Marketing Plan for Hospitality and Tourism

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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