Sunny Maldives Marketing Strategy
Added on 2020-06-06
13 Pages3766 Words80 Views
|
|
|
MARKETINGMANAGEMENT
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1Company Background.................................................................................................................1Situational analysis ....................................................................................................................2SWOT analysis...........................................................................................................................3Marketing goals and objectives:..................................................................................................3Segmentation, Targeting and Positioning...................................................................................4Marketing mix of Sunny Maldives.............................................................................................5Implementation, Evaluation and Control....................................................................................8CONCLUSIONS..............................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTION Market research, advertising, promotion and selling products and services are the majoroperations covered under marketing. It is considered as the most crucial part of any business forattaining its objectives and success (McDonald and Wilson, 2016). Hence, in this orderorganisations are needed to design effective marketing strategies. However, it should berecognised that the development of these policies requires a detailed internal and externalanalysis of the business environment. This report covers an overall situational analysis if thechosen firm. It will be performed by conducting entire marketing audit. In addition to this,market segmentation, targeting and positioning of the chosen organisation will be performed.Further, for these groups marketing mix will be carried followed by their implementation,evaluation and control. The report revolves around the organisation Sunny Maldives that operates in tourismsector. The entity was established in 2002 and achieved customer satisfaction in just few years ofwork. However, for further expansion, effective marketing is required. Hence, this report willhelp the selected firm in providing a marketing plan based overall analysis. MAIN BODYCompany BackgroundThe selected company, Sunny Maldives Limited was incorporated in the year 2000. Theintention of the entity was to develop tourism business in the country. The selected company,Sunny Maldives Limited was incorporated in the year 2000. The intention of the entity was todevelop tourism business in the country (Hollensen, 2015).The services offered by the entity arehighly liked by the customers. The most significant years of the selected firm are 2005 and 2006.In this time period, major decisions of the company were taken to increase the business value.The selected firm is recognised by the Ministry of Tourism Republic of Maldives. It should befurther note that initially, the company was registered under Marvellous Maldives Limited later,under a program the entity re-branded as Sunny Maldives Limited. The entity is proved assuccessful as the strong recognition it get in a very short span of time. There are many othercompanies which were founded decades before the Sunny Maldives, lacks form the selectedcompany.1
Situational analysis Mangers and high-level employees performs situational analysis to examine the internaland external environment that impacts upon the functioning of the organisation. For present casereport, to understand the capabilities of the firm, customers and business environment, 5-Canalysis will be performed (Armstrong, Kotler, Harker, and Brennan, 2015)This tool will helpin identifying the current situation of Sunny Maldives. This assessment is as follows:Company: The entity has been founded in year 2002 and juts in a short span of time, it hasachieved organisational success. Various effective initiative are been taken by the company forincreasing the sales. The company is presently located on a single destination. Also, the size ofpeople working for the firm is less. However, it should be recognised that the business strategiesof the Sunny Maldives are highly effective. The peak years of the firm in terms if finances,reputation, etc. was also the time when the management strategies and procedures were altered.This modifications in the organisational functions helped in achieving the goals and objectives. Competitors: Having competitors is both positive and negative thing simultaneously. However,the threat of benefits relies on the level of rivalry. In context to the selected firm, there is highlevel of competition existing in the operating place in the hospitality sector. Also, as the countrycomprises of various tourist destinations thus, there exists a high level of competition in themarket. In order to deal with those, Sunny Maldives should gain competitive advantage byimplementing effective strategies in the business (Baker, 2014)Customers: This is the major unit on which the organisation is centred. There are numerousinitiatives taken by the firm to influence consumer buying behaviour. It has been observed thatthe customers of the Sunny Maldives are highly attracted by the services that are offered. Thecompany has also taken an initiative and that is to pick consumers from the airports. This step isproved to be very effective in achieving customer satisfaction. Further, the services of thecompany are developed by considering customers from different demographic and geographicfactors. This helps in satisfying a large customer size. Collaborators: The selected organisation, Sunny Maldives works in hospitality sector which ishighly associated with the wider travels and tourism industry. Collaborators are useful inincreasing company sales. In present context, the company has tie-ups with food and beverage,spa, travel and tour-agent companies.2
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents