In this report, we are going to develop a marketing communication plan for the center in order to improve the business by making the center more attractive and eye-catching for the public. The marketing plan will include such strategies which will play their role in creating awareness among the public about the facilities and entertainment provided by Viejas Outlet Center.
Luther (2001) found that analysis of the current situation of any company or firm is necessary before development of a marketing plan. It is because analysis lets us know about the strengths, weaknesses, opportunities and threats regarding any specific company for which the plan is to be developed. So in the case of Viejas Outlet Center, we carried out a thorough analysis regarding the current business situation of the outlet in order to know the defficiencies and strengths regarding the outlet.
Strengths of the outlet include entertainment spots and various other facilities such as casino, shopping stores, danceclubs, restaurants, and water fountain for the children. These facilities are good enough to attract the customers towards the outlet but it needs a suitable marketing plan in order to creae awareness among the public.
The major drawback of Viejas Outlet Center is its marketing strategy. The marketing strategy has a lot of flaws in it due to which the outlet is unable to attract the public. Marketing plan is very old fashioned and is not adjustable with the demands of modern marketing strategies and tactics.
Threats to the Viejas Outlet Center include creation of other outlets in the reigon which may not have such faciltities and entertainment spots as the Viejas Outlet Center holds, but the effective marketing strategies of the new outlets may provide them with dominance or egde over Viejas Outlet Center. That is why, Viejas Outlet Center needs to have an effective and innovative