repair. Upon completion, the hotel would be re-branded and launched as Cinnamon Lakeside, Colombo.
Cinnamon Lakeside will revolve around the panoramic view of the Beira Lake, a view which is unique to this property and one that offers endless possibilities. We are investing Rs.500 million in the refurbishment and re-branding of the hotel, which will ensure



References: * Colombo Stock Exchange Data Library * Sri Lanka Tourist Bureau * Annual Report, John Keels Hotels

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