Strategic Marketing Plan for a Hotel

16235 Words65 Pages
Maarit Karppinen

STRATEGIC MARKETING PLAN FOR A HOTEL

Hotel and Restaurant Business 2011

2

VAASA UNIVERSITY OF APPLIED SCIENCES Degree Programme of Hospitality Management

ABSTRACT
Author Title Year Language Pages Name of Supervisor Maarit Karppinen Strategic Marketing Plan for a Hotel 2011 English 59 + 2 Appendices Peter Smeds

The aim of this thesis was to form a strategic marketing plan for Hotel X, a small privately owned hotel in Helsinki. The theoretical part of this thesis presents tourism and marketing from the hospitality industry’s point of view; what challenges the accommodation providers face when marketing their products and what kind of plans can be formed in order to keep their marketing actions up to date.
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4.

Marketing .................................................................................................................. 19 4.1 4.2 4.3 Marketing mix ..................................................................................................... 20 Market segmentation ........................................................................................... 21 Relationship Marketing ....................................................................................... 23 Different stages of customership .................................................................. 24

4.3.1 5.

Marketing of Hotel Services ...................................................................................... 26 5.1 5.2 Internal marketing................................................................................................ 27 Distribution channels ........................................................................................... 28

6.

Marketing Plan .......................................................................................................... 31

5

6.1. 6.2 6.3 6.4 6.5 6.6 7.

Situational analyses ............................................................................................ 32 SWOT-analysis.................................................................................................... 33 Setting goals / marketing objectives .................................................................... 34

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