Marketing Plan
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Background Information
This project outlines the marketing plan for a new all-inclusive resort in
Scottsdale, Arizona. Sands of Time Resort is the first all-inclusive resort located in
Scottsdale, Arizona with the best 18-hole championship golf course, luxurious
swimming pools, exquisite spa facilities, and excellent dining experiences. Sands of
Time Resort represents relaxation, quality service, and rejuvenation. This establishment
was started in 2003 by a group of graduate business students from the University of Phoenix, who wanted to provide a place where guests could forget about time. At the Sands of Time Resort, we believe that a vacation is meant to relax the body and revive the spirit. The motto of the resort is “this is your time to relax”. The Sands of Time all-inclusive resort experience eliminates weeks of planning a trip, wondering where to eat, where to stay, where to shop, what activities to budget, how to get there, and more importantly how much money to bring. At Sands of Time, these decision points are eliminated, leaving time to relax and have fun.
Mission Statement
At Sands of Time, you get more than you ever dreamt of….not only in quantity,
but in quality. Other all-inclusive resorts may advertise that “everything’s included”, but
they often later reveal that many of their services and amenities require additional fees.
At Sands of Time Resort we are proud of the fact that we truly are all-inclusive. There
are never any compromises or surprises. The mission of this resort is to provide the
following:
To offer luxurious all-inclusive vacations at a price that makes it affordable to as many couples and families as possible.
To attract the avid golfer to enjoy the 18-hole championship golf course with the assistance of our certified PGA instructors, if needed.
New Product Description
Sands of Time Resort is an all-inclusive resort, which believes in providing a
Vacation meant to revitalize the body and spirit. With this philosophy in mind, the
luxurious rooms, first-class dining and exclusive golf packages are designed to provide
an unforgettable getaway for vacationers and golf enthusiasts alike. At Sands of Time, our number priority is you – the customer. We strive to create a relationship that earns a life-long friend.
Marketing Objectives and Strategies
The mission of the Sands of Time Resort is to provide the finest all-inclusive resort experience. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers. We intend to:
Maintain positive, steady growth each quarter.
Experience a growth in new customers who are turned into long-term customers.
Realize an increase in occupancy each subsequent year.
Financial objectives include:
A double-digit growth rate for each future year.
Reduce the variable costs per guest.
Continue to decrease the fixed costs.
Product
The resort and hotel market has grown significantly since the 1950’s and there are no signs of stopping this trend. The objective for these resorts is to give the customer the best experience possible while indulging in the monetary profits that come from this expanding world of hospitality. The Sands of Time Resort, located in Scottsdale, Arizona will offer only the best: 18 hole championship golf course, luxurious swimming pools, spa and excellent dining experiences. Whether traveling for business, attending a conference or pleasure, you will not be disappointed as our guest.
Attributes
At the Sands of Time Resort, we believe that a vacation is meant to relax the body and revive the spirit. The motto of the resort is “this is your time to relax.” The Sands of Time all-inclusive resort experience