A Marketing Plan for Sunset Beach Resort Spa & Waterpark's Weddings Department to Target Local Jamaicans

Abstract

Sunset Beach Resort Spa &Waterpark (SBR) is one of the many hotels within the increasingly competitive hotel market of Montego Bay, Jamaica. Its slogan for marketing purposes is "Always for everyone ... Uniquely Jamaican" but it receives little support from the local market; especially in its wedding department. In this paper, the author will research the causes of the low support by the Jamaican locals to SBR's Wedding Department. The author also intends to determine if the factors affecting SBR's success in the local wedding market are exogenous or endogenous. The author will also asses the marketing strategies which SBR currently uses to target local Jamaicans. It is important for SBR to target locals to maintain occupancy rates and an active wedding department during periods of slow tourist arrivals. Not many hotels invest their time and money in promoting their product to the local Jamaicans and an effective marketing plan for SBR to target this untapped market will give the hotel a competitive edge in the local wedding market. Therefore, the author’s ultimate goal is to develop a strategic marketing plan for SBR to attract Jamaican locals to the services of its wedding department.