Strategic positioning study and marketing audit of the Royaumont Foundation’s seminar offer, Asnières-sur-Oise
Comparative analysis, marketing audit and action plan
DATE : 2014
SECTOR :
MICE
PROJECT MANAGER :
Fondation Royaumont
Frank Magloire - Secrétaire Général -01 30 35 59 00
ASSIGNMENT CONTEXT AND OBJECTIVES
Founded in 1964, the Royaumont Foundation is responsible for the maintenance, restoration and public access of the Abbaye Royale de Royaumont. In order to increase its resources, the Royaumont Foundation developed a seminar offer – after having been fairly successful, the activity began declining (recession, increasingly competitive environment, etc.). As a result, the Royaumont Foundation decided to strategically reflect on how best to position the seminar activity.
IN EXTENSO TCH'S TASKS
- Comparative analysis : comparison of the Abbaye Royale de Royaumont’s seminar offer in order to help with the strategic reflection
- Marketing audit : commercial performances, strategy, human and material resources, mystery client visits
- Commercial and pricing positioning
- Detailed operational recommendations and action plans
In Extenso TCH's operational optimisation studies
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