1.

Executive Summary

This plan will detail aspects that an Inn must use in order keep proper functionality

while still making a profit. We will also touch on customer wants and demands and

what they feel should be included into ax experience at a hotel and water park.

Some factors to look at are:

• A new appearance:

o The website is being redone in order to attract most customers

o A support and e-mail function will be added to receive customer

feedback

o A redesigned interior may be in order

• Better environment

o Attractions may be repaired or rebuilt in order to maintain customer

satisfaction

o Non profitable activities will be limited or removed

o More non-water based activities

o Possibility of service on demand

o New manager, new management

o Satisfaction guaranteed

• Health Concerns

o Healthier food will be promoted

o Some healthy foods will be produced on order

o Smoking is strictly prohibited

o Non-slip floors and prevent falls

 • Projected and past sales records will be held

We believe that these new implementations will draw in more customers, retain

more customers, and all while maintaining a safe and profitable environment. Not

only may the company benefit, the the taxes will also go to helping out our

community.

2. Company Description

Splash Bay owns thirty thousand square feet. This is a relatively small indoor water

park, but it does, however, contain a moderation of attractions, including the Red

Hydro Spin bowl ride, the Blue Tunnel Twister, an enclosed body slide, and the

Walleye River Run lazy river. In addition to the adjacent Holiday Inn, the water park

is affiliated with the nearby Days Inn and Comfort Inn and Suites. The Holiday Inn

offers family and executive suites as well as standard hotel rooms. Other amenities

include an arcade, a restaurant, and meeting facilities. We do not own these hotels,

but we do have many business agreements with some of them. Splash Bay recently

came under new management and we hope this turn of events will profit everyone

involved.

3. Strategic focus and Plan

Mission:
 Splash bay’s main mission is to provide a family fun environment. In spite of this

we must also find some profit out of this in order to keep maintaining and improving

Splash Bay’s environment. An increase in sales and recurring customers will greatly

help our mission to continually improve our attraction.

Goals

Nonfinancial Goals

• Promote family quality by providing a suitable environment for growth and

family bonding.

• Allow anyone to feel the sensation that our rides and attraction can bring,

allowing them to relieve much stress that they may have from their daily

lives.

• Provide top quality service so nobody feels that they did not get their

money’s worth.

• Attach out selves to the community to better it and help the growth of the

entire county

• Promote good grades in school with Strive for Excellence discounts

• Create a friendly environment with surrounding business’s

Financial Goals

• Financial growth for expansion and possibly future Splash Bay resorts.

• Maintain suffice profits

Core Competency and Sustainable Competitive advantage

One thing that makes us an ideal business is that we do not need to create all of

the things required to operate our business efficiently. Hotels for people to stay at

are all around us, so we are not required to build and maintain our own. We retain

many partnership deals with these hotels which profit all of us. We have very little

competition as we are not near any other water parks and that we remain an indoor

water park. We also have advertisements on all of the highways that surround us

and including the largely populated area we are located in. All of our lifeguards are

Red Cross certified before getting a position as such.

4. SWOT Analysis

The opportunities for this water park could be endless. Also, they need to

have a more billboards on the freeway. Mostly, they could advertise in at the triple

AAA’s offices. There weakness at this point would have to be there website for the

water park. They need a new website that would be attractive for the consumer.

Another weakness would be that it isn’t in an attractive area (like there are no

stores and restaurants to attract consumers). Strengthens would have to be that is

visible from the highway. That it is easy for people who live around the area.

There target audience would have to be families and young adult (maybe).

S.W.O.T. Analysis

Strengths: • Recognizable logo

 • Recognizable storefront

• Worldwide

• Affordable product

Weaknesses:

• Franchising polices

• cost

• Relation

Target: College students,

families, Business people.

Opportunities:

• Healthier menu

• Eco-friendly

• New location

• New Sponsors

• New Service

Threat:

• Other water park chains

(McDonald’s, Burger
King)

• Mom and pop water

parks
 5. Market-Product Focus

Marketing and Product Objectives

At Splash Bay Resort we intend to not only add more attractions but better

the consumers experience as well. Below we have targeted certain areas of which

we hope to implement this by.

• Current market—Appeal to larger parties by offering discounts,

discounts for good grades from students, put a better image of

ourselves out there.

• New products—Healthier food is a concern of ours, but we also want

the food to keep its great original taste. More attractions may be

added on in the future to add to an even better experience.

Target Markets

Consumers from the ages below 18 – Many of our valued customers will

be within this age range, not so much as them paying for it, but their parents

bringing them for a family trip.

Consumers from the ages of 18-30 – Between these age ranges, new

families will be starting or college kids will be getting out of college and starting up

jobs. We are not marketing to this age group very much because they do not seem

to have the money or the time for “Family Vacations” and are too busy with other

things.

Consumers from the ages of 30 and above – This will be our primary

target group. From the age thirty and on families are started and people tend to

have steady jobs, Adults in this range are targeted so they can see a nice vacation

for not only themselves, but for their spouse and children as well. Even the elderly

who are loyal to our business will come and sometimes with their friends or family.
Points of Difference

Key features that make Splay Bay Resort stand out from other resorts are:

• An enormous capacity, which means that even if our rooms are filled we have

partnerships with other surrounding hotels.

• An overwhelming concern for safety. We would rather lose money than bring

any harm to our valued consumers.

• An arcade on the grounds.

• Pre-certified Lifeguards.

Positioning

We here at Splash Bay resort pride ourselves on having our customers leave

as happy and comfortable as possible. Nowhere else will you find such a

commitment as ours to the prosperity of our customers. We offer the safest and

most fun water park rides. We even help promote good grades with our Strive for

Excellence discounts.

6. Marketing Program

Product Strategy

Service Line

Splash Bay thrives on great service and keeps improving on that service.

Below are two key features we are working on.

• Good Will – Showing the population that we are not in it just for their money

is a great way to bring in more consumers and retain loyalty.

 • Comfort – Comfort is not just how soft or firm the beds are, but how they feel

throughout the entire complex.

Unique Service Quality

For service you will find no other better than Splash Bay Resort. Previous

owners of this establishment did not keep records or paperwork on hand, which in

turn led to poor economic predictions. But all of that will be changed, we plan to

keep all sales, records and customary paperwork on file at all times. By keeping

track of our past, we can better predict our future and keep ahead of the other

competition. We also plan to add recycling bins to all of the rooms.

Price Strategy

Do to lack of long term pricing of the past, we must make judgments based

off of what others prices theirs as well as what we offer compared to other resorts.

Pricing will vary based off of what size of room you plan to be staying at, how many

of you will be staying there, times of the year and current demands of the

remaining rooms. There will also be varying discounts for large meetings and

parties and also a discount for good grades program we have going on.

Monday - Friday- Sunday Discounts

Thursday Saturday
Open Half Day $17.95 per N/A N/A N/A

person
Open Full day $24.95 per $17.95 per $24.95 per $5 for having a school

person adult adult ID

$7 per child $6 per child $1 for each A from

school

Promotion Strategy
• Brochures – Brochures will be sent out to varying location such as AAA and

others.

• News – flyers will be sent out in the newspaper or as “Junk Mail”

• Billboards – Billboards will be posted around the roads and location of Splash

Bay Resort

• Sponsorships – Sponsoring a local baseball or similar team is a great way to

get known.