Marketing Planning - Milestone Hotel
The aim of this unit is to provide learners with the understanding and skills to develop marketing plans that meet marketing objectives, and meet the needs of the target market
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Added on 2020-10-22
Marketing Planning - Milestone Hotel
The aim of this unit is to provide learners with the understanding and skills to develop marketing plans that meet marketing objectives, and meet the needs of the target market
Added on 2020-10-22
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MARKETINGPLANNING
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P 1.1 Changing perspectives in marketing planning...................................................................3P 1.2 Organization capability for planning future activities.......................................................4P 1.3 Techniques for organizational auditing.............................................................................5P 1.4 Carrying out organizational auditing and analysing external factors................................6TASK 2............................................................................................................................................72.1 Obstruction of Marketing planning.......................................................................................72.2 Overcoming the obstruction:.................................................................................................7TASK 3............................................................................................................................................8P 3.1 Marketing plan for a product or a service..........................................................................8P 3.2 Importance of marketing planning for strategic planning process.....................................9P 3.3 Examination techniques for new product development...................................................10P 3.4 Justification for recommendations for pricing policy, distribution and communicationmix.............................................................................................................................................103.5 Factors affecting the effective implementation of the marketing plan have been taken intoaccount......................................................................................................................................11TASK 4..........................................................................................................................................124.1 Ethical issue affecting the market planning of Milestone...................................................124.2 Result of Milestone on ethical issue....................................................................................134.3 consumer affect the marketing planning.............................................................................13CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................15
INTRODUCTIONMarketing planning is an essential part in which organisation provides some informationto its customers in regarding to products and services which they deliver. There are numbers ofdifferent types of approaches can be utilised by firm's marketing executives to having process ofmarketing. The present report is about Milestone hotel, which is UK base one of the largest hotel, which is located in London city and offering five star luxurious services. In addition, the reportwill be discussed about techniques for organisational auditing and analysis of external factorwhich can influence marketing planning strategy of hotel. In will include importance ofmarketing planning strategy and some effective techniques for new product development. Apartfrom it, ethical issues affecting the marketing planing and necessary practices to resolve ethicalissues which incur within existing marketplace.TASK 1P 1.1 Changing perspectives in marketing planningMarketing planning plays a vital role for each organisation in terms of reaching out todesired business goals and objectives of a firm. In case of Milestone Hotel, it is necessary forformation of proper planning to comply with competition level within current marketplace. Market analysis: Current market analysis is a necessary thing to identify current needsand demands of production and services of a company within marketplace. Market analysisapproach assist the business professionals to focus on valuation and market positioning ofbusiness and also enables them to getting idea about identifying current marketing efforts whichis needed by its professionals (Armstrong, Kotler, Harker and Brennan, 2015). Therefore, in thiscontext, Hotel's marketing professionals requires SWOT Analysis and PESTLE Analysis orPorter Five Forces in order to pay proper attention on execution of marketing analysis which canassist its management to access accurate marketing plans.Designing marketing objectives: Marketing objectives are necessary thing for set upaccording to aims and mission of organisation (Boella, 2017). As Milestone hotel is the brand, itis necessary for them to taking action to designing effective marketing plans as per its targetedgoals, which is required to follow up its professionals during completion of each tasks withinbusiness environment.Formation of appropriate marketing mix:For meeting their desired goals andobjectives within their business, it is very necessary for marketing professionals to design proper
marketing mix strategy in introducing their hospitality and accommodation facilities. In thiscontext, they have to follow guidelines of marketing mix approach such as product, price,promotion, place, and physical evidence. so they will be able to attain their targeted goals andobjectives within industry efficiently. P 1.2 Organization capability for planning future activitiesIn this way, the hotel professionals require taking feedbacks from their service users atregular basis in terms of identifying customer satisfaction level (Bowie, Buttle, Brookes andMariussen, 2016). Quality team ensures that they provide quality of products and services atworkplace which enable its customers to be satisfied with accommodation facilities of the hotel. In this way, the hotel professionals require taking feedbacks from their service users atregular basis in terms of identifying customer satisfaction level. Quality team ensures that theyprovide quality of products and services at workplace which enable its customers to be satisfiedwith accommodation facilities of the hotel. In order to sustain in the competitive marketplace, its administration team make sure thatthey utilise best quality of resources and employees for execution of each business at workplacein respective form. Besides, the hotel management team also ensure that they are applying properpromotional activities at current market of UK which attract its customer more in industry tocoming to use of their facilities. Promotional strategy must be taken by hotel to making peoples and its existing customeraware about current offers. They must provide discount offers and gift vouchers for their loyalcustomers to frequent utilisation of their services again and again in industry (Chan, 2013). Apartfrom it, hiring capable and skilful employees is also a necessary part for an organisation forbetter performance levels. The experiences and unique knowledge occupied by employeesenables the business to boost up them to achievement of their desired goals and objectives ofbusiness effectively.In order to making organisation capable to reaching out to global marketplace, itsmarketing executives require to utilisation of online marketing and social media marketingapproaches to attracting foreign customer to coming up in the country to having facilities ofMilestone hotel. In addition, the organisation should offering quality of food and accommodationfacilities at lowest rate or ensure that, they maintain quality of their production and services.
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