Every marketing strategy should be measured by its ability to directly impact and
improve upon each factor that the strategy contains. A marketing strategy is a company's
hope to achieve strong and profitable customer relationships by targeting certain
customers, using a marketing mix, and implementation. In an ideal world, strategies at all
levels of the organization should be well articulated and understood. Interpretations of the
strategies then result in realistic, well-defined marketing plans and programs which can
be created and acted upon. Organizations can have a greater chance of being successful if
they develop deep understanding of markets and the customers within those markets. The
marketing strategy is a dynamic document which focuses on bringing plans to life. It is a
road map for carrying out marketing activities and implementing marketing plans.
(Armstrong and Coulter, 2005. Pages 53-57)
The company I have decided to create a marketing plan for is imaginary, but was
inspired by a bed and breakfast that I once had the opportunity to visit.
Vineyard Bed and Breakfast is located in St. Helena, California. The valley is known
for its beauty and concentration of vineyards and wineries. Each of the guest rooms
contain walls that are 65% glass providing a breathtaking view of the valley. In addition
to the views, the Inn offers a huge patio and vineyard for the guests to explore. Mystical
Vineyard has two competitive advantages that ensure profitability. The first is the staff's
profound attention to personal service. They recognize that their most important job is to
pamper the guests, allowing them to have an excellent stay. The other advantage is the
facilities, handcrafted and simply beautiful. The house and adjoining land are
breathtaking. (The Grey Gables, 2004)
Unit I IP Strategy 3
Being a start-up business, marketing is critical...