Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a bluff overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during the summer months, but then faced a tremendous downturn in business during the winter months. “But, given the industry in the nearby towns, very little year-round competition, and our close proximity to Portland,” Carol added, “I couldn’t understand why seasonality had to hit Seagull Terrace so hard!”
So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol’s plan, then, involved a seasonal promotional gimmick—to be implemented from late winter to late spring—that would attract the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers—both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals.
“We still have a long way to go,” Carol Veldt admitted. “Our delicatessen offers delicious entrees, but we’d like to expand that. We provide health club privileges off-site, but we’d like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I’m quite proud of the results.” Carol then added, “Actually there are so many possibilities! With an indoor pool area, I will eventually offer weekend get-aways throughout winter.”
1- Based on the marketing process, what are Carol Veldt’s strengths?
2- What is included in the marketing offer at Seagull Terrace?
3- How is Carol Veldt attempting to create brand experiences for her visitors?
4- How has Carol Veldt taken on the role of marketing manager?
5- Define the target market at Seagull Terrace.
6- In what ways might Carol Veldt be implementing the product concept?
7- In what ways might Carol Veldt be implementing the selling concept?
8- How might the marketing mix at Seagull Terrace differ between its two target markets?
9- How will Carol Veldt guarantee customer satisfaction?
