Marketing Plan

MARKETING PLAN |

OASIS RESORT |

Malaysia – Perhentian Island |

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Name: | Yoyo Sze Wai HUNGChristel Siheng ZHANGLouis Christian Barancourt Linge | Husz310889Zhsi020688Balo280689 |

Lecturer’s name: | Ms Anu Laukkala | |

Module no.: | MS 370 | |

Submission Date: | 14 December 2010 | |

Content

Content | P. 2 |

Executive Summary | P. 3 – P. 4 |

Introduction | P. 5 – P. 7 |

Situational Analysis | P. 8 – P. 18 |

* PESTLE Analysis | |

* Political | P. 8 |

* Economy | P. 8 – P. 9 |

* Social | P. 9 – P. 10 |

* Technology | P. 10 |

* Legal | P. 11 |

* Environment | P. 11 – P. 12 |

* Competition Analysis | P. 13 – P. 15 |

* Competitor’s Strengths and Weakness | P. 16 – P. 18 |

* Competitive Advantage | P. 18 |

SWOT Analysis | P. 19 – P. 21 |

* Strength | P. 19 – P. 20 |

* Weakness | P. 20 |

* Opportunity | P. 20 – P. 21 |

* Threats | P. 21 |

Marketing Goals and Objectives | P. 22 |

Marketing Strategy | P. 23 – 36 |

* Target Market | P. 23 |

* Target Segmentation | |

* Market Geographic | P. 24 – P. 25 |

* Market Demographic | P. 25 – P. 26 |

* Market Behavior | P. 27 – P. 28 |

* Marketing Mix – 4Ps | |

* Product | P. 29 – P. 31 |

* Price | P. 32 |

* Place | P. 32 |

* Promotion | P. 33 – P. 36 |

Implementation | P. 37 – P. 38 |

Control and Evaluation | P. 39 – P. 40 |

Summary of advantages, costs and profits | P. 41 |

References | P. 42 – P. 45 |

Appendices | P. 45 |

Executive Summary

Marketing Plan describes plan for pricing, promotion, demand management, distribution, and brand development. It specifies the marketing goals and the steps involved in achieving these goals. The purpose of creating a marketing plan is to identify revenue generating opportunities, provide a rationale for revenue forecasts, define marketing goals, define a set of concrete steps for reaching those goals and...