MKTG3625 Chapter Notes - Chapter Case6: Aman Resorts
Document Summary
Monte carlo weddings market themselves as peacemakers and sounding boards essentially problem solvers and highly knowledgeable friends aiming to help the could achieve what they want rather than guide them into a certain type of wedding. Monte carlo markets themselves as a company that takes care of all aspects of the wedding including guest travel and accomodations. Aman resorts three main goals are peace, uniqueness and family meaning that they want each guest at the resort to feel calm, catered to, and like they belong in the location. Aman is essentially marketing themselves as combination of a cultural immersion and individually catered travel experience. Mcw sources of competitive advantage: gender, as one of the 2% of wedding planners that is male monte carlo suggests that. This is rather easy to replicate in theory, but can be very expense and confusing without the right software and experience.