Marketing Management Report: Sunny Maldives' Analysis and Plan

This report provides a comprehensive marketing analysis and plan for Sunny Maldives, a tourism company. It begins with an introduction to marketing and the importance of strategic planning, followed by a company background and situational analysis using the 5-C framework. A SWOT analysis identifies strengths, weaknesses, opportunities, and threats. The report outlines marketing goals and objectives, followed by an in-depth discussion of segmentation, targeting, and positioning (STP) strategies. The marketing mix (place, product, price, promotion, people, process, physical evidence) is analyzed, and finally, the report covers implementation, evaluation, and control mechanisms, concluding with a summary of findings and recommendations. The report emphasizes the importance of market research, customer satisfaction, and adapting to the competitive landscape within the tourism sector. The report covers the incorporation of recent technologies for attracting a large customer base and the significance of effective marketing strategies to increase brand recognition.

MARKETING
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Company Background.................................................................................................................1
Situational analysis ....................................................................................................................2
SWOT analysis...........................................................................................................................3
Marketing goals and objectives:..................................................................................................3
Segmentation, Targeting and Positioning...................................................................................4
Marketing mix of Sunny Maldives.............................................................................................5
Implementation, Evaluation and Control....................................................................................8
CONCLUSIONS..............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Market research, advertising, promotion and selling products and services are the major
operations covered under marketing. It is considered as the most crucial part of any business for
attaining its objectives and success (McDonald and Wilson, 2016). Hence, in this order
organisations are needed to design effective marketing strategies. However, it should be
recognised that the development of these policies requires a detailed internal and external
analysis of the business environment. This report covers an overall situational analysis if the
chosen 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 tourism
sector. The entity was established in 2002 and achieved customer satisfaction in just few years of
work. However, for further expansion, effective marketing is required. Hence, this report will
help the selected firm in providing a marketing plan based overall analysis.
MAIN BODY
Company Background
The selected company, Sunny Maldives Limited was incorporated in the year 2000. The
intention 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 to
develop tourism business in the country ( Hollensen, 2015).The services offered by the entity are
highly 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 be
further 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 as
successful as the strong recognition it get in a very short span of time. There are many other
companies which were founded decades before the Sunny Maldives, lacks form the selected
company.
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Situational analysis
Mangers and high-level employees performs situational analysis to examine the internal
and external environment that impacts upon the functioning of the organisation. For present case
report, to understand the capabilities of the firm, customers and business environment, 5-C
analysis will be performed ( Armstrong, Kotler, Harker, and Brennan, 2015)This tool will help
in 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 has
achieved organisational success. Various effective initiative are been taken by the company for
increasing the sales. The company is presently located on a single destination. Also, the size of
people working for the firm is less. However, it should be recognised that the business strategies
of 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 high
level of competition existing in the operating place in the hospitality sector. Also, as the country
comprises of various tourist destinations thus, there exists a high level of competition in the
market. In order to deal with those, Sunny Maldives should gain competitive advantage by
implementing effective strategies in the business (Baker, 2014)
Customers: This is the major unit on which the organisation is centred. There are numerous
initiatives taken by the firm to influence consumer buying behaviour. It has been observed that
the customers of the Sunny Maldives are highly attracted by the services that are offered. The
company has also taken an initiative and that is to pick consumers from the airports. This step is
proved to be very effective in achieving customer satisfaction. Further, the services of the
company are developed by considering customers from different demographic and geographic
factors. This helps in satisfying a large customer size.
Collaborators: The selected organisation, Sunny Maldives works in hospitality sector which is
highly associated with the wider travels and tourism industry. Collaborators are useful in
increasing company sales. In present context, the company has tie-ups with food and beverage,
spa, travel and tour-agent companies.
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Climate: The internal environment of the selected company is effective. There are good
relationship between employer-employee that maintains transparency and healthy working
environment. Also, the level of communication between the employees is good that ensure work
effectiveness. In context to the external environment, other than ecological factors and
competitors, rest are all in favour with the business growth of the Sunny Maldives .Scott, D. M.
(2015).
SWOT analysis
This evaluation will help entity in identifying the strengths, weaknesses, opportunities
and threats present. Thus, by making use of the strategy Nike can take advantages from the
upcoming chances by eliminating the threats (Parente, and Strausbaugh-Hutchinson, 2014). In
context to marketing, this evaluation will help in observing the lacking factors of the company
and strengthening of which can increase sales.
Strengths Weaknesses
The company has recent technologies that
attracts large customer figure.
The service rendered by the company are
unique and liked by consumers .
In a short span of time, the entity holds a good
brand recognition.
Huge amount of debts increases financial
problems for the firm.
The CSR activities of the entity are less
effective.
Opportunities Threats
Sunny Maldives Ltd. can increase the business
roots by expanding the size of firm
In the marketing campaign, the company
should reflect the effective services they
provide to the customers.
There is a high level of competition in the
hospitality sector.
There are numerous laws imposed on the
hospitality sector which will harm the
effectiveness of business.
Marketing goals and objectives:
The goal of the selected entity from marketing is, "to achieve greater profitability by
increasing market sales". Further, the objectives of Sunny Maldives from the marketing plan are
as follows:
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 To increase the brand recognition through various campaigns.
 To access the needs and demands of customers so services can be rendered in appropriate
manner.
The above mentioned goal and objectives are based on the internal and external analysis
performed on the Sunny Maldives. On the basis of the outcomes of these analysis two specific
objectives are set. These are to increase the brand recognition and to increase effectiveness in the
services. The effectiveness of both these goals can be measured by observing the increased sale
of the products. Also, as this is beneficial for the overall organisations and for customers too,
hence, people associated with the firm are agreed upon these goals. In addition to this, its should
be recognised that both these objectives are realistic and can be attained in a stipulated time-
frame, if planned effectively.
Segmentation, Targeting and Positioning
In modern marketing procedures, segmentation, targeting and positioning or STP is the
most commonly applied approach that is widely used by number of organisations. It is somehow
a wider framework that assists in simplifying the marketing operations. The selected entity can
perform these operations to make the effective marketing plan.
Segmentation: The process of market segmentation involves segregation of market into smaller
groups based on some common characteristics from the specific market. In this way, Sunny
Maldives can develop services and products as per the particular needs and demands of
customers. Further, they can be targeted in an effective manner. The segmentation for the
selected company is done in below mentioned three types:
 Demographics: There is a set of demographic factors that can be used to divide different
type of consumers. Some major among them are age, gender, income, life-cycle stage,
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Illustration 1: Process of STP
Source: (Christensen, Raynor, and McDonald, 2015)

etc. For the present report, two major demographic factors that will be considered are age
and economy (Christensen, Raynor, and McDonald, 2015).
 Psycho-graphics: According to this, the development is based on the perceptions of
consumers. The factors that can influence on consumer buying behaviour are considered
in psycho-graphic segmentation. For the present report, the people they will be aimed as
per this factor will be those who are willing to stay with low pricing structure. Geographic: The country in which the selected company operates has a good of
domestic and international tourist market. The company is thus required to form services
as per the different group of people coming from efferent geographical locations
(Kozlenkova, Samaha, and Palmatier, 2014).
Targeting: Out of the above mentioned segmentation groups, the entity will target various. In
context to age based factor, Danny Maldives is developing services for families, youngsters and
old age people. This will help on covering a large portion of customers. In addition to this, the
psycho-graphic factor that is considered by the Sunny Maldives is the perception of consumers
of buying low-priced products. There is a large portion of people that aim on buying service with
low pricing structure. Hence, this will help in achieving business growth by increasing market
growth. Further, it has been decided that the services will be developed by considering different
people coming from different geographical locations so that all consumers can avail the offering
as per their needs and demands.
Positioning: The entity aims on developing those services that can be afforded by people
belonging from all economic classes. Further, it aims on maintaining quality in the products it
does offer to the consumers. The positioning criterion for the Sunny Maldives is its prime
location and customer-centred services (Baker, and Saren, 2016). This sets the company stand
out of the queue by offering them customers what they want even in effective pricing structure.
Marketing mix of Sunny Maldives
Marketing mix of an organisation plays a major role in determining the factors that
should be included in the marketing plan, this in turn help in achieving organisational goals and
objectives. Marketing mix of Sunny Maldives is as follows:
Elements affecting the marketing of Sunny Maldives hotel are:
Place:
 Place plays a crucial role in achieving the target of the hotel i.e. more customers.
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 As per Maldives, If the place of the hotel is easily accessible & on a serene location
including beaches, it will act as a major plus point for the hotel to increase its customer
base.
 Apart from this, virtual existence in form of a website or mobile app makes it convenient
for the customer to visit easily the site & have a view of product & services provided by
Sunny Maldives Hotel & can make online reservations.
Product:
In case of hotel industry, product includes 2 major components of the product:
 Food:It plays a crucial role in achieving the customer base. Good food means satisfied
customer.
 Accommodation Quality:the Accommodation Quality i.e. condition of rooms including
cleanliness of sheets, beds, bathrooms, lighting & water condition 24/7 free Wi-Fi etc. A
good Accommodation facility will not only helps in building brand value but also ensure
the customer retention & confidence (Rogers, and Davidson, 2015).
 Additional benefits:Additional benefits includes some sort of offers or concession given
to the customer. Sunny Maldives can offer the customer with benefits like membership
discounts, free drinks etc. to attract the customers.
 Various facilities like providing services of arranging meetings, seminars, organising the
weddings, parties & banquets, providing swimming pool, gift shops & other facilities to
attract customer.
People: People are the heart & soul for any industry. As without people, an industry would crash
badly. In case of Sunny Maldives hotel, the people will include staff consisting of Manager,
waiters, room services, Chef, janitors, bartenders etc.
The people factor is important as it act as an intermediate between the customers & the
product or services provided by Sunny Maldives Hotel. Good group of peoples in staff will not
only helps in better running of the hotel, but also helps in gaining the goodwill & trust of the
customers. It has been further observed that the internal process teams are also effective of the
selected organisation. The research step carried by them assist entity in developing impelling
services.
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Price:
the Price factor is one of the important part for a business or an industry. Sunny Maldives Hotel
also has to consider this price factor to achieve the goal of customer satisfaction. It is been
further classified into 4 categories:
1. Economy Pricing: It includes the delivery of considerable services on a economical &
reasonable rate for the consumers with low budgets. It widen ups the customers base
of Sunny Maldives Hotel.
2. Penetration Pricing: Comprises of offering of high end products & services but on a
competitively low price to gain market share. It widen ups the customers base &
improves brand value of Sunny Maldives Hotel.
3. Skimming Pricing: Contrary to Penetration & Economy pricing, Skimming includes
the practice of delivering the services on a comparatively high price by considering
the cost of products & services provided by Sunny Maldives Hotel.
4. Premium Pricing: the premium pricing approach involves implementation of high
prices for any product or service provided naming it as 'Luxury products & Services'.
Sunny Maldives can have a set of standards of quality to meet & maintain the brand
value.
Distribution Channel:
This is the chain of subsidiaries and business through which the goods and services of the
organisations are sold out. There are various channels existing that can be used for the
distribution. For the selected entity, the major distribution channel is the internet itself. The
company website is a major tool that is used by the Sunny Maldives for selling out services,
promotion, etc. Besides this, there are some local airlines that have tie-ups with the selected firm
which acts as a distribution channel.
Promotion:
These are those activities which are used for the marketing of services and products. It plays a
major role in increasing business value and sales. There are various promotional sources that can
be used by the selected organisation to bring effectiveness in the marketing operations. The
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major source that is used for the promotion of the services is the internet. Further some other
tools includes hoardings, pamphlets. TV advertisements, social media marketing etc.
Implementation, Evaluation and Control
After developing effective marketings strategies it is required to implement them
effectively on the basis of the results obtained by various assessments performed on the Sunny
Maldives. It has been observed from the analysis for the implementation of low-priced services,
entity should also focus on the suppliers and other raw material providers so that the
development cost can be reduced. Also, tactics for segmentation, targeting and positioning of
market will be implemented in the organisation. n order t achieve this, effective market research
will be carried to evaluate the needs and demands of customers. For analysing the effectiveness
of the implemented strategies, there are various ways of evaluation that can be used by Sunny
Maldives. The entity can take feedback from the customers regarding the services they are
offered with. Further, employee feedback is also necessary in identifying the challenges faced by
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Illustration 2: Elements of Marketing Mix
Source: McDonald & Wilson, 2016

them in executing a setted objective. Besides this, the high-level authorities are also required to
observed the organisational functions consistently so that their effectiveness can be monitored
(Sunny Maldives, 2017)Further, a team can be prepared by the Sunny Maldives for controlling
the actions that may harm the business procedures. Further, below is a chart reflecting the overall
business activities that will be done for the implementation, evaluation and control:
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Situational Analysis
Analysis of strengths and
weaknesses
External Analysis
Market Research
Writing marketing goals and
objectives
Market Segmentation,
targeting and positioning
Suggesting appropriate
marketing mix elements
Implementation of the framed
strategies
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Evaluation of the applied
practices
Consistent monitoring of the
strategies
CONCLUSIONS
Marketing strategies are the integral part of any business. From the above study, the
significance of this statement can be understood. It requires a detailed and effective assessment
of the internal and external environmental factors. In the present report, various operations
required in the marketing of Sunny Maldives, an airline company has been described. In order to
strengthen the internal factors of the firm, SWOT analysis is performed. Layer, on the basis of
the outcomes obtained from these assessments, marketing goals and objectives were framed.
Following it, effective strategies that will be required to achieve the goals are stated. Besides
this, to have better control over the market, segmentation, targeting and positioning is done. In
addition to this, marketing mix elements for the selected firm were also explained don the basis
of which effective strategies can be prepared. Further, method of implementation, evaluation and
controlling of these policies is mentioned in the present undertaking.
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REFERENCES
Books and Journals
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage.
Christensen, C. M., Raynor, M. E., & McDonald, R. (2015). Disruptive innovation. Harvard
Business Review. 93(12). 44-53.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Kozlenkova, I. V., Samaha, S. A., & Palmatier, R. W. (2014). Resource-based theory in
marketing. Journal of the Academy of Marketing Science. 42(1). 1-21.
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.
Rogers, T., & Davidson, R. (2015). Marketing destinations and venues for conferences,
conventions and business events (Vol. 14). Routledge.
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
John Wiley & Sons.
Online
Sunny Maldives, (2017). [Online]. Available through: <https://www.sunnymaldives.com/>
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