Marketing Plan of Panorámica Golf, Sports & Resort

Abstract

The “Grupo Panoramica” is a company of the province of Castellon dedicated to economic and sport exploitation of “Panoramica” installations located in the municipality of Sant Jordi. His core activity is the exploitation of one of the best golf courses in Spain and Europe, designed by ex-professional and double Masters of Augusta champion in 1985 and 1993. “Grupo Panoramica” also includes other activities such as management of the entire resort accommodation, tennis courts, paddle tennis, football, and various activities such as gardening, consulting, insurance and property management, among others. Today, if we look at the economic environment, we can see that with the current economic crisis, habits costumer spending has changed in almost all areas. In addition, new technologies threats and many big companies mean that competition in this sector is increasingly high. With this marketing plan we will try to give a series proposals and recommendations for the company, in order to adapt in the best possible way with the new times, offering products and services that satisfy and exceed customer expectations. We consider very important the current level of market that has “Panoramica Golf” in European Nordic markets, such as Germany, Norway, Denmark and Sweden. It is therefore vital to maintain these costumers that we intend to expand. Furthermore, it is of obligation for the company to keep up in terms of opportunities born in the market, and it is obvious that the opening of Castellon Airport is the great opportunity Panoramic Golf was waiting. Commercial flights towards London and Bristol will begin to be real from September 2015, so it is necessary to be disclosed to the target audience in order to significantly increase awareness and popularity of our brand in a highly competitive market as in the UK. Therefore the action plans are mainly oriented to meet these challenges. Such actions have been quantified in the budget and have temporalized on the calendar. In addition, some actions for the control of the proposed recommendations are given. Finally, with this project, I want to show the foundations on which a company must be held with a high growth in the next years.