Contents

• Executive Summary 2
• Introduction 4
• Methodology used 4
• Target Market 5
• Service Product 6
• Place 13
• Branding of the place 14
• Positioning of the place 14
• Promotion 14
• a)Reliability/Fulfilment 17
• b) Web Site Design 17
• c) Security/Privacy 18
• d) Customer Service 18
• e) Service Recovery& Word-of-mouth promotions: 18
• Pricing 19
• People 21
• Process 22
• Physical Evidence 24
• Communication of Service 25
• Recommendations 25
• Conclusion 26
• Appendix 27
• Bibliography 31

Description

This report deals with the import aspects of the proposed eco- resort on the island of Koh Tao in the Gulf of Thailand. This resort aims to cater international tourists who belong to the premium segment. This report has come up with various strategies which will make the Eco-resorts famous in the eyes of international tourist.
Background of the survey
Keeping in mind the recent increase in the international tourist footfalls in and around Thailand, the local beaches have been emerging as interesting tourist destinations .Koh Tao, one of the famous locations, well known for the adventurous sports, has the prized possession of amazing beaches like Mango Beach, Tanote Bay, Chalok Baan Kao, Rocky Bay, Sairo Beach, etc. will be a perfect location for the proposed Eco- resort.
Aim and Objectives of the report
The main objective of the report is to study the indicators of customer satisfaction in the proposed eco resort, their expectations, the psyche of the targeted segment and the optimized marketing strategy through the 7Ps enhancing the brand value of the proposed “Eco-Resort”. It also emphasizes the most profitable target segment and the level of service to be provided.
Highlights
• An online survey has been done to indentify the customer taste and preferences for the proposed Eco-resort
• The report has identified the unique selling proposition of the Eco-resort with the help of marketing mix.