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Introduction
According to (Boone & Kurtz 2005:6) “Marketing it the process of planning and executing the conception, pricing, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives”.
(Rodda 1992:1) “If businesses are to succeed, they must be aware of the needs of consumers, be willing to meet these needs, be able to inform customers of the availability of their product or service. When taken together these activities are called marketing”.
Sunshine Resort is a newly developed full serviced hotel that was started in December 2003. The hotel is strategically located in the scenic most visited part of the Island and in close proximity to the famous Caribbean Sun. The hotel was constructed with the expectation of setting the tone and creating the ambiance for any magical moment required. The hotel is privately owned and operated by four financial investors with equal partnership. The hotel carries a total of 60 rooms, two conference centers, gymnasium and an exotic dining room. Guests are attracted to the hotel for various reasons as this is a multipurpose facility, these includes business, church conferences, retreats, weddings etc. There are also a number of individuals who visits the resort with the intention of making their vacations memorable.
Sunshine caters to the consumer markets which are local, national an international and therefore services has to be delivered based on international standards. This level of delivery has enabled the hotel to achieve its set target of 70% occupancy and revenue of Thirty Million Dollars ($30 000 00 ...