Marketing Objectives And Strategies

Marketing Objectives and Strategies

Marketing Objectives

The mission of the Sands of Time resort is to provide the finest all-inclusive resort experience. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers. We intend to:

1. Maintain positive, steady growth each quarter.

2. Experience a growth in new customers who are turned into long-term customers.

3. Realize an increase in occupancy each subsequent year.

Financial objective include:

1. A double-digit growth rate for each future year.

2. Reduce the variable costs per guest.

3. Continue to decrease the fixed costs.

Product

The resort and hotel market has grown significantly since the 1950's and are no signs of stopping this trend. The objective for these resorts is to give the customer the best experience possible while indulging in the monetary profits that come from this expanding world of hospitality. The Sands of Time Resort located in Scottsdale, Arizona will offer only the best: 18 hole championship golf course, luxurious swimming pools, spa and excellent dining experiences. Whether traveling for business, attending a conference or pleasure, you will not be disappointed as our guest.

Attributes

At the Sands of Time resort, we believe that a vacation is meant to relax the body and revive the spirit. The motto of the resort is "this is your time to relax." The Sands of Time all-inclusive resort experience eliminate weeks of planning a trip, wondering where to eat, where to stay, where to shop, what activities to budget, how to get there, and more

importantly, how much money to bring. At Sands of Time these decision points are

eliminated, leaving time to relax and fun. Nature created the views, Sands of Time resort

created the ultimate experience. We measure the "total guest experience" by using surveys to determine guest satisfaction. Repeat visitation will also be a measure of success. A customer database will be maintained with this information.

Service Aspects

The Sands of Time resort is known for luxury accommodations and the quality of its service. Guests can sit in their bathtub, a flute of Champagne ready, and enjoy a one-of-a-kind Arizonian view. Business travelers have a 24-hour technology butler on call to help with those baffling IT problems, and can summon up a fax machine or mobile phone if necessary. So what else could a pampered guest want?

Accommodations

The Sands of Time resort offers over 600 European-inspired luxury rooms and resort villas. Resort rooms are spacious and serene, each with its own balcony or patio offering spectacular views of the mountains, desert, sunset, or city lights. Each guestroom is furnished with an oversized work desk and two telephones each with two phone lines and high-speed Internet access. There is also a microwave oven, refrigerator, and coffee maker in every room, for the convenience of our guests.

Dining

Dine around the world! Sands of Time resort include eight fantastic dining choices. Guests can choose to indulge in everything from French to Oriental at intimate, candlelit tables for two. There are also three family-style restaurants catering to our younger guest's appetites.

Family Adventure

The whole family can explore the secrets of the desert at this lush 80-acre oasis. At check-in, children receive an Explorer's Adventure Kit with a compass, binoculars, geode, and treasure map that leads to a picture-perfect surprise. With two interpretive nature trails, four specialty gardens, and 240 plant species identified throughout the resort, this is a natural choice for an entertaining and educational family getaway.

Spa Services

Comfort is our primary concern. Guests can choose from a variety of services including facials, massages, manicures, and pedicures. Use of whirlpools, hot tubs, and Arizona mud baths are also included.

Amenities

Just about everything guest can do is included in one simple upfront price. Moreover, tipping is simply not permitted. Included amenities are:

* All meals, from endless breakfast buffets to sumptuous dinner feasts and

late night snacks.

* All drinks, from soft drinks to top-shelf premium alcoholic beverages.

* Picture perfect, romantic settings for honeymoons. Sands of Time will assist planning a wedding free of charge.

* All land and water sports are included, plus the use of the resort's gym, all with professional instruction and top-of-the-line equipment.

* Golf on our own private golf courses.

* Tennis, with 15 courts and exclusive relationships that bring the best local and visiting professionals to the resort. Best of all we supply the equipment and there are never any charges for the courts or to play against the professionals!

* All hotel taxes and airport transfers.

* All entertainment.

Satisfaction Guarantee

Sands of Time resort want our guests to be satisfied with their vacation. In fact, we guarantee it. If guests are unhappy, they just need to tell the General Manager. If the General Manager cannot make it better, the resort will provide a credit voucher, equal to that day's room value, good for up to one year. The voucher can be used during the guests next resort visit.

Channel of Distribution

In a time of rapid change, distributors and distribution channels tend to change faster than anything else does. The traditional distribution channels have grown expensive and are now undergoing chaotic transformations. For example, a customer calls the travel agent to book reservations to stay at an all-inclusive resort. Consumer travel agencies are shifting from business to leisure travel and resorts are still receiving a commission at 10%. Sands