Marketing Communications: Raithwaite Resort Case Study Report

This report provides an in-depth analysis of integrated marketing communications within the hospitality sector, focusing on a case study of a small luxury resort. It begins with an introduction to marketing communication and integrated marketing communication (IMC), highlighting the importance of a well-defined communication plan. The report addresses the design of communication objectives, specifically for the Raithwaite resort, and justifies the selection and integration of various communication channels, with a strong emphasis on digital media tools. It details an IMC plan, encompassing STP analysis (segmentation, targeting, and positioning), and a marketing budget. The report also covers implementation and control mechanisms to ensure the effectiveness of the marketing strategies. In conclusion, the report emphasizes the significance of a tailored communication plan for small-scale organizations aiming to enhance brand awareness and achieve specific marketing objectives. The report includes references to relevant academic sources.

Integrated Hospitality Marketing
Communications
PART : B

Introduction
•Introduction
•Design communication objectives for a given hospitality organizational
situation
•Provide justifications for the selection and integration of communications
channels chosen
•An integrated marketing communications plan that effectively meets
communication objectives for a given hospitality organizational situation
•Conclusion
•Reference

Introduction
Marketing communication is referred to different types of techniques that are adopted by
business organisation for the purpose of promotion of their brand. Integrated Marketing
Communication is a concept that is emerging and has a linked different objective of
communication (Finne and Grönroos, 2017). Present report is based on a case study of “the
case of a small luxury resort and online marketing and distribution channel dilemma” Every
organisation has to develop a communication plan that is based on different organisations
objective that they are willing to achieve in the long term.

Design communication objectives for a given
hospitality organizational situation
According to the present communication channels that have been adopted by Raithwaite
resorts there is requirement of some communication objective as discussed below:
1) There is requirement of effective communication strategy for the purpose of achievement
of certain laid down specific objectives. Such as there is requirement of announcement of
the overall development of distribution channel for the luxury Resort

Provide justifications for the selection and integration
of communications channels chosen
In the present scenario Raithwaite restaurant is making use of online marketing tools and in
this digital media tool is one of the most effective tool that can be adopted by this resort
for the purpose of promotion and marketing of their brand. For this purpose there is
justification why digital media is one of the most effective strategies that can be used for
long run promotion of this brand:
1) Affordability:
2) Flexibility:
3) Tracking activities:
4) Influencer engagement

An integrated marketing communications plan that
effectively meets communication objectives for a given
hospitality organizational situation
There are certain objectives that is based on the overall marketing plan. Integrated
Marketing Communication plan is very helpful for organisation to determine different
components for achievement of some specific objective. Marketing plan very useful and
facilitating the overall catering of customers by customisation of the communication plan.
EXECUTIVE SUMMARY:
There is a investment made in developing a completely new segment of the resort that is
specially designed for purpose of hosting different types of wedding on small scale and
large scale depending on the budget and requirements of their clients.

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Objective: In the present given scenario there is a case of a small luxury Resort willing to
develop online marketing and distribution channel to increase their overall objectives related to
achievement of higher sale. For this there is a need of certain communication Strategies and a
communication plan that can help them. The objective of Raithwaite resorts is to enhance the
sales of new area that especially built for hosting different types of wedding.

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STP analysis
This is a analysis that is used for purpose of segmentation targeting and development of
positioning strategies to identify the target customers.
1) Segmentation:
2) Targeting:
3) Positioning:

The front office purpose inside a variety of
accommodations facilities
Budgeting:
For the purpose of implementation of above discuss strategic marketing plan there is
requirement of financial resources for this there is a marketing budget that has been set up
by the financial department of this resort and this budget is discussed below :

Budget

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Implementation and control:
The marketing plan along with all the strategies have to be implemented properly what is
the controlling activity where all the strategies have to be according to the standardized
planning or not. If there is any type of deviations then those have to be corrected and efforts
are made that they do not occur in the future course of Marketing Communication plan.

Conclusion
From the above discussed report it can be said that every organisation specially those are
working on small scale if they are willing to working level then have to develop a particular
communication plan that can help them in creation of awareness about the different services
of products that they are dealing. It can be said that placement of certain communication
objective and based on these objective all the different channels of communication have to
be selected.