Marketing Plan for Hospitality and Tourism

This document discusses the marketing plan for the hospitality and tourism industry, focusing on competitive analysis, marketing strategy, budget, and proposed marketing operations. It examines the target market, competitive forces, strategic position statement, business model canvas, and marketing budget. It also proposes marketing operations for sales and promotional activities.

Marketing
Plan for The
Hospitality And
Tourism.

Table of Contents
Introduction:.....................................................................................................................................1
P1: Examine the competitive analysis:...................................................................................1
P2: Marketing strategy that includes strategic position statement and business model canvas:
................................................................................................................................................3
P3: Marketing budget that are related to statement and model canvas:.................................5
P4: proposed marketing operations for the sale and promotional activities:.........................6
Conclusion:......................................................................................................................................8
References:.......................................................................................................................................8

Introduction:
The hospitality industry is a business at includes restaurants, hotel, casinos corporate events and
tourism services. the marketing plan is a process at identify the target market and provide the
value proposition of the brand and make the effective marketing strategies so that organisation
are able to expand and enhance their operational activities in the various different location at
the international market . under this report, the JW Marriott hotel, which offers services to its
customer such as accommodation, food and beverages and travel and tourism facilities and earn
the profits margin. Further there will be discussion, on the competitive analysis of the
organisation and making sound strategies by using the statement and canvas model; (Adhikari
and Bhattacharya,2016)
Summary of the business and the product:
The Marriott is a international hotel , one of the leading organisation in the hospitality industry
and provides various services to its premium and standard customer at different location. the aim
focus of the organisation is to offer luxury and comfortable services to it audiences and make
the revenue from such activities. The organisation also tries to provide travel packages to its
customer as a new product so that they can enhance their operational business. The organisation
use marketing plan as a tool to make business plan so that effective strategies can be formed so
that goals and objective of the organisation can be archived in the most productivity manners.
P1: Examine the competitive analysis:
The competitive analysis is done to understand the market environment so that organisation are
able to make the marketing strategies to place their goods and services in the front of the target
audiences. The porter’s five forces are used as a tool to examine and study the competition
present in the work atmosphere so that organisation are able to make best use of the
opportunities and these forces helps in determining the competitive intensity and attractiveness
of the target market. and it is also useful to understand the current competitive position and
future market place. in the context of the Marriott organisation, they examine competition in the
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market so that take the competitive advantage to expand their business and offer new product in
the travel package form by using the tools like these forces which are discussed as follow:
Competitive rivalry :This forces helps the organisation in examine how intense the competition
can be in target segment. If there are many competitors giving the similar goods and services in
the market then the customer will switch to the company who are offering same goods at the
lower prices. the Marriott organisation are able to maintain threads from rivalry as they offer
premium services to its customer. (Ahmad and Muhammad Arif, A.M., 2016)
Bargaining power of the suppliers: under this forces, it is show how suppler can drive
the cost more of the raw material if there are few supplier for the organisation inputs and can
increase the cost of resources and enjoy the profits. Under this condition, there are less number
of seller of the goods so company can charge more prices of the goods and services which they
are offering in the market and earn the profits margin in the long run.
Bargaining power of the customers: there are larger number of seller in the market
offering the goods and services at different prices so the customer has a power the switch the
another company product if they are available as lower price than the organisation product .
Threat of new entrants: the profitable market attract more new entrants in the environment
and they are able to make the profits from existing market and reduce the market share of already
organisation. in the hotel and tourism industry it is likely that more organisation can try to enter
the existing market which can create the threat for the active companies (Baggio 2016)
Threat of substitute good and services: under this condition, the market has a
substitute good against the organisation goods so customer which switch to another organisation
goods if they are provided at lesser prices. for example, if there are another hotel who are
offering accommodation and other services at lower prices than the Marriott , then customer will
switch to another organisation.
According to these five forces, the Marriott organisation can analysis the competition present in
the environment in coming up new product and expanding their business to the next level at the
global market places. These forces helps in organisation to examine the market environment
and make profitable marketing plan so that they are grow their business by building the strong
brand image in the market.
The current situation analysis must be done to define the market size of the new product and
services so that proper segmentation can be made to serve the customer with the good quality of
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services and make the efficient marketing plan for the organisation to achieve their goals and
objectives in the profitable ways. the company focus on dividing the target segment into small
units so that common desire of customer are grouped together and offers the products as per
their wants.
P2: Marketing strategy that includes strategic position statement and business model canvas:
The organisation has to make the marketing strategies so that desire outcomes can be achieve
within the set time period. The Marriott hotel has a vision to serve the target customer with good
services and offering new product like travel package to destination holidays for the customer.
The organisation can use strategic position and business model canvas as make effective
marketing plan for growing its business activities at the international market.
Position statement: The strategic position statement is important part of the marketing plan for
the organisation.The positioning statement is a detail description of the goods and service offered
by the company, their target market, how these goods will satisfies the need of the target
market . it is used as internal tool to align the marketing strategies with brand and value
proposition. This statement must be brief about it unique and memorable products and services
and focus on core business values and able to differentiates the brand with the competition. it
also shows what are the important aspect and uses of the product and unique value as compared
to another companies product. this positioning statement is comprised of four parts which are
discussed as follow: (Baird and Hall 2016)
Target market: the organisation needs to identify their target market based on criteria
such as demographic ,geography and needs and wants of customer. They needs to find out the
requirement of the target customer so that strategies can be made effective.
Category: here the customer evaluate the goods and service before using it and knows
the context of product. The customer wants to know more about the goods which are provided
to them in the market so that they can use it in productivity manners.
Differentiation: the organisation must know what customer thinks about its goods and
services and what make its differentiators from another competitive present in the work
environment. Here the company tries to explain the unique features and qualities of the good so
that customer can compare and choose the most appropriate product for themselves.
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The payoff: the organisation needs to know what are the desire of its target market and
provide them product and services according to needs.
This statement helps in identifying the target market under various category and making itself
differentiator from another company by providing goods according to customer desire.
Business model canvas: it is strategies management tools helps in developing the business
model for the organisation so that desire outcomes can be accomplished. It helps the organisation
to communicate the business ideas with the target market. the right side of canvas focus on
customer whereas the left side focus on business part and these two side meet around the value
proposition which is the exchange of value between the organisation and customer. it is used by
the organisation to appreciate their business and go through the process of making the
relationship with the client. (Bharwani and Mathews 2016)
Value proposition: it is foundation of any kind of business as it provide goods which
distinguishes it from another companies goods. The value can be added by newness
performance ,customization and various another features. It can be quantitative and qualitative
from .value is exchanged from the client for the monetary when problem is dissolved for them by
organisation.
Customer segments: here the organisation divides the customer on the base of age,
gender, and disposable income and different needs and wants. the target segment are formed
who have similar desires.
Customer channels: the organisation deliver its goods and service to its target market
by using different channels . these channels give provide the good in the easiest ways and in cost
effective manners and within the set time period. The organisation can reach the client thought
the own channels and partner or the combination of both the channels for example. Social media,
public speaking and digital networking and etc.
Customer relationship: it is defined process as how the organisation interact with the
customer , attach more clients and maintain effective relationship with the customer and making
them purchase the goods on regular basis. There are various form of customer relationship such
as personal and dedicated assistance, self service and automated services.
Key activities: it is action which organisation undertakes to provide a value proposition
for its target customer from time to time. It include those items that add value to the product by
improving the use of raw material and expertise advice and etc to recreate value for goods.
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Key resources: these resources are considered as assets that add value to organisation product
and commodities. It involves office space, human resources, Internet connection and financial
supports and subsidies. (Guaracino and Salvato 2017)
Key partners: it include the external suppler which helps the proving product to its
target customer on demand , these partners can be suppler, agencies and logistics organsaition.
Cost structure: it involve the cost associate with the operational activities of the
organisation such as how much cost is required to achieve the organisation objective and what
are the additional cost involved, opportunities cost and various another monetary expenses.
Revenue streams: it is way from where the organisation make the income by offering
value proposition to its target customer. it is essential to understand the pricing the business so
that pain of purchase interchange of pain of solving the problem.
The business model canvas helps the Marriott organisation to make sound marketing strategies
which helps them to identify the needs and desire of the its target segment or market and offer
them new product in the form of value in exchange of money . this model also helps in making
the alliance with another partner to deliver the goods to clients. (Mair, 2016)
These two methods helps the organisation to identifies the target customer by analysing the
different market at various location and finds out who are the common customer looking for the
goods which organisation are planning to provide it market . the company make the product
keeping in mind the desire of the clients and place them in the right market with the help of using
the efficient marketing strategies . with the help of key partners and sound relationship among
the distribution channels the organisation are able to reach to final customer and earn the prfots
out of such process in the target market.
P3: Marketing budget that are related to statement and model canvas:
The organisation need sound budget to perform the necessary activities to run all the function
smoothly at the work related places. The strategic position statement and business model has a
impact on the budget of the organisation in the long run. These methods also include some cost
which organisation needs to estimate to make sound statements and canvas so that profitable
strategies can be made out from these process. It is planned amount that organisation needs to
spend to achieve the desire level of outcomes in the most effective manners. as these project
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adds the value to its business the Marriott organisation focus on investing for the grow these
strategies. There are four ways to calculate the marketing budget: (Morrison, 2018)
Percent of revenue: here organisation use some proposition or percentage of revenue to expand
on the marketing and promotion fields.
 New business , between the one –five years uses 12-20% of revenue towards the
marketing plan.
 Business older then five years , allocate the 6-12% of revenue
 Business to business uses 7-8% of profits.
Top-down: the senior most authority , provide a benchmark for spending the budget on making
marketing plan .
Goal-driven: the organisation needs to set the goals first then make the budget to archived
these objectives. (Murphy and Gretzel, 2017)
The main purpose of marketing budget is to pull collectively all the profits and cost in making
document which shows the effective use of resources. It is important tool as it helps in
identifying the relationship among the desire level and actual results.
The budget is very important for the organisation so that every resource are used in the most
proper ways. the position statement are able to provide the amount which is necessary to make
the marketing strategies so that they can take the competitive advantages in focused market
group. The cost is involved in every aspect of the organisation from manufacturing or
producing the goods and service till it reach out the target market and to customer as last , so
the organisation needs to divide whole structure into small segment and allocate the funds as
per requirement .
P4: proposed marketing operations for the sale and promotional activities:
To make the proposed marketing operations on the base of a market share, market condition
and budget it is essential to study to marketing mix strategies which helps in understanding
the organisation objective . the marketing mix is set of action which helps in promoting and
selling the goods and services of the organisation in the target market . it is made of fours p’s
such as product, price, promotion and place.
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Price: it refers to the amount the customer are willing to pay for the goods and services in
market. the price is depended production cost, price of different market driven forces, and
include direct and indirect cost. This helps in making the effective price strategies for the
organisation goods such as penetration, skimming and neutral prices. the company can use
different pricing strategy according to the market condition of various location across the
international market place. (Pappas 2015)
Product: it is item which are formed by the organisation so that customer can satisfy its
needs and wants by making effective used of it. It can be in the form of intangible and tangible
form. While making the good it is essential to examine the life cycle of product to understand
the its performance at the target market place.
Place: it is target segment where the organisation display its goods and services at the target
market so that customer can use the product. It is place where the customer can easily finds
the product at different location. here organisation put their product in the market where
customer can purchases such goods in the market place.
Promotion: the organisation make promotion about its goods and services so that customer can
get awake about the goods and service and it also helps in booting the recognitions among the
competitive market places. It is made of various elements such as public relation, advertising,
sales promotion and etc. The organisation also uses the word of mouth to promote its product at
different geographical locations. (Vajirakachor and Chongwatpol, 2017)
The organisation needs to carry out the marketing mix so that they can sale and promote their
goods depending on the market share and condition in which organisation operates its business
activities. The Marriott organisation operates at the international levels so it has huge and
different customer requirement according to its location and taste and preferences of the
customer. so its needs different types of marketing operational to sale its goods at various
location. as the UK market is growing in the field of hospitality and tourism and holds the
larger number in contribution on domestic as well international revenue of the country. So the
organisation have huge target customer who are ready to use the goods and service which are
offered by the company and make profits out of such business
The organisation needs to have effective promotion schemes for the target market so that client
get are the useful information about the goods and avail them to fulfil their desire from time to
time. (Mussalam and Tajeddini 2016)
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Conclusion:
According to the above discussion, it can be concluded that marketing plan is very important
for the growth and development of the organisation in the target market places. There are
various different methods to make the plan which includes effective strategies so that
organisation can achieve their objectives in the most profitable manners. to make the
strategies the company needs to use the position statement and business model to understand
the requirement of the customer and provide them valuable product. (Vellas, 2016.) The
organisation also examine competitive forces to understand the market condition so that
proper marketing plan can be formed.
References:
Books and journals:
Adhikari, A. and Bhattacharya, S., 2016. Appraisal of literature on customer experience in
tourism sector: review and framework. Current Issues in Tourism, 19(4), pp.296-321.
Ahmad, S.Z. and Muhammad Arif, A.M., 2016. Entrepreneurial characteristics, motives, and
business challenges: Exploratory study of small-and medium-sized hotel
businesses. International Journal of Hospitality & Tourism Administration, 17(3),
pp.286-315.
Baggio, R., 2016. Big Data, Business Intelligence and Tourism: a brief analysis of the
literature. IFITTtalk@ Östersund: Big Data & Business Intelligence in the Travel &
Tourism Domain.
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Baird, T. and Hall, C.M., 2016. Competence based innovation in New Zealand wine tourism:
Partial strategies for partial industrialisation. Competence-based innovation in hospitality
and tourism, pp.197-224.
Bharwani, S. and Mathews, D., 2016. Customer service innovations in the Indian hospitality
industry. Worldwide Hospitality and Tourism Themes.
Chen, J.S., Kerr, D., Chou, C.Y. and Ang, C., 2017. Business co-creation for service innovation
in the hospitality and tourism industry. International Journal of Contemporary
Hospitality Management.
Del Vecchio, P., Mele, G., Ndou, V. and Secundo, G., 2018. Creating value from social big data:
Implications for smart tourism destinations. Information Processing &
Management, 54(5), pp.847-860.
Guaracino, J. and Salvato, E., 2017. Handbook of LGBT tourism and hospitality: a guide for
business practice. Columbia University Press.
Kamau, F., Waweru, F.K., Lewa, P. and Misiko, A.J., 2015. The effects of the marketing mix on
choice of tourist accommodation by domestic tourists in Kenya. International Journal of
Novel Research in Marketing Management and Economics, 2(2), pp.25-34.
Koc, E. and Bozkurt, G.A., 2017. Hospitality employees’ future expectations: Dissatisfaction,
stress, and burnout. International Journal of Hospitality & Tourism
Administration, 18(4), pp.459-473.
Mair, J., Ritchie, B.W. and Walters, G., 2016. Towards a research agenda for post-disaster and
post-crisis recovery strategies for tourist destinations: A narrative review. Current Issues
in Tourism, 19(1), pp.1-26.
Morrison, A.M., 2018. Marketing and managing tourism destinations. Routledge.
Murphy, J., Hofacker, C. and Gretzel, U., 2017. Dawning of the age of robots in hospitality and
tourism: Challenges for teaching and research. European Journal of Tourism
Research, 15(2017), pp.104-111.
Mussalam, G.Q. and Tajeddini, K., 2016. Tourism in Switzerland: How perceptions of place
attributes for short and long holiday can influence destination choice. Journal of
Hospitality and Tourism Management, 26, pp.18-26.
Pappas, N., 2015. Marketing hospitality industry in an era of crisis. Tourism Planning &
Development, 12(3), pp.333-349.
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Prebensen, N.K., Chen, J.S. and Uysal, M.S. eds., 2017. Co-creation in tourist experiences.
Taylor & Francis.
Vajirakachorn, T. and Chongwatpol, J., 2017. Application of business intelligence in the tourism
industry: A case study of a local food festival in Thailand. Tourism Management
Perspectives, 23, pp.75-86.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
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