Introduction
Take a few moments, close your eyes, relax and picture yourself sitting by beautiful Olympic sized pool overlooking the rugged terrain of the McDowell Mountains in Scottsdale, Arizona. This could all become a reality within a few years after the new "Sands of Time Resort" is completed. The presentation of this paper will include the overall financial/marketing objectives, segmentation, target marketing and a differentiating and positioning strategies for this new and exciting resort.
Marketing and Financial Objectives
The resort and hotel market has grown significantly since the 1950's and are no signs of stopping this trend. The objective for these resorts is to give the customer the best experience possible while indulging in the monetary profits that come from this expanding world of hospitality. The Sands of Time Resort located in Scottsdale Arizona will offer only the best: 18 hole championship golf course, luxurious swimming pools, spa and excellent dining experiences. Whether traveling for business, attending a conference or pleasure, you will not be disappointed as our guest.
As with any service, marketing is the key to any successful product. The Sands of Time Resort is dedicated in reaching as many potential customers as possible. This will be fulfilled by registering with the Chambers of Commerce, advertising in newspapers, guidebooks and magazines. With the newspaper advertising, the Sands of Time Resort will target major metropolitan areas, followed by smaller cities within the state. Along with newspaper, advertising in magazines will capture nationwide expose leading to a higher rate of return. Another excellent tool for advertising this great resort is ...