BUS437 Ashford University Alpha Resort Business Plan Paper Marketing Section In a 2-3 page APA paper, submit the following sections of your business plan:

BUS437 Ashford University Alpha Resort Business Plan Paper Marketing Section

In a 2-3 page APA paper, submit the following sections of your business plan:

Product or Service:

Describe your product or service and the benefits it will provide for customers.
Describe the industry and how you will position your company.

Market Analysis:

To whom will you market your products?
Describe pricing, promotion, distribution and forecasts for your product/service.

Be sure to include at least one scholarly reference in your paper.

Attached is the Business Plan that this relates to. Running head: ALPHA RESORT BUSINESS PLAN
Alpha Resort Business Plan
Student’s Name
Ashford University: BUS 437
Professor’s Name
August 08, 2016
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ALPHA RESORT BUSINESS PLAN
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Business Description
Alpha resort will be a moderately affordable resort that will be dedicated to offering
quality service and products that exceed customers’ expectations. The resort which will be
located in Chennai will offer one of the best holiday destinations for families and other holiday
makers. According to Mok, Sparks, and Kadampully (2013), the hospitality industry is and
continues to be the fastest growing sector of the economy around the globe and there is need to
carefully develop a clear strategic direction and plans to build a successful business empire.
The choice of the location is ideal as Chennai is located in the Bay of Bengal the home of
Fort St. George Museum built in1644 (Arabindoo, 2011). The museum is a major attraction
showcasing the history of the city with artifacts of British military garrison during their reign in
the city. Also in the city is Kapaleeshwaar Temple a renowned religious attraction with various
arts and painting of gods. A 17th-century Anglican Church stands firm almost more than 500yrs
since it was built. The city is also famous being one of the centers that have a rich history in
promoting the economic and educational culture which makes this one of the most preferred
holiday destinations.
Mission Statement:
We are an incredible brand that believes the holiday makers have a vast world within the resort.
We endeavor to put the needs of our guests first in all that we do. Through openness, we
encourage team work, creativity and guests’ participation in creating wonderful memories.
Vision Statement:
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To be the first and only choice for holiday destination for families, corporates and partners
worldwide
Goals
Alpha Resort Goals are to:
1. Provide warm and world class service that exceeds guests’ expectations
2. Offer personalized service with unique touch to make the guests feel valued
3. Give our guests the best solutions to various challenges and offer alternatives that lead to
guests’ satisfaction
4. The ultimate goal is to make our guests’ life bearable when at our facility and leave
indelible marks in their lives
Objectives
The primary objectives of Alpha resort are to:
1. Offer the best services and products of the highest standards of a friendly service
2. Be the leading resort in Chennai and around the Bay of Bengal region
3. Ensure that the resort operate within the minimum requirements while making great
impacts to the community
Alpha Resort Philosophy
Alpha resort believes in making the brand unique by making creativity and innovation
part of its culture. The resort will ensure that it offers world class services that will be driven by
honesty work, dedication, and integrity. The resort will make cultural diversity and inclusion part
of its philosophy. In a move to make its guests part of the Alpha family, the resort will encourage
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participation in various activities and request for guests feedback in order to improve on its
services around the clock. The bottom line is to have the resort philosophy standing on the pillars
of our guests, our people and our community.
Legal Ownership
The resort will be organized as a private limited owned company and will be registered in
the State of California. By registering the business under this form of legal ownership, it will be
much easier to maintain the firm in its operation as well as have limited liability protection for
the owners. This form legal ownership is also flexible when it comes to filing of taxes and can
always be tailored to the needs of the owners (Neubauer & Lank, 2016). Since it is not listed on
stock exchange, it offers a flexible process of profit and loss sharing.
ALPHA RESORT BUSINESS PLAN
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References
Arabindoo, P. (2011). ‘City of sand’: Stately Re‐ Imagination of Marina Beach in
Chennai. International Journal of Urban and Regional Research, 35(2),
379-401.
Mok, C., Sparks, B., & Kadampully, J. (2013). Service quality management in hospitality,
tourism, and leisure. Routledge.
Neubauer, F., & Lank, A. G. (2016). The family business: Its governance for sustainability.
Springer.

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