Marketing strategy

Essay by april4869 October 2004

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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.

'The Mystical

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...