Marketing plan Essay Example | Topics and Well Written Essays - 2500 words

Marketing plan - Essay Example In the year 2000, there were 26.7 million visitors from different parts of US and 899000 foreign visitors. So the tourism industry has great potential in Arizona. There are a lot of places of tourist attraction in Arizona such as the 22 monuments and national parks (Grand Canyon National Park is the most popular park). There are specifically 14 state parks that are able to attract a million visitors each year. There are many camping sites on both private and public, ranches and farms (majorly in Tucson and Wickenburg). Navaho and Hopi are ideal places for shopping and sight seeing. The Salt River Lake is very ideal for boating while the red rock country of Sedona is unique in its own ways (ArizonaTourism). Because of the high potential of the tourism business, the business that I started a hotel called Tourist’s Paradise in Phoenix in the state of Arizona. Marketing Objectives Tourist’s Paradise has a total of 350 rooms with ten rooms being suites (used majorly by newly wed couples). This hotel started off 5 years ago but still not many people are aware about it as this is reflected in the number of visitations in the past five years. It has all the attractions for a tourist or a vacationer such as a bar, swimming pool, tennis court and gym. The expected profits have not been achieved and hence the marketing plan will be developed to increase visitations by 15%, increase day and night stay by 10 % (because that is where most of our revenues lie) and to have at least 5% repeat customers each year. SWOT ANALYSIS Strengths Spacious rooms Swimming pool Gymnasium Tennis Court Bar 10 suites Weaknesses Initially when the hotel came into being, proper marketing was not done A lot of people are not aware of this grandiose hotel It is very difficult to reduce prices when the operating costs are so high Threats Phoenix already has a lot of luxurious hotels such as Comfort Inn Phoenix West. Econo Lodge Phoenix Airport and Days Inn Phoenix Metrocenter (Booking ). These are very successful and well established hotels so Tourist’s Paradise faces a lot of competition from these hotels that that can also afford to charge lower prices Phoenix Hotel is our toughest competitor as it has 500 rooms (fully air-conditioned) with baths and patio pools. Its exotic resort-like atmosphere is the biggest attraction for visitors. Similarly The Camelback Inn in Phoenix Arizona is the perfect inn to spend winter vacations at. It has been built in a manner such that the visitors can enjoy the Arizonian clear blue skies and still experience the desert effect in winters (Abey). With such outclass hotels and inns, there is a lot for us to worry about. We have to come up with a feature of hotel to convince customers that our hotel is also special in some way and delivering this claim is the greatest challenge in order to have repeat customers. Opportunities The number of tourists visiting Phoenix is a lot each year. 13 to 15 million people visit Phoenix e ach year (VisitPhoenix). This is a great opportunity that can be capitalized upon With good service provided to customers, there are chances that they might come to our hotel again. Target Markets Demographics: People between the ages of 20-50 are the main target market. However children are more than welcome with their parents. Since we cannot cut down our costs, we cannot charge lower prices. So we are looking for people for an annual income of $20,000 or more. Our