Marketing Strategy Essay

942 words - 4 pages

Every marketing strategy should be measured by its ability to directly impact andimprove upon each factor that the strategy contains. A marketing strategy is a company'shope to achieve strong and profitable customer relationships by targeting certaincustomers, using a marketing mix, and implementation. In an ideal world, strategies at alllevels of the organization should be well articulated and understood. Interpretations of thestrategies then result in realistic, well-defined marketing plans and programs which canbe created and acted upon. Organizations can have a greater chance of being successful ifthey develop deep understanding of markets and the customers within those markets. Themarketing strategy is a dynamic document which focuses on bringing plans to life. It is aroad map for carrying out marketing activities and implementing marketing plans.(Armstrong and Coulter, 2005. Pages 53-57)The company I have decided to create a marketing plan for is imaginary, but wasinspired by a bed and breakfast that I once had the opportunity to visit. 'The MysticalVineyard Bed and Breakfast is located in St. Helena, California. The valley is knownfor its beauty and concentration of vineyards and wineries. Each of the guest roomscontain walls that are 65% glass providing a breathtaking view of the valley. In additionto the views, the Inn offers a huge patio and vineyard for the guests to explore. MysticalVineyard has two competitive advantages that ensure profitability. The first is the staff'sprofound attention to personal service. They recognize that their most important job is topamper the guests, allowing them to have an excellent stay. The other advantage is thefacilities, handcrafted and simply beautiful. The house and adjoining land arebreathtaking. (The Grey Gables, 2004)Unit I IP Strategy 3Being a start-up business, marketing is critical to the Mystical Vineyard's success and future profitability. This is an example of the marketing strategy that I would propose for the Vineyard:1. Association membership and advertising- When people are planning a vacation they usually inquire about regional B&B associations for information about the different B&B's in their area. Since most associations publish a guide to the local B&B's, the Vineyard would be in this guide which would provide easier visibility to customers. Also, people sometimes inquire with the local Chamber of Commerce when planning a vacation. By becoming a member of the local Chamber of Commerce, this will also provide visibility to the Vineyard. The Vineyard's membership to the association will also provide a link to their website for people to inquire about it there.2. Website- The Mystical Vineyard will have a full service website that allows the visitor to view the B&B, read details about what it has to offer, provide information on regional activities, and even allow the visitor to book a reservation online. The web has become an irreplaceable tool people have for...

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