Marketing strategy and sales and marketing action plan
Client: 5 star Irish Hotel and Golf Resort
Background
This major new American-owned resort had failed to achieve the sales volumes projected in the first year of trading and wanted support to ensure that it's marketing strategy and actions were optimised and fully recognised the market opportunity available to it.
Consultants: Frank Coan and Alastair Stevenson
Project objective
To work closely with the hotel's management team and US parent company to deliver a fully effective strategy and action plan for implementation by the resort team.
Project scope
- Review the resorts competitive position
- Identify market opportunities by segment
- Determine volume and revenue targets by market segment
- Review marketing and sales activity to-date
- Agree future marketing strategy
- Deliver detailed sales and marketing activity plan and budget
Methodology
- Working with the management team develop detailed segment analysis of business in initial trading periods
- Identify relevant competitive set and prepare SWOT analysis for resort
- Produce and agree market segment strategy
- In a joint workshop with the resorts General Manager, Sales Director and Accountant produce a detailed sales and marketing action plan, incorporating previously successful actions and additional activity to fully exploit the market opportunities.
- The plan was costed in detail and all segments given volume and revenue targets for effective monitoring.
Results
"The analysis and input provided by Frank Coan and Alastair Stevenson totally refocused my Sales and Marketing team on actions and a logical plan that is effective and results driven for our hotel/resort facilities. Hiring them was one of the best initiatives I undertook last year."
Resort General Manager
Please do contact us to discuss without obligation how we can help you.
Associated Experts
Frank Coan: has a clear focus on getting to the heart of any business situation, whether it is the assessment of the potential of a new business opportunity or identification of future marketing priorities
Read more >
Alastair Stevenson: specialises in market feasibility projects and hotel development/investment appraisals supported by detailed revenue modelling, as well as marketing planning and strategy.
Read more >Associated Areas of Expertise
Benchmarking performance Read more >
Business turnaround Read more >
Distribution channel management Read more >
General management Read more >
Master planning design Read more >
New hotel openings Read more >
Pricing Read more >
Process design Read more >
Resorts Read more >
Sales and marketing management Read more >