Marketing Essentials Report: Saint Barthelemy Resort Analysis & Plan

This report analyzes the marketing essentials for Saint Barthelemy, a luxurious Caribbean resort, focusing on attracting and retaining customers post-pandemic. It covers the marketing mix (product, price, place, promotion), emphasizing the high-end services offered and the use of digital platforms for promotion. The environmental analysis includes a SWOT analysis (strengths in quality service, weaknesses in high prices, opportunities for global growth, and threats from competition) and a PESTLE analysis (political, economic, social, technological, legal, and environmental factors) affecting the resort. The report also discusses creating customer value through effective services, attractive offers, and digital engagement, highlighting the importance of digital marketing for brand awareness and customer attraction. The conclusion emphasizes the role of a well-integrated marketing plan in attracting new customers and enhancing business performance.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing mix.............................................................................................................................3
Environmental analysis................................................................................................................4
Creating customer Value and Engagement:................................................................................6
Effective use of Digital marketing...............................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing essentials refers to those techniques, that are used in the advertisements,
promotions and sales techniques (Bala and Verma, 2018). These are the base of the marketing
essentials that is used by the organizations in order to attain the major sector of the market. Saint
Barthelemy is a luxurious resort. It is located in the Caribbean (central north coast). The reason
behind preparing the marketing plan is to generate new customers after the lockdown of
pandemic. The report is being prepared for the retention of the new customers. The report
includes marketing mix and environmental analysis of the organization.
MAIN BODY
Marketing mix
Marketing mix refers to the bundle of activities or practices and tactics that is used by Saint
Barthelemy to promote its brand service in the market. The marketing mix includes 4p’s of
marketing. Such as: Product, Price, Place and Promotion.
Product: This refers to the physical goods or services in which the organization is dealing
on its daily basis (Thabit and Raewf, 2018). Here the Saint Barthelemy is an accommodation
service provider. The services that are provided by them are accommodation, breakfast, lunch
and dinner. The main motive of providing their service is to satisfy and provide a complete
luxurious experience to its customers.
Price: The second factor in the marketing mix refers to the price of the product or service that is
charged by the organization from its customers (Mintz and et.al., 2021). As it is known that Saint
Barthelemy is luxurious chain of accommodation provider. Therefore, the prices of the
accommodation are relatively high as compared to local resorts in the area. There are some
pricing strategies that is being followed by the organizations. For example, by categorizing the
income groups of the people.
Place: This term relates to the location of the business. It involves the geographic
condition around the organization (Mahmoud, 2018). Saint Barthlemy is a resort chain. Hence
the location is selectively expensive. It is likely to be located at the outer region from the main
city. Mostly the accommodation places are located in somewhere nature close places.
Promotion: The promotion factor involves the idea that use to promote or advertise the
goods and service by an organization (Stead and Hastings, 2018). Saint Barthlemy is a luxurious

chain of resorts. Therefore, promotion platform is used by them is the digital platform. The
digital promotion refers to the online or digital marketing of the goods and services through
social media or online websites.
Environmental analysis
Environmental analysis refers to the process that identifies the related factors that have the
direct or indirect effects impacts on the organization. The micro environmental analysis involves
the SWOT analysis and the macro analysis involves the PESTLE analysis, they are follows:
SWOT Analysis: SWOT stands for Strengths, Weaknesses, Opportunities and Threats of
an organization. It is used in evaluating the position of the organization in the market.
Strengths: The strengths are referring to those positive attributes of the organization that
gives a competitive advantage to the business in the market (Teoli, Sanvictores and An, 2019). in
context to Saint Barthlemy they have the strength of providing quality service to their
customers. They also have the competitive advantage of its skilled and highly professional staff
in the organization.
Weakness: These are refers to the negative factors that detract the organization from its
strengths (Vlados, 2019). These are the things that an organization might need to enhance to be
competitive in the market. In order to Saint Barthelemy they are facing the weakness of charging
expensive prices against their services. This prices are not affordable by every citizen in the
nation. Therefore, they can’t retain a large sector of customer in the market. Hence it is the
weakness of the organization.
Opportunities: These are the external factors in the business environments that likely
chance to business to grow and expand (Benzaghta, and et.al., 2021). For Saint Barthlemy they
have the opportunity to grow worldwide, because they are liked by most the people in the world.
They can create more such opportunities by enhancing or improvising their services for the
customers.
Threats: These are those external factors that are not in favour or in control of the organization
(Puyt and et.al., 2020). Saint Barthlemy has the threats of its existing competition in the market.
they also have the major threat of customer shifting if the services will not satisfy the customers
levels. Threats are also known as the challenges for the organization. those challenges are
considered as the threats to the organization.

PESTLE analysis: It is known a strategic framework that is used in identifying the external
factors that directly effects on the business of the organization (Shtal and et.al., 2018).
Political:
 This include the pressure of political parties and laws and regulation (Olson and et.
al, .2021).
 Imposition of ban towards the travel tourism has a negative impact towards the Saint
Barthlemy.
 Brexit has also impacted the Saint Barthlemy.
Economic:
 It includes the economic condition and situation of inflation and deflation (Elmansy,
2019).
 Strength of currency can bolster the industry and the Saint Barthlemy.
 Economic slowdown would negative impact towards Saint Barthlemy.
Social:
 It is related with taste and preferences of the customers (Phan, 2021).
 Changing taste and preferences of customers have a direct impact towards the Saint
Barthlemy.
Technological:
 This is related with technological upgradation and advancement in relation with
technology.
 An adoption of digital technology will have positive aspect towards the Saint Barthlemy.
Legal:
 This include the legal laws and regulations (Ricci and et.al, 2021).
 Truth in menu laws have a positive impact towards an adoption of digital technology will
have positive aspect towards the Saint Barthlemy.
Environmental:
 With the adoption of adequate measures towards the environment and sustainability have
positive impact towards the Saint Barthlemy.
 Policy towards the recycling and CSR have a direct and positive impact towards the Saint
Barthlemy.

Creating customer Value and Engagement:
 The customer value will be created by Saint Barthlemy in terms of enabling effective and
customer friendly services.
 In the same way with the aspect of maintaining its USP of effective services customer
value will be created.
 The value will also be created in terms of offering exciting and advanced coupons.
 The benefit in terms of effective services along with exciting offers enable discounts to
the customers.
 This will also raise the interest and attraction of customer towards the Saint Barthlemy.
 The visitor engagement will be developing with the mode of providing digitally advanced
services like the check-in and the online booking.
 This will also be done through providing digital and online payment.
 The marketing channels including the social media as well as digital platform will be
used for tge marketing of Saint Barthlemy.
 Likewise, more focus will be lied towards the digital marketing so that an exposure of the
Saint Barthlemy will be raised.
Effective use of Digital marketing
An adoption of Digital marketing plays an important role towards the raising of brand awareness
of the company. In order to raise awareness and brand presence the Saint Barthlemy use digital
marketing is counted as best opinion which will make the customer aware about the Saint
Barthlemy and its services.
The new customer will be attracted with the placing of attractive digital advertisement so that so
more customer will be approached (Saura, Ribeiro-Soriano and Palacios-Marqués, 2021).
Offering attractive offers in terms of making a subscription of online and social media channels
will lead to make attraction of customers towards the Saint Barthlemy.
CONCLUSION
From the above report it can be concluded that marketing plan plays an important role in
terms of attracting the customers along with creating awareness among the existing customers.
Making an integration of adequate marketing channel and promotion method would lead to play

an important role towards the attraction of new customers and thus raise the performance of the
business.

REFERENCES
Books and journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Benzaghta, and et.al., 2021. SWOT analysis applications: An integrative literature
review. Journal of Global Business Insights. 6(1). pp.55-73.
Elmansy, R., 2019. PESTLE Analysis and When to Use it.
Mahmoud, T.O., 2018. Impact of green marketing mix on purchase intention. International
Journal of Advanced and applied sciences. 5(2). pp.127-135.
Mintz, and et.al., 2021. The right metrics for marketing-mix decisions. International Journal of
Research in Marketing. 38(1). pp.32-49.
Olson, E. M and et. al, .2021. Business strategy and the management of digital
marketing. Business horizons. 64(2). pp.285-293.
Phan, S., 2021. The effect of pestle factors on development of e-commerce. International
Journal of Data and Network Science. 5(1). pp.37-42.
Puyt, and et.al., 2020. Origins of SWOT analysis. In Academy of Management
Proceedings (Vol. 2020, No. 1, p. 17416). Briarcliff Manor, NY 10510: Academy of
Management.
Ricci, S., and et.al, 2021, August. PESTLE Analysis of Cybersecurity Education. In The 16th
International Conference on Availability, Reliability and Security (pp. 1-8).
Saura, J.R., Ribeiro-Soriano, D. and Palacios-Marqués, D., 2021. Setting B2B digital marketing
in artificial intelligence-based CRMs: A review and directions for future
research. Industrial Marketing Management. 98. pp.161-178.
Shtal, and et.al., 2018. Methods of analysis of the external environment of business
activities. Revista Espacios. 39(12).
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Teoli, D., Sanvictores, T. and An, J., 2019. SWOT analysis.

Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Vlados, C., 2019. On a correlative and evolutionary SWOT analysis. Journal of Strategy and
Management.

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