Guide To Writing A Marketing Plan Page 4
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161. Business Overview
Judy and John Abbe have made the move from the city to the country
and at age fifty have purchased <Business Name> in the small but
picturesque seaside resort of Point Vale. Judy is an excellent gardener
and the rose garden at the property will provide her many hours of
enjoyment. John loves the outdoor life and is a great bush walker and
amateur naturalist - with the National Park bordering Point Vale, he
sees the opportunity to further his hobby. The property is in good
condition, having living space for the owners plus four large
bedrooms each with their own facilities. Neither of them has run a
Bed and Breakfast (B&B) before but they are outgoing types and are
prepared to learn from those who have gone before. This Marketing
Plan has been designed to provide a business which produces a
substantial income as well as allowing them to develop and enjoy a
satisfying lifestyle.
2. Market Overview
The Bed and Breakfast industry is a vital part of the tourism industry
providing accommodation to both domestic and international visitors.
It is centred on providing short stay visits to the travelling public who
use these facilities for visiting a destination (usually with a significant
landmark or eating out), thus taking a break from their regular
lifestyle. The key to a successful B&B is the location and the ability to
attract visitors to a region providing the purpose for a visit.
Accommodation differs from hotels, motels and caravan parks as it is
highly personal, usually with intimate surroundings and individual
attention from the proprietor. The provision of comfortable, secure
and private accommodation along with a quality breakfast is the key
differentiator of the B&B industry and sets it aside from other forms
of accommodation.
The Victorian B&B industry has been in decline for several years,
particularly domestic tourism, as it has to compete with not only other
forms of accommodation but also with the changes to destination of
the travelling public. It still, however, provides a significant
proportion of the accommodation required with 634,000 visitors’
nights in 2006. Successful B&B operators have learnt they require a
location with a natural attraction to visitors, and then provide a
service that complements the reason for people visiting the area. The
changes affecting the domestic B&B industry are:
strength of the Australian currency making overseas travel
cheap compared to domestic
Page 1 of 16 | 28 March 2008
<Business Name> | Marketing Plan
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