Integrated Market Strategic Communications -Myassignmenthelp.Com

Question: Discuss About The Integrated Market Strategic Communications? Answer: Introducation Analysis on the target market aims at establishing if the Mermaid Hotels and Resort should open a new property at Lombok Islands. The focus is to expand the firms operations and avail services to potential customers in the region. Specifically, Mermaid hotels and resorts targets at expanding its operations to South East Asia in the future (Chaffey Ellis, 2016). Aimed at achieving the goal, the organization has created awareness and built a positive image for its products to impress potential customers. Apart from attaining booking targets, the company has worked to improve its reputation. This ensures that the firms operations are a success. Opening a new hotel at Lombok Island exposes the firm to many potential customers. The target market is Singapore. The Singapore state is viewed as among the primary market generators (Ferrell Hartline, 2012). Among the tourists who visit Lombok Island are targeted to have originated from this country. The secondary market for the Mermaid Resorts and Hotels in Indonesia are travellers from South Korea, Malaysia, and New Zealand. The firm plans to register up to 35,000 bookings within the first year of operation. The figure is generated from the equation of 10,000 reservations at the end of the year with an estimated stay period of 3.5 nights (Fifield, 2012). The principal target audience is tourists from Singapore. However, the secondary audiences are the tourist from South Korea, Malaysia, and New Zealand. The promotional focus in the first year will be on a three generating market pairings. These pairings are Japan and South Korea, Singapore and Malaysia, and Australia and New Zealand. In the year 2016, an estimated 12.02 Million travellers visited Indonesia. This was approximate of 15.55 increase from 2015. In 2015, an estimated 9.73 million tourists made a trip to Indonesia (Fill, 2013). The visitors stayed in the hotels for a period of about 7.5 nights, and their spending was averaged at $1,142. From 2000-2016, Singapore is the leading state whose citizens make most trips to Indonesia. It is followed by Malaysia, Australia, Japan, and South Korea. According to Singapore national tourism organization, in November 2017 1,547,000 Singapore citizens made visits abroad (Hall Page, 2012). This was an increase from the previous month by 4.6%. Out of 1 1,547,700 visits abroad, 130,168 were visits to Indonesia. Around 59% of all visitors to Indonesia travel for holidays while only 39% make business trips. This shows that Singapore is a brilliant market target. Tourists aged sixty-five years and above are accounted for more than one in five tourism nights for private purposes (Hampton Jeyacheya, 2015). Individuals aged fifty-five and above are accounted for 39% of tourism nights for private reasons. This was 2% above persons aged 15 years and above whose private nights ranged from 37%. According to World Economic Forum survey, Singapore had a travel and tourism competitiveness index score rating of 4.2 in 2017. The country was ranked forty seconds among 136 nations. This shows that Singapore is a brilliant market target. From the collected data, it is evident that Lombok Island is at a higher chance of getting customers from Singapore. A high number of Singapore citizens make a trip to Indonesia. Hence, the hotel will be required to customize its products to cater for clients from other countries. By ensuring this is met, the tourist industry is expected to grow. As a result, this will account for increased booking to Mermaid Hotels and Resort (Naeem, Bilal Naz, 2013). Singapore is estimated to have a population growth estimate of 6.9 million by 2030. The targeted population increase would translate to increase the number of tourists who would visit Lombok Island(Naeem, Bilal Naz, 2013). Visiting Lombok Island would make customers visit the Mermaid Hotels and Resort. The rise in population in Singapore favours the hospitality firm. The country as well as a reputation for innovation and high standards of living. It is regarded as the worlds most crypto-friendly nation. It is the worlds most expensive place to live (Morgan, KatsikeasVorhies, 2012). The country has maintained this for the past four years. The luxurious life of Singapore citizens would lead to a considerable number of individuals visiting Lomboks Islands. They visit to either enjoy the scenery or experience hospitality services away from home. Additional, the country has a booming economy which motivates investment from local and international investors. The laundry of Singapores achie vements makes it one of the ideal places to market a business. This would lead to the growth of Mermaid Hotels and Resorts. Primary Research Mermaid Hotels and Resorts provides an analysis of target markets by conducting qualitative research. The research was done using the online platform. Additionally, information was enquired from the countrys public domain regarding tourist levels in the area (Percy, 2014). Cross-analysis of the area where the resort was to be opened was conducted. The purpose of reviewing the area was to identify if the location offered an attraction to tourists and travellers. The research objective was to generate 35,000 bookings within one year. The purpose was to identify the strategy to be put in place to create10,000 bookings with an estimated stay of 3.5 nights. This translates to 35,000 reservations for Lomboks resort in the first year of operation. To determine the likely visitors to the Mermaids Hotels and Resorts, the demographics various nations were evaluated. This includes identifying means of transport used by travellers. As a marketing strategy, possible competitors were determined and evaluated. These hospitality institutions offered similar services to those of Mermaid Hotels. The purpose was to enable it to approach the marketing strategy in a way that made the firm appear better and superior to its rivals (Williams, Lew, 2014). To help in marketing the hospitality firm, Lombok Island was chosen as the best location due to the large number of tourists who visit the area. This would translate to a high number of customers. This tourist attraction scenery has been used as a tool for marketing Mermaids Hotels and Resorts. To ensure that the firm gains competitive advantage and meets customers needs, the following marketing strategies are adopted. First, the company should create a corporate identity for Mermaids Hotels and Resorts. This involves generating logos, business cards, and letterheads and ensure that they are distributed to the public. Brochures and catalogues should also be developed for potential clients. Second, a complete public relations campaign should be designed. This hospitality firm should participate in public functions, create monthly e-newsletters, and develop a crisis communication plan (Yeshin, 2012). This aims at improving public relations. Third, an online marketing plan should be developed. Most of the target customers are from different countries. Coming up with an online marketing plan such as Facebook will enhance customer coverage(Morgan, 2012). Lastly, the firm should develop an advertisement for local and international media. Advertisement space in the media should be made available. This would be used to make announcements pertaining Mermaids Hotels and Resorts. The media helps in delivering information with high impact at the lowest cost per customer reached. To achieve their marketing goals, Mermaid Hotels and Resorts should make use of the following marketing options; first, the company should leverage video content to market the companys content. There is a 90% estimate that most of the internet traffic will be visual by 2017. Hence, the firm should develop creative content to showcase their brand. Second, Mermaid should focus on in-depth content. This can be done by ensuring that their content is experience-oriented. Third, the organization should go for influencer marketing. Inviting influencers to review the companys products and services is an excellent strategy to boost conversion. Lastly, Mermaid Hotels and Resorts should build and sell the experience. Travelling is all about the experience. Individuals talk about the places they visited, what they saw, and how this made them feel(Judisseno, 2015). Mermaid Hotels should create a link to their services and what is offered around their environment. The firm should sell a full packa ge by informing the tourists what is in store for them. This could include nearby attractions. This can be topped with impressive images on accommodation and the surrounding environment. The overall IMC strategy for Mermaids Hotels and Resorts is to expand its operations to other places. Implementation of an IMC plan will result in wide market coverage. The opening of a new Mermaid Hotel and Resort in Lombok Island will attract primary markets from Singapore. According to the analysis, Singapore is an appropriate target market for the Mermaid Hotels and Resorts (Hollensen, 2015). It is true to say that by opening a new firm at Lombok Islands, the hospitality industry would maximize its outputs and meet its objectives. Mermaids Hotels and Resorts has a positive reputation which would attract tourists from Singapore. The positive reputations include offering quality services to clients and providing luxury accommodation. References Chaffey, D., Ellis-Chadwick, F. (2016).Digital marketing. Pearson. Ferrell, O. C., Hartline, M. (2012).Marketing strategy, text and cases. Nelson Education. Fifield, P. (2012).Marketing strategy. Routledge. Fill, C. (2013). Marketing Communications. Harlow. Hall, C. M., Page, S. (2012).Tourism in south and southeast Asia. Routledge. Hampton, M. P., Jeyacheya, J. (2015). Power, ownership and tourism in small islands: evidence from Indonesia.World Development,70, 481-495. Hollensen, S. (2015).Marketing management: A relationship approach. Pearson Education. Judisseno, R. K. (2015).Destination Strategies in Tourist Development in Indonesia, 19452014: Problems of Bali Centredness(Doctoral dissertation, Victoria University). Morgan, N. A. (2012). Marketing and business performance.Journal of the Academy of Marketing Science,40(1), 102-119. Morgan, N. A., Katsikeas, C. S., Vorhies, D. W. (2012). Export marketing strategy implementation, export marketing capabilities, and export venture performance.Journal of the Academy of Marketing Science,40(2), 271-289. Naeem, B., Bilal, M., Naz, U. (2013). Integrated marketing communication: a review paper.Interdisciplinary journal of contemporary research in business,5(5), 124-133. Percy, L. (2014).Strategic integrated marketing communications. Routledge. Williams, S., Lew, A. A. (2014).Tourism geography: critical understandings of place, space and experience. Routledge. Yeshin, T. (2012).Integrated marketing communications. Routledge.