Marketing Strategies and Analysis

This assignment delves into the realm of marketing strategy by examining a specific case study: Sundsvall Energi AB's implementation of new pricing strategies in the district heating market. Students are tasked with analyzing various factors influencing the success of these strategies, including risk assessments, regional agricultural contexts, and the impact of information communication technologies on SMEs. The assignment also touches upon product design and pricing strategies within the context of remanufacturing and energy utilization efficiency comparisons between Taiwan and China.

Chapter1: Introduction of the company
Explains about the company
1.2. Background of the case study
One of the most renowned and essential tourist industry in country is Forte Village
that is providing pleasant beauty of nature, good food as well as lucrative environment which
attract tourists from globe in order to spend holidays with friends as well as families with
Forte Village. In the present study the statement of the problem includes three issues majorly.
The initial one is that in the year 1995 Giannuzzi acquired Forte Village and other Italian
hotels. From the starting the project is regarded as the difficult step that is ever been taken by
Eleganzia group as Forte Village was being regulated under other person for 20 years. Thus
most of the personnel with Forte Village were loyal to him. In contrast to this expenses of
Forte Village management was too much towards making sound profit. The quality of service
was decreasing in rapid way because of inexperience of Butler as well as service personals.
The gap in the communication among the workers and management body were being noticed.
It was being determined that tourism industry Forte Villa is facing greater competition in
tough tourism market of Italy. Further it is constantly failing towards meeting the customer
demand to a greater extent.
In addition to this, company is facing number of issues like high costing. By having
an improved focus on analysis of tools the key issues can be overcome effectively which
allows to meet key goals and objectives. Present investigation is to make critical evaluation
of the position of Eleganzia group within tourism market of Italy that is now being regulated
by Eleganzia group.
1.3. Problem of the statement
The major issue that has to be addressed in the present case is related with suitable
strategy of pricing for hotel at Forte village. The Eleganzia group possesses tow varied kind
of luxury properties for the purpose of attracting the customers towards making selection.
With the emergence of economic downturn there is negative influence on the hospitality
sector. This has also influenced the business of Eleganzia as well as sales revenue for rooms.
The Eleganzia's group manager – Giannuzzi faced dilemma in case it is important to make
discounts for 4 star room of the Forte Village. This can assist in dripping down of the sales
too much. But at the same time it will influence the service quality in relation with other

aspects. It has been figured out Giannuzzi in relation with the best way towards setting
pricing strategy for the renowned property which is regarded as Forte Village resort. The
major problem faced is regarding the manner in which the prices can be set for 2010 leisure
season. Further determination has to be made regarding whether it has to be higher, lower or
similar as 2009.
Within the year 1995, Giannuzzi' take over Forte Village and other Italian hotels.
From the starting point the project is regarded as one of the most difficult stage that is being
taken by Eleganzia group as Forte Village was being managed by certain other person that is
Lord Forte for 20 years. Thus most of the personnel within Forte Villa were still loyal to him.
On the contrary the expenses of Forte Villa management were greater towards making good
amount of profitability. There was rapid decline in the quality of service because of
inexperience showed by Butler as well as service personnel. The gap related with
communication among the workers and management body was being noticed. It was being
determined that tourist industry Forte Villa is facing high competition in tourism market of
Italy. Further it making greater efforts to meet the requirements of the target market.
1.4. Research aim and Objectives
The most significant aim of the present investigation is to make critical evaluation of
the position of Eleganzia group within tourism market of Italy that is now being regulated by
Eleganzia group. Apart from this it also aims at assessing the success of Forte Village with
respect to tourism industry.
The objectives of the present research has been enumerated in the manner as under:
 To gain insight to the management process of the most beautiful tourism sectors Forte
Village which is now managed by Eleganzia.
 To assess and understand the strategies that are taken by Eleganzia group for making
Forte Villa more attractive and appealing to the visitors across the globe.
 To determine the challenges that are being experienced by Eleganzia group within the
development of Forte Villa.
 To critically appraise strategies taken by authority for carrying out glory of Forte
Villa and offer appropriate recommendations.
1.5. Structure of the case study
Chapter 2: Brief summary of the case study
Situation analysis

Forte village resort provides five star as well as economical four star
accommodations. They are involved in making sales of the rooms with what is referred as
half board packages which is comprised of breakfast as well as dinner. However the guests
are required to make payment for extras. The extras is comprised of Tennis lessons, the
Chelsea soccer school, the Rugby Academy, the Spa, bowling as well as the additional food
and beverages are not considered part of their HB deal. Forte village possess two major
business that includes Leisure as well as conferences and Incentives, their B2B business.
They were being opened from May to November and this involves 4 deluxe five star hotels
and villa that is on rent. The visitors have access over 21 restaurant and immense amount of
activities. Most of them were on pay as the person visits. Giannuzzi's approach towards Forte
Village was developed of four pillars. This is comprised of Italianity, service quality,
uniqueness as well as innovation.
The higher quality of services can be attained through paying close attention to each
detail with respect to Forte group. Each morning the resorts room manager meets with the
division manager of all rooms in order to make examination of list of arrivals that are new.
They are attached with discussion on the preferences of the customers on the basis of
information gained from their past visitor. Giannuzzi in addition with other senior authorities
get involved within the discussion regarding upcoming problems as well as expected arrivals
of the notable guests. As part of survey the individual customers were being surveyed and
asked to fill the specific form that would act as an aid in implementation of further changes or
improvement in order to develop Forte group. The major aim is towards elucidating the
appropriate feedbacks from the customers in relation with the new service or facilities for
further improvement in the whole facilities of the group. There is presence of separate section
within the group that act as an aid for the customers in getting particularly involved with
other appropriate activities related with passing the leisure in an effective manner. The
individual section that is attached with Forte group thus involves a varied section such as
Food and Beverage, leisure as well as sports, luxurious shopping, experience etc.
At present the general manager possess greater concern regarding the operations of
the luxury group of hotel that is Eleganzia as a reason that there is certain issues in relation
with the group. Now the general manager looks towards the famous property, The Forte
Village group within Southern Sardinia. II Castelo is regarded as one of the Forte Village five
start hotel that is providing rate of 3300 pounds rate per person for one night. Thinking
towards making implementation of the suitable strategy of pricing, he was thinking towards
casual encounter that he experienced within the past summer with one of his loyal four star

clients at the airport. Forte Village group is becoming the renowned destination for the VIP's
and also it includes visits by David Beckham as well as other well known industrialists.
Along with the five star accommodation, the Forte Village group is offering four star
accommodations at lower rates. However in spite of having all the resources as well as
benefits present, the meeting at airport with four star clients have made Giannuzzi have a
though over the strategy of pricing of Forte Hotel group. Loss of well established customers
would not be good in terms of value of the resort. Therefore thinking on particular matter
made Giannuzzi think whether or not he needs to reshape the model of pricing of Fortes
Village resort. He possess concern regarding the fact that what would assist him in cutting
down the customer loss in addition with keeping the activities and reputation similar. Such is
making him rethink that whether he would put certain extra within the package that is
comprised of normal lodging as well as enjoying the other activities. This is also making him
think towards whether he should involve semi-inclusive formula rather than half rate of
boardroom. Thus they separate the extra charges to a greater extent. This facilitates the
general manager towards focusing on the related steps or the strategies of management which
are carried out for the purpose of cutting down the expenses for the sake of boosting the
occupancy. The crisis within the economy added certain positive side as such will assist
Giannuzzi to view things by making creation of important opportunities that can be
developed to explore the chance of procuring Rome's prestigious hotel, The Eden. Through
#several thought in relation with the fact that whether this is considered the right time for the
purpose of expansion or not as well as the appropriate strategies which can be executed in
order to cut shot the expenses as well as hold the sound retention value of the customers.
Strength
Company offers high quality of
accommodation & restaurant services
through luxurious hotels & resorts.
Innovation in services attracts customers.
Weakness
Pricing mechanism is not well structured
which creates issue for entity.
Continuous decrease in revenue also impacts
business
Opportunities
Business firm can focus on improvement in
technological advancement so that long term
sustainability can be advanced.
Business expansion through merger and
acquisition is also key benefit.
Threats
If customer preferences are changed then it
will influence the overall outcome
effectively.
High ratio of competition in market might
also affect the overall outcome.
Political: It has been noticed that Italian government is well focused towards
continuous development of tourism sector. Number of government policies are being

introduced for betterment of resort business. Political conditions are stable within nation
which allows to meet objectives.
Social: It is significant for organisation to consider social values, if such aspects are
not being referred effectively then overall outcome will also get affected. It is necessary to
make sure that services are being offered according to customer needs so that long term
sustainability can be advanced effectively.
Economical: It is also necessary for researcher to focus on economic values so that
issues can be resolved. By having an effective focus on tax rates and interest rates the
business firm can have diverse improvement. If tax rates are decreased that expense will also
be reduced which will provide long term sustainability.
Technological: Changes in technological values might also impact the overall
outcome effectively. It has been noticed that if technology aspects are not well maintained
then critical aspect might get affected. Improvement in technology allows to meet key goals
and objectives because it enhances the overall productivity.
Chapter 3: Analysis of the situation
3.1. Problem Analysis and plan of Analysis
3.1.1. Marketing
 BCG matrix

http://www.quickmba.com/strategy/matrix/bcg/
It is considered as the most effective mode for assessing the business situation under
which corporation can work upon the business scenario. It consists of several factors such as
market growth and market share (Yeh, Chen and Lai, 2010). The first component of this
factor reflects that how market growth is ensured on the basis of investment. It can be
critically evaluated that the position of higher investment and prioritization make it possible
to increase the market growth of the business. This would be effective derive the better
position of the business under which firm can get good rate of return along with competitive
edge in the marketplace. On the other hand, market share of the business might be decreased
at the at time of business start reducing its investment and focus on making profitability only.
Owing to this, the model of BCG can be applied for effective decision making.
Problem 1:
The rising star of BCG matrix for Forte Group is based on uniqueness, innovation,
quality in order to increase the level of satisfaction among customers. At this juncture,
business is considered as on the rising start. Furthermore, customer base of Forte Group is
from European nation (60%) whereas 60% are coming from Italy (Al-Dmour, Al-Zu’bi and
Kakeesh, 2013). In addition to this, global recession, change in social factors comes under the
question mark stage. It reflects that business can apply appropriate strategic management
tool for managing such kind of situation. The last stage of dogs in the model shed light on
reduction on foreign visitors of the business by 10%. However, business is trying to adopt

mos suitable approach for attraction of more visitors. In this regard latest example of arrival
of Saudi princess can be taken.
Findings
On the basis of practical application of model, it has been found that professional
training system can be applied for training of personnel so as to bring necessary improvement
in the services quality. Moreover, various projects like football training camps, Leisure land
and Children park are introduced (Alex, 2012).
 Marketing Mix
http://www.professionalacademy.com/blogs-and-advice/marketing-theories---the-
marketing-mix---from-4-p-s-to-7-p-s
Marketing mix is a principle tool that can be used by Forte Group for developing an effective
marketing strategy. It helps in evaluating and analyzing all the dimensional aspects which are
related with a product or service. On the other hand, Belbin team role theory is based on
division of roles and responsibilities amongst the team members or group individuals
depending on their capabilities and competencies. The leader has to divide these roles
appropriately for accomplishing goals and objectives effectively.
Problem2:
There are seven marketing Ps which are applied by Forte Group in order to ensure its
better management to gain attraction of buyers in order to increase the competitive edge of
the business. For this purpose, first element of marketing mix shows product; infrastructure.
Her,e management is putting efforts to make the infrastructure more attractive (Wu, 2012).
Furthermore, pricing strategy of business remain higher for the purpose of quality experience

to users. The place selected for Forte Group is very attractive as it is in the middle of beaches
and Mediterrenean sea. Moreover, marketing strategies of corporation consists of tradition
marketing and social media to grab the attention of more and more buyers. Apart from this,
people as the most important element has been taken under which corporation put efforts to
sharpen their skills so as to accomplish long as well as short term objectives of hotel (Abrate,
Fraquelli and Viglia, 2012). Moreover, the most appropriate service delivery procedure has
been adopted by the firm under which preferences of buyers is taken into account. It can be
critically evaluated that firm does not have physical environment as it offering services.
Findings
On the basis of application of model pricing strategy of firm is creating issue as it is
higher than the average. It night be biggest issue for the corporation to attract more buyers. It
is because higher price of the product or services can be paid only by upper class people.
Though, firm put efforts to improve its marketing and advertisement strategies whereby it
becomes easy to attract more customers and provide them services in accordance with their
requirement (Björkqvist, Idefeldt and Larsson, 2010). This in turn internal structure of
corporation sch as marketing objective, organizational improvement and strategic cost are
affecting the pricing strategy. Hence, all of the reasons force management to follow the
higher price strategy to recover the cost of operation. Thus, another effective strategy might
be applied by business to recover its cost by increase the profitability.
 Ansoff Matrix

http://research-methodology.net/ansoff-growth-matrix/
Ansoff Matrix explanation
Problem : Explain the problem from the case study
Findings
Here it has been found for the company to offer diversified products to the customers but
seems to add more expenses for the organization. The diversification that firm is offering to
customers has induced the competitive advantage to Eleganizia group.
3.1.2. Strategic Management Porter's five forces framework
https://www.strategicmanagementinsight.com/tools/porters-five-forces.html
This is considered as the most effective mode under which corporation come to know
about other relate parties and accordingly they can come to know about varied kind of
options. This model consists of five different aspects such as bargaining power of suppliers,
buyers and potential entrants. Along with that, threat of substitutes is also involved which
assists corporation to understand the exact situation of entire hotel industry and accordingly
derive valid results for its growth and development. By applying this model firm can come to

know about application of suitable marketing strategies and accomplish its long as well as
short term objectives in the marketplace (Lapina and et. al., 2015).
Problem 1:
The application of porter five force strategy reflects that new entrants might not create
barriers of the business as its brand name is very huge. However, availability of competitors
can create threat for the business as consumers can easily switch from one to another brad.
Furthermore, bargaining power of buyers is moderate where firm is trying to implement
appropriate marketing strategies in order to retain them. However, suppliers bargaining
power does not affect the performance of Forte Group as it is operating its business on the
basis of own outlet and risk (Currim and Mintz, 2013). It can be critically evaluated that some
of the retailers might be contracted for the purpose of offering raw material for food. Apart
form this, competitors like Cala di Volpe, Cervo and Romazzino are create competition for
the business.
Findings
According to the available information it has been found that, firm must apply
suitable strategy to create its competitive edge in the marketplace. This is because
competition is very higher. However, strong brand value of the business facilitates to retain
its customers.
 Value chain analysis
http://www.spidermak.com/en/principles
This model is directly related to the performance of the business under which group of
activities with organization are reflected into the graphical form. It includes different kinds of
activities such as human resources management, technological development. Procurement
and support activities such as operations, marketing as well as sales. Value chain model

facilitates to reduce cost and increase profitability. Furthermore, value creation activities are
completed by using this particular model.
Problem2:
The first and foremost aspect is associated with value chain analysis wherein inbound
activities of the business will cover, best quality of drink, interiors and motor services which
must be in the line of customer preferences. However, Forte Group must shed light on its
operation by taking into account 24 hours butler services with addition facilities such as
swimming pool, conference halls and yacht facility etc. Similarly, outbound logistic of
business reflects that how firm is focusing on marketing or advertisement aspect for
showcase of its product and services along with reputation. However, holiday package are
offered for families and couples by using appropriate social media marketing strategies.
Moreover, service range is extended on the basis of feedback given by consumers (abacchi,
2010). Apart from this, support activities must be effective such as traditional Italian
hospitality which shed light on warm and friendly welcome of visitors. Moreover, highly
skilled personnel who possess necessary knowledge related to all field of hotels. Similarly,
customers are provided with additional technological facilities such as Wi-fi and online
access to hotel and other related aspects. Moreover, procurement of business can be done
with the help of access to luxury cards, helicopters and contact from external sources.
Findings-
The value chain analysis reflects that Forte Group need to make huge investment on
building luxury infrastructure and interiors along with focus on quality of services.
Furthermore, workforce are provided timely training to give rich experience among personnel
(Luan and Sudhir, 2010).
Change Theory
Created by author
Change theory: It has been noticed that by having an effective application of change
management theory the business firm can have long term sustainability. In this process, there
are diverse methods such as unfreeze, change and refreeze. It has been noticed that if such
values are not well maintained then it will impact the overall development of business in
negative manner.
Problem 3
In present era the cost of services is very high which influences the overall
development in negative manner. It has been noticed that long term sustainability can be

advanced effectively. It creates an issues in terms of costing because such values create
financial issues. If financial values are not well maintained then it will impact the continuous
development.
Finding
By having an application of change management model the business firm will initially
decide the situation analysis so that unfreeze standards can be employed effectively. Along
with this, proper reason behind change need can be identified for better development. After
this, change will allow to ensure that management has selected better ways to overcome
issues. At last refreeze is significant to consider because it allows to ensure that change has
provided better results. With an assistance of such tool the cost can be controlled effectively
in order to meet objectives.
3.1.3. Human Resource Management
 Belbin Model
http://www.educational-business-articles.com/belbin-team-roles/
Belbin Model is a theoretical concept that is used for understanding the activities of business
organizations in foreign markets. This theory recommends businesses to gain experience in
their domestic markets and then spread their roots in foreign markets. It is important to
understand these aspects so that no major losses are experienced while investing in foreign

markets. Berlo's SMCR model of communication is a basic sender-message-channel-receiver
model of communication that helps in understanding the different factors which are affecting
the communication network and its different components. Entire process of communication is
evaluated and the hindrances or barriers of message transfer are recognized and resolved on
time. It helps in building effective communications network in an organisation.
Problem 1:
It is comprised of varied roles and their analysis in detail (Ongori and Migiro, 2010). These
have been enumerated in the manner as under: Plant: The manger within Forte Village is proactive and possess ability solve
problems. Monitor evaluators: CEO as well as director keeps track on the progress of company
as well as make introduction of the innovation in order to attract greater number of
customers. Specialist: Giannuzzi is regarded as specialist and person having immense knowledge
regarding the strategies of the hotel and management of resort. Coordinator: Resident manager is considered as essential part of team. She has
essential role towards bringing team together. Further she performs as coordinator
among the team as well as higher management. Team worker: The employees of Forte Village are considered team workers and they
make efforts in offering best service quality to visitors. Resource investigator: Innovation is considered as main phenomenon that every
employee of Forte Village, Eleganzia group need to be competent. Shaper: There is absence of shaper within Forte Village. Implementer: CEO, directors, brand managers are important personnel for Forte
village. Completer finisher: CEO, directors, are essential member that focus on completion of
decided strategies.
Findings:
Each member of the firm has to determine the work in effective manner by taking into
account positions. Giannuzzi has been determined to be most efficient in tackling several
roles as CEO and director of the firm. Because of absence of position Shaper of the firm faces
certain challenges.
 Maslow Hierarchy of needs

Explanation-The motivation theory is the most important aspect under which five steps are
covered. It consists of different procedure such as physiological, safety and love and
belongingness as well as esteem. In addition to this, self-actualization. The physiological
needs covers the basic one related to shelter and food. At the time, safety needs consists of
financial and security and when these need are met then employee move towards love and
belongingness. Apart from this, estemm and self-actualization arrives at the completion of all
below level needs.
Problem from the case study-According to the case study Eleganzia group need to motivate
its personnel in order to increase their workforce and make them able to focus on their goals
and objectives.
Findings- The application of motivation theory allows Eleganzia group to offer reward for
its workforce. However, they are provided good working condition under which they can
effectively focus on objectives of the business. However, they are also offered suitable
workforce environment along with recognition at workplace and appreciation for the work
they performed.
 Herzberg Theory

http://businessjargons.com/herzbergs-motivation-hygiene-theory.html
Explantion-The theory of herzberg can be applied by Eleganzia group under which focus is
laid on two major factors such as maintenance and motivation. Here, maintenance factors
consists of pay, companies policies, ad physical work environment along with status as well
as job security. These factors are maintained by corporation for satisfaction of workforce.
However, these elements do not increase the motivation of personnel but enable them to
make the changes in the work environment effectively. On the other hand, motivational
factors are those which actually help personnel to increase their motivation level and increase
their attention towards the work. It involved factors such as recognition, sense of
achievement and responsibility as well as growth opportunities.
Problem from the case study-According to the given scenario, workforce can be supported
by offering motivational factors where they are offered reward for their better performance.
At the same time, their sense of responsibility and growth opportunities are lacking which
can be met.
Findings-The application of herzberg theory would be effective for corporation to increase
the motivation of personnel and enable to accomplish their work effectively;.

Chapter 4: Proposed solutions to problem
Please Write the recommendation for the problem from the above chapter 3
Problem 1
In the Year 1995 Giannuzzi acquired Forte Village and other Italian hotels. From the
starting the project is regarded as the difficult step that is ever been taken by Eleganzia group
as Forte Village was being regulated under other person for 20 years. Thus most of the
personnel with Forte Village were loyal to him.
Solution for Problem 1
The present manager of the group, Giannuzzi needs to lay emphasis on the Forte
Village for the sake of enhancing as well as turn down the appropriate issues in relation to
economic crisis as well as financial problems which the group is experiencing. Giannuzzi is
required to focus on improvement of Forte Village for the sake of holding the base of
customers. As the project is regarded as most difficult one from starting thus they are
required to develop precise and suitable system of management which can assist in execution
of the suitable management and business plan. As workers possess the loyalty thus they needs
to make suggestion of certain effective as well as important strategies in order to enhance
working conditions and present environment of Forte group so as to maintain the base of
customers.
Recommendation
In relation with the present issue, it is being recommended that Giannuzzi should
enhance focus towards developing Forte group. This would assist the manager in highlighting
and gaining insight to the economic crisis that is being experienced by the group. This
facilitates in making assessment much better. As one of the most difficult project that has to
be tackled, steps needs to be devised effectively in order to provide ease. Thus it offers
greater freedom to the employees for expressing their thoughts so as to improve the crisis at
present.
Problem 2
In contrast to this expenses of Forte Village management was too much towards
making sound profit. The quality of service was decreasing in rapid way because of
inexperience of Butler as well as service personals. The gap in the communication among the
workers and management body were being noticed.
Solution to problem 2

In relation with case provided it can be presented that for the sake of improving the
entire business expenses, the price as well as performance ratio are required to be altered
within effectiveness. As such act as an aid in addressing the issue like threat of substitute.
This majorly include reshaping of the expenses that is making sound profitability. Expenses
or financial strategy which has to be executed with effectiveness takes into account both
quality and resources which are provided to the customers. Therefore Forte group associates
as well as workers are required to gain insight to the role of reshaping the policy related with
expenses which would assist in making sound profit. Also it has significance in retention of
the customer base. The decrease in the quality of services is required to be amended through
enhancement in the experiences of the Butler and service personnel. Further they are required
to be equipped with modern scientific methods and structure which assist them in becoming
more experienced so that they are able to understand and satisfy customer demand.
Recommendation
With respect to the present issue the suggestion that can be offered is that regulations
of expenses as well as costs is required to be developed with effectiveness. The reshaping of
the expenses would offer suitable access tool for entire enhancement of Forte group. Through
gain insight towards focus on fact that is effectiveness of expenditure strategy would assist in
formulation and enhancement of the note down of the cost of financials and expenditures. By
means of noting down of the costs and expenses assistance is offered towards understanding
the expenses and modes which are required to cut down for enhancement of the development
of Forte Group.
Problem 3
It was being determined that tourism industry Forte Villa is facing greater competition
in tough tourism market of Italy. Further it is constantly failing towards meeting the customer
demand to a greater extent.
Solution For Problem 3
With respect to case it can be presented that Forte Villages is at present competing
within tough tourism issues. Thus for them there is greater difficulty in meeting the current
and upcoming customer demand. Therefore for the sake of surviving within the tough market
the management of Forte Village is required to make implementation as well as enhancement
of suitable strategies which seeks at developing the whole background of Forte Villa and thus
meeting the customer demand. The solution to such can only be met through exploring
suitable methods which assist Forte Villa in holding effective position within the present
competitive environment. The management body can involve greater number customers thus

it can retain older customers through offering them packages which involve minimization in
room charges, inclusion of extra packages with the reduction in investments, the introduction
of semi-inclusive formula rather than rate of half boardroom which is applied by Forte Villa.
Therefore for the sake of holding effective position within the market, various schemes are
required to be executed that can assist in attracting larger base of customers.
Recommendation
The major suggestion for the issue presented involves implementing appropriate tool
that assist in managing the problem. Thus such facilitates in satisfaction of the customers
need and demands. The management needs to make introduction of appropriate alterations
within the marketing strategies so as make production of positive influence over the
customers. For the sake of attaining the present demand in detail investigation would be done
on the entire market within Italy. Such assist in knowing the preferences of target market.
The management can make use as well as implementation of social media for attracting
customers through providing and advertisement of attractive packages relating with price.
Other suggestion that can be offered includes management needs to involves various
promotional activates for the sake of awareness regarding the product about the package of
firm. For enhancing the communication in marketing as compared to existing competitive
field, Forte group should use marketing mix tools that assist in assessment of the present
market scenario. Therefore through understanding of the tools of marketing understanding
can be developed regarding the existing marketing scenario which depends on the revenue
and sales which is utilized in the marketing of Forte group.
Chapter 5: Five year forecast and action plan
Five years forecast something similar to it below is only example
Ti
m
e
Li
ne
(in
W
ee
ks
)

Iterations 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Identifying the need for
reducing customer call rate
Evaluating the techniques
used for increasing
customer experience
Devising plans for providing
unlimited data, calling and
messaging through latest
technology
Promotion and
advertisement through
television and social media
sites
Print media advertisement
Analysis of customer
response
Evaluation of the Customer
response
Analyzing the market
performance
Action plan
Reconstructing the boundaries of market in order to prevent the development of the economic
crisis. Such would assist the managers as well as employees in cutting down the economic
crisis through execution of appropriate and effective techniques such as minimizing the
package price, involving certain decent extras within the package or to move semi inclusive
formula rather than half board rate of room.
The firm is required to reach beyond the present demands of the customers. In order
to address the current financial as well as economic crisis which is being experienced by the
customer the Forte group is required to develop and reconstruct the strategies in the manner
customers are specifically dealt with.
Suitable monitoring of members of team. This act as an aid in assessment of the performance
of personnel for betterment of whole process. This is comprised of noting down of the key
strengths and weaknesses as well as features of individuals needs to be listed. Further it is
significant to make determination of the weaknesses, areas of conflicts and strengths that are

missing. Along with this involvement of the highly educated people would assist to instill the
communication modes between the employees.
The associated management needs to bring changes in the culture of the firm. Such presents
that management of Forte group should in an effective manner make execution of methods
that would assist in shifting the culture of firm to culture which is primarily and effectively
driven by the premium returns over the products. The product involves packages which
Giannuzzi is thinking for implementing so as to retain the older and new customer base
within the market. Therefore this assist Giannuzzi as well as management team of Forte
Village group in making application and implementation of wide range of cultural activities
which aim to enhance the measurement and effective issue resolving procedure which would
be initiated by the management so as to hold their place within the competitive market.
Determination of the economic consequences of the firm is another action plan. This
deals with gaining insight to as well as listening to the concern of the routine customers who
on regular basis visits the Forte group resort. The economic consequence would assist in
gaining insight to fact that which new packages will be included and satisfy the needs of the
customers specifically the one that are attached with the Forte group for longer span of time.
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Online
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selected-organisation/>. [Accessed on 2nd March 2017].

The 7 Principles of Marketing, 2016. [Online]. Available
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