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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Marketing .................................................................................................................. 19 4.1 4.2 4.3 Marketing mix ..................................................................................................... 20 Market segmentation ........................................................................................... 21 Relationship Marketing ....................................................................................... 23 Different stages of customership .................................................................. 24
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Marketing of Hotel Services ...................................................................................... 26 5.1 5.2 Internal marketing................................................................................................ 27 Distribution channels ........................................................................................... 28
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Marketing Plan .......................................................................................................... 31
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Situational analyses ............................................................................................ 32 SWOT-analysis.................................................................................................... 33 Setting goals / marketing objectives .................................................................... 34
Gustavo, N. (2013). Marketing management trends in tourism and hospitality industry: Facing the 21st century environment. International Journal of Marketing Studies, 5(3), 13-25.
Kotler and Armstrong (2010). The marketing mix is often crucial when determining the MOGH unique selling points and how to market them correctly.
Each year the objective was to increase and attract more occupants which she did for the company. Also, the introduction of internet communications is a big plus for the business traveller using the hotel. We now know how important the internet is to every type of guest these days. Furthermore, location positioning is important and with hotels located on major highways, office complexes, airports and surrounding large shopping centres it is fighting other competitive hotels.
Unit Code ACC101 ADV101 COM104 ECO101 HOS101 IND101 MGT101 MGT102 MGT103 MKT101 MKT102 MKT103 PRN101 TOU101 ACC201 Fundamentals Of Management Accounting and Business Finance Understanding Advertising Sound, Vision and News Economics In A Business Environment Introduction To Accommodation Management Industry Practices Management Principles and Practices Introduction To Hospitality, Tourism and Events Service Industry Theory Understanding Marketing Introduction To Consumer Behaviour Marketing Communications Understanding Public Relations Tourism Theory and Practice Introduction To Applied Finance Textbook Accounting Business Reporting for Decision Making Advertising: Principles
Improving marketing has become a top priority of successful inventors and corporations. Most corporations’ research different groups and needs in the marketplace, satisfy the consumers in a superior way by targeting their wants and needs. All marketing strategies are built on segmentation, targeting, positioning, and then position its offering so that the target market recognizes the company’s image and terrific offerings. There are many different business areas which will sometimes play a huge factor such as, finance, accounting, information systems, marketing, and strategic management.
As a growing American hotel company, establishing a permanent place in local and national markets is our primary goal, and we wish to become nationally and internationally renowned as a business and tourist destination within the next 5 years. Our main mission is to provide high quality accommodations, and associated amenities and services at competitive prices to our targeted markets. Our basic business objectives are reflected in everything that we do, which is to contribute to the enrichment of the quality of lives for
For this Task I described the basic principle of marketing and explain the marketing objective for a fast food establishment and an independent 30-bedroom hotel, also I describe the constrains that can impact on the marketing of these two establishments.
targeted those people who would recognize and appreciate quality lodging and not those who were seeking “cheap sleep”. Inviting potential guests or individuals who might influence visitor hotel selection to launch parties, swim parties, cocktail parties and other planned events. Targeting supportive hospitality businesses. Packages that supported local businesses were developed.
With the development of tourism, hotel industry competes sharply.A hotel using the different strategy to increase their competitive advantage.Cliff Bowman advance a theory which is Strategy clock, is a tool to analysis enterprise's strategic choice with 8 different type of competitive strategy options including 'No fills', Low price, Hybrid, Differentiation, Focused differentiation, increased price with standard value, increased price with low value and low value with standard price.In the price based strategy( 'No fills', Low price etc) is the most common strategy used in the hotel industry.A low-price strategy reflects to seek to achieve a lower price than competitors whilst trying to maintain similar perceived product or service benefits to those offered by competitors.(Johnson & Scholes, 2008)'No frills' means combine a low price, low perceive product or service benefits and focus on the price-sensitive market segment. Nowadays, there have a lot of argument and discussion about the impact of price-based strategy.In this essay will explain two side arguments of price-based strategy which including pros and cons, needs and risk, also my opinions.
Marriott is a multi brand company with a Global Portfolio that providing lodging that fit within many market segments. This report will discuss briefly Marriott’s Portfolio of hotels, what they do, briefly examine a number of their key marketing strategies and examine how they are implemented, measured and ask the question does this make them market leaders?
The great Swiss banks all have large local headquarters and the business banks of Geneva are only 60 kilometers (37.5 miles) away.[2] There is also a very busy conference center in Lausanne hosting many events every year.
Essentially, the marketing manager will seek to understand how a competitive advantage may be gained over other competitors (Lemon et al 2002). Figure 1 shows that Hilton Hotel Corporation is one of the leading hotels in the world. Nevertheless, as a newer hotel in Melbourne, Hilton is facing some serious challenges from competitors such as Grand Hyatt Melbourne and Sheraton Melbourne. Grand Hyatt Melbourne has completed its four year refurbishment project. Meanwhile, Sheraton Melbourne Hotel will launch a new full service as part of a 2013 development, combining hotel services with up-market residences and boutique retail (Melbourne Planner’s Guide 2011-2012, 2011). It is critical for Melbourne Hilton Hotel to understand visitors’ wants in order to satisfy visitors. In addition, Melbourne Hilton Hotel needs to have a good understanding of the competition in
The hypotheses was clearly stated and used to provide the initial theoretical framework. The hypothesis was also stimulated from an earlier study that stated that a larger hotel chain conducted a similar study using different variables with a common purpose. [ (Trochim, 2006) ]
Porter defines cost leadership, differentiation and focus, as the basic business strategies for an organization to gain competitive advantages. An effective competitive strategy should be based on the organization’s goals and objectives as well as the market situation (Allen & Helms, 2006). Hotel ICON is an independent teaching hotel focusing on creative and innovative design and services. As the slogan ‘Unlike Any Other’ illustrates, Hotel ICON strives to create a unique hotel experience for customers instead of a stereotype one that they can gain in most chain hotels. This indicates that the hotel is following a differentiation strategy to gain competitive advantages in the Hong Kong hotel market by providing stylish design supplemented by the revolutionary technology trend (Hotel ICON, 2011).
The Hyatt Corporation was founded by Jay Pritzker in 1957. The first hotel purchased was located in Los Angeles, California. Hyatt is a management company that runs the operations of each hotel even though most of the Hyatt hotel properties are privately owned. They currently have two hundred sixteen hotels around the world and recently purchased one hundred forty three AmeriSuite hotels which were renovated and are being operated under their new name, Hyatt Place. Hyatt is known for specializing in luxury hotels that also provide meeting facilities and special services. The Hyatt Regency in Columbus Ohio was built in 1980. This hotel has six hundred and thirty one guest rooms, which makes it the largest hotel in the State, based on