Marketing Strategy and Plan

Marketing
Strategy and Plan
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Marketing 1
Contents
Internal/Environmental Analysis.....................................................................................................2
Industry analysis..........................................................................................................................2
PESTLE analysis.....................................................................................................................2
Competitive analysis....................................................................................................................4
Porter’s five forces...................................................................................................................4
Strategic capability analysis........................................................................................................5
TOWS Analysis...........................................................................................................................6
References........................................................................................................................................9

Marketing 2
Internal/Environmental Analysis
In the Strategic management, the company conduct the internal as well as the external analysis as
this supports the organisation to analyse the opportunities and threats in the market where they
are performing the operations.
Industry analysis
PESTLE analysis
PESTLE analysis is an external environment framework that is used by the company for the
scanning the external influence from different factors (Percy, 2016). The analysis for the Royal
Hotel has been undertaken to evaluate potential strengths and weakness that the company has in
their market.
Development Implication
Political  Australian politics shows the
stability consist taxation
policy, regulations, and rules.
 Government has announces
Tourism 2020 strategy for
enhancing the tourist.
 Change in the price occurs due to
change in tax and regulations.
 The increase in number of tourist leads
to rise in revenue for Royal Hotel
(Wong & Pearce, 2017).
Economic  The decrease in the
depreciation in Australian
dollar
 This decrease in dollar leads to rise in
the number of tourist.
 Annual tourism increase in Australia
business credit leads to improve in

Marketing 3
 Tourism industry grew 3.6%
from the last year.
Royal Hotel.
Social Cultural diversity The multicultural supports to attract more
overseas labour and traveller within
country
Technologi
cal
Technology up-gradation  The up-gradation of the technology
delivers the delight experience to
customers.
 Royal hotel makes use of the mobile
tab for information, room latest
machine, and many others.
Legal License for the services, Hukka,
Alcohol
 Royal Hotel needs to take the license
for the services that include serving
the Hukka, operating numerous
services and many others.
Environme
nt
Responsibility towards the
environment
 The Royal hotel protects the natural
environment by taking the different
initiatives that include solar energy,
protection towards the environment
(Bonilla Priego, Najera & Font, 2011).
Key points