Marketing Plan Report
Table of contents
Contents Page Number
Marketing Objectives 2
Consumers Orientation 2-3
Market Positioning 3-4
Branding 4-5
Marketing mix 5-10
Referencing 11
Appendices 11-19
1.0. Marketing Objectives
Corporate objective is an objective that relates to the business as the whole. For the first year of operating the hotels objective will be: To achieve at least 5% of London hotel industry market share within the first year. Functional objectives consider of different business functions such as marketing and financial. Within the first year the hotels functional objectives will be: To achieve an average of £140 room tariff on off peak times. To increase customers awareness globally by 30-40% within the first year. To achieve occupancy rate of 65% and retain it for the whole year. To increase personnel salary by 5% (pa) and provide training to ensure customers services are up to a high standard. Unit objectives achieve sales of £500,000 within the first year, and continue growth. 2.0. Consumer orientation
The purpose of a business is to "create and maintain" satisfied, profitable customers (Levitt, 1986). When the needs of consumers are met, they are more likely to be attracted and retained. They will not only return to the hotel and benefit from it, but also talk favourably to others about their satisfaction. However, in order to meet their needs, it’s essential to categorise the customers into segments. The chosen segment for this organisation is "Business Travellers" both domestically and from overseas.
Business traveller segment indicates that consumers are classified into three categories: Behavioural, Psychographic and Profile. Following these categories, it is easier to identify the segment and the consumer needs and wants when choosing products or services. In order to succeed in this market knowing consumer segmentation is key. Therefore by identifying it (see Table 1)
Contents Page Number
Marketing Objectives 2
Consumers Orientation 2-3
Market Positioning 3-4
Branding 4-5
Marketing mix 5-10
Referencing 11
Appendices 11-19
1.0. Marketing Objectives
Corporate objective is an objective that relates to the business as the whole. For the first year of operating the hotels objective will be: To achieve at least 5% of London hotel industry market share within the first year. Functional objectives consider of different business functions such as marketing and financial. Within the first year the hotels functional objectives will be: To achieve an average of £140 room tariff on off peak times. To increase customers awareness globally by 30-40% within the first year. To achieve occupancy rate of 65% and retain it for the whole year. To increase personnel salary by 5% (pa) and provide training to ensure customers services are up to a high standard. Unit objectives achieve sales of £500,000 within the first year, and continue growth. 2.0. Consumer orientation
The purpose of a business is to "create and maintain" satisfied, profitable customers (Levitt, 1986). When the needs of consumers are met, they are more likely to be attracted and retained. They will not only return to the hotel and benefit from it, but also talk favourably to others about their satisfaction. However, in order to meet their needs, it’s essential to categorise the customers into segments. The chosen segment for this organisation is "Business Travellers" both domestically and from overseas.
Business traveller segment indicates that consumers are classified into three categories: Behavioural, Psychographic and Profile. Following these categories, it is easier to identify the segment and the consumer needs and wants when choosing products or services. In order to succeed in this market knowing consumer segmentation is key. Therefore by identifying it (see Table 1)
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