Marketing Strategies and Analysis
Added on 2020-01-28
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Chapter1: Introduction of the companyExplains about the company1.2. Background of the case studyOne of the most renowned and essential tourist industry in country is Forte Villagethat is providing pleasant beauty of nature, good food as well as lucrative environment whichattract tourists from globe in order to spend holidays with friends as well as families withForte 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 Italianhotels. From the starting the project is regarded as the difficult step that is ever been taken byEleganzia group as Forte Village was being regulated under other person for 20 years. Thusmost of the personnel with Forte Village were loyal to him. In contrast to this expenses ofForte Village management was too much towards making sound profit. The quality of servicewas 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 intough tourism market of Italy. Further it is constantly failing towards meeting the customerdemand to a greater extent. In addition to this, company is facing number of issues like high costing. By havingan improved focus on analysis of tools the key issues can be overcome effectively whichallows to meet key goals and objectives. Present investigation is to make critical evaluationof the position of Eleganzia group within tourism market of Italy that is now being regulatedby Eleganzia group.1.3. Problem of the statementThe major issue that has to be addressed in the present case is related with suitablestrategy of pricing for hotel at Forte village. The Eleganzia group possesses tow varied kindof luxury properties for the purpose of attracting the customers towards making selection.With the emergence of economic downturn there is negative influence on the hospitalitysector. 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 makediscounts for 4 star room of the Forte Village. This can assist in dripping down of the salestoo 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 settingpricing strategy for the renowned property which is regarded as Forte Village resort. Themajor problem faced is regarding the manner in which the prices can be set for 2010 leisureseason. Further determination has to be made regarding whether it has to be higher, lower orsimilar 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 beingtaken by Eleganzia group as Forte Village was being managed by certain other person that isLord 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 goodamount of profitability. There was rapid decline in the quality of service because ofinexperience showed by Butler as well as service personnel. The gap related withcommunication among the workers and management body was being noticed. It was beingdetermined that tourist industry Forte Villa is facing high competition in tourism market ofItaly. Further it making greater efforts to meet the requirements of the target market. 1.4. Research aim and ObjectivesThe most significant aim of the present investigation is to make critical evaluation ofthe position of Eleganzia group within tourism market of Italy that is now being regulated byEleganzia group. Apart from this it also aims at assessing the success of Forte Village withrespect 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 ForteVillage which is now managed by Eleganzia.To assess and understand the strategies that are taken by Eleganzia group for makingForte Villa more attractive and appealing to the visitors across the globe. To determine the challenges that are being experienced by Eleganzia group within thedevelopment of Forte Villa. To critically appraise strategies taken by authority for carrying out glory of ForteVilla and offer appropriate recommendations. 1.5. Structure of the case studyChapter 2: Brief summary of the case studySituation analysis
Forte village resort provides five star as well as economical four staraccommodations. They are involved in making sales of the rooms with what is referred ashalf board packages which is comprised of breakfast as well as dinner. However the guestsare required to make payment for extras. The extras is comprised of Tennis lessons, theChelsea soccer school, the Rugby Academy, the Spa, bowling as well as the additional foodand beverages are not considered part of their HB deal. Forte village possess two majorbusiness 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 hotelsand villa that is on rent. The visitors have access over 21 restaurant and immense amount ofactivities. Most of them were on pay as the person visits. Giannuzzi's approach towards ForteVillage 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 eachdetail with respect to Forte group. Each morning the resorts room manager meets with thedivision 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 ofinformation gained from their past visitor. Giannuzzi in addition with other senior authoritiesget involved within the discussion regarding upcoming problems as well as expected arrivalsof the notable guests. As part of survey the individual customers were being surveyed andasked to fill the specific form that would act as an aid in implementation of further changes orimprovement in order to develop Forte group. The major aim is towards elucidating theappropriate feedbacks from the customers in relation with the new service or facilities forfurther improvement in the whole facilities of the group. There is presence of separate sectionwithin the group that act as an aid for the customers in getting particularly involved withother appropriate activities related with passing the leisure in an effective manner. Theindividual section that is attached with Forte group thus involves a varied section such asFood and Beverage, leisure as well as sports, luxurious shopping, experience etc. At present the general manager possess greater concern regarding the operations ofthe luxury group of hotel that is Eleganzia as a reason that there is certain issues in relationwith the group. Now the general manager looks towards the famous property, The ForteVillage group within Southern Sardinia. II Castelo is regarded as one of the Forte Village fivestart hotel that is providing rate of 3300 pounds rate per person for one night. Thinkingtowards making implementation of the suitable strategy of pricing, he was thinking towardscasual 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'sand 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 staraccommodations at lower rates. However in spite of having all the resources as well asbenefits present, the meeting at airport with four star clients have made Giannuzzi have athough over the strategy of pricing of Forte Hotel group. Loss of well established customerswould not be good in terms of value of the resort. Therefore thinking on particular mattermade Giannuzzi think whether or not he needs to reshape the model of pricing of FortesVillage resort. He possess concern regarding the fact that what would assist him in cuttingdown the customer loss in addition with keeping the activities and reputation similar. Such ismaking him rethink that whether he would put certain extra within the package that iscomprised of normal lodging as well as enjoying the other activities. This is also making himthink towards whether he should involve semi-inclusive formula rather than half rate ofboardroom. Thus they separate the extra charges to a greater extent. This facilitates thegeneral manager towards focusing on the related steps or the strategies of management whichare carried out for the purpose of cutting down the expenses for the sake of boosting theoccupancy. The crisis within the economy added certain positive side as such will assistGiannuzzi to view things by making creation of important opportunities that can bedeveloped 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 thepurpose of expansion or not as well as the appropriate strategies which can be executed inorder to cut shot the expenses as well as hold the sound retention value of the customers. StrengthCompany offers high quality ofaccommodation & restaurant servicesthrough luxurious hotels & resorts.Innovation in services attracts customers.WeaknessPricing mechanism is not well structuredwhich creates issue for entity.Continuous decrease in revenue also impactsbusiness OpportunitiesBusiness firm can focus on improvement intechnological advancement so that long termsustainability can be advanced. Business expansion through merger andacquisition is also key benefit. Threats If customer preferences are changed then itwill influence the overall outcomeeffectively. High ratio of competition in market mightalso affect the overall outcome.Political: It has been noticed that Italian government is well focused towardscontinuous development of tourism sector. Number of government policies are being
introduced for betterment of resort business. Political conditions are stable within nationwhich allows to meet objectives. Social: It is significant for organisation to consider social values, if such aspects arenot being referred effectively then overall outcome will also get affected. It is necessary tomake sure that services are being offered according to customer needs so that long termsustainability can be advanced effectively. Economical: It is also necessary for researcher to focus on economic values so thatissues can be resolved. By having an effective focus on tax rates and interest rates thebusiness firm can have diverse improvement. If tax rates are decreased that expense will alsobe reduced which will provide long term sustainability. Technological: Changes in technological values might also impact the overalloutcome effectively. It has been noticed that if technology aspects are not well maintainedthen critical aspect might get affected. Improvement in technology allows to meet key goalsand objectives because it enhances the overall productivity. Chapter 3: Analysis of the situation3.1. Problem Analysis and plan of Analysis3.1.1. Marketing BCG matrix
http://www.quickmba.com/strategy/matrix/bcg/It is considered as the most effective mode for assessing the business situation underwhich corporation can work upon the business scenario. It consists of several factors such asmarket growth and market share (Yeh, Chen and Lai, 2010). The first component of thisfactor reflects that how market growth is ensured on the basis of investment. It can becritically evaluated that the position of higher investment and prioritization make it possibleto increase the market growth of the business. This would be effective derive the betterposition of the business under which firm can get good rate of return along with competitiveedge in the marketplace. On the other hand, market share of the business might be decreasedat 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 isfrom European nation (60%) whereas 60% are coming from Italy (Al-Dmour, Al-Zu’bi andKakeesh, 2013). In addition to this, global recession, change in social factors comes under thequestion mark stage. It reflects that business can apply appropriate strategic managementtool for managing such kind of situation. The last stage of dogs in the model shed light onreduction on foreign visitors of the business by 10%. However, business is trying to adopt
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