Marketing Planning for Crown Hotels

Running head: MARKETING PLANNING
Marketing Planning
[Crown Hotels, Australia]
Name of the student:
Name of the university:
Author note:

1MARKETING PLANNING
Executive summary
The main purpose of this study is to propose a marketing plan for Crown Hotels. This study is
divided into three distinct segments, which are Part A, Part B and Part C. the study identifies
“Electronic Bracelets” as a beneficial prospect for the hotel. The marketing plan is being
constructed to support the implementation of the bracelet within the system of the hotel.

2MARKETING PLANNING
Table of Contents
Part A:..............................................................................................................................................3
Step 1:..........................................................................................................................................3
The Internal Business Environment.........................................................................................3
PESTEL analysis.....................................................................................................................5
Step 2: Develop a Marketing Strategy.........................................................................................6
Step 3: A Marketing Plan............................................................................................................7
Step 4: The Monitoring and Evaluation Strategies......................................................................8
Step 5: The Implementation Plan................................................................................................9
Part C: Evaluation of the Marketing Strategy................................................................................11
References......................................................................................................................................13

3MARKETING PLANNING
Part A:
Step 1:
The Internal Business Environment
1. Core activities, typical customer profile, business direction and business value
Core activities include hosting wedding ceremonies, sponsoring events & conferences
and distributing gifts to the guests etc.
Customer profile are as under;
 Millennials, ageing population, and kids etc. under demographics
 Sportspersons, celebrities and event teams under psychographics
 Wedding couple, business people and regular travelers etc. under behaviours
(Crownhotels.com.au, 2019)
Business direction for Crown Hotels include providing exemplary and trending services
to visitors, growing in popularity by hosting events, shows and ceremonies, using trending
technologies to further the service quality, and maintain a healthy impact on the financial,
human, physical and environmental aspect of the company.
Business value include Capital, Talent, Assets, Organisational Culture, Social Capital,
Brand Value and Intellectual Property (Crownhotels.com.au, 2019).
2. Effectiveness of current and past marketing efforts
The past marketing efforts were effective; however, those relied mostly on direct mail
and TV advertising missing on a multi-channel and balanced approach.