Marketing Management Executive Summary 2022

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

1MARKETING MANAGEMENT
Executive Summary
The report has been able to understand and analyze the different marketing aspects of the
company The world residencies at sea which is situated at United States of America. It has been
seen that the company has been capable of targeting elite income grouped customers and it
enhances the effectiveness of the services delivered by them. Moreover, from the marketing mix
of the company, it has been found that the products which are offered include the wildlife
expeditions and the in-depth expeditions which are quite liked by the different passengers. On
the other hand, the promotional activities include the social media channels which are liked by
the customers and it enhances their effectiveness in a proper manner and it is capable of
improving the growth of company. In the recommendation part, it has been noted that the
company needs to include the different income group customers who will be able to enjoy the
services and it will be appropriate for the growth of the company.

2MARKETING MANAGEMENT
Table of Contents
Background of the Organization......................................................................................................2
Current Market Situation.................................................................................................................3
Summary of SWOT/TOWS Matrix.............................................................................................3
Market..........................................................................................................................................4
Segment and Profiles...................................................................................................................4
Target Markets.............................................................................................................................5
Value Proposition and Positioning..............................................................................................5
SMART Objectives for the Segments.........................................................................................6
Marketing Strategy..........................................................................................................................7
Pricing..........................................................................................................................................7
Promotion....................................................................................................................................8
Place.............................................................................................................................................8
Product.........................................................................................................................................9
Implementation..............................................................................................................................11
Control Mechanisms..................................................................................................................11
Implementation Planning...........................................................................................................11
Conclusion and Recommendations................................................................................................12
References......................................................................................................................................14

3MARKETING MANAGEMENT
Background of the Organization
The world: Residencies at Sea are considered to be the most private residential ship in the
entire world wherein the size of the ship is around 644 feet in nature. Since their first sail in the
year 2002, The World has been continuously circumnavigated globe, spending extensive amount
of time in most exotic as well as well-travelled ports. It allows Residents in waking up in the new
destinations in every few days by exploring to the different new depths which they have not
thought in their imagination (Aboardtheworld.com, 2020). With only 165 individual Homes, The
world’s Residents enjoys exclusive lifestyles imaginable in nature. Additionally, the residents
from 19 countries own the individual residences, on a collective manner, they own their ship
ensuring that experiences in both onboard or off. Through the travel through The world:
Residencies at Sea, the individuals are able to discover the rare experiences which enhances their
insights in roaming to different places and enjoy their journey through the ship.
In the ship, there are more than two hundred eight crew members and the capacity of the
ship is to carry more than two hundred individuals. It is considered to be the international
community for the different residents for spending more time in travelling to the different
destinations which are lavishing in nature. As the time passes by, the different neighbors try to
become the travel companions and residents try to offer one another ways to experience many
destinations the ship sails to (Aboardtheworld.com, 2020). There is high level of comfort and
good company and laughter to one another which helps them in making the journey quite
effective and efficient in nature. There is an in-depth expedition along with unique enrichment
program that is suitable for making the customers aware regarding the different cultures and
make their travel quite unique and lavishing in nature.