Marketing Plan for Hotel
Marketing Plan for the
April 2010
Executive Summary
Contents:
Executive Summary 2
1.0 Corporate objectives and strategy 5
2.0 Marketing audit 5 2.1 External Analysis – PESTLIED 5 2.2 Industrial and Market Analysis 7 2.3 Competitive Analysis 9 2.3.1 Direct competition 9 2.3.2 Indirect Competition 9 2.3.3 Critical Success Factors 9 2.4 Customer Analysis 10 2.4.1 Grey Market Customers 10 2.4.2 The business related travel. 11 2.4.3 The youth market (16-25). 11 2.4.4 The youth market (26-35). 11 2.5 Market Audit Conclusion – SWOT Analysis 12
3.0 Assumptions 13
4.0 OBJECTIVES 14 4.1 Strategic Objectives 14 4.2 Financial Objectives 14 4.3 Marketing Objectives 14
5.0 Marketing Strategy 15 5.1 Segmentation Analysis 15 5.2 Overarching Growth Strategy 16 5.3 Positioning 17 5.4 New Product development (NPD) 18
6.0 Marketing Program 20 6.1 Product 20 6.1.1 Physical Aspect 20 6.1.2 Quality of Service 21 6.1.3 Product Branding 21 6.2 Place (Channel Management) 22 6.2.1 Selection of Channel Partners 22 6.2.2 Channel Control and Conflict Management 24 6.3 Promotion (Integrated Marketing Communication) 25 6.3.1 Direct Promotion: 25 6.3.2 Indirect Promotion: 25 6.4 Price 27 6.5 People (Human Resource Management) 29 6.6 Process 32 6.7 Physical Evidence 33 6.8 Marketing Mix/Program Conclusion 34
7.0 Market Plan Controls 35 7.1 Budget 35 7.2 Contingency 35 7.3 Evaluation and Measurement 35
8.0 References & Bibliography 36
9.0 Appendices 37 9.1 Appendix 1 – PESTLIED Analysis 37 9.2 Appendix 2 –Consumer Analysis 39 9.3 Appendix 3 – SWOT Analysis 40 9.4 Appendix 4 – Market segmentation Analysis 42 9.5 Appendix 5 – IMC budget 43 9.6 Appendix 6 - Appendix Revenue Forecast 44 9.7 Appendix 7 - Appendix P&L Forecast 45 9.8 Appendix 8 - Appendix Gantt Chart 46
1.0 Corporate objectives and strategy
The primary
April 2010
Executive Summary
Contents:
Executive Summary 2
1.0 Corporate objectives and strategy 5
2.0 Marketing audit 5 2.1 External Analysis – PESTLIED 5 2.2 Industrial and Market Analysis 7 2.3 Competitive Analysis 9 2.3.1 Direct competition 9 2.3.2 Indirect Competition 9 2.3.3 Critical Success Factors 9 2.4 Customer Analysis 10 2.4.1 Grey Market Customers 10 2.4.2 The business related travel. 11 2.4.3 The youth market (16-25). 11 2.4.4 The youth market (26-35). 11 2.5 Market Audit Conclusion – SWOT Analysis 12
3.0 Assumptions 13
4.0 OBJECTIVES 14 4.1 Strategic Objectives 14 4.2 Financial Objectives 14 4.3 Marketing Objectives 14
5.0 Marketing Strategy 15 5.1 Segmentation Analysis 15 5.2 Overarching Growth Strategy 16 5.3 Positioning 17 5.4 New Product development (NPD) 18
6.0 Marketing Program 20 6.1 Product 20 6.1.1 Physical Aspect 20 6.1.2 Quality of Service 21 6.1.3 Product Branding 21 6.2 Place (Channel Management) 22 6.2.1 Selection of Channel Partners 22 6.2.2 Channel Control and Conflict Management 24 6.3 Promotion (Integrated Marketing Communication) 25 6.3.1 Direct Promotion: 25 6.3.2 Indirect Promotion: 25 6.4 Price 27 6.5 People (Human Resource Management) 29 6.6 Process 32 6.7 Physical Evidence 33 6.8 Marketing Mix/Program Conclusion 34
7.0 Market Plan Controls 35 7.1 Budget 35 7.2 Contingency 35 7.3 Evaluation and Measurement 35
8.0 References & Bibliography 36
9.0 Appendices 37 9.1 Appendix 1 – PESTLIED Analysis 37 9.2 Appendix 2 –Consumer Analysis 39 9.3 Appendix 3 – SWOT Analysis 40 9.4 Appendix 4 – Market segmentation Analysis 42 9.5 Appendix 5 – IMC budget 43 9.6 Appendix 6 - Appendix Revenue Forecast 44 9.7 Appendix 7 - Appendix P&L Forecast 45 9.8 Appendix 8 - Appendix Gantt Chart 46
1.0 Corporate objectives and strategy
The primary