Marketing Plan for Roomzzz Aparthotel in UK Hospitality Industry

Running Head: MARKETING PLAN
MARKETING PLAN
Name of the Student:
Name of University:
Author Note:

MARKETING PLAN1
Abstract
Roomzzz Aparthotel is one of the cheapest hotels in Chester City, UK having 64 modern and
spacious apartments for the tourists and visitors. The hotel is primarily focused on its casual
visitors who are students and bachelors. However, Roomzzz Aparthotel is willing to increase its
sales percentage and customer maximisation. For this a marketing plan is required on the basis of
creating a promotional strategy and pricing specification. As doing business in the competitive
market of UK hospitality and hotel industry, it will be effective for Roomzzz Aparthotel to
follow these measures and set strategies accordingly to get strategic advantage in the competitive
market.

MARKETING PLAN2
Table of Contents
Introduction......................................................................................................................................4
Marketing environment...................................................................................................................5
PESTLE analysis.........................................................................................................................5
Political....................................................................................................................................5
Economic.................................................................................................................................5
Social.......................................................................................................................................5
Technological..........................................................................................................................6
Legal........................................................................................................................................6
Environment............................................................................................................................7
Swot Analysis..............................................................................................................................7
Hotel industry trends in UK.........................................................................................................8
Competitor analysis.....................................................................................................................8
Porters generic strategy................................................................................................................9
Ansoff matrix...............................................................................................................................9
STP strategy...................................................................................................................................10
Customer segmentation.............................................................................................................10
Geographic.............................................................................................................................10
Demographic..........................................................................................................................10
Behavioural............................................................................................................................10
Psychographic........................................................................................................................10
Target customers........................................................................................................................11
Positioning map.........................................................................................................................11
Smart objectives.............................................................................................................................12
Objective 1.................................................................................................................................12
Objective 2.................................................................................................................................12
Objective 3.................................................................................................................................13
7P Marketing mix..........................................................................................................................13
Product.......................................................................................................................................13
Place...........................................................................................................................................14
Price...........................................................................................................................................14
Promotion..................................................................................................................................15
Process.......................................................................................................................................15
People........................................................................................................................................15

MARKETING PLAN3
Physical evidence.......................................................................................................................16
Budget............................................................................................................................................16
Recommendation...........................................................................................................................16
Conclusion.....................................................................................................................................18
Reference.......................................................................................................................................19
Appendices....................................................................................................................................22
Appendix 1.................................................................................................................................22
Appendix 2.................................................................................................................................22

MARKETING PLAN4
Introduction
Roomzzz Aparthotel is considered to be one of the cheapest hotel in UK with a number
of complementary services that makes the hotel chain highly popular across England. According
to the hotel website, Roomzzz Aparthotel in Chester City provides 64 modern and spacious
serviced apartments accompanied with 5 stunning penthouse suites that increases the attraction
of the visitors (roomzzz.com 2019). The price rate is moderate with approximately £70 per night
(roomzzz.com 2019). As a result of that it becomes helpful for this hotel to get casual visitors
every week. Moreover, as per the official report of Roomzzz Aparthotel, it is claimed that the
hotel is enjoying a growth of 10% in the average room rate per year. This is due to the increase
in visitors and the attractive offers that the company offers to its customers.
This marketing plan aims to create a marketing plan for Roomzzz Aparthotel in order to
understand the existing environment of the organisation and some recommendations that will
help Roomzzz Aparthotel to get strategic advantage in the competitive market of UK hotel and
hospitality industry.
Marketing environment
PESTLE analysis
Political
The political environment in UK is a bit unstable recently due to the immigration and the
lack of futuristic vision and strong interference of the government on business. The average
political stability index of the country from 2014 to 2017 is .35 which is moderate and a possible

MARKETING PLAN5
threat for sustainable business (Referred to Appendix 1). Nevertheless, the big business houses
have the power to influence the government decision. As a result of that a balance between the
power of the government and the corporate enterprises can be seen in UK. Amidst of this
situation, it becomes an advantage for the hospitality and hotel industries to put pressure on the
government for safeguarding their interests and sustainability in the competitive market.
Economic
High competition is identified as a key characteristics in the UK hospitality and hotel
industry where big, medium and small hotels are existed and each of them have a strong
competition with each other. As UK follows a free market establishment with moderate level of
economic growth at an average of 1.5 each year therefore, there are still some opportunities that
the hotel industries of UK have in order to expand market to a moderate extent (Referred to
Appendix 2). High spending in tourism is also creating better exposure for medium and small
hotels like Roomzzz Aparthotel to encapsulate the market properly.
Social
The social factors of UK hotel industry is highly influenced by the socio-cultural
practices that create good exposure for the hotel and hospitality industry. Tradition and the
family centric vision of the UK people make it a fashion for the hotels to provide a homely
atmosphere to the visitors with high quality of service (Rahimi and Gunlu 2016). In this regard,
the tourists are also pay for the attractive discounts and quality services that will foster a good
opportunity for hotels like Roomzzz Aparthotel to bring more effectiveness into the
organisational practice. As a matter of fact, the diversity in culture also encourages the hotel
business in UK and help to maximise visitors from all around the world.