Guide To Writing A Marketing Plan Page 5
ADVERTISEMENT
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
strong competition from well organised motel chains offering
consistent cost effective accommodation
the increasing use of the internet to book accommodation when
B&B bookings can not usually be made directly online
the increasing cost of petrol given most B&B locations are
outside areas serviced by public transport
lower discretionary income available for leisure travel as
interest rates have increased impacting household incomes
These factors will continue to put pressure on the industry as a whole.
However, there will always be people looking to travel to special
destinations. Provided the individual B&B operator meets the
public’s needs and is well-located, a successful business can be built.
This Marketing Plan is designed to identify the target market for
<Business Name> and enable it to attract clientele through careful
promotion and sales support.
2.1. Customer Information
Point Vale is located 180 km west from Melbourne, on the coast. It is
between two regional country towns, both 25 km away, and only
accessible by road. There are 950 permanent residents catering to the
forestry and farming community. There is a small fishing fleet that
provides employment and produce is sent to Melbourne on a daily
basis. The two major natural attractions are the adjacent National
Park with many fine walking trails through old growth forest, and the
spectacular seascape and cliff tops that look across the waters of Bass
Strait. In addition to the beauty of the location, the region has several
wineries, and specialised food manufacturing operations which have
seen the opening up of five excellent restaurants in the last three
years. <Business Name> has a very well established large rose
garden that has featured in the Victorian open garden scheme.
<Business Name> plans to target two distinct groups:
(1) Couples and/or singles in the 40 to 60 age group, primarily from
Melbourne who have an interest in outdoor life (walking, gardening,
beach activities) and are looking for the comforts of excellent
accommodation and fine dining. It is expected they will be from the
mid to higher socio-economic scale and have ready access to
disposable income. Their decision to visit the region are based on the
need to get away from the pressures of city living and indulge
themselves.
(2) Couples in the 55 to 70 age group who are travelling around
Victoria / Australia with Point Vale a convenient stopping place in
Page 2 of 16 | 28 March 2008
<Business Name> | Marketing Plan
ADVERTISEMENT
0 votes
Related Articles
Related forms
Related Categories
Parent category: Education