A Proposed service plan for Hidden Valley Springs
Date of Publication
1994
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Commerce Major in Marketing Management
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Abstract/Summary
This service plan aims to increase sales by 7.5% in 1995 thru the use of promotions and advertising. In addition, the service plan would also strive to improve the services and facilities found within the Valley in order to prompt guests to visit Hidden Valley again.
Three promotions are suggested by this service plan. The first promotion centers on the regular guests of Hidden Valley. These guests would be given a Valued Guest Discount Card which offers a one time additional 10% to the regular discount and a 10% discount on food purchases within the valley.
Sales promotions are geared to boost up occupancy rates during the summer season and the rainy season. The summer campaign is geared on promoting Hidden Valley's camping grounds. It offers a person from a group of ten to enter for free. Rainy season campaign is centered on couples, specially the newlyweds. It offers a free dinner for two plus a bottle of champagne on an overnight package for two.
A heightened advertising campaign would be used in order to create awareness and preference to Hidden Valley's target market. The ad campaign would utilize both traditional (print ads) and non-traditional (brochures, direct mail, billboards, and electronic media) media.
Close monitoring of the proposal's implementation is re-quired Customer feedback, thru the use of survey sheets and suggestions forms, would form the core of the evaluation of the service plan.
Close monitoring of the proposal's implementation is re-quired Customer feedback, thru the use of survey sheets and suggestion forms, would form the core of the evaluation of the service plan.
Close monitoring of the proposal's implementation is re-quired Customer feedback, thru the use of survey sheets and suggestions forms would form the core of the evaluation of the service plan.
The service plan is intended to run for the whole year of 1995. An estimated cost of P3,461,500 would be incurred. An estimated cost of P 2,362,500 is allocated for advertising while P 1,099,000 would be allocated for sales promotions, facility upgrades and evaluation costs.
The Asia Pacific is dotted with resorts of all shapes and sizes and prices. And as international developers direct their expansion eye on scenic places beyond the region's urban cities, more resorts are expected to crop up (Siew, PATA Travelnews, November 1991). Some of the more prominent resorts in the region are: Pulau Seribu (Jakarta), Laguna Phuket (Thailand) and the resorts in Bali (Asian Business, 1993).
The Philippines is also abundant in natural wonders. For years, it has been a haven for sun, sea and surf lovers all over the country and even in Asia, as tourists from Hong Kong, Japan, Korea and Taiwan also come to the country (Journal of Philippine Statistics, Oct-Dec. 1993). Foreign tourists are attracted to the unique blend of ethnic Filipino and western culture, not to mention the numerous resorts that are scattered all over the archipelago (Jolasco, Philippine Magazine, Jan-June 1991). Moreover, they also like the good food, tropical climate, many business opportunities, beautiful women, and the innate hospitality of the people (DoT Files, 1991).
However, as more and more flock to resorts in the Laguna, Batangas, Cavite areas, first class resort owners saw the big opportunity in catering to the local market as well. Hence, the marketing efforts were reinforced, prices were discounted and budget packages were introduced in order to entice the Filipino tourists. Moreover, the increasing number of corporations which hold out-of-town seminars and choose resorts for their yearly outing proved to be another segment of the market that has to be served. To meet the demands, more resorts were developed and facilities were upgraded to accommodate conventions or conferences. Aside from that, improvement of the quality of services ensued.
Abstract Format
html
Language
English
Format
Accession Number
TU09739
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
1 v. (various pagings)
Recommended Citation
Cabrera, J. M., Casin, J. E., Co, J. C., Pasia, M. V., & Santos, M. D. (1994). A Proposed service plan for Hidden Valley Springs. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/16817
