Marketing plan for Ramada Resort, Accra
Date
2017-04
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Abstract
Ghana’s hospitality and political stability over the years has made it an attractive
destination for tourism and foreign investment. This produces numerous opportunities for
companies in the hospitality industry such as hotels and tourist companies to expand their
services and reach a larger market. Ramada Resort, Accra, a beachside resort located at
Teshie-Nungua in the capital city of Ghana-Accra, has however been subject to a
constant decline in customer base which forms the basis for this project. After conducting
an external environment and industry review as well as an internal firm analysis, a
marketing plan was developed for the firm to tackle this problem using the SOSTAC
model, which involves determining the current Situation of the problem, stating the
desired future Objectives or goal, determining the Strategy, Tactics and Actions to take
and finally instituting Control measures to check the success of the strategy implemented.
The marketing plan was also infused with a strategy to develop the firm’s organizational
culture as a high level of organizational culture increases employee dedication and
efficiency in their work. Thus, with the implementation of the organizational culture as
well as the marketing plan which focuses on market penetration, Ramada Resort, Accra
will be able to attract and retain new and current customers for a boost in its income
earnings.
Description
Applied project submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2017
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Applied project
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Keywords
hospitality industry, marketing plan, Ramada Resort, organizational culture