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MARKETING &
MANAGEMENT
[Type the document subtitle]
7/28/2019
Student name

MARKETING & MANAGEMENT 1
Contents
Introduction......................................................................................................................................2
SWOT Analysis...............................................................................................................................3
Strengths......................................................................................................................................3
Weakness.....................................................................................................................................3
Opportunities...............................................................................................................................3
Threat...........................................................................................................................................3
Porters five force models.................................................................................................................4
Maldives key external environment.................................................................................................6
Ansoff matrix...................................................................................................................................6
Key performance indicators.............................................................................................................8
1. Occupancy............................................................................................................................8
2. ADR ( Average daily Rate)..................................................................................................9
3. GOP ( Gross operating profit)..............................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

MARKETING & MANAGEMENT 2
Introduction
Marketing activities include all the decisions and conduct of business from manufacturing to
delivery of goods that making it available to the end users. The marketing activities of the
company are responsible for the sale of the products and services, brand image and brand
positioning that would eventually result into cause for success or failure of a product launched by
a company. The purpose of this report is to assess the external and internal situation of an
organization and provide key performance indicators. The organizational case considered for this
report is Dhigali Maldives, for which the key objective is to provide marketing plan for
launching the hotel service of Dhigali as all-inclusive product (Adam & Kotler, 2014).
Dhigali Maldives is an accommodation business that is providing luxury hotels, resorts and spas
in Maldives surrounded by tropical forests. The company is offering various products and
services with special features in order to attract more customers. In order to relaunch the full
inclusive product and service range by brand in Maldives, the report will discuss the key
environmental analysis and marketing elements. The reason for relaunching the product is to
increase the brand awareness, as the company has faced some decline in sales (dhigali, 2019).

MARKETING & MANAGEMENT 3
SWOT Analysis
To assess current internal environment of Dhigali Maldives, SWOT analysis will be used that is
a strategic framework defining current strength, and weakness of the company, while analyzing
opportunities and threats of the company.
Strengths
 Excellent service
 Food quality
 Human resource
 Location (Bull & Sitas, 2016)
Weakness
 Brand recognition
 Increased competition
Opportunities
 Market development
 Service innovation
Threat
 Threat of new entrants
 Customer decreased loyalty (Hunt & Bicen, 2017)