The strategy to be employed include external analysis (this assess the clients, the marketplace, and competition) self analysis (this is the evaluation of business performance) strategy identification (this covers product strategies like product profile, target, and position) there is also an aspect of functional strategy which is basically differentiation. Strategy selection is the last stage that includes real scenario with core competencies in play (Knowles et al 2004). The following are very critical components of marketing that were addressed before real implementation of the plan; strategic objective (market share and profitability), customers (products position and market segment), and strategic focus.
The corporate market has been very tricky for Sunshine Hotel. This is indicated by the competitor sales report. This hotel is operating at average capital in relation to other hotels. Promotion - The marketing style adopted by hospitality Service Company was direct selling where advertisements were made through the media, fliers and mailing. Product- were packaged strategically so that clients could get packaged brands of services like transport accommodation and entertainment in one package. The hotel offered mini bar service, hotel shop, business service and internet (Kandampully & Sparks 2001). Price- the prices were set strategically in that some services will be packaged together, prices will vary seasonally and that collective purchases were discounted. Sales-sales were increased by diversifying the products; this means we operate bars, restaurants, accommodation, entertainment, transport, conference facility and internet. This resulted in the high corporate sales per weekday (847). Average room rates were fairly high (Kandampully & Sparks 2001).
Leisure Market: Leisure market seems to have flopped since the records clearly indicate that its competitors like Marigold Hotel and Star international are doing better. Product - The weekday leisure is doing fine though this cannot be considered as strength since others are doing better. Sales are very low in terms of leisure market except during weekends, in fact on the income statement; there is no cash on cost of sales. Promotion- the promotion of the goods and services was done through the mass media. Marketing the city attractive sites throughout the year is very expensive and very demanding (Kandampully & Sparks 2001). Product- Good quality is being awarded to everybody in terms of good accommodation, increased range of attraction facilities, and language schools.
Other Market Segments: The purpose of this is to reach a balance between the competing requirements of the surroundings, the society at large, visitors and business. Sunshine Hotel is developing diversified packaging, support for local economies and use of resource sustainability. Visitors are encouraged to visit the hotels. The relevant authorities will ensure development of heritage trails and walking and cycling are greatly encouraged. A coach park is very essential to an economy of any tourist as people