1.

Executive Summary

This plan will detail aspects that an Inn must use in order keep proper
functionalitywhile still making a profit. We will also touch on customer wants
and demands andwhat 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 customerfeedback
o A redesigned interior may be in order

Better environment
O Attractions may be repaired or rebuilt in order to maintain
customersatisfaction
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, retainmore customers, and all while maintaining a safe and
profitable environment.
Noto n l y m a y t h e c o m p a n y b e n e fi t , t h e t h e t a x e s w i l l a
l s o g o t o h e l p i n g o u t o u r community.

2.Company Description

Splash Bay owns thirty thousand square feet. This is a relatively small
indoor waterpark, but it does, however, contain a moderation of attractions,
including the RedHydro Spin bowl ride, the Blue Tunnel Twister, an enclosed
body slide, and theWalleye River Run lazy river. In addition to the adjacent
Holiday Inn, the water parkis affiliated with the nearby Days Inn and Comfort
Inn and Suites. The Holiday Innoffers family and executive suites as well as
standard hotel rooms. Other amenitiesinclude 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 recentlycame under
new management and we hope this turn of events will profit
everyoneinvolved.

3.Strategic focus and Plan

Mission:

Splash bays main mission is to provide a family fun environment. In

spite of thiswe must also find some profit out of this in order to keep
maintaining and improvingSplash Bays environment. An increase in sales
and recurring customers will greatlyhelp our mission to continually improve
our attraction.

Goals:

Nonfinancial Goals
Promote family quality by providing a suitable environment for growth
andfamily 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 dailylives.
Provide top quality service so nobody feels that they did not get
theirmoneys worth.
Attach out selves to the community to better it and help the growth
of theentire county
Promote good grades in school with Strive for Excellence discounts
Create a friendly environment with surrounding businesss 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 atare
all around us, so we are not required to build and maintain our own. We retainmany
partnership deals with these hotels which profit all of us. We have very littlecompetition
as we are not near any other water parks and that we remain an indoorwater park. We
also have advertisements on all of the highways that surround usand including the
largely populated area we are located in. All of our lifeguards areRed Cross certified
before getting a position as such

4.SWOT Analysis
 The opportunities for this water park could be endless. Also, they need tohave a
more billboards on the freeway. Mostly, they could advertise in at the tripleAAAs
offices. There weakness at this point would have to be there website for thewater park.
They need a new website that would be attractive for the consumer.Another weakness
would be that it isnt in an attractive area (like there are nostores and restaurants to
attract consumers). Strengthens would have to be that isvisible 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(McDonalds, 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 marketAppeal to larger parties by offering discounts, discounts for good

grades from students, put a better image of ourselves out there.
New productsHealthier 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 willbe within this age range, not so much as
them paying for it, but their parentsbringing them for a family trip.

Consumers from the ages of 18-30

Between these age ranges, newfamilies 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 seemto have the money or the time for Family
Vacations and are too busy with otherthings.

Consumers from the ages of 30 and above

This will be our primarytarget group. From the age thirty and on families
are started and people tend tohave steady jobs, Adults in this range are targeted so
they can see a nice vacationfor not only themselves, but for their spouse and children
as well. Even the elderlywho 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
havepartnerships with other surrounding hotels.

An overwhelming concern for safety. We would rather lose money than bringany 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 . M a r k e t i n g P r o g r a m 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 moneyis 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
feelthroughout 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 Discount

Thursday Saturday
Open Half Day 1,130.85 N/A N/A N/A
Open Full Day 1,571.85 1,130.85 per 1,571.85 per 5% for having a
adult adult school ID
441 per child 378 per child
1% for each A
from School
Promotion Strategy

Brochures Brochures will be sent out to varying location such as AAA

andothers.
News flyers will be sent out in the newspaper or as Junk Mail
Billboards Billboards will be posted around the roads and location of
SplashBay Resort
Sponsorships Sponsoring a local baseball or similar team is a great way toget
known