Marketing plan for Ramada Resort, Accra

Date
2017-04
Authors
Adjei-Baah, Esther
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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
Keywords
hospitality industry, marketing plan, Ramada Resort, organizational culture
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