THIS IS A PPT Presentation request: The case study you will review for this final project finds the La Hacienda Del Sol resort at a point of reflection. The vice president, Juanita Garcia, is reviewing the financial records indicating low sales, especially during the resorts off-season. To increase sales, she is considering targeting the Mexican market to improve sales during the off-season. The case raises some concerns about the Mexicali market. For this final project, I want you to imagine that—based on these concerns—Garcia has decided NOT to pursue the Mexicali market. Your task is this: In considering the hotel and the concerns raised in looking at the Mexicali market, choose the market you would target and develop a strategy for bringing this market to the resort during the off season. In your analysis, I want you to consider all other possible markets (other American markets not currently being targeted, Central or South America, European, etc.) that Garcia might look at to fill the hotel during the off season and—after a careful analysis of the hotel—choose the market you think the hotel should target to improve sales. Then, I want you to look at the variety of marketing strategies and techniques we have discussed in this course and indicate the strategy and tactics you would select to bring the target market to the resort. I selected this case study because it will allow you to pull together all the concepts and tools we have discussed in this course. Specifically this case will require you to: Assess the company's current marketing strategy Analyze the fit of new opportunity with the company's marketing strategy Design and justify your promotional campaign Underscore the need to analyze an opportunity from both a qualitative and quantitative standpoint As you did with your first project, your team will be responsible for recording your presentation. You will end with a brief reaction paper that assesses another team and presents an analysis of similarities and differences between two class presentations as you highlight your own understanding of course concepts. Throughout this week, you will work with the same team you worked with on your midterm project. 2. Read the case on your own. As soon as possible, and before you begin working with your team, read the La Hacienda Del Sol case from your Harvard Business Review package (see syllabus for more information). As you read, consider the following guiding questions: What are the challenges associated with reaching the US market for the hotel's off season? What promotional strategies is La Hacienda Del Sol trying to get customers during this time? What are the challenges associated with reaching the Mexicali market? What marketing strategies has Garcia suggested for La Hacienda Del Sol? What sort of return on investment could she expect from these strategies? What is the decision-making structure at La Hacienda Del Sol? What type of evidence and support must Garcia have in order to make changes to the marketing strategy for the resort? What additional markets might be reached by La Hacienda Del Sol? (Hint: for this question, you will need to do some independent research into the Mexican hotel market) As you consider these questions, think about how your responses are supported by the frameworks and theories we have been discussing in this course (e.g. Porter's Five Forces). When you meet with your group to discuss the case, be prepared to support your position. 3. Reach consensus on the strategy for La Hacienda Del Sol. As a team, you will need to develop a comprehensive marketing strategy for La Hacienda that takes into account the marketing frameworks and strategies we have discussed in this course. In particular, I want you to: Identify the key problems the resort is experiencing Decide what market La Hacienda Del Sol should be targeting to fill the hotel during their off season. I expect this will involve some independent research on your part Develop a strategy for how to reach that target Use concepts, frameworks, strategies, and tactics discussed in this course to defend the analysis you used to answer all three questions 4. Prepare a summary of your position. Once your team has decided on a strategy, prepare a 10–15 minute presentation (PowerPoint) detailing your decision. Your presentation should be around 10 slides, and should include the market and strategy your team has selected, a discussion of the marketing tactics that the company could use in employing this strategy, and the criteria your team used for making the decision you made. In your presentation, I will look for you to respond to the following: Perform a consumer analysis of La Hacienda and identify its current and potential target markets. Identify which consumer group you would target during the off season. Why did you select this market? Describe key features of this group (e.g. market size, consumer habits). Forecast the price per room (garden view, ocean front, etc.) under the proposed pricing strategy in the summer months and off season. For this, you will need to consider both your target market and the resort's needs. Here are some hints for how you might think through the problem: Hint 1: Use the average temperature in the summer months and average temperature in the off season months to help you determine the price of a garden-view room Hint 2: Use the current weekend prices to determine the percentage increase from the garden-view room to each of the other room types Develop your strategy and identify any tactics and techniques you will use in employing your strategy. Why did you select this strategy? Why would you use these techniques? Consider the following in your response: Product offering (e.g. room upgrades, suites, etc.) Activities/services (scuba diving, babysitting) Packages (weekend getaways, long-stay specials) Pricing Advertising & promotion (think about what Juanita was looking at for the Mexicali market) MEXICALI MARKET IS NOT AN OPTION FOR STRATEGY