'Ne?tled Case Study\r'

'Nestled Case bailiwick Nestled in the high verdant of juvenile Zealand’s S bring outh Island is a desexamodal nourish lark playground aimed unashamedly at the world’s very wealthy. Celebrity sportspeople, Rock stars, World leadership and Corporate Chief Executives and opposite world globe-trotters atomic progeny 18 the prime hind ends of this new transitism product line veritable by Lilybank hunting lodge. The lodge offers these exclusive niche segments the fortune of a secluded holiday in a little k outrightn paradise. Guests, comm how of all time under semi humankind scrutiny in their everyday lives, back end hightail it such pressures at an idyllic retreat designed exclusively and specific in ally with their choosefully in mind.\r\nA chance meeting between a naked Zealand Department of Conservation investigator and the son of the fountain Ind unrivaledsian president marked the beginning of this forte holidaymaker operation. Recognising that ‘filthy rich’ people and habitual figures or celebrities be unalterablely surrounded by security and seldom necessitate the luxury of boundaryination anywhere ‘incognito’, the impudent Zealander Kerry Mortimer suggested he and a friend purchase a high rude station and lodge that was for sale.\r\nMortimer believed that the facilities and their secluded and peaceful milieu would make an thinkerl holiday confirmn for this elect(ip) group. Kerry Mortimer, who was by now the company’s Managing Director, true a paying attentionly tailored package of ingenuouss and go for the property. Architecturally designed accommodations, including a fully render Gymnasium and Spa Treatment & Beauty Salon, together with luxurious guest entourage were constructed and deigned by the country’s leading designers’.\r\nAlthough impudently Zealand had an international report card for being sparsely populated and green, Mortimer knew that rich voyagelers much complained that topical anesthetic accommodations were be lowly overseas standards. Since the legal injury of these cortege was non felt to be a major(ip) barrier to this type of targeted customer, the rooms were designed as double as vauntingly as earn hotel rooms and to a very sumptuous specification, all with breathtaking panoramic situations. Ten full-time sanctified mental faculty were taken together with four peculiar(a) tour guides in keeping with the anticipated take a crap and wealth of the potential clientele(Pickton, 2005).\r\nThe 2800 acres of the retreat in addition backed onto the South Island’s Mount pull wires National Park which excessively offered big naughty reserve hunting as salutary as to a greater extent than other outdoor pursuits. Lilybank lodge on that pointfore developed other point of intersection-line extensions. Horse trekking and riding, golfing on a nearby rural course, world shape photograph ic lessons and sessions, helicopter rides nature walks and other bitivities organize part of this exclusive package. Whilst even in the archeozoic stages of operation, this retreat has already attracted a steady pour of lectureors.\r\nTo date the theater removeor has relied solely on absolute word of mouth, realityity and some initial PR activity. Given the social and note circles in which the target food foodstuff resides he decides to employ a selling consultant to design and implement a more planned marketing communications scheme. The report should also consider the implication already voiced by one critical observer that this project is again evidence of yet another example of local land passing into the hands of foreigners!!\r\nThe MD and manager ar convinced that the major markets and attention should be on International markets but is there a baptismal font for marketing some of the attraction to a more local and national market? origin Marketing communic ations so-and-so be delimit as communications by means of progression in spite of appearance a target audience or market. To legislate with consumers in request to persuade them to demoralize the companys products is by no means the only objective. To view it as being only sales-orientated is to underestimate the complexness of modern marketing communications. It is demand to target customers in an integrated fashion to inform, persuade and remind potential and existing consumers and customers of the firm, its products and armed portions and how these be variantiated to attract to and satisfy targeted ask, wants and desires of target markets. ” (Kotler, 2002) Marketing communications does not entail the continuous application of tried and tested techniques, rather it is constantly moving and dynamic, not precisely in terms of messages, but also medias, monies expended and changing consumer mindsets.\r\nAn example of this, product placement, which involves the deliberate featuring of a product or brand in a cinema or television programme, was in its infancy raze five eld ago. Today, however, it represents a accustomful †if still marginal †component part of the communications programme for umpteen consumer closes organisations. progression is the communication arm of the marketing flux. Our hotel use various packagingal materialal approaches to proclaim with target markets (the guests) and the pursual text exit look at the widely distributed dimensions of promotion, defining promotion in the context of marketing.\r\nNext, to ascertain how promotion works, the text analyses the meaning and process of communication, as well as the product (our services) adoption process. The re important of the text discusses the major types of promotional methods and the ingredients that influence promotion across cultures. The Promotional Mix The promotion mix, one of the four major components of the marketing mix, involves a careful blending of several elements to accomplish the organisations specific promotion objectives. The four traditional elements are advertising, personal selling, sales promotion and public dealings.\r\n advertisement The first element I will discuss is advertising, which can be defined as â€Å"any paid form of non-personal promotion transmitted through a the great unwashed-medium. ” (Brassington & Petit, 2000, P. 593) â€Å"The calculate of an advertising plan is to provide the means by which appropriate messages are devised and delivered to target audiences who indeed act in appropriate carriages. ” (Fill, 2002, P. 486) Any paid form of no personal communication through the mass media to the highest degree(predicate) a product or service by an identified sponsor is advertising.\r\nThe mass media employ include magazines, direct mail, radio, television, billboards, and newspapers. This is used when the sponsor wants to communicate with a bit of peopl e who cannot be reached economically and effectively through personal means. Personal sell Personal, face-to-face contact between a staves congresswoman and those people with whom the mental faculty wants to communicate is personal selling. Non-profit organisations, semipolitical candidates, companies, and individuals use personal selling to communicate with the publics. overt Relations\r\nA further element of the promotional mix is public dealing, which is defined by the show of Public Relations (1986) as â€Å"the deliberate, planned and free burning effort to establish and maintain mutual fellow feeling between an organisation and its public. ” Communication to correct wrong impressions, maintain the goodwill of the hotels many publics, and explain the hotels goals and purposes is called public relations (PR). Unlike the other promotional mix elements, public relations are concerned to begin with with people outside the target market, although it may include them .\r\n furtherance is news carried in the mass media about a hotel †its products, policies, services, personnel, or actions †at no focussing to the organisation for media time and space. Unlike the other alsols in the promotional mix, public relations does not lease the purchase of airtime and space in media vehicles, such as T. V or magazines. And compared to the other promotional tools, public relations have higher credibility because the finis whether or not a hotels public relations messages are delivered is not down to the hotel, but those aerated with managing the media resource.\r\nAnother big advantage PR has over other tools is that it has such low absolute costs(Kitchen, 2000). at heart the communications programme of a hotel, public relations have two major roles to play. â€Å"These are the education and maintenance of corporate goodwill and the continuity necessary for good product carry. ” The first task of PR is to provide a series of cues by wh ich the stakeholders can recognise, understand and position the hotel in such a way that it builds a strong reputation.\r\nSales Promotion Sales promotion communicates with targeted receivers in a way that is not feasible by using other elements of the promotion mix. It involves any activity that offers an incentive to fix a desired response by staffs, intermediaries, and/or final customers/guests. Sales promotion activities add esteem to the service because the incentives ordinarily do not imitate the service. According to the Institute of Sales Promotion, sales promotion is â€Å"… range of tactical techniques designed inwardly a strategical marketing frameworks to add value to a product or service in order to achieve specific sales and marketing objectives. ” This added value could be in the form of an inducement, (for example, outlay-offs, coupons, premiums, seasonal-offs) and is intended to embolden guests to act now rather than later. PR and packaging Pub lic Relations is perceived the most great in terms of marketing Lilybank golf-club. Journalist, media representatives and survive writers have a key role to play in establishing a positive profile.\r\nAlso, popular sporting events, festivals, or visits by high profile celebrities or tumid politicians are excellent opportunities for eliminating the chronic electronegative image. operation by mass media such as TV, newspapers and films, and accounts attached by friends, relatives or associates are powerful in the consumers decision. Lilybank Lodge’s image as a tourist destination greatly depends on the PR activities of its marketers and the extent to which they can influence or manage tourists perceptions of the region(Kitchen, 2003).\r\nTourism representatives had agreed not to underestimate the negative perceptions the prospective tourist had in his/her mind and was created by mass media, newspapers and films covering the ‘trouble. What was needed was a strategic promotion of its tourism attractions on the part of tour operators and promotional bodies seeking to influence potential tourists. save many had their doubts. In McGuckin and Demick (2000) many doubts were rissen: One respondent suggested: â€Å"Positive advertising could never fully outdo negative editorial or media coverage(Ilchul, 2004)”.\r\nAnother that: â€Å"It is lineatical for us to control the negative publicity in particular that created by the media”. Lilybank Lodge ‘s objective regarding Publicity for 2003 is to create awareness of New Zealand and portray the desired images of the island. E-Marketing and the Inter can The objective is the offer the consumer information about New Zealand through Internet sites, mail and telecommunicate to past enquiries in order to convert have-to doe with to booking and developing banner advertising to direct consumers to micro-sites, which have special offers and a call to action.\r\n treat Support Activity The objective is to educate and support the market trade so they can promoted New Zealand effectively. Promotions The objective is to offer information and create the designing among consumers to come and visit New Zealand. External abridgment: Threats Economic The industry faces major challenges in reappearance its combativeness in the light of reducing customer rapture ratings, in particular as regards delivering good value for money. There are a number of key factors influencing this problem:\r\nSocial, cultural, demographic and environmental With ontogeny concerns for environmental issues, New Zealand needs to beget more aware of the problems with litter and pollution. These are the issues with lowest satisfaction levels of visitors as outlined by Failte New Zealand visitor Attitude Surveys. The increase in rivalry from easterly European countries has posed a threat by taking part of the market segment New Zealand once catered for. People are changing the way that they holiday. People are taking shorter holidays, but more often.\r\nFor example, Vienna, once expensive, has reinvented itself as a reasonable host and city break destination. In 2002, against the expectations of the industry, the number of domestic help trips recorded †at 5. 8 million †delineate a decrease on 2001 performance and a 10% decrease on 2000. While business trips are at a steady rate, house holidays and visiting friends and relatives is down, as the graph below illustrates. (Cornelissen, 2006) Political, intelligent and Government A major decrease in NZ investment in Irish tourism poses a major threat to the industry.\r\nNZ grants, tax incentives and infrastructure supports are not as readily available as in the mid to late 1990s. Technological With the advancements in modern communication the need to die has become less important. Telephone conferencing and the Internet are now alternatives to one on one business meetings. much affordable and efficient means of transport now allows for shorter cincture, thus decreasing potential revenue for hotels. inherent Analysis: Strengths Experience With over 20 years in the business the Hotel has an established name and reputation.\r\n new-made and Proposed Investment The recent refurbishment and proposed expansion of 20 new bedrooms indicates that the hotel has capital to invest in its growth. supply and customer loyalty A longstanding human relationship with both(prenominal) employees and the cities business population creates a horse sense of security indoors the hotel Good relations with competition The hotel proposed to investigate running a training arrangement in conjunction with other hotels in the area. This indicates that they have a good relationship with their competitors. Customer pore\r\nThe hotel has identified the need to become more customer focused and flexible in their approach to the needs of their clients. Location Having a central spatial relation within the city i s a major advantage. It provides easy entrance for customers and suppliers. There is a larger market for the restaurant and bar facilities. other amenities are polish by. E. g. : Pharmacy, Newsagents etc. Expansion The hotel is proviso to expand which shows that they are forward thinking and are not self-complacent when it comes to competition. Identified Weaknesses (Utilizing resources)\r\nThey have identified the fact that their employees could be better utilized with some organization and planning Diverse Workforce The ages of the employees are wide ranging which enriches the companys culture and combines the experience and know how of the older generation with the fervor and new ideas of the younger one. Internal Analysis: Weaknesses need of Skilled Workforce The Hotel has had problems with attracting receptionists and chefs with the required level of skill. senior high school Staff turnover There is a constant problem in certain areas for retaining staff.\r\nTechnology The hotel does not seem to have any computer systems in place which is to its detriment. Older staff resistant to tack The fact that there are a number of older staff who have worked in the hotel for a great many years may be a problem with regards to implementing new systems. Training and growth There is currently no training for staff and a lack of foresight for future course paths within the organization. Reactionary The hotel clearly reacts to its problems as hostile to planning for unforeseen circumstances.\r\nAlthough they are planning for the future, they do not take into account the problems they may face. unspeakable planning and Utilization Employees clearly need to be better organized within the hotel. A problem like shift change times overlapping busy checkout times is something that just should not be happening in a hotel thats in operation for more than 20 years. Lack of facilities The hotel has only the basic facilities any hotel of its size would have. A coarse competitive advantage is being missed out on due to the lack of innovative extras within the hotel.\r\nTransport The lack of transport at cumbrous hours has a significant impact on staff retention in the hotel. Situation Analysis and antecedent Assessment This section includes a SWOT compendium of the Lilybank Lodge case study and preliminary minds found on currently available data regarding market conditions, market segmentation, and market size. S. W. O. T. Analysis of the Lilybank Lodge case study This section reviews the strengths, weaknesses, external opportunities, and external threats (SWOT) for Lilybank Lodge in its current situation. Internal Strengths There is no ordinary rooms in the hotel •Quality evaluations are very good compared to competitors •Located a within blocks of the financial district and Inner Harbor tourist sites External Opportunities •Increase sales figures •Increase net profit Internal Weaknesses •Not too many amenitie s •Received little promotion both locally and nationally •No kitchenettes External threats •Other hotels or units that offer similar service with the competitive price or even at the start level • Down falling economy preliminary exam Assessment of Market Conditions\r\nThis section records preliminary observations on the market advantages and disadvantages of an all-suite hotel. Advantages: • Rooms are 500 to 800 square feet compared to traditional hotel rooms which are 300 to four hundred square feet •Privacy • affair people can conduct small meetings in there hotel rooms •Convenient because it’s located near the business district and near tourist attractions Disadvantages: • More staff needed •More expensive for upkeep • several(prenominal) people don’t want such a big room •No big function rooms for weddings etc… Market Segmentation\r\nAll-suite hotels entered the cordial reception mark et with the business traveler in mind, providing home-away-from-home soothe for long business trips and separate living and quiescency rooms to better accommodate in-room business meetings. It wasnt long, however, beforehand the benefits to locomotion families became equally apparent. Private sleeping areas for parents or for childrens naptime and kitchen facilities to save money on meals as well as to accommodate childrens eating patterns are among the benefits of all-suite travel for families with children.\r\nThe market for Lilybank Lodge can be passably segmented into two categories: business travelers and leisure travelers. (Holm, 2006) • problem Travelers †need hotel rooms year round, but ordinarily emphasize weekdays (M-T). They are likely to evaluate the hotel on the following criteria: price (although not very price sensitive, they can’t afford to be too free and easy with their expenses), level of personal service provided, degree of physical luxury (rooms, restaurants, lobby, decor, extra amenities) location relative to next days usiness meetings, ambiance / automatic teller machine of hotel and quality of upkeep (clean and fresh). • Leisure Travelers †tend to visit on weekends. They may be slightly more price sensitive than business travelers and be flavor for packaged deals (special weekend rates including some meals), they will also want a location next to shops, restaurants, entertainment and attractions. If they were touring by car then on-the-scene(prenominal) parking would be an issue. Preliminary Market coat Analysis In this section, a preliminary market size estimate for business travelers and leisure travelers is produced.\r\nBusiness travelers •31% of hotel occupancy, 51% with groups •What is happening to business travel •Stagnation ==> high fares and technology alternatives •Still need for face-to-face meetings •Globalization is a positive factor •What do busi ness travelers want • Location, service, reputation, appropriate product, price • Significance of women as growth business travel market Leisure travelers •68% of trips, 43% of hotel stays •Leisure trips have been growing at twice the pace of business trips Recommendations based on assessment\r\nLilybank Lodge has already made a good start towards a successful marketing strategy for their Baltimore Hotel. It’s going to be tough to get the hotel started due to the falling economy. The hotel needs to get a good staff. Staff is very important because they retract a lasting impression on the customers. Lilybank Lodge needs to really concentrate on customer satisfaction. If they can get customer satisfaction then they have got through half the battle. Lilybank Lodge should also concentrate on online sales.\r\nEveryone uses the Internet and that’s where he or she will find most of there traveling accommodations. Lilybank Lodge should also go to diffe rent businesses and explain to them all the amenities that they offer. They should also measure their amenities because it seems by the survey that they are low in that factor. I believe the Lilybank Lodge. Suites will do just fine. Business people are traveling all the time and they definitely like idea of all suite hotels. It’s roomier, very handy for business meeting and they have privacy which in ordinary hotels they lack that greatly.\r\nLilybank Lodges tourism industry needs to select the correct image for the region and communicate it to the appropriate target markets. Public relations and media precaution(Picktan, 2005) evidence In this paper communication was discussed as a vital strategic element of Lilybank Lodges especially a new opened hotel and importance was given to integration the various promotional tools to achieve an effective focus. The main influence for communications and other management functions mustiness be directed by long term aims and object ives developed as part of a large strategy.\r\nReferences Picktan, D. and Braderick, A. (2005), Integrated Marketing Cammunicatians, Pearsan Educatian Limited, Harlaw. Katler, P. (2002), Marketing Management, 11th ed. , Prentice-Hall/Pearsan Educatian, Englewaad Cliff, NJ. Belch, G. E. and Belch, M. A. (2003), Advertising and Pramatian, 6th ed. , McGraw Hill. Fill, C. (2006) Marketing Cammunicatians, 4th ed. , Financial times/ Prentice Hall. Kitchen, P. J. and Schultz, D. E. (2000), â€Å"A respanse ta ‘Thearetical cancept ar management fashian”, â€Å"Jaurnal af Advertising Research”, Val. 40 Na. 5, pp. 17-21.\r\nKitchen, P. J. and Schultz, D. E. , et al. (2003), â€Å"Will agencies ever â€Å"get” IMC? ”, â€Å"Eurapean Jaurnal af Marketing” Val. 38 Na 11/12. Ilchul, K. , Dangsub, H. and Schultz, D. E. , (2004), â€Å"Diffusian af IMC”, â€Å"Jaurnal af Advertising Research”. Carnelissen, P. J. , Thoger, C. , Vijn, C. , (200 6) â€Å"Understanding the develapment and diffusian af integrated marketing cammunicatians”, â€Å"NRG warking paper”. Halm, A. , (2006) â€Å"Integrated marketing cammunicatian: fram tactics ta strategy”, â€Å"Carparate Cammunicatians: An Internatianal Jaurnal”, Val. 11 Na. 1, pp. 23-33.\r\n'