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Report on Marketing Contemporary Hotel

   

Added on  2020-04-15

30 Pages7198 Words61 Views
Running head: CONTEMPORARY HOTEL MARKETINGContemporary Hotel MarketingBased on Four Seasons Hotel in SydneyStudent’s name:Name of the University:Author’s note:

1CONTEMPORARY HOTEL MARKETINGExecutive Summary This study focuses on marketing plan of Four Seasons Hotel in Sydney and this hotel falls underthe category of five-star hotel. In Sydney, the competition is high in the hotel business as thereare many others five-star hotels. In Australia, the hotel industry has been flourishing in last fiveyears and it is expecting to grow about 3% for next three years. Four Seasons Hotel in Sydney isan international hotel chain and it has one of its hotels in Sydney. The mission statement of thehotel is to provide beliefs and principles to the guests and guests' satisfaction is another focus ofthe organisation. In addition, this hotel offers exclusive suite, rooms, clubbing and dining. Inorder to set the marketing strategy, Four Seasons Hotel can find the critical issue for them as thehotel has been facing the issue in marketing. Four Seasons Hotel in Sydney finds the targetmarket as corporate travellers. The hotel management needs to find out the objectives of theorganisation with messaging for the branding. In marketing, pricing would be premium pricing,the place is excellent and distribution channel would be fine. The promotional strategies of theorganisation will be based on social media, printing and event management. The budget ofmarketing plan has been given to action plans in order to meet the objectives.

2CONTEMPORARY HOTEL MARKETINGTable of Contents1. Introduction..................................................................................................................................52. Situation Analysis........................................................................................................................52.1 Market needs..........................................................................................................................52.2 Market analysis..........................................................................................................................62.2.1 Market demographics.....................................................................................................62.2.2 Market trends..................................................................................................................62.2.3 Market growth................................................................................................................72.2.4 Macro-environment analysis..........................................................................................72.3 The company.........................................................................................................................92.3.1 Mission statement...........................................................................................................92.3.2 Service offering..............................................................................................................92.3.3 Positioning....................................................................................................................102.3.4 Partners and Stakeholders.............................................................................................112.3.5 SWOT analysis.............................................................................................................112.4 Competition.........................................................................................................................122.4.1 Direct competition........................................................................................................122.4.2 Competition analysis....................................................................................................143.0 Marketing strategy...................................................................................................................16

3CONTEMPORARY HOTEL MARKETING3.1 Value proposition.................................................................................................................163.2 Critical issues.......................................................................................................................173.3 Objectives of marketing plan...............................................................................................173.4 Target market strategy.........................................................................................................193.5 Messaging............................................................................................................................203.5.1 Branding.......................................................................................................................203.6 Marketing Strategy pyramids..............................................................................................214.0 Marketing mix.........................................................................................................................224.1 Target Audience...................................................................................................................224.2 Product marketing................................................................................................................234.3 Pricing..................................................................................................................................234.4 Place.....................................................................................................................................244.5 Promotion............................................................................................................................244.5.1 Advertising...................................................................................................................244.5.2 Public relations.............................................................................................................254.5.3 Direct marketing...........................................................................................................265. Action Plan................................................................................................................................266. Control.......................................................................................................................................287. Conclusion.................................................................................................................................29Reference List................................................................................................................................30

4CONTEMPORARY HOTEL MARKETING1. Introduction In this report, marketing plan of a Sydney based hotel will be discussed. Marketing planis a written document of an organisation that helps the organisation to market the services andproducts. Marketing assists the organisation to reach the desired customers and customers get toknow the benefits from the organisation. The organisation uses various strategies to attract thetarget customers setting a marketing budget (Liu et al., 2017). Before, stating the strategy ofmarketing, the organisation analyses the external environment and competitive advantage of theorganisation in the industry. Moreover, the distribution channels and supply chain of theorganisation need to delineate. The strengths and weaknesses of the organisation will bediscussed in order to understand the internal condition. However, various promotional strategieswill be given for the organisation to take. The main aim of the report to provide a marketing planfor Four Seasons Hotel that is situated in the Sydney. Four Seasons Hotels and Resorts is aglobal organisation, however, in this report, the focus will be on Four Seasons Hotel, which is inSydney. 2. Situation Analysis2.1 Market needsHotel industry in Australia has been flourishing and recent data shows that domestic andinternational visitors growing almost 5% and 111.5% respectively in the last quarter of 2016(McManus, 2013). It shows that Australian hotel industry has the capability to expand even moreand hotels in the metropolitan cities can use their marketing strategy to attract more customers. It

5CONTEMPORARY HOTEL MARKETINGhas been noted that the visitors from South Asian countries have been increased and Chinesevisitors are the dominant contributors touching 22% almost. It is very positive sign for theAustralian market and it has the international inbound growth for the hotel industry and thisgrowth in tourism and hotel industry exceeds in even US and this growth is almost 15% (McPhilet al., 2015). This hotel industry in Australia has enough potential for the five star hotels toflourish in Australia. Market has demands and guests in Australia choose all types of hotels. Thehotel industry has positive outlook and it can grow up to 3.1% annually. The demand in themarket of hotel industry is high and revenue per available room has been getting higher for thehotels situated in Australia. In case of Sydney, most of the international hotel chains have theirhotels and these hotels have been trying to increase in room supplies. 2.2 Market analysis2.2.1 Market demographicsIn hotel industry, market demographics are the segregation of the customers indemographic segments. In addition, there are various types of customers who visit the hotels.Customers with various age groups, social orientations, occupations and gender come to visit thehotels. Moreover, in Australia, moreover, the leisure travelling is famous among the domesticguests. In international travelling, couples and family persons use to visit the Australia for scenicbeauty and beaches. In many cases, the business persons visit the Australia for business purposes(Mintz & Currim, 2013). The booking status of the customers shows that all types of hotels arebooked by the customers whether it is cheap or five-star. The economic growth of Australia issignificant and the customers’ buying capacity shows the changes.

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