Title: MKT 438 Week 5 LTA Final Paper and Presentation Sample content: Baderman Island Resorts MKT/438 Public Relations are a critical part to business when being introduced to a new market; particularly when the business is entering a foreign country such as the Bahamas. More than likely, the foreign country will not welcome an estranged company making a profit in their country. Thus, the reason why Public Relations must focus on communication with the locals and making an effort to contribute to there country. The local country must feel confident in knowing that the new business will provide more jobs for the community. In addition to the new job opportunities, a new company can also provide health care opportunities. Bahamas has a high rate of births and HIV so health care is an element which concerns people directly. Locals must understand that the development of Baderman Island is going to stimulate their economy. The most important part of the planning process is to

1. MKT 438 Week 5 LTA Final Paper and Presentation and slides
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2. MKT 438 Week 5 LTA Final Paper and Presentation
Sample content:
Baderman Island Resorts MKT/438 Public Relations are a critical part to business
when being introduced to a new market; particularly when the business is entering
a foreign country such as the Bahamas. More than likely, the foreign country will
not welcome an estranged company making a profit in their country. Thus, the
reason why Public Relations must focus on communication with the locals and
making an effort to contribute to there country. The local country must feel
confident in knowing that the new business will provide more jobs for the
community. In addition to the new job opportunities, a new company can also
provide health care opportunities. Bahamas has a high rate of births and HIV so
health care is an element which concerns people directly. Locals must understand
that the development of Baderman Island is going to stimulate their economy. The
most important part of the planning process is to establish a location which is easily
accessible yet private and preferably in a lesser developed area. The location will
help appeal to locals because they can work close to home, compared to driving all
the way out to Nassau. Moreover, the company needs to alert there client base on
their expansion plans. Ideally, the business has to commit to providing the same
quality regardless of were they are located. In particular, the company must
communicate everything the new location offers, services and products included,
as well as the latest amenities. Essentially, the company must make the new
location appealing to tourist but they dont want to compromise the business of
other locations. The ideal demographic for the new Baderman Island location is
going to be the same as their other location; upper class adults between 30 and 65
years of age along with their families. Essentially, the demographic is based on
people that want to relax and indulge. Baderman Island offers the platform for fun
activities and offers various restaurant options which are designed to make every
guest feel comfortable and joyful. The service Baderman Island offers is unlike any
other company and has become the reason why so many customers continue to
come back year after year. If the addition of a new location, customers should be
especially excited to visit the latest exotic area the company has to offer. The
average consumer is bound to get a thrill from the warm climates and numerous
available activities. Primarily, the idea is for Baderman Island to stay committed to
the integrity of the business. This company is popular for their excellent customer
service, high profile, exclusivity, and their amazing ability to appeal to customers is
something that they intend to continue in their new location. A huge part of their

3. planning is going to be their effort to contribute to the community. Essentially, they
must behave ethically in all their actions so they do not disturb the locals.
Eventually, the new location is going to be run by the community so its important
they make a great first impression. One method that can potentially help them
establish a positive presence is to donate a given amount to assist in restoring the
Island. This action would ultimately be the most ethical decision. The resort must
illustrate an image that there presence there will benefit the community more than it
will harm it; therefore, its important for all their decisions to be ethical in regards to
their image and the locals. Through a thorough research process, the resort can
establish were the best location is going to be for them. Before the Resort is built at
a new location, there must be communication with the local government and
complete transparency over the intentions of the resort. The ethical implications are
significant and the process will take a considerable amount of time; however, its
beneficial for the company in the long term if all the environmental laws are
immediately followed and all the locals agree with the establishment. The
implications deal with the core of the business and will ethically make the
difference of success or failure. Marketing research is another important element in
establishing a new Island Resort in a foreign country. Primarily, Baderman Island
Resort must establish themselves in a location which will appeal to a frequent
customer base, lack of customers defeat the purpose of having the location in that
spot. The company must closely examine were the new location can be through
marketing research and the majority of that research can be second hand.
Baderman Island Resort can use information from the internet or related sources to
determine were tourist regularly visit in the country. The first plan of attack is to
promote the Bahamas as the island with the most popularity. In regards to location,
Baderman Island Resort must select a location which is of special interest to tourist
visiting the Bahamas so they can expect a frequent amount of customer traffic. The
next step is still establishing a survey for consumers on whether or not a resort in
this location would be appealing to them. The final step would be for Baderman
Island Resort to actually encourage customers to go out to this location in the
Bahamas. Baderman Island Resort has to establish how there going to promote
the new resort to the public. Most importantly, they need to determine the most
effective way to promote the resort so their advertising dollars are well invested.
For example, Baderman Island Resorts can advertise their commercials on the
most popular channels, magazines, and radio stations so they attract the most
people as possible. Once a sufficient amount of people are targeted they can
establish what locations are the most popular. More importantly, they can
determine what changes need to be made to the less popular locations so they can
improve. The public relations campaign is an influence on how the company will
complete their marketing because they will know what the target market is. For
example, if a company is working on a public relations campaign through the use of
commercials, the company must determine what channels are going to appeal to
their target demographic. The marketing research portion is completed once the
company decides on what approach they will take. In general, the company must

4. do research on their demographic and the locations that they will apply to. In
regards to the surveying process, the company must establish close ended
questions so they can focus on particular locations. If they establish open ended
questions, they are going to result with a wide spectrum of locations; ultimately
leading the survey to be useless. Its recommended to keep the process simple so
they get exact results. In regards to proactive and reactive PR with Baderman
Island, there is considerable comparison between the two. Proactive is the
constant effort to promote the resort and communicate a positive message.
Primarily, this is accomplished to excellent customer service and constant
promotion of thei
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