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Marketing strategy and sales and marketing action plan

The client

5 star Irish Hotel and Golf Resort.


What did Hotel Solutions Partnership achieve for the client?

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

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, 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.

 


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