A marketing plan is a written report that provides the blueprint or outline of the organization’s marketing activities including the implementation, control and the evaluation of those activities (Ferrel & Hartline 2012, p. 29). The plan communicates to the customers on the value of the various goods and services that the company has to offer, it also explains how the organization will achieve its goals and objectives (Ferrel & Hartline 2012, p.30). It involves a detailed planning of the activities that are part of the marketing program which result from the marketing strategic choices that were made earlier (Nijssen & Frambach 2013, p. 122). The marketing personnel also evaluate the results and the marketing decisions that have been made in the previous years while comparing it with the strategy that it plans to put in place in the coming year.
The marketing planning process requires the coordination of broad based decisions at the top of the business hierarchy with the more narrowly defined actions occurring at the bottom (Ferrel & Hartline 2012, p. 27).Marketing personnel are also involved in business operations in order to make the correct decisions regarding a particular good or service that it plans to offer. Marketing planning will require a coordinated approach with the plans such as production, finance and personnel linking with the marketing plan (Donnelly, et al 2010, p.7).
The Enchanted Vineyard is a charming Bed & Breakfast business located in the Lorane Valley, outside of Eugene, Oregon. This valley is precisely known for its profound charm and beauty and its concentration of vineyards and wineries, in addition the Inn is also a state of art work with each of the five major guest rooms incorporated with walls that include 70% glass hence the provision of a breathtaking view of the valley from outside the vicinity. Moreover, the inn offers a huge patio and a vineyard for the guests to explore.
An executive summary is used to help obtain the resources for implementation; it is the thumbnail sketch of the business plan (Thomas & Derammelaere 2008, p.11). It specifies the purpose of the funding you seek and justices the financial feasibility of the plan for the lender or investor (Pinson 2008, p.22). This summary may range from a single paragraph to a few pages in length. It is one of the last elements to be prepared, but it must be well thought out and succinct. It must also be able to demonstrate that the company knows in depth what they are talking about and that the proposed product has potential and a reasonable likelihood of success. It is one of the most critical pieces of the business plan as it is the section that everyone will read first (Covello & Hazelgren 2006, p.171).
A situational analysis contains a vast amount of information and an analysis of the situation that the company is facing with the proposed product and services. It will provide focused areas for action and hence a marketable output (IUCN Eastern and Southern Africa Program 2010, p.82).It comes from taking a hard look at the environment hence many marketing experts refer to the process as environmental scanning. The situational analysis provides background that will help the reader understand why the firm is pursuing the courses of action defined in the remainder of the strategic business plan (Flamholtz & Randle 2010, p. 163). There are four environs of the marketplace: Situational Environs, Neutral Environs, Competitor Environs and the Company Environs.
The SWOT of the business captures the key strengths and the weaknesses within the company and helps provide a description of the opportunities and the threats facing the Enchanted Vineyard. The strengths of the business is that it is situated at a very great location and offers fantastic facilities to its customers and the owners are also passionate about their work in general. The major weaknesses facing the business are that of brand visibility, this is a key area that requires attention and effective marketing awareness would be essential. The limited number of the rooms available also implies that there will be a limited number of sales generated from the business and there is the struggle of taking care of everything with a low labor overhead. The various opportunities facing the business include a growing market that has a significant percentage of individuals not aware of the Enchanted Vineyard and an increase in the sales from various university-related events and the ability of the business to becoming more efficient as the learning curve steepens overtime. The major threat is that of the competition that will be faced from the new bed and breakfast entrants and the introduction of a bed and breakfast style hotel that understands the basic market need of the business. A SWOT analysis pursues an integrated approach including key company and environmental variables (Bohm 2009, p. 1).
The Target Market
The target market is a group of individuals or organizations for which a different organization helps to designs, implements and maintains a marketing mix intended to meet the needs of that group resulting in mutually satisfying exchanges (Lamb, et al 2011 p.274). The customers of Enchanted Vineyard are broadly classified into three groups including, the weekend gateway customers who include the individuals from the region. The Travelers are also a target market and they include the people passing through Eugene. University of Oregon travelers are the third class of target customers and they are majorly customers during different occasions such parents’ visiting days and graduation days as they are able to get a good accommodation around the enchanted vineyard. Having a sense of your market share gives you a good indication of your competitive rank; it also provides a way to monitor the growth of your business within your target market (Schenck 2011, p.56).
The Enchanted Vineyard bed and breakfast provides its extraordinary market needs to its customers among them a beautiful relaxing and luxurious country side bed and breakfast opportunity. The business seeks to provide its customers with the requirements to satisfy their needs and the benefits that are important to their customers. The major market needs include the selection, accessibility, customer service and competitive pricing. Selection ensures that each of the rooms has a breath taking view of the countryside and the bed and breakfast location is located within the city of Eugene hence providing accessibility to the customers and also the frequent guests of the University of Oregon. The customers’ service is also important as the customers will always be impressed with the level of attention that they are able to receive from the service. Competitive pricing ensures that all the rooms are competitively priced relative to similar bed and breakfast facilities.
The market trend for the bed and breakfast shows a rapid increase in occupancy and this shown on a national scale. In the past when individuals would go on vacations they would normally stop by in hotels and motels but within the last two years people have begun to appreciate the additional services that are offered by the bed and breakfast services relative to their traditional accommodations. This industry has nevertheless seen an increase in the occupancy of travellers and the local people in general.
A Marketing strategy consists of the selection and analysis of a target market and its creation and maintenance including a combination of product distribution, promotion and price (Pride, et al 2013, p. 337). The Enchanted Vineyard Bed & Breakfast has three profound strategies that help the business offer a competitive advantage and be placed on an edge because of its effectiveness. They include association membership and advertising, website and its strategic relationship with the University of Oregon. Enchanted vineyard has an effective association of membership and advertising strategy that enables different visitors to for their regional bed and breakfast associations for further information about the different types of facilities and areas that they can a plan a visit. Enchanted vineyard is also a member of the chamber of commerce which also enables visitors to inquire with the local chamber when making plans on vacations.
Another strategy that the enchanted vineyard seeks to develop is a website that allows visitors to view the bed and breakfast details and the services that the business has to offer. People will also be able to plan, books for the rooms or their own requirements in general. The strategic relationship with the University of Oregon is also a venture that the Enchanted seeks to develop and a partnership with the university to ensure that whenever the school is in need of finding the appropriate rooms then they are able to make contacts with the college readily. They also seek to advertise with the students so that when the students are searching for places for their parents to stay during parents’ meeting then they have a place to reside at the Enchanted Vineyard. It is also clear that successful marketing strategies have been very fundamental for all high technology firms that have managed to survive the technology crash and thrive it (Viardot 2004, p. 1). This is not different from the hospitality industry.
The marketing mix describes how the management attempts to combine activities creatively (Handlechner 2008, p.4). A marketing mix major four P’s are requirements that businesses take into consideration when developing an effective mix for their markets. They include Product, Price, Promotion and Place. The others include, People, Probe, Packaging and Purpose. The marketing mix facilitates meeting the requirements of different types of customers (Jain 2009, p.86).Even within the individual marketing mix elements indicators have similar rankings (Walter 2004, p.185). The Enchanted Vineyard Bed & Breakfast's marketing mix is mainly comprised of pricing, place (distribution), promotion (advertising) and people who include the customer service required.
Pricing: The pricing scheme of Enchantment bed and breakfast is mainly based on a room rate. This room rate is arrived at in terms of its market value that is currently present in the market. Place/Distribution: It is identified that all the services will be provided at the bed and breakfast facility. Promotion/Advertising: The most successful traditional advertising for Enchanted Vineyard bed and breakfast will be with the officials of the bed and breakfast. The development of the alliances with the university is also a non-traditional method that will be an effective method of marketing and the website that will also be developed will provide an effective tool for efficient advertising and marketing in general. People/Customer Service: Good customer attention is very vital. Its philosophy on effective personnel is ensuring that whatever needs to be done to make the customers happy must be developed at the expense of short-term profits. Managing the mix involves the tools and techniques of marketing (McDonald 2009, p.10).
The plan is a calling card and acts as the best opportunity to introduce the business in the most favorable light (DE Thomas & Derammelaere 2008, p.3). Marketing plans ought to be reviewed occasionally on an annual basis to be able to determine how the business is performing in the industry in general. The plan should clearly identify the nature of the operation and the requirements for personnel, materials and financial resources (Waltman 2010, p.25).
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