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Marketing Plan in Roker Hotel Assignment

   

Added on  2021-02-19

12 Pages2955 Words35 Views
MARKETING PLAN

Table of ContentsINTRODUCTION..........................................................................................................3MAIN BODY.................................................................................................................3Marketing plan........................................................................................................3CONCLUSION............................................................................................................11REFERENCES.............................................................................................................12

INTRODUCTIONMarketing refers to a study area which is concerned with the exchange ofrelationships. It is basically a procedure of establishing relationships along withsatisfying consumers. It helps business in creating awareness about the offerings ofthe company, attracting customers with the objective of serving them with the bestquality products and services (Chaffey, Smith,2012)). In the present project report, amarketing plan will be created for Roker Hotel which is planning to offer somethingdifferent and exiting to the visitors who will be visiting Sunderland Tall Ship Race inJuly 2019. The report will include a detailed marketing plan of Roker for increasingthe customer engagement during the event.MAIN BODYMarketing planA marketing plan can be described as the document or report which lays out themarketing strategy for the future period. It comprises setting of aims and objectives ofthe marketing, detailed analysis of market, position of competitors, positioning ofbusiness in the market, budget of the marketing and monitoring & controlling. Belowis the marketing plan for Roker Hotel :EXECUTIVE SUMMARY Sunderland Tall Ship Race is a five day cultural event which hosts millions ofvisitors every year. The place offers number of entertainment services to the peoplealong with this main event. Roker Beach is the place where people will be expectinggrand parade, fireworks, amazing food & music. The present study is about themarketing plan of Roker Hotel which desires of utilizing this tall ship raceopportunity for increasing their sales and customer experience. The event is sopopular that in the year 2018, 1.5 million visitors attended this event and over 80 tallships participated in this cultural event. Thus, it is for this reason that Hotel wants toprepare an effective marketing strategy for attracting large number of tourists whenthey attend the race and increase their engagement with the brand.

AIM: “To increase customer engagement and sales during Sunderland Tall Ship RaceEvent 2019”.OBJECTIVES:Every business organization is to serve their offerings to as many customers asthey for increasing their sales and profitability. The ultimate objective is to expand itsbusiness and create an exceptional brand recognition. The specific objectives of RokerHotel are :To increase the sales by 10 % during the race competition in July 2019 To increase the brand awareness amongst the visitors To establish Roker Hotel as a key accommodation & hospitality brand indomestic and international tourism market.SITUATIONAL ANALYSISIt refers to the system which consists of various methods and techniques whichthe marketing managers applies for analyzing the internal and external businessenvironment for the purpose of assessing the internal strengths, weaknesses,conditions of macro-environment which could potentially impacts the operations andsales of the business and position of competitors (Mariani & et.al., 2014). A market analysis is required for achieving the above mentioned objectives ofRoker Hotel so as to develop a clear, cohesive and concise marketing strategy. Belowis the situational analysis of Roker Hotel:SWOT Analysis : This technique assists the managers in assessing the internal capabilities andweaknesses of the firm. StrengthsIt is one of the longest standing hotelin the city of Sunderland, UnitedKingdom.Highly trained staff & managersLocation is one of its strengths whichhas helped it in gaining the attentionof visitors.Exceptional quality services and isknown for hosting of variety ofentertaining events for its customers.WeaknessesPrices of the services is relativelyhigher Continuous refurbishment of hotel isone of its weakness which hasresulted into distracting the tourists(Kotler & et.al., 2014).

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