Peninsula hotel Marketing Plan
Kendall College
The Peninsula Hotel Chicago
A Marketing Plan
• Executive Summary
Set in the heart of the “Magnificent Mile”, The Peninsula Hotel Chicago is ideally situated for visitors to experience all that the city has to offer. On the doorstep of Chicago’s premier business and shopping district, the hotel is located in the center of the city’s most exclusive shops and steps from the historic Water Tower. The Peninsula Chicago has 339 luxurious and spacious guestrooms and suites furnished in a magnificent classical style. The Peninsula Hotel property is renowned for its convenient and strategic location within the city. Also synonymous with the brand are the high level of personal service guests receive, and the comprehensive business facility available in luxurious settings. The Peninsula Chicago is targeting rich businessmen, repeat executives and leisure travelers by offering them great discounts in order to bring the occupancy and revenue up for the second quarter of 2011. By analyzing the marketing environment and completing the SWOT analysis the hotel can create specific strategies in order to meet the marketing objectives. The action plan will organize and distinguish the activities during the second quarter within the marketing team.
Our marketing plan is structured to enable us to achieve the strategic goals we have set for ourselves in terms of increasing overall revenue as a result of differentiating our products and services from the competition. Our marketing team will ensure that the plan is implemented to the best of their ability and with the highest levels of efficiency and accuracy. All figures will be monitored on an ongoing basis in relation to projections versus actual. The ongoing plan will be altered or manipulated as necessary in order to react to and, wherever possible, anticipate external changes to the environment.
II. Environmental Analysis • The Marketing Environment
Competitive Forces
Five Star Alliance
The Peninsula Hotel Chicago
A Marketing Plan
• Executive Summary
Set in the heart of the “Magnificent Mile”, The Peninsula Hotel Chicago is ideally situated for visitors to experience all that the city has to offer. On the doorstep of Chicago’s premier business and shopping district, the hotel is located in the center of the city’s most exclusive shops and steps from the historic Water Tower. The Peninsula Chicago has 339 luxurious and spacious guestrooms and suites furnished in a magnificent classical style. The Peninsula Hotel property is renowned for its convenient and strategic location within the city. Also synonymous with the brand are the high level of personal service guests receive, and the comprehensive business facility available in luxurious settings. The Peninsula Chicago is targeting rich businessmen, repeat executives and leisure travelers by offering them great discounts in order to bring the occupancy and revenue up for the second quarter of 2011. By analyzing the marketing environment and completing the SWOT analysis the hotel can create specific strategies in order to meet the marketing objectives. The action plan will organize and distinguish the activities during the second quarter within the marketing team.
Our marketing plan is structured to enable us to achieve the strategic goals we have set for ourselves in terms of increasing overall revenue as a result of differentiating our products and services from the competition. Our marketing team will ensure that the plan is implemented to the best of their ability and with the highest levels of efficiency and accuracy. All figures will be monitored on an ongoing basis in relation to projections versus actual. The ongoing plan will be altered or manipulated as necessary in order to react to and, wherever possible, anticipate external changes to the environment.
II. Environmental Analysis • The Marketing Environment
Competitive Forces
Five Star Alliance
References: Bergen, K. (2011, January 10). Chicago’s hospitality industry sees signs of slow recovery. Chicago Tribune. Retrieved February 2, 2011. Frp, www.chicagotribune.com Reller, E. (2011, January 6). AH&LA Legislative Action Summit Brings Lodging Industry to Capitol Hill. AH&LA. Retrieved February 2, 2011, from www.ahla.com Shoemaker, Lewis and Yesawich (2007), Marketing Leadership in Hospitality and Tourism, 4th edition, Prentice Hall, $121.25 http://www.choosechicago.com/attractions/Pages/default.aspx http://www.peninsula.com/Chicago/en/Enticements/Winter_Escapes/default.aspx http://www.peninsula.com/Peninsula_Hotels/en/default.aspx#/Chicago/en/