MARKETING PLAN
Table of Contents
1.0 Executive Summary
2.0 Corporate objectives
3.0 Marketing Audit
3.1 Market Needs
3.2 The Market
3.2.1 The Market geographic
3.2.2 The Market demographics
3.2.3 The Market behaviours
3.2.4 Market trends
3.2.5 Market growth
3.3 Macro Environment
3.4 Competition
3.5 Marketing mix
4.0 SWOT analysis
5.0 Key Assumptions
6.0 Marketing objectives and strategies
6.1 Mission
6.2 Challenges
6.3 Marketing objectives
6.4 Financial objectives
6.5 Target Marketing
6.6 Messaging
6.7 Branding
6.8 Marketing mix
7.0 Marketing programmes
7.1 Marketing activities
7.2 Public Relations strategy
8.0 Budget
9.0 Implementation
10.0 Control
10.1 Marketing activities
10.2 Critical Success factors
10.3 Marketing organization
10.4 Contingency planning

1.0 Executive Summary

Constance Halaveli Resort (CHR), situated in the North Ari Atoll, Maldives, is an 86 keys villas resort with each villa featuring its own private pool located on the beach or over the water, with three restaurants, two bars, and an exclusive wine cellar, a 5 star PADI IDC diving center, a “Kuda Club” for children aged between 3 and 5 and Spa (1).
The hotel started to operate in July 2009. Progression has been very good over the last years, and customers have been very well impressed with its high end product and services.
Constance Halaveli Resort being a representative of Constance Hotels, a Mauritius based international hotel Management Company, has continuously been differentiated from other worldwide reputed brands and through careful use of its marketing mix given the resort the ability to effectively compete with the long established competition. Sales are good and in line with forecasts and marketing expenses in line with international norms.
Constance Halveli Resort main market is Europe