Marketing Plan Resort Project

Imagine you are a member of a resort management team and must write a Marketing Plan. A
Marketing Plan is a formal, well-written document that provides the specifics about the company’s
marketing activities for a set period of time. You will be starting with one resort in one location. All
information must be as realistic as possible. Conduct research as needed to write your Marketing
Plan. Use your location to help you name your resort.
Your Marketing Plan must be organized, TYPED, and double spaced. You must use complete
sentences throughout, unless otherwise noted. Your work should follow the same format as listed
below. All headings must be underlined and subheadings must be bolded. You may use size 11 or
12 pt. Arial, Times New Roman, or Calibri font. Follow along with this sheet and answer each of the
questions under the specified heading. Your writing should be in paragraph form.

If you are working in groups, use Google Docs so that you can simultaneously edit the document
and each person can follow along.

 Create a cover page.

o This should include the name of your resort, location, and each group member’s
name.
 Executive Summary (You may wish to complete this section last, but DO NOT forget about
it)
o Set the scene with a description of your resort.
o Briefly summarize each section of your Marketing Plan.
 Business Overview
o What will the strategies described in the Marketing Plan accomplish? (ex. We will
increase the company’s market share 3% by targeting a non-traditional customer in
the next 6 months.)
 You should have only one topic for the objective.
 Make your objective S.M.A.R.T. (specific, measurable, attainable, realistic,
and timely).
o Describe your business concept.
 What makes your resort special or unique? Be specific!
o Define the resort’s S.W.O.T. (strengths, weaknesses, opportunities, and threats)
 You may use a well-designed table or bulleted list for this section.
 Remember, strengths and weaknesses are internal and opportunities and
threats are external.
 Include at least 3 examples for each component of the S.W.O.T.
 Target Market
o Define your target market in terms of demographic, geographic, psychographic, and
behavioral factors.
o Describe the target market’s wants and needs as it relates to visiting a resort.
o Describe 3 different customer profiles for your resort.
 You may use a well-designed table or bulleted list for this section.
o How can you use market segmentation to tailor marketing strategies?

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  Marketing Strategies (Include this heading and a bolded subheading for each of the
4 P’s and the Analysis)
o Product
 Identify and describe the products/services that your business will provide to
customers. Be sure to include descriptions for each of the following areas of
the business:
 3 Accommodations (rooms, suites, and/or villas)
o Describe resort furnishings (including common areas and
bedrooms).
 3 Dining Options
o Include themes, location within the resort (ex. poolside), time
of day the dining option is available to guests, and main
dishes
 3 Wellness Resources (products, services, or facilities)
 3 On-site Activities
 3 Excursions Offered
o Price
 How are your products/services priced? Be specific for each product/service
offered. Keep in mind, many resorts offer an option for all-inclusive and pay
as you go.
 How did you select the prices?
 Do your prices change throughout the year? If so, when do your prices
increase? Decrease?
o Place
 Where are you located? Be as specific as possible.
 What local attractions are near the resort?
 What local events would guests be interested in attending?
o Promotion
 Describe 3 specific promotions you will run to attract your target market.
 Include the promotional message, media that will be used, and
frequency
 You may use a well-designed table or bulleted list for this section.
o Analysis
 How do these offerings meet the needs of your target market?
 How does your marketing mix compare/contrast to your competitors?
 How will this marketing mix help you accomplish your marketing objective?
 Implementation
o Create a table with 10 detailed and specific tasks that would need to be
accomplished to put into motion your marketing mix. Your table should include:
 Task
 Description
 Cost
 Who would be involved
 Expected date of completion
 Evaluation
o How will you measure your marketing objective success?
o What changes would you anticipate may need to be made if things do NOT go as
planned?
 Head back up to the top and finish the Executive Summary.
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