Paper Topic:

Marketing week2

Name

Instructor

Course

Date

Memo

Date : 26th October , 2007

To : Trump , CEO

From : Internal Team , Marketing

Subject : Proposal on how to get people to visit Trump casino 's website

Following the situation that Trump casino 's website is not visited by anybody , the internal team has developed a plan to change the situation The proposal for the plan is as follows , examine and respond for an implementation

Problem

The economy trend has established sanctions on the hotel and entertainment industry and exerts less pressure on

the industry enabling emergence of many casinos that are high tech and well established than Trump forcing people to opt for standalone casinos (Compudigm , 2006 The hotel industry and thus casinos is affected by tourists ' attendance rates . Many tourists arriving are opting for new hotels and customer friendly standalone casinos

Customer relationship program available is not that friendly and thus not reliable . It is old and does not support collection of relevant customer interaction data that can help implement new technologies and methods that improve customer service and satisfaction . It does not support storage of huge amounts of real time data on customer interaction and market trend changes . It does not have management systems to analyze data to help management in making sound decisions concerning any required improvements . In addition , the customer relationship program does not cater for integrated casinos information gathering . Customers are accustomed to standalone casinos and not online casinos because they don 't feel secure with their money transfer through the internet

Plan proposal

Critical issue is on Electronic marketing and application of the 4S 's in web marketing rather than 4P 's of marketing theories

Scope

Market analysis : the competition lies on the customer standalone base and the overall tourism and entertainment market . There are many casinos operating in the country and engage in customer sharing . Currently trump casinos have big market share with regard to standalone entertainment base but the online gaming is not being used . With an effective online integration system temp will be able to adapt to any changes in market trends in the future

Potential customers : the customers include home and foreign gambling customers . Tourists constitute a large number of customers and their needs revolve within entertainment no just gambling . Currently , there are standalone casinos in all hotels of trump and recently the management saw a need to provide an online gaming to help satisfy customer needs wherever thy are . The priority should be set on the base casinos and much affiliation to online gaming

Internal analysis : the organization needs to commit meaningful finance and technological resources to the promotion , advertisement and improvement of the website . Current transaction processes should be re-engineered to reflect changing customer needs , and more put emphasis on satisfying customer values so that future customer needs and market trends can be easily implemented through incorporation to the existing system . Web technology will help a lot in maintaining already acquired customers and will act as an advertisement tool to expand casino market base...

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