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凯利伊丽莎白酒店2006财年营销计划和预算

时间:2015-12-02 00:38:43 来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
在2006财年销售和营销计划和预算中,哪些是凯利伊丽莎白应该考虑的?
财政年度计划中的传媒初步预算从12.5万美元增加到12.9万美元,485万美元的销售预算将增加到500万美元。下面需要提出几个问题
针对假期旅行和商务旅行分发媒体广告是否适合?
公司是否应该继续“前沿战略”?
如何实现新的营销推广策略?
当前情况是2005年广告商业已经占据65%左右的份额,其他剩下的职业租户。在可预见的未来, 相比旅行者。越来越多的商业客人将入住酒店。应考虑某些情况下,商务租户的款项花费往往更多,商人对于职业租户的投诉,旅游消费可能被代理商瓜分等。因此,根据理性假说,凯利伊丽莎白应该给每一个快乐旅行者增加5美元到10美元范围的房间费用。另外,媒体支出应该采取措施增加媒体业务和减少职业广告传播。
What should Kelly Elizabeth propose in her fiscal 2006 sales and marketing plan and budget?
The fiscal year planed increasing preliminary media budget from $12.5 to $12.9 million while the sales budges from $4.85 would increase to $5 million. Several problems may be raised as below:
Whether it is suitable to distribute the media advertising targeted to the vacation traveler and business traveler?
 Whether the corporation should continue “Frontier Strategy”?
How to implement the new marketing promotional strategies?
The current context in the year of 2005 was advertising for business has occupied around 65% and the other left was vocation tenant. In the future, it is foreseen that increasingly commercial guests stay in hotel than travelers. Some situations should be considered which include the payment by business tenant often greater, the complaint from businessmen toward the vocation tenant, and the travel consumption may suffered by agencies etc. Hence, according to the rational hypothesis, Kelly Elizabeth should increase the room fees from per pleasure traveler by the range of $5 to $10. Also the media spending ought to be taken measure of adjusting for more business disseminated by media and less vocation advertising.
When it comes to the strategy adjustment, the “Frontier Strategy” began from 2005 which resulted a beneficial achievement with complex issues. As for the strategy, it is effect for corporation to continue the strategy which should be contingency with the marketing changes. However, the brand acceptance strategy could withdraw.
According to previous promotions, weekend specials could prompt a good performance of weekend occupancy rate. Tenant might be informed by these monthly notable through e-mail advice and the specials could also be promoted on the Astor Lodge & Suits, Inc. Website, consequently, the advertisement would be little cost.  However, the expenses increases for later year so the discount was adjusted to 25% taken the place of 15% discount, which resulted a lot earnings was supplied to the discount. In spite of next deducting these available rooms, guest was able to merely cost $48.75 for a guest room while the suite was priced at $56.25 for suites on weekend. Currently the rate of weekend tenancy stabled at nearly 60%, hence if the monthly special was engaged into suitable context, it would assist development the corporation’s performance in the weekend term. Hence, Kelly Elizabeth should regulate the proportion about the strategy of weekend specials and free night stay.#p#分页标题#e#
 
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