Marketing Strategy for Hospitality Sector: A Case of Leo Event, US

About this Assignment
In this course, you learned how to analyze consumer behavior, use technological tools for marketing, set prices, create advertising campaigns and understand trends in the industry. For this assignment, you will need to analyze a struggling hospitality company and propose and new marketing strategy to their team.
Choose a hospitality company such as a restaurant, hotel, theme park, or entertainment company that is struggling in some way. They could be failing to reach their target market, struggling with sales, had a bad PR experience, etc.
As a consultant for the company, you are charged with identifying how they can improve their current marketing campaign and proposing a new strategy and implementation plan. This proposal should be about 2000 - 3500 words and should address the following:
Part 1: What is the company's current advertising campaign? Identify where their strategy is suffering.
Evaluate their current product offerings and their pricing models.
Are they targeting the wrong audience?
Are they using the right tools and platforms to market their product offerings?
What is their current PR strategy in relation to their brand establishment and what is their focus?
What are their competitors doing that they aren't?
Does their current budget allow for the advertising they need?
Part 2: Propose a new strategy to target the company's current issues.
What research strategies could they use to identify either new consumers or marketplaces to advertise to? Consider new domestic or international channels.
Are there different platforms, systems, or technologies they could use to make their marketing reach more people by increasing efficiency and effectiveness?
How can they improve their current PR strategy and the way they market their brand and product?
How can they use external influences to better affect their marketing strategy? Is there anything they can do internally to affect the way they are positioning themselves to the market? Consider budget, trends, competitors, business organization, etc.
Formatting & Sources
Please write your paper in the APA format. As part of your research, you may refer to the course material for supporting evidence, but you must also use at least three credible, outside sources and cite them using APA format as well. Please include a mix of both primary and secondary sources, with at least one source from a scholarly peer-reviewed journal. If you use any Study.com lessons as sources, please also cite them in APA (including the lesson title and instructor's name).
Primary sources are first-hand accounts such as interviews, advertisements, speeches, company documents, statements, and press releases published by the company in question.
Secondary sources come from peer-reviewed scholarly journals, such as the Journal of Management. You may use like JSTOR, Google Scholar, and Social Science Research Network to find articles from these journals. Secondary sources may also come from reputable websites with .gov, .edu, or .org in the domain. (Wikipedia is not a reputable source, though the sources listed in Wikipedia articles may be acceptable.)
If you're unsure about how to use APA format for your paper and sources, please see the following lessons:
What is APA Format? Definition & Style
How To Format APA Citations
Grading Rubric
Category Unacceptable (0-1) Needs Improvement (2-3) Good (4) Excellent (5) Total Possible Points
Current Product Model (x2) Does not evaluate the current product offering model including pricing, tools, platform and competitor strategy Missing some aspects of the current product offering model including pricing, tools, platform and competitor strategy Evaluates most of the current product offering model including pricing, tools, platform and competitor strategy Fully evaluates current product offering model including pricing, tools, platform and competitor strategy 10
Current PR Strategy (x2) Does not evaluate current PR strategy including audience, brand focus and budget Missing some aspects of the current PR strategy including audience, brand focus and budget Evaluates most of the current PR strategy including audience, brand focus and budget Fully evaluates current PR strategy including audience, brand focus and budget 10
New PR Strategy (x4) Does not identify new strategies for PR, including new internal/external tools, brand and product marketing, and strategies to identify new consumers and marketplaces. Does not address research strategies. Identifies a few new strategies for PR, including new internal/external tools, brand and product marketing, and strategies to identify new consumers and marketplaces. Addresses research, but doesn't connect it to decisions. Identifies many new strategies for PR, including new internal/external tools, brand and product marketing, and strategies to identify new consumers and marketplaces. Supports decisions based on research Thoroughly identifies new strategies for PR, including new internal/external tools, brand and product marketing, and strategies to identify new consumers and marketplaces, Supports and clearly explains decisions based on research 20
Structure and Organization (x1) Disorganized, paper length and content does not meet prompt expectations, and illogical structure hinders understanding Somewhat disorganized, paper length and content does not meet prompt expectations, but structure does not detract from understanding Structure is logical, paper length and content meets prompt expectations, and organized and supports understanding Organization is logical; paper length and content meets prompt expectations, structure enhances clarity and delivery of material 5
Mechanics (x1) Submission has major errors related to citations, grammar, spelling, syntax; organization confuses the reader and interferes with the communication of ideas Submission has a number of errors related to citations, grammar, spelling, syntax; organization negatively impacts readability and interferes with the communication of ideas Submission has few or no errors related to citations, grammar, spelling, syntax Submission has no errors related to citations, grammar, spelling, syntax; organization enhances readability and the clear communication of ideas 5
Before You Submit
When you are done writing your proposal, we suggest taking some time to check for any errors or to add some final touches. We also suggest that you use online plagiarism checkers such as PlagScan or DupliChecker to make sure that your proposal is not too similar to any existing materials. Plagiarized submissions will NOT be graded.
How to Submit Your Proposal
When you are ready to submit your written proposals, please fill out this submission form and attach your case studies as Microsoft Word, PDF, or Text documents. After turning in your proposal, you may go ahead and take the proctored final exam. You do not need to wait for your written response to be graded. You should receive your proposal grade within one week.
If you are not satisfied with the score you receive on your papers, you may revise or rewrite your papers and resubmit them for grading using the same submission form above. Keep in mind that the grade you receive on your papers is only a portion of your overall grade for the course, and you are free to retake the proctored final exam as well if you choose. Please see the course syllabus for a more detailed breakdown of the grading policy.