Marketing Strategy Development for Belvoir Castle Corporate and Private Events

Limb, Andrew T (2009) Marketing Strategy Development for Belvoir Castle Corporate and Private Events. [Dissertation (University of Nottingham only)] (Unpublished)

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Belvoir Castle in North Leicester has in recent times begun to offer corporate hospitality products. The Corporate Hospitality Team pride themselves on offering high-end corporate products in a prestigious location, with a wide range of configuration options.

The aim of this report is to provide a pragmatic foundation for the further development of Belvoir Castle’s corporate marketing strategy, and to make recommendations for its development and implementation. Specifically, the following project objectives were agreed with the client:

• Understand the existing product offer and identify any strengths, weaknesses, opportunities and threats.

• Carry out a detailed local and national competitor analysis.

• Identify suitable target markets.

• Make suggestions for revising the existing product offer and marketing mix where necessary.

• Review the existing sales process.

Information upon which this report is based was gathered from a number of sources. Customer information was available in hard copy in the castle’s archives; organizational information was gathered through interviews and observation during the three-month study period; and information on market competitors was gathered through online research, telephone calls and published information packs.

A customer satisfaction survey was mailed to all previous corporate and private customers of the past three years, and a 37% response rate received.

A range of methodologies were used in order to address the objectives set, including gravity modelling, marketing planning, market orientation, customer satisfaction and servicescape concepts. Findings are presented graphically, in tabular form, and as sets of recommendations under each objective heading. Further research avenues are also suggested.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 13 Nov 2009 16:05
Last Modified: 15 May 2016 10:46

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