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A Marketing Plan for Montemar Beach Club, Inc

Rocelyn Aguas JorgeAbigail Charmaine Arceo

出版	De La Salle-College of Saint Benilde
URL	http://books.google.com.hk/books?id=h_VMAQAACAAJ&hl=&source=gbs_api

註釋This study was conducted to present a marketing plan for Montemar Beach Club, Inc. Montemar has not done thorough marketing efforts, thus the study formulated strategies that would guide the company in its promotions efforts.The marketing objectives are formulated to increase the current revenues of Montemar Beach Club, Inc. The target is a 40% increase in the annual revenues of Montemar from PhP 25.7 M in 1997 to PhP 36 M in 1998. Montemar is averaging 1,402 guests per month with an average expenditure of PhP 1,528.00. The 40% increase of the beach resort’s revenues could be achieved by increasing the average expenditure of their guests to PhP 2,100.00 or by increasing the average number of guests per month to 1,963. The beach club will acquire additional recreational facilities such as beach volley ball, aqua bikes, wind surf gear, body board, and kayak which will cost the company a sum of PhP 217, 000.00.Marketing efforts will be enhanced by advertising through airline magazines preferably Mabuhay magazine of Philippine Airline. Billboards and road signs will also be a part of the advertising. Privilege cards will be given to guests. This card will entitle the guest to a certain percent discount for their next visit to the resort. This will entice the guests to visit the resort again,There will be Rainy-day specials for beach goers to increase the revenue during lean season. Special corporate rates will also be given throughout the calendar year and special group rates for the second half of the year.The proposed plans will be implemented at the start of 1998. The total proposed budget for the laid plans for Montemar Beach Club Inc. is PhP865,000.