A marketing plan for Graceful Gardens Events Center

Date
2020
Authors
Mills, Naa Lamiley Adjoa Yaba
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Abstract
Graceful Gardens Event Center is a garden event center in Tema, run and owned by a sole proprietress, Ms. Esther Adjei. Graceful Gardens offers its garden space to clients throughout Tema and beyond, for social and recreational events. Ms. Adjei has been running the center for five years and desires to grow her business by generating additional revenue, promoting her business and increasing her client base. This project, with the aid of a need’s assessment, validated the stated problem and the data indicated that Ms. Adjei possessed, but failed to properly utilize the skill and resources necessary to merit an increase in her revenue and client base. Thus, this project devises a solution for Ms. Adjei to effectively optimize her skill and resources to generate increased revenue and a larger client base. Available literature revealed marketing frameworks and models, as well as success factors that have been effective in solving similar problems in the industry. The findings aided in the development of a marketing plan, modeled by the service marketing mix framework whereby strategies for each of the 7 P’s under the framework were proposed to redesign product offerings as well as improve processes, pricing strategies and promotional efforts towards increasing revenue and client base. An implementation plan was included to serve as a guide on how best to use this solution to achieve optimal results. Some recommendations were made on financial planning and upscaling options available to Ms. Adjei that could be implemented to further achieve her goals and objectives.
Description
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2020
Keywords
marketing plan, events venue, Ghana
Citation