The purpose of this report is to evaluate the four components of the marketing mix of the Sandals brand. The brand’s product, pricing, placement, and promotion marketing strategy are examined to understand if the Sandals brand is meeting the desires of their customers and standing alone compared to their competition.
Sandals Resorts is a leading hotel brand known around the world. Over the past three decades, Sandals has gone above and beyond to achieve the perfect romantic couples resort, giving them the reputation as a place where “love is all you need” because everything else is included in your experience (Sandals). Sandals has an immense understanding on what the consumer is attracted to when they go on vacation. Such attractions include: golfing, numerous dining experiences, spa treatments, butler services, and remarkable customer service. They are well recognized for very luxurious vacations and their romantic getaways. A great deal of their customers choose Sandals for their honeymoons, weddings, and to just escape the stresses of the real world.
Sandals Resort legacy started in 1981 when Gordon “Butch” Stewart opened his first all-inclusive resort in Montego Bay, Jamaica. Without any hotel experience, Stewart took on the resort business with one simple philosophy: “The winning formula is to find out what people want, give it to them and in doing so, exceed their expectations (Sandals)." Sandals Resorts is part of Sandals Resorts International (SRI), the parent company of five brands; Sandals Resorts, Beaches Resorts, Grand Pineapple Beach Resorts, Fowl Cay Resort and 24 properties in seven countries that include Antigua, The Bahamas, Grenada, Barbados, Jamaica, Saint Lucia and Turks and Caicos. Each resort presenting the equivalent lavish accommodations, beachfront locations, and the many features that make the “Sandals Luxury Included” experience (Sandals). By far, Sandals is one of the...