marketing memo

To : Ms . Kelly Elizabeth , Manager

Fr (Name

Date : May 3 , 2010

Subject : Improvement and Target Market Positioning

This memo is written in response to the concerns surrounding the 2006 budget for marketing . As we have learned , there are three important issues that we have to address especially with the changes that have been implemented in the past two years . In summary , what I understood to be the issues include the allocation of the budget between personal and business travel groups , the continuance or postponement of the frontier ' strategy , and the

promotion of the weekend specials in place of the free night stay

I understand that these issues have become a major concern considering that though the initiatives are performing well in the years they have been implemented , the image and the position of the company is being threatened as the business customers and top management suggests . In this case , I believe we should be able to strike a balance by re-emphasizing the relevance of the hotel to business travelers while still continuing to market to the vacation and pleasure travelers

In the first concern , the shift in marketing should be back to business travelers . This would mean that marketing efforts , with the included budget , must shift to the business travelers without crippling the marketing efforts to the personal trip market . This could mean launching an effort to create promotions geared at business travelers and creating other value-added services that could help make their stay more comfortable , such as additional amenities...