Marketing Plan for Savoy Hotel in Birmingham

MARKETING ESSENTIALSMARKETING ESSENTIALS
HOSPITALITYHOSPITALITY
(TASK 4)(TASK 4)
MARKETING PLANMARKETING PLAN
Your Name
1

Current situation andCurrent situation and
Company ObjectivesCompany Objectives
 The main objective of Savoy Hotel is to
successfully capture the market share by 30% in
the next 6 months in Birmingham.
 To induce sales by 10% in next 12 months.
 To increase profits by 20% in next 12 months.
3

Current situation andCurrent situation and
Company ObjectivesCompany Objectives
SWOT Analysis
STRENGTH
 Well established brand identity helps in expansion.
 Customer loyalty will help Savoy Hotel to build its unique brand in the
new place.
WEAKNESS
 Risk of investing huge cost for new hotel can be a key weakness for Savoy
hotel.
 Dependence on tourism, season and holidays.
4

Continued...
OPPORTUNITY
 Millennials are the new target audience of every hotel industry.
 Huge scope for technology has increased the hotel's innovative
technique to attract customers.
THREAT
 The rise in cheap hotels has become a threat to luxury hotels.
 Change in consumer behaviour directly impact the hospitality sector.

Product DefinitionProduct Definition
The Savoy Hotel has been planning to
expand its operations in Birmingham, UK.
 Its Unique Selling Preposition is the luxury
and leisure service it offers to the people. It
has only 1 hotel so full focus is given to a
particular hotel in order to provide efficient
service to all its customers.
6

Marketing mix
4P's discussed afterwards...
People- The expansion of the hotel shall have a highly skilled
and knowledgable staff who shall be given regular training so
that its status is maintained.
Physical evidence- The infrastructure shall be of high
quality interior so that its luxury is reflected into its interior.
Process- The process used in operations of the hotel shall be
fully automated so that customers feel comfort and easy in
availing the service.