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6.2 Marketing-Mix-Modification Strategy..............................................................20 7.0 ACTION PLAN....................................................................................................21 8.0 Control and Review..............................................................................................23 9.0 References.............................................................................................................25 1.0 Executive Summary The main purpose of this report is to create a marketing plan for Beaufords hospitality organisation. The report comprises the marketing initiatives of Beaufords for the next one year, which have been created through identifying and analyzing its own strengths, weaknesses, opportunities and threats. Beaufords is a small-scale hospitality organization which offers inspiring views, mature totara trees and landscaped gardens to get away from city life. Beaufords is flexible to adapt to customer’s wants and http://www.szdhsjt.com/ needs, listen to customer’s opinions and discuss with their customers. Adjustments and arrangements can be made according to customer’s preference, timeframe and religious belief. Beaufords is experiencing some difficulties with their operation and management. Due to the scale of the organisation, Beaufords is facing limited space in terms of expanding establishment due to Totara park been owned by Local Council. Staff management is also a problem; there is not enough staff during dinner hour causing inconsistent service level. Seasonality is affecting Beaufords during winter where few functions were booked during each month. In order to improve those weaknesses, this marketing plan also identifies and discusses some market strategies. The main purpose of these strategies is to focus on marketing that Beaufords needs to consider in terms of how much markets and products they want to offer. According to the strategies, this marketing plan has designed an action plan which will specify activities implemented to achieve organisational goals. A control and review of the action plan is included to specify how activities can be controlled and measured. Introduction Beaufords is located in a quiet picturesque ground of Totara Park at Manurewa, and this organisation has an original homestead and a large private garden marquee area for wedding, conference and private function. The owner of Beaufords, John Ackloyd has bought this property about 7 years ago and renovated it into a fascinating venue for wedding and function. Beaufords offers unique dining area inside of the homestead, bar facility and a dance floor upstairs. This organisation also provides renowned buffet menus with three options and the choice of cocktail menus for informal function. The outdoor marquee dining area can cover up to 100 guests or 170 with marquee extension, while the homestead can cover 70 guests maximum. However the garden marquee is available for only summer season. The business has experienced its introduction and growth stage with its product and services. It is now in its maturity stage where it has built relationships with several customers who provide function business on fixed period. The business of Beaufords is greatly affected by seasonality, where during summer there are a lot of wedding businesses and only a few during winter. This is also because Beaufords’ most profits are made from wedding functions. Its customer’s uses its wedding service only once but have recommended them to people they know and that is how Beaufords received continue business. Currently, Beaufords have employed four waiters and two chefs, John will be around to supervise staff during operation. |
