Research On Promotional Strategies Of Spice Island Beach Resort

Introduction

Many businessmen and managers alike are unaware of the effects that can have on the productivity of their business and often underplay the importance needs in the workplace. Most managers are still having the belief “paying” of employees are its main factor for the business. This is not necessarily the case. “Therefore”, it is important that managers are mindful of what they do in their businesses as well as the benefits that can be gained in the company. The promotion by the employer can channel their energy in the direction of achieving the company goals.

This can result in higher performance and the success for the business. The importance of promotional strategies within the Spice Island Beach Resort was the main reason of this project. To achieve this, an investigation of this following areas where taken: (i) the promotional strategies used by the Spice Isle Beach Resort, (ii) Benefits of promotional strategies used by the Spice Island Beach Resort, (iii) A disadvantage of using these promotional strategies within the Spice Island Beach Resort. Examined some of the issues faced by the Resort and found it fitting to make a few recommendations that I believe that management should take into consideration so to ensure its continued success.

Description and Overview - Spice Island Beach Resort

On Grenada’s most famous and luxurious Grand Anse Beach lies the Spice Island Beach Resort. It was established in 1961 by Mr. Alan Krasner, the Resort was later sold to a group of investors namely Sir. Royston O. Hopkin, Mr. Peter Ottley and Mr. Dennis Love. In 1987, the Resort was now "Owned and operated by Sir Royston O. Hopkin, KCMG and family: wife, Lady Betty Hopkin and children: Janelle Hopkin, Ryan Hopkin and Nerissa Hopkin. Sir. Royston had a clear vision for the Resort; he wanted to expand the facility in four phases. The Resort contained twenty eight (28) rooms at the time of establishment. During the first and second phases between 1988 and 1990, a total of twenty eight (28) rooms were added respectively. In the third phase in the year 2000, a total of four (4) rooms were constructed. In 2004, the passing of Hurricane Ivan which devastated the island of Grenada and caused great damage about seventy-five percent (75%) to the Resort. However, in the following year, the Resort was restored.

At present the Resort has a total of sixty four (64) suites and comprises of two hundred and ten (210) employees. The Spice Island Beach Resort is proud recipient of the 2017 Five Diamond Award from the American Automobile Association and the 2016 Six Star Diamond Award from the American Academy of Hospitality Sciences. Member of Small Luxury Hotels of the World and Virtuoso, Specialists in the Art of Travel. American Academy of Hospitality Sciences. Member of Small Luxury Hotels of the World and Virtuoso, Specialists in the Art of Travel. " Due to the standard of guests it accommodates and the remarkable level of service it offers our sprawling eight-acre property and located just 10 minutes from the airport, on the world-famous Grand Anse Beach. Also to maintain their standards and to ensure that customers are given a high quality service, the Resort only employs qualified professionals.

The Mission Statement of the Spice Island Beach Resort states, “We will consistently exceed quest’s expectations by creating memorable experiences. We will promote excellent team realties by nurturing and growing talents to their full potential” (Spice Island Beach Resort, 2014). Its Service Philosophy states, “We create for our guests a memorable experience, in an elegant, luxurious and clean environment, where you are welcomed graciously to the friendly family of Spice Island Beach Resort” (Spice Island Beach Resort, 2014). The Spice Island Beach Resort is considered to be home to a multitude of environmental practices such as non-chlorine swimming pools, home grown herb gardens and natural composting. The Resort offers relaxing rooms and amenities, fine dining, and the most up to date recreational facilities together with a spa and fitness centers for restorative pleasure. The facility also supports small community initiatives in the form of assistance with agriculture and education. The Spice Island Beach Resort has a distinctive flavour in the products and services it offers. It is highly respected and considered to be the most competitive establishment in the hotel industry in the Caribbean.

SWOT Analysis

The SWOT Analysis is the most well-known tool for auditing and analyzing the overall strategic position of a business in the tourism industry. SWOT analysis is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats that involved in a hotel or tourist destination it also help explore the current situations of a hotel through considering the internal and external factors that are favourable and unfavourable. Spice Island Beach Resort, with its diversify, and complex business environment, which poses many demerits and merits for its clients, which can affect the hotel nationally and locally. “Therefore”, a SWOT analysis is necessary to undertake and to give a clear view for the hotels and to the tourism destinations. It would allow goals and objectives that need to be achieved by the hotels.

The results of the interactions that established between the employers, employees, and the Guest is indeed a great one. The employees for the resort are very hospitable and accommodating. These explain some for the strengths of the resort, with the small amount for suites in the resort this can become a weakness and threat of the resort, because there are other competitors for example The Sandal, La Source Grenada. The Spice Island Beach Resort is one of the country’s leading hotels at the moment in Grenada. After the Resort SWOT analysis, it is expected that the resort could move up with its tourism development policy, goals to sustain development, manage and promote the industry, and increase the revenues, and also to boost or impact the economy of Grenada, Carriacou and Petite Martinique.

Recommendations

From obtaining this information, as to how the Resort benefit from the promotional strategies used by the managing team. Based on the information received, the following recommendations were made:

• The Resort need reach their customers both online and traditional advertising this is a faster reach to the visitors, it also allows you to promote your business on a large market scare. With the traditional advertising the Resort include television, radio, newspapers, and magazines and with the online advertising the Resort can include social media, search Website and text messages.
• The Resort need to cultivate relationship with personal selling this would be most effective because the business have to focus on the relationship they have to build with the consumers so that they can keep that long-term relationship and try to establish partnership.
• The Resort also need to increase revenue sales promotions this is a good way to improve the short term promotion. With this the Resort can involve discounts, prizes and other incentives that are designed of customers to purchase tickets immediately to come, this can also attract new customers.

Conclusion

The tourism industries play an important role in expanding the economy and give a boost to the country destination and attract people from other countries in the world. People that are traveling with the leading airlines, they would want to know about the country that they are visiting. They would also need to know about the industry such as hotels, resorts, restaurants, guesthouses, forts and other cite seen in the country that they are coming to visit.