You are the new Marketing Manager hired by Red Sea Global to advise on Marketing, with a focus on their Luxury resorts. Write a report addressing the following:
Customer Preferences: Analyze and describe what modern luxury hotel customers are looking for in terms of amenities, experiences, and services.
Brand Values: Define and articulate the core brand values of Red Sea Global. This will help in aligning the marketing strategies with the brand’s identity.
Importance of Heritage: Discuss how Red Sea Global can leverage the cultural, historical, and natural heritage of Saudi Arabia as a unique selling point.
Market Positioning: Determine how Red Sea Global should position itself against its competitors. This involves analyzing the competitive landscape and identifying a unique market position.
Branding Strategy: Recommend a branding strategy that can help Red Sea Global stand out. This might include visual identity, messaging, and the overall customer experience.
Marketing Channels: Suggest effective marketing channels that blend both digital and traditional media. Consider how each channel will reach the target audience effectively.
Future-Proof Marketing Strategy: Propose ways in which Red Sea Global can ensure its marketing strategy remains relevant and effective in the long term. This might include leveraging emerging technologies or trends in the travel and hospitality industry.
Objective: This marketing assignment challenges students to envision the future of Red Sea Global, a company aiming to create the most exclusive resorts in Saudi Arabia. The unique challenge is marketing high-priced resorts in a region respecting their religious norms. Students will explore innovative strategies to attract high-end clientele to this exclusive destination.
Assignment Components:
o Introduction
o Introduce Red Sea Global and its ambitious project of creating exclusive resorts in Saudi Arabia.
o Highlight the challenge: marketing high-priced resorts in a conservative cultural environment.
o Understanding the Challenge
o Analyze the challenges posed by the conservative nature of the region.
o Explore potential impacts on the target market and brand perception.
o Leveraging Exclusive Experiences
o Examine the unique selling points of Red Sea Global’s resorts.
o Propose marketing strategies that emphasize exclusive experiences, services, and amenities.
o Cultural Sensitivity and Adaptation
o Investigate cultural nuances in Saudi Arabia and the Middle East.
o Develop marketing tactics that respect local customs while appealing to an international clientele.
o Wellness and Lifestyle Focus
o Assess the growing trend of wellness and lifestyle experiences in luxury travel.
o Propose marketing campaigns that highlight health-focused amenities and activities.
o Strategic Partnerships
o Explore potential partnerships with influencers, wellness experts, or luxury brands.
o Develop marketing strategies that leverage these partnerships to enhance the brand’s image.
o Digital Presence and Virtual Experiences
o Evaluate the role of digital marketing in reaching a global audience.
o Propose strategies for creating virtual experiences that showcase the resorts.
o Create [ choose any one]:
o Create a campaign to be used across all social media.
o Create a campaign for printed magazines.
o Create a campaign for metaverse.
o Innovate
o Identify why your campaign is unique
o Pitch you campaign to your board of directors.
Note to Students:
· Consider the cultural and regulatory landscape of Saudi Arabia.
· Apply marketing theories relevant to the luxury hospitality industry.
· Support proposals with market research, industry trends, and case studies.
· Ensure creativity in developing strategies that align with Red Sea Global’s vision.
Grading Criteria:
· Thoroughness of analysis
· Relevance and application of marketing theories
· Creativity in proposed strategies
· Clarity of communication and organization
This assignment summary provides an overview of the key components students should address while developing marketing strategies for Red Sea Global’s (any resorts of your choice) exclusive resorts in Saudi Arabia, with a focus on cultural sensitivity in a conservative environment.
