C05774 Wendy
THHGLE19B
A Marketing Plan for a Hotel
In the highly competitive business environment, to set up a hospitality
business, it needs a marketing plan first, to help the director and managers
in the hotel to set up the business strategies and predict any problems
during the running period. And we want to set up a 5 star hotel in
Melbourne.
In this essay, it will cover the following parts for our hotel setting up in
Melbourne: situation analysis, strategic assessment, product analysis,
competitor analysis, marketing strategies, marketing budget and sales
forecast.
Situation Analysis
Firstly, we will have an external analysis for the hotel. Nowadays, the
world is suffering from an economic decline, running a business is harder
than before, so it’s important to tie up the hotel’s budget now. And in
Australia, the government established a plenty of policies to enhance the
business and encourage people to shopping. Therefore it may help to
increase our hotel’s profit. What’s more, there are more and more people
choose to have dinner in the hotel and have a wonderful weekend in the
hotel. In Melbourne, our main competitors are the Melbourne Marriott
1
Hotel, which located in the heart of Melbourne’s commercial, theatre and
shopping district, the Marriott is Australia’s first ’green’ five-star hotel in
Melbourne. And the business man travel to Melbourne and want to stay in
the central of city are our current consumers, and the potential customers
will be the people live in Melbourne and want to enjoy our services. The
customers buying habits for the hotel is changing, they want to have a
home feeling when they staying in the hotel.
Strategic Assessment
In this section, we will do a SWOT analysis for our hotel. Firstly, we will
look at our hotel’s strengths. Our hotel is located in the central of the
Melbourne, so our customers can experience the city life, and our hotel
will provide the high quality service as we are a 5 star hotel, and we will
let our guests live comfortable as living at home. We have different types
of restaurants in the hotel and different types of rooms to satisfy the
customer’s needs. However, our weakness maybe the high price to some
customers. The opportunities for us at this moment is that the government
have the economic stimulate policy, and the rate is lower, it means we can
have more potential consumers and have a lower investment rates. The
threats for us maybe the economic decline environment, there will be less
businessman come to Melbourne, or stay shorter. Also our competitors
may raise some discount or low price services.
Product Analysis
2
In our hotel, our services will cover in many areas. First, our room will
have different styles, for example, we have the Chinese style room,
Japanese style, Greek Style and so on. Second, we can provide many
types of food around the world, the customers can choose whatever they
like, to avoid having the food unfit their taste in a different country, then
reduce their working efficiency. Third, we can provide seba, gym,
snooker, playing card room and many entertainments in the hotel; the
customers can relax themselves when they finish their job back to our
hotel. Forth, we will supply the car services for our customers; the car can
drive them to any places in Melbourne.
Competitor Analysis
Our competitor is The Melbourne Marriott Hotel, which located at the
corner of the Exhibition & Lonsdale Streets, it has numerous hospitality
award nominations, and it was the winner of the Victorian Tourism Merit
Award 2007 for its outstanding contribution to the environment. The
spacious guest rooms and suites feature high-speed Internet, luxurious
bedding and complimentary laptop-size safes in all rooms. Therefore, our
hotel should focus on their activities and improve our quality of services.
Marketing Strategies
In this section, we will discuss the various target markets and their
purchasing characteristics. This will be followed by the marketing mix
which will entail product, price and promotion. In the product mix, our
3
hotel’s services’ benefits are the types of rooms and food, also the
location and the room services. And our competitor’s advantages are the
goodwill and higher level of famous. Therefore, we need to let the
customers know our hotel’s services are special and have the good value.
We will state the special rooms and foods to differentiate our services.
In the price mix, our strategy will be in a medium level, it won’t be too
high as the economic environment is not so good now, and let the
consumers fell it fits for the services’ quality. And for some rooms and
restraints, we will have some discount in some specific months, to
attractive more consumers. In the promotion mix, we will advertise on TV,
Internet, newspaper, public transport stops and some magazines. We also
will sponsor some public activities or sports games for promote. Then we
also can set up relationships with some famous brands; invite them to
open shops in our hotel.
Marketing Budget
In this business plan, we also need a budget for the promotion, which will
be contained in the Financial Report of the business plan. We budget
about 80% on the advertisement on the media, 40% on TV and Internet,
30% on newspaper and magazines, 10% on the public transport stops.
And the rest 20% will use in finding the brands and sponsor some famous
activities.
Sales Forecasts
4
In this section, we need to give a sales forecast of the proposed business
which will be the basis of the revenue forecasts contain in the Financial
Plan. Our customers will be in a high level in the traveling midseason,
and on the other, there will be in a low level in the off-season, so the sales
revenue may have seasonality. During a day, the revenue may reach high
in the lunch time and dinner time, as well as the spending. And we predict
the seat turnover will be at a high level in many festival days and
weekends. Or it will be in a low level when our competitor raises some
discount or favorable activities.
In conclusion, no one company can exsit without a marketing plan. As
making a marketing plan, we need to concern about some important
strategies, like product, price promotion and also we should think about
the position, is it a good place to earn more profit? Of course the product
should be different with our competitors in order to attactive more
customers. Sometimes we can make some special offer or new product or
discounts to let new customer come to your place. Advertising must need
under our marketing plan. As we see, marketing plan is the main part
before operating a business. If you want to have a success business, you
must follow the marketing plan before you running this business.
5