Marketing Plan

Background Information

This project outlines the marketing plan for a new all-inclusive resort in

Scottsdale, Arizona. Sands of Time Resort is the first all-inclusive resort located in

Scottsdale, Arizona with the best 18-hole championship golf course, luxurious

swimming pools, exquisite spa facilities, and excellent dining experiences. Sands of

Time Resort represents relaxation, quality service, and rejuvenation. This establishment

was started in 2003 by a group of graduate business students from the University of Phoenix, who wanted to provide a place where guests could forget about time. 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 eliminates 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 have fun.

Mission Statement

At Sands of Time, you get more than you ever dreamt of....not only in quantity,

but in quality. Other all-inclusive resorts may advertise that "everything's included", but

they often later reveal that many of their services and amenities require additional fees.

At Sands of Time Resort we are proud of the fact that we truly are all-inclusive. There

are never any compromises or surprises. The mission of this resort is to provide the

following:

* To offer luxurious all-inclusive vacations at a price that makes it affordable to as many couples and families as possible.

* To attract the avid golfer to enjoy the 18-hole championship golf course with the assistance of our certified PGA instructors, if needed.

New Product Description

Sands of Time Resort is an all-inclusive resort, which believes in providing a

Vacation meant to revitalize the body and spirit. With this philosophy in mind, the

luxurious rooms, first-class dining and exclusive golf packages are designed to provide

an unforgettable getaway for vacationers and golf enthusiasts alike. At Sands of Time, our number priority is you - the customer. We strive to create a relationship that earns a life-long friend.

Marketing Objectives and Strategies

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:

* Maintain positive, steady growth each quarter.

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

* Realize an increase in occupancy each subsequent year.

Financial objectives include:

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

* Reduce the variable costs per guest.

* Continue to decrease the fixed costs.

Product

The resort and hotel market has grown significantly since the 1950's and there 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 eliminates 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 includes 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