Question

From the real international market, select a company of your choice wishing to start its activities in Saudi Arabia. The Company hired you as Marketing Manager of Saudi Arabian Region.

You have to establish a marketing department starting from the Analysis of the market, formulate overall marketing goals, objectives, strategies, and tactics within the context of an organization's business, mission, and goals designing and planning the entire function.

Write a Marketing Plan considering the following points (2x5=10 Marks)

1. Introduction, Goals and Objectives

To introduce this section you should include the "mission statement" of the business; an idea of what its goals are for customers, clients, employees and the consumer.

1. Introduction about the business.
2. Business vision and mission
3. Business objective.
4. Products and services offered

2. Environmental Analysis

Conduct an environmental analysis that looks at and comments on your local area and your network of business contacts, competitors and customers.

3. Target Market Analysis

Identify the target market, describing how the company will meet the needs of the consumer better than the competition does.

4. SWOT Analysis

Conduct a SWOT analysis for your chosen company based on your research.

Strengths: List the strengths of the business approach;

Weaknesses: Describe the areas of weakness in the company's operations;

Opportunities: Examine factors that may improve the business's chances of success;

Threats: List the external threats to the business' success.

5. Marketing Mix (4 P’s ) Analysis

Describe each of the 4Ps of your chosen company.

Product or Service

Identify the product or service by what it is, who will buy it, how much they will pay for it and how much it will cost for the company to produce it, why a consumer demand exists for your product, and where the product sits in comparison to similar products/services now available.

Place

Identify the location of the business, why it is located there (strategic, competitive, economic objectives), the expected methods of distribution, and timing objectives.

Promotion

Describe the type of promotional methods that will be used. Identify techniques such as word of mouth, personal selling, direct marketing, sales promotion etc. television, radio, social media and newspaper ads.

Price

The prices of the products or services that reflects the overall company strategy. Should be competitive as well as a reflection of the quality, costs and profit margin.

Answer 1

The Royal Palace: Our mission statement is to provide hospitality services on the heighest level in order to satisfy demand and expectation of our Guest.

• The Royal Palace is a 5 star hotel which provide luxury services to all its means of operation, which is spreading its root in many contries. At present The Royal Palace is located in 5 other contries. The Royal Palace aims to provide the best luxury to all of its high profile members. The Royal Palace only provides the services to its premium members.
• The Vision of The Royal Palace is to expand its strings of luxurious hotels in different parts of saudi arabia and to provide its auspicious stay for the high profile guests. The Mission of the royal palace to spread its roots in saudi arabia is with the aim that Saudi connects to the most international country which gives an opportunity for entertaiing a 5 Star hotel in Saudi Arabia.
• Business objective of the royal palace is to strike the mind of every high profile guest that when it comes to comfort and luxurious stay there is one hotel they can rely on that is The Royal Palace.
• Reception open 24 hours, personal care product in flacons, Mini Bar in every room, Infinity pool in every room, and many other things

The royal palace cuts the competion because it is different in its own way as it only entertain the high profile guest. There's no room for common man.

The Royal Palace only targets the high profile guest.

The Strength of the hotel is that there is no room for complain when it comes to services, the hotel is known for providing its luxurious services.

The weakness of this hotel is that they cannot provide servies to every customer in market.

The Main aim of this hotel for having its opening in Saudi Arabia because of International connection. The rate depend on its membership cards which is premium platinum, gold.

Advertisement is the basic way of promotion, Celeb publicity, Tele Marketing, It will be a tourist attraction and the face of Saudi Arabia it gives the reflection of the lifestyle in life of royals in Saudi Arabia. At the beginning the profit canbe low depends the crowd attracted and at later stages due the hype and marketing stratergies profit margin will be huge.