Marketing Essentials: A Comprehensive Marketing Plan for Garden View Hotel

This document provides a comprehensive marketing plan for Garden View Hotel, including SWOT and PESTLE analysis, marketing objectives, segmentation, targeting and positioning, and a comparison of the marketing mix with a competitor. The plan aims to increase sales and profit, expand the customer base, and position the hotel as a leading brand in the market.

Marketing Essentials
(Task-2)

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Background of the business and rationale why the business will succeed.........................1
2. SWOT and PESTLE analysis that highlights complexities of internal and external factors
................................................................................................................................................2
3. One Marketing Objective for your business (must follow the SMART criteria) for the first
year of business......................................................................................................................5
4. Marketing Segmentation, Targeting and Positioning ( creation of customer profile,
targeting strategy rationale and perceptual map with competitive positioning).....................5
5. A comparison of your marketing mix and your closest competitor, while evaluating how
different tactics in your marketing mix can help you achieve your business (the marketing mix
needs to be a visual creation opposed to a lenghty description).............................................6
6. Design an implementation plan for the promotional launch of the new product/service.
including a promotional budget..............................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing plan is defined as blueprint document which outline all marketing tactics and
advertising efforts for up-coming years. Marketing plan formulated by examining external
environment proves to be more effective and results in productive outcomes. Organization frame
marketing plan so that product or services can easily be commercialized for the customers in
intense competitive world. This includes all the activities such as, executive summary, budget,
marketing mix, analytical tools, promotional activities etc. This report is based on Garden view
Hotel which is a UK based small size restaurant, headquartered in London, UK. Marketing plan
will be preparing for the existing services which is Online website. The report includes market
plan and summary of business product or services. Various analytical tools will be studied so that
productive results can be attained (Alaedini and Davari, 2018). Along with this Business Canvas
Model will be used in order in the project. Estimated budget will be ascertained to cope up with
dynamic environment.
Design a comprehensive marketing plan.
Marketing plan refers to as written document consisting all marketing strategies for
communicating the value of product or services to the potential consumers. This directly raises
business sales volume for the product and services offered to them. Marketing plan is a way
through which existing or new goods and services are easily accessible to the consumers.
Without conducting market research promotional plan can be designed in proper manner.
Effective marketing planning assist to develop goods and services in an organization. It directly
or indirectly aid in accomplishing emerging needs of the customers in neck to neck competitive
world. This plan can be prepared for existing or innovative goods and services. Moreover, plan
helps to measure new opportunities prevailing in the open market place. This helps to create
tough competition for other business operating in the same market. The marketing plan is
discussed as follows:
1. Background of the business and rationale why the business will succeed
Garden view Hotel is preparing marketing plan for services offered to the customers
which is Online website. This is the existing unique services which is served to the targeted
customers of Garden view Hotel. In order to raise the sales volume social media platform is
adopted so that emerging needs and wants of the customers can be full-filled (Borisova and
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Razumeiko, 2018). Garden view Hotel is framing marketing plan for this services so as to meet
business goals in the set time frame. To capture huge profit and to gain competitive advantages
Garden view Hotel is designing marketing plan for their existing digital customer services.
Marketing mix is conducted in order to attain best outcomes. SWOT analysis, Pestle analysis
and porter's five model is deeply studied so that easily set objectives can be attained.
Summary of the business services:
Garden view Hotel is offering digital customer services for their loyal and potential
customers. This is existing unique services which is served to the targeted customers of Garden
view Hotel in order to retain them for longer time period. This services is defined as interaction
between client and firm through digital technology. By effectively adopting digital customer
services administration is able to decrease costs and which assist them to provide flawless
customer experience. It is a positive mark for organisation in neck to neck competitive world.
2. SWOT and PESTLE analysis that highlights complexities of internal and external factors
Business can grow and develop in global market by using effective analytical tools in
their business activities. It directly aid in attaining set goals and objectives designed by top level
management. Garden view Hotel is adopting SWOT (Strength, weaknesses, opportunity and
threat) analysis, PESTEL (political, economical, social, technological, environmental and legal
factor) analysis and Porter's five force model in order to better understand the external
environment. This tools assist administration to create tough competition for rivalry. Negligence
in analytical tools turn out to be huge loss for the firm. This gradually decreases the market
value in cut throat competitive world. Below are the expatiation of analytical tools which are
stated as under:
SWOT analysis: Strength, weakness, opportunity and threat is studied by Garden view
Hotel so that loop holes of other can be turned out into their profit (Camilleri, 2018). It plays a
crucial role in an organization as it helps to ascertain threat prevailing in the open market place.
By analysing SWOT analysis top level management of Garden view Hotel is able to formulate
strong tactics. It will help to cope up with fluctuation in dynamic environment which is a positive
mark for enterprise. By not conducting SWOT analysis there are less chances to survive for
longer time period in competitive market place.
Strengths Weaknesses
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 Core strength of restaurant is that it has
strong property portfolio.
 Organization more focus on technology
integration due to which emerging
needs and wants of the customers are
full-filled.
 Business is assessed by effective and
strong leadership of the business
owner. This leads in running the
business smoothly.
 Top level management of Garden view
Hotel Group has build unique and
effective employee retention schemes.
 Over the years by working hard day
and night both staff members and firm
they are able to build strong brand
recognition in open market place
(Oshins and Brown, 2018).
 Garden view Hotel Group main loop
hole is that they are more dependent on
United Sates market (Broström, M.,
2018.).
 In order to satisfy consumers needs
continuous innovation in their services
is taking place. All this activities incur
huge cost. As a result huge firm is
overburdened with high debt ratio.
 Garden view Hotel is a leading brand
still they have very less number of loyal
and potential clients for their services.
It results in generating less profit.
 There is gaps in product range sold by
the firm. Due to lack in choice new
rivalry a foothold in the market
Opportunity Threats
 In the era of globalization there is high
potential in emerging markets.
 Additional characteristics and
innovation in product or services is the
great opportunity
 Adoption of 3D technology and other
plant and machinery so as to attract
clients towards the organization.
 Organization is acquiring local hotel
groups and chain that eliminates local
competition. Due to which revenue
 The biggest threat is stagnated growth
in global market.
 There is cut throat competition in
context of price point.
 Continuous raise in new entrants is
unseen threat for Garden view Hotel
(Chandra, 2018).
 Ethical related issues in Garden view
Hotel.
 The fluctuation in political condition is
another threat for Garden view Hotel.
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accumulation ratio raises accordingly.
 Expanding business in other regions of
UK Market is another opportunity for
Garden view Hotel.
PESTEL analysis: Organization conduct Pestle (political, economical, social,
technological, environment and legal) in order to better understand external environment. By
examining dynamic environment productive outcomes can be attained in the set time frame.
Garden view Hotel is implementing PESTEL analysis which are discussed as follows:
Political factor: Garden view Hotel is serving Online website to their targeted consumers
in order to bind them for longer time period. Foreign trade policy, trade restrictions are examples
of political factor. Organization is expanding the business in UK market in order to capture huge
market ratio. As the political condition of UK is stable there are huge chance to grow across the
globe.
Economical factor: Interest rates, policies etc. are examples of economical factor.
Garden view Hotel scan the economic factor before entering into the new market. This helps the
firm to run the business smoothly without government interference. Along with this existing
services that Online website is able to accomplish set benchmark. Garden view Hotel is able to
attract huge customer for their services by following economical factor effectively (De
Pelsmacker and Holthof, 2018).
Social factor: Some of the examples of customs, traditions, beliefs etc. to build goodwill
in the eyes of the customers for longer time period it is important for Garden view Hotel Group
to work for welfare of the society. People and customs of UK customers are modern so that
expanding business with Online website will be profitable in nature.
Technological factor: Modern tools and technological are implemented by Garden view
Hotel to respond immediately to their clients quarries. By doing so faith and trust is build
between organization and customers over the years. The existing service that is Online website is
able to satisfy customers preferences because of modern tools. It has directly raised large number
of customer base for the service which leads in generation of huge profits.
Environmental factor: Climate, population, etc. are sated under environmental factor.
Garden view Hotel is adopting ozone-friendly ways so that environment does not get depleted.
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Business administration is conducting research and development work on regular basis to come
up with innovative idea which will support atmosphere from degradation. This act raises market
value in the global village. As well as firm are able to gain competitive advantages against
rivalry.
Legal factor: There are some examples of legal factor which are, copyright law, fraud
law, employment law etc. Garden view Hotel is expanding business in UK market with their
existing service which is Online booking website. Company is adopting laws effectively and
efficiently so that business operation does not get affected are able to satisfy targeted customers
easily.
3. One Marketing Objective for your business (must follow the SMART criteria) for the first
year of business
Marketing Objective
 Specific: Garden View Hotel is expecting increment in deals and benefit of the firm
alongside the expansion in client base by propelling the exercise center in the inn
premises.
 Measurable: 25% expansion in deals and benefit is normal by the firm while 20%
addition in the client base.
 Achievable: The organization is hoping to improve the deals and benefit by procuring
new representatives and give them fundamental preparing to taking care of the client
during their stays.
 Realistic: The organization is assessing the expansion in deals and benefit by assessing
the past information and present information. Likewise expanded income will
demonstrate the expansion for the organization.
 Timely bound: In request to accomplish the expansion in deals, benefit and client base,
organization has assessed timespan of a half year.
4. Marketing Segmentation, Targeting and Positioning ( creation of customer profile, targeting
strategy rationale and perceptual map with competitive positioning)
STP for Garden View Hotel
Segmentation: The organization is fragmenting the client dependent on their
socioeconomics, for example, income and age gatherings. These fragments are picked in light of
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the fact that the most males and females prefers to have a comfortable stay (Ragas and Culp,
2014).
Targeting: The organization is focusing on the age bunch 18 – 40 as these individuals are
increasingly mindful of their wellbeing and body because of which these want to work out for
dispensing with the over the top fats and sugars from their body. Organization will focus on the
two guys and females as these the two sexes are experiencing weight and cholesterol issues.
Positioning: Garden View Hotel is one of the biggest accommodation firm of UK
because of which organization has great brand picture in the market. Additionally, the nature of
services gave by the Garden View Hotel are of high caliber because of which there are high
possibilities that company will be effective in promotion and achieve the hierarchical objectives
of improved deals, benefit and client base.
5. A comparison of your marketing mix and your closest competitor, while evaluating how
different tactics in your marketing mix can help you achieve your business (the marketing mix
needs to be a visual creation opposed to a lenghty description)
Basis Garden View Hotel Holiday Inn
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Product .It is a new hotel which is
planning to expand its market
presence. In this context
company is introducing online
website which will help the
customers to acknowledge
their services. The hotel is
giving nourishment, Wifi,
pool and lodgings at eco
amicable areas to the clients
which guarantees their
fulfilment and trust towards
the hotel. The hotel is
additionally giving the
administrations as indicated
by the spending limit of the
clients, for example, typical,
premium and high class
administrations and offices.
It is additionally a tremendous
accommodation firm of UK
giving various kinds of
administrations to the clients.
The lodging is sans giving
web get to, AC rooms,
diversion park, pool and so on
to the clients. Additionally this
lodging is kid well disposed as
various kind of exercises and
occasions are sorted out in
premises for guaranteeing
agreeable remain of families
because of which inn is for the
most part favored by the
families.
Price The hotel is following the
economic pricing at setting the
costs of their lodgings and
administrations. Additionally
the lodging is giving low costs
rooms and offices to the
clients dependent on their
financial limit (Jena, 2017).
This lodging is following the
monetary estimating and
premium valuing
methodologies at setting the
costs of their administrations
and offices. The inn has
divided the offices and
administrations in three levels
which are financial, mid range
and premium administrations.
Promotion Garden View hotel is utilizing Holiday Inn is likewise
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various kinds of advancements
for pulling in their clients. The
organization is utilizing the
web based life stages for
advancing and promoting the
administration which are
Facebook and Instagram. The
organization has additionally
acquainted special limits with
the clients who book the
administrations from hotel's
site. Likewise the organization
advances their hotels through
outside promoting offices as
they have high inclusion.
utilizing the online life stages,
for example, Facebook and
Twitter through which they
keeps connected with their
clients. The organization is
likewise utilizing the
conventional promoting
channels, for example,
Magazines, TV and
announcements for pulling in
the clients. The organization
likewise dispatches the special
crusades for drawing in the
clients just as for spreading
mindfulness with respect to
the social issues.
Places Garden View hotel is working
their activities in London only.
A portion of the hotels of
organization are having ocean
confronting and so on which
draws in the clients a great
deal for taking the
administrations of lodging.
Holiday Inn is giving their
administrations through
lodgings in excess of 100
nations. The inn of the
organization are situated at
premium and most well
known urban areas, for
example, London, Paris,
Mumbai and so on which are
popular for their regular
attractions and other legacy
attractions.
Process The organization has executed Holiday Inn is additionally
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different procedure in their
lodgings, for example, get of
clients from the closest areas
for settling their inquiries and
gathering for giving the vital
data to the clients.
utilizing various procedures
for guaranteeing the consumer
loyalty and great experience
(Joshi, 2012) . These
procedures incorporates the
accepting and dropping the
clients, room cleaning, client
care official for
communicating with respect to
the issues and concerns and so
forth.
People The representatives at Garden
View Hotel are having great
relational abilities and
specialized aptitudes through
which they pass on the basic
data to the clients in
successful way. Various drills
are additionally composed for
deciding the adequacy of the
workers.
Holiday Inn is additionally
having gifted and educated
applicants which are playing
out their job successfully
while serving the clients.
Organization likewise gives
preparing and improvement
sessions to the workers for
improving their exhibition.
Physical evidence The lodging of Garden View
Hotel are having huge and AC
rooms. A portion of the hotel
of the Garden View Hotel are
additionally ocean
confronting.
The lodging of the Holiday
Hotel are having delightful
inside and outside which pulls
in the clients most. The
lodgings are likewise having
extensive and lit rooms,
delicate music inside the
premises and so forth for
guaranteeing great experience
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from the stay in inn (Soe,
Moritaka and Fukuda, 2015)..
Inns, for example, Tango sea
shore resort are having ocean
confronting as well.
6. Design an implementation plan for the promotional launch of the new product/service.
including a promotional budget.
Throw-light on distinguish promotional activities adopted by the organization.
Garden view Hotel is preparing marketing plan for their existing service that is Online
website. For which they are adopting distinguish promotional tools such as, social media
platform, print media, advertisements on google, direct mail etc. Here, Garden view Hotel
Group is adopting social, media platform, to promote their services for targeted consumers. In
today's world customers are more active on social networking sites (Kuo and Tseng, 2017). So
advertising services on this will raise sales volume at a tremendous scale. It will assist in
accumulating huge profit which can be further adopted expansion of hotel business in other
nation across the globe. Business can grow smoothly when potential customers are pulled
towards the service by their promotional activities. Advertisement act as a backbone of
increasing sales volume in competitive market place.
The estimated sales is to raise by 20% in the coming one year as promotion of services is
done on social media platforms. Moreover, profit sharing ratio is measured to increase by 25% as
special discount rate on special occasions are provided to the customers. For solo customers 5%
discount is there for initial six month. All this activities will boost up overall workforce
efficiency of consumers. It will assist in uplift of productivity and profitability volume (Mansour
and Ariffin, 2017).
Promotional Budget: Garden view Hotel prepare budget as it assist them to
approximation of their cost and revenue which they can generate from the launch of the new
product. It will also help them to put an exact requirement of funds to the finance department.
Budget will help them to keep their cost low and monitor the financial performance by
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comparing the actual and budgeted cost per activity (Litvin and Pan, 2018). The budget
statement is given below :
Particulars Amount (£)
Marketing 10000
Promotional activity 20000
Plant and machinery 120000
Print media 7000
Total 148000
CONCLUSION
From the above it can be summarized that marketing plan plays a significant role in an
organization. Numerous analytical tools such as, SWOT analysis, PESTEL analysis is studied so
that external environment Can be easily understood and strategies can be easily framed. It also
helps in capturing opportunities prevailing in the open market place. Additionally, threats is
ascertained to overcome them in the near future. Budgets is determined so as to overcome the
deficiency of funds. It aid the organization to run smoothly in cut throat competitive world.
Various promotional activities are examined in order to raise sales volume in intense competitive
world. By using social media platform for advertisement of services it will turn out to be
profitable in global market.
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REFERENCES
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