You are an entry-level rooms division manager at a 4-star /4 diamond resort located in Aruba. You believe that, if given the opportunity, you could be a successful addition to the hotel's sales and marketing team. The hotel's general manager, Mrs. Rossi, has told you that she would consider your transfer to the sales department if you do the following:

Write a partial annual marketing plan for attracting more destination weddings to the resort from the United States. She has asked that you use Exhibit 17.8 in the Mullins and Walker textbook as a guide. The only sections that she is requesting are IV, V, VI, VII (please do not include the "who" or the budget) and IX. She has advised you that section IX should be very detailed because she needs to justify your potential ROI if you are added to the sales team. Please include, introduction, paragraphs, and conclusion.

Exhibit 17.8

IV. Key issues (Key S.W.O.T. topics)

V. Objectives (Specifies goals to be accomplished in terms of sales volume, market share, and profit

VI. Marketing strategy (Summarizes the overall strategic approach that will be used to meet the plan's objectives

VII. Action plans

Specifies:

-The target market to pursue

-What specific actions are to be taken with regard to each of the 4 Ps

-Who is responsible for each action

-When the action will be engaged in

-How much will be budgeted for each action

IX. Controls (Describes how the plan's process will be monitored.) (Assessing the ROI of promotional elements: a difficult but necessary task.)