Strategic Marketing Plan for Hyatt Hotel Canberra

Marketing
Advanced Marketing
3/28/2019
Hyatt Hotel Canberra

Marketing 1
Executive summary
In the present world, the competition is increasing among the companies due to which they need
to form the strategies. The aim of the report is to develop the strategic marketing plan for Hyatt
Hotel Canberra, Australia. The report is prepared after conducting the situational analysis, which
includes the opportunities and threat. Further, the report findings show the positioning of the
company that is required to improve in their new target market. This has been clearly mentioned
in the strategic marketing plan of the company.

Marketing 2
Contents
Introduction......................................................................................................................................3
Overview of company..................................................................................................................3
Situational analysis..........................................................................................................................4
Segmentation frameworks...............................................................................................................5
Brand position..................................................................................................................................5
Competitor analysis.........................................................................................................................6
External analysis..............................................................................................................................7
Outline strategic marketing plan......................................................................................................8
Positioning...................................................................................................................................8
Brand equity and promise............................................................................................................9
Target markets...........................................................................................................................10
Distribution................................................................................................................................10
Communication mix..................................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

Marketing 3
Introduction
The aim of the report is to develop a strategic marketing plan for Hyatt Hotel Canberra, Australia
based on the current situation of the selected company. The report includes the analysis related to
the selected company, which include the internal market based assets as well the external threats
as well, opportunities. This analysis will help the company in identifying the issues related to the
demand and supply within the hospitality industry. Further, the analysis of the situation of the
company will provide the insight with the motive to develop the marketing objectives as well as
strategies that will help the company to have longer-term impact on the positioning of the
selected company in Australia.
Overview of company
Hotel Canberra is known as the Hyatt Hotel Canberra that is considered as one of the major hotel
that is present in the Australia national capital. The hotel restored to its former 1920s glory as
well featuring the Art deco design elements. The hotel is located in the suburb of Yarralumla that
is near to the lake Burley Griffin as well as the parliament house (Hyatt, 2019). The hotel offers a
state of the art fitness centre that is equipped with the swimming pool at the indoor area. The
guest at the hotel can enjoy a decadent afternoon tea in the lounge with the additional facilities.