Marketing Management: Hotel ibis budget London Whitechapeln

This assignment discusses the marketing plan, current trends, SWOT analysis, and STP strategies for Hotel ibis budget London Whitechapeln. It also includes the analysis of the marketing environment and the marketing mix of the hotel.

Marketing management
INTRODUCTON........................................................................................................................................2
MAIN BODY..........................................................................................................................................2
Current trends within the hospitality industry..........................................................................................2
Marketing Plan........................................................................................................................................3
Analysis of marketing environment.........................................................................................................3

SWOT Analysis of Hotel ibis budget London Whitechapeln:.................................................................4
Define the position map and STP strategies............................................................................................6
Statement and justifications of SMART objectives.................................................................................6
Marketing mix of the Hotel ibis budget London Whitechapeln...............................................................7
CONCLUSION.........................................................................................................................................10
REFERENCES..........................................................................................................................................11
INTRODUCTON
Marketing management is depicted as the organizational discipline which is mainly
concerned for properly applying the marketing techniques and methods. It also gives their major
focus on managing organization resources and their business activities so that attainment of the
business goals can be assured. This following assignment is based on the Hotel ibis budget
London Whitechapel - Brick Lane. This file will cover about the marketing plan of this
respected hotel which will consider the analysis of internal and external environment with the
help of SWOT and PESTEL analysis. Along with this, the STP strategies and Smart objectives
also will discuss in this report.
MAIN BODY
Current trends within the hospitality industry
In the present modern era, various current trends within the hospitality industry is available which
needs to be considered by the manager of the Hotel ibis budget London Whitechapel - Brick Lane in
order to beat their competitors. Additionally, by keeping pace within this vast industry this
organization will be able to provide higher customers experience. Here are describing some of
the current trends of this industry:

Artificial intelligence: It plays a huge role within this industry as the main role of this in
enhancing customers’ experience. The major example of this is Al-powered chatbots which is
useful in making interaction with online customers, reducing the lengthy processes and quick
response to questions. It will help the respected company in attain the higher customers’
satisfaction and profitability as well(Aghazadeh, 2015).
Personalization: This is the current trend which pertains that in the present world every wants to
treat individually. In this aspect the Hotel ibis budget London Whitechapeln can use an
automatic system by which the returned customers can utilize same services which they have
used earlier.
Robots: this is the most effective trend as it is define as machines which will enables the
organization in carrying out all the complex projects by generating speed, reduce cost and
continuous improvement. This respective hotel can introduce a robot which will help them to
respond to the customers speedily and solve their queries so that they will be able to attain higher
customers’ attention and interest(Alon, 2012).
Recommendation:
 As per the current market trends it can be recommended to the Hotel ibis budget
London Whitechapeln that they should give their emphasis on adopting Artificial
intelligence as it will help them in attaining higher customers satisfaction and
profitability.
 It also might happen while giving their emphasis on Personalization Company
might derive their concentration from other consumers.
 Robots are effective trends but not always as it will lead the direct impact on the
human force which results the lower national income.
 Information technology is another useful current trend which needs be considered
by the industry as it increases the flow of information between the customers and
hotel so that they can easily get solution for their queries.
 Adopting of current trends also increase the government intuitions within the
organization.
 Consideration of trends as per the market situation also increase the overall cost
of the business due to which the overall profitability of the business get affected.

Marketing Plan
The Hotel ibis budget London Whitechapeln comes up with mobile technology so that they can
provide their various online services to their customers which enables them to attain the attention
of every type of people either it is lower or higher class(Gordon, 2012).
Analysis of marketing environment
In order to get the higher success and growth it is essential for an organization to
determine the impact of both external and internal factors. As by analyzing the environment of
the business outside or inside they will be able to make effective strategies as per the situation.
The internal factors all those which occur within the organization like customers, retailers,
distributors, employees etc. whereas external factors includes all those which are arising due to
the outside environment of the organization like social, legal, environmental, technological and
many more. In this aspect, manager of Hotel ibis budget London Whitechapeln can use various
tools like SWOT and PESTEL which are describing below:
SWOT Analysis of Hotel ibis budget London Whitechapeln:
This is very effective tool which will help them in evaluating all the internal factors as it
will give them the detail about the strength and weakness of the organization along with all the
threats and opportunities of the business. SWOT analysis of respective company is described
below:
Strengths Weaknesses
 The major weakness of this hotel it has
huge presence in world wide as it has
almost 603 hotels in 19 countries.
 The strong marketing channels like
social media which is able to increase
the brand image of the organization,
 The major weakness is that it tends to
be reactive rather than the proactive
which can be seen CSR and climate. S
 Other, the lower level of skills,
capabilities and bad working
conditions.
Opportunities Threats
 The concept of globalization is very
huge opportunity for them especially in
emerging markets.
 By adopting the latest technology they
can enhance quality of their services as
 They have to face tough competition in
the marketplace from various
competitors such as keys hotels, Days
Inn and many others.
 Lack of skilled employee might lead

well as their profitability level. this hotel in a downfall position.
PESTEL analysis of Hotel ibis budget London Whitechapeln:
In terms to assess the outside environment of their organization management of this
respective company can use this tool as it will help them in ascertaining the positive and negative
effect of the environment so that they can make all the strategies accordingly. This framework
includes six factors which are describing beneath:
Political factors: These factors are related to the government rules and regulation which have
implied on the hospitality industry(Gummesson and et. al.,2012). . As this sector is the most vast
and growing due to this they are able to attain higher support of government in sustaining their
business in this competitive marketplace, Any small change in government have huge impact on
the profitability of Hotel ibis budget London Whitechapeln like due to the Brexit the profitability
and sustainability of this respective company has badly affected.
Economical: This includes all those factors which are incurring due to the change in the
economics conditions. This includes inflation rate, economic growth, interest rate and many
others, like if economy will remain in flourishing position then customers will spend more on the
tourism industry. On the other hand in case if inflation rate will arise then the customers of
hospitality industry will decrease their leisure or travel expenses.
Social: These factors are related to social trends of the consumers of hospitality industry, In order
to sustain the position for a longer period of time it is essential for Hotel ibis budget London
Whitechapeln to set their business strategies as per their customers’ requirements and needs so
that they can attain higher success and recognition in the marketplace.
Technological: This is considered as facilitators of demand of the customers as these components
are related to the innovation in technology. It stated that consideration of latest technologies is
essential for hotel manager of Hotel ibis budget London Whitechapeln like they should use
information technology, social media and mobile technology so that they can make easy for
customer to book hotel, check in process and many others.
Environmental: These are related to the environment and weather changes which have direct
impact on the performance of the business. The major factor which can hinder the performance
of Hotel ibis budget London Whitechapeln is changing weather and waste occurrence which

makes necessary for them to adopt effective system so that they can operate all their activities
optimally.
Legal factors: It define that how the laws of government affect the performance of the business.
In terms to get higher success Hotel ibis budget London Whitechapeln must consider these
factors in their decision making like they must give their focus on adopting the both labor and
publics securities law in their organization. This will enable them in get the belief and loyalty of
customers and interest of employees in achieving the business goals and objectives(Huan and
Rundle-Thiele, 2015)
.
Define the position map and STP strategies
Position map refers to the evaluation of customers’ perceptions towards an organization
products and services so that the position of the firm can be determined against their competitors.
This is very useful for Hotel ibis budget London Whitechapeln as it will help them in creating an
effective market positioning strategy for their products and services so that they can maintain
their brand position in the marketplace as compare to their competitors. In this aspect, they are
formulating STP model as this has both characteristics effective and measurable which help them
in making an effective plan for their hotel. This contains three aspects which are describing
underneath:
Market segmentation: In this, the hotel manager of ibis budget London Whitechapeln will
identify their most profitable customers for whom they are going to offer their services. At this
stage, they can also set effective pricing strategy for their services. As at present they are giving
their focus on small market but in order to attract the wide market they must give their emphasis
on various methods such as business and channels in which they will categorize different
customer as per their travel purpose and booking method so that they will be able to provide
appropriate services according to this.
Targeting: After the first stage, they will determine those customers whom they seek to attract
towards their services. As in the current situation, they are focusing on lower class people but in
near future they are planning to attain the higher class people in their services. In this aspect they
must give their emphasis on guest personas so that they can ascertain the effective price and
promotional strategies for their business.

Positioning: It is the last stage in which the hotel manager of this respective hotel is ensuring
their position in comparison to their competitors so that they can take idea of their success and
growth in the marketplace.
Statement and justifications of SMART objectives
Goals are very crucial part of the business as it renders proper direction and motivation to
accomplish a specific aim. As the main focus of the Hotel ibis budget London Whitechapeln is to
expand their business and attract the higher level of consumers in their services due to this they
have set the SMART objectives which stand for Specific, measurable, achievable, realistic and
timely which helps them in focusing on their efforts and give their higher contribution in
achieving the organizational goals. SMART objectives of this hotel are as follow:
 They seek to attain the higher market share which is from 50% to 70% within the 12
months.
 By providing a range of effective services to their customers the organization wants to
increase their profitability percentage which is from 70% to 90%.
 Also, they will determine that all the required resources are available or not in order to
attain the business pre determined goals and objectives(Ingenbleek, Meulenberg and Van
Trijp, 2015)
Marketing mix of the Hotel ibis budget London Whitechapeln
Marketing mix is an effective framework which contains various tools within which helps
the business organization in promoting their products and services in the marketplace. As the
Hotel ibis budget London Whitechapeln have set SMART objectives for achieve their set
objectives which is to attain the attention and interest of high society towards their services so
that they can earn higher profitability and recognition in the marketplace. In this aspect they
needs to consider the toolkit of marketing mix which has seven components which are describing
below:
Product: Hotel ibis budget London Whitechapeln is a hospitality industry and maintain various
services within their hotel. They are providing a range of services like accommodation,
restaurant and many others. At present, as they are focusing on attracting the high class people
through mobile technologies so in this case it is essential for them to provide effective and

speedily services to their customers so that their experience with them can be increased which
will direct lead the impact on the profitability and succession of the business,
Price: It is the second element in which company will decide the prices of their services. In this
aspect the manager of this respected hotel needs to be deciding an impressive price for their
services so that the customers’ interest towards taking the advantage of the hotel services can be
maintained. While making the decision related price they must consider the customers
perceptions so that they can offer a best price to them and can enhance their overall travel
experience.
Promotion: This refers to all the marketing strategy of the firm which they have adopted to
promote their products and services in the marketplace. As the hotel manager of Ibis budget
London Whitechapeln focus on adopting the mobile technology in their hotel so in this case it is
essential for them to adopt effective marketing strategy like they should use the social media
platform and use their websites from where they can aware their customers towards their
services(Daniel, Bogdan and Daniel, 2012)
.
Place: This element of this model define about the location or place where the products and
services of an organization available for their customers. As the hotel manager of this respective
hotel give their main focus on online services to their customers so it is essential for them to
make effective appearance of them on their own websites and other social sites so that customers
can take advantage of their online providing services effectively.
Process: It depicted about those processes which are related to providing the services to the
customers. In this hotel industry, this plays a huge role as for providing the higher customers
satisfaction manager needs to render the promptly and effective services to their consumers so
that they seek to again visit the hotel.
People: It refers to the employees and customers which says that within the hospitality industry
the most important factor is food and services which are providing by the hotel. As the customers
wants to attract higher society people so it is necessary for them to give proper training to their
staff so that they will be able to provide higher customers satisfaction and experience.

Physical appearance: This is the most important factors within the hospitality industry which
snatch the attention of a person towards the hotel facilities, cleanliness, decoration and size. In
the case if the manager of hotel Ibis budget London Whitechapeln wants to attain their goals in
the limited period of time then it is essential for them to keep attractive physical appearance of
their hotel, services, staff and others so that the customers engagement with them can be
increased.
These are the tools which must adopt by the hotel ibis budget London Whitechapeln in
order to get higher success and growth in their business in limited period of time(Järvinen and et.
al., 2012).
Recommendation
As per the above describing marketing plan various recommendations can be given to the
management of hotel ibis budget London Whitechapeln. These are as follow:
 It is essential for them to analysis the external and internal environment in order to
operate all the business activities effectively without any crisis.
 In order to achieve their pre determine goals and objective they must consider the STP
strategy in their business so that the attainment of the higher success can be ascertained.
 Marketing mix is the brief exposure of the business plan which will help the business to
introduce their new service that is mobile technology optimally.

CONCLUSION
From the above file, it can be concluded that marketing plan is very useful for an organization as
it gives all the details about the market for the new service product. In terms to get the higher success ad
growth within the hospitality industry the evaluation of current trends is necessary so that all the activities
can be operated accordingly. Along with this, the assessment of all the external and internal factors of the
environment is required in order to carry out all the functions without any hurdles. Moreover, the
importance of marketing mix can be ascertained by the above discussed points as it enables the business
to perform their activities with more efficiency so that the business goals and objectives can be achieved
easily.

REFERENCES
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