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1st Semester Examination - September 2020

L4 Diploma in Business
Principles of Marketing

Year 12 Class:
Total Marks: 100 Subject Teacher :

ASSIGNMENT TITLE:
Setwing Ayurveda Pavilions

Submission Requirements

 Answer all tasks given.

 A word-processed, printed document containing all the written
components of the assignment should be submitted.
 Word count maximum 2000 words for the assignment.
 Submission Date: 11th September 2020.

Name of Setter Mr. Mark Fonseka

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Introduction

Setwing Ayurveda pavilions as one of the finest Sri Lankan Ayurveda hotels is focused on offering
ancient Ayurveda healing traditions to tourists in modern Sri lankan hospitality. Setwing operates
Ayurveda hotels at three major tourist destinations (Beruwala, Kandy, Dambulla) in Sri Lanka.

Each and every Ayurveda Pavillion features a combination of modern hotel amenities and
traditional luxuries to complete the therapeutic experience at the best available Sri Lankan
hospitality. Each purpose-built Ayurvedic treatment facility house a team of experienced doctors
who administer treatments. Qualified with a Bachelor of Ayurveda Medicine and Surgery, doctors
are capable of providing customers with personalized attention and assistance in fulfilling a
holistic wellness experience. As an added benefit, many of Setwing Ayurveda Pavilions employees
are well versed in languages such as German and Japanese.

Each Ayurveda pavilion has an Ayurveda pharmacy available to obtain prescriptions that
complement healing programmes. All hotels have gardens that grow fresh vegetables and
medicinal herbs that are used for internal nourishment. All swimming pools feature water jets
for comfort, while all the rooms are non-smoking in order to maintain the serenity of the
environment. Each hotel is equipped with modern facilities such as free Wi-Fi, ample parking,
daily housekeeping, and room service between 7:00 AM and 10:00 PM.

Other services include massages from qualified staff, nail and beauty treatments and many
services to make bodies more beautiful (tanning, waxing etc). New products recently introduced
to monitor customers health include offering various medical tests, blood pressure checks and
cholesterol checks at premises.

The business uses a range of marketing communications tactics, producing a range of marketing
material.
 People register via official website to receive – a weekly e-newsletter and a glossy
company brochure featuring all the hotels.

 Advertising in lifestyle/tour magazines.

 Listing with websites such as booking.com, Expedia, and trivago.com

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Setwing Ayurveda pavilion has not yet explored using social media in a consistent or
comprehensive way.
The typical Ayurveda Pavilion customers are aged 35 to 55 with more females than males. The
company is very keen to broaden the age range to include both younger and older customers,
and to widen the appeal to couples and men. Market research carried out in 2019 revealed that
people think Ayurveda Pavilion only offers spa facilities to high end in customers at premium
price. Ayurveda Pavilion needs to address this throughout the world with a comprehensive
marketing communications plan.

Competition is also intense in this market where small businesses provide a few Ayurvedic
treatments, a range of Ayurvedic treatments offered by well established spa groups, government
and private sector hotels offering the same services as Ayurveda Pavilions. Travel restrictions
throughout the world is in the recent months are affecting the tourism sector. However there is
an opportunity to address tourists highlighting all natural Ayurvedic treatments and Ayurvedic
immunity booster programs encouraging them to travel for better health.

Setwing Ayurveda Pavilions is keen to expand further and has an opportunity to open a new
Ayurveda pavilion in Negombo which is very close (10 minutes drive) to the Bandaranayake
international Airport.

Scenario
You have been appointed as the new marketing manager to prepare a report for Setwing
Ayurveda Pavilions board to help plan the launch of the new hotel due to open in 2021, and help
address some of their other current business issues.

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TASK 1 - 25 marks
a) Identify five key activities of marketing and explain how Setwing Ayurveda Pavilions can
make use of these activities. (15 marks)
b) Assume Setwing Ayurveda Pavilion is a ‘marketing oriented’ company. Explain this
concept and outline three advantages and three disadvantages of adopting this
orientation.
(10 marks)
TASK 2 - 25 marks
a) What are the Five stages of Marketing/Business Orientation? (5 marks)
b) In your opinion, which stage is most important to Ayurveda Pavilion. (2 marks)
c) Explain the most recent marketing orientation and explain how this orientation can be
related to Ayurveda Pavilion. (8 marks)
d) Define “Micro and Macro Environments” of a business. (4 marks)
e) Identify three micro environmental factors that could influence the operations of Setwing
Ayurveda Pavilions. (6 marks).

TASK 3 - 25 marks
a) Explain the PESTLE model used by marketing managers to understand the macro
environment of a business. (7 marks)
b) Identify and explain how each element is affecting Setwing Ayurveda Pavilions. Kindly
use relevant examples to the Ayurveda pavilions.
(18 marks)
TASK 4 - 25 marks
Identify and explain how Ayurveda Pavilion can make use of the marketing mix (7Ps) for the
proposed expansion. (25 marks)

Guidance
All references and citations must use the Harvard Referencing Style.

END OF ASSIGNMENT
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