Marketing Strategy and Planning

Running Head: Marketing Strategy and Planning
0
Marketing Strategy
and Planning
(Student Name)

Marketing Strategy and Planning 1
Table of Contents
Part 1................................................................................................................................................2
Introduction......................................................................................................................................2
SWOT Analysis...........................................................................................................................2
PESTLE Analysis........................................................................................................................3
Key Issues....................................................................................................................................4
Market Analysis...............................................................................................................................5
Market Size..................................................................................................................................5
Market Structure..........................................................................................................................5
Market Trends..............................................................................................................................5
Key success factors......................................................................................................................6
Opportunities................................................................................................................................6
Part 2................................................................................................................................................6
Segmentation................................................................................................................................6
Behavioral and Psychographic Segmentation..........................................................................6
Demographic Segmentation.....................................................................................................7
Evaluation of Segments............................................................................................................7
Positioning...................................................................................................................................7
Rational of Positioning Strategy...............................................................................................7
Conclusion.......................................................................................................................................7

Marketing Strategy and Planning 2
References........................................................................................................................................9

Marketing Strategy and Planning 3
Part 1
Introduction
The Hilton Queenstown Resort & Spa includes a panoramic view of Lake Wakatipu,
right in the middle of Kawarau City. The hotel is located a ten-minute drive from Queenstown
Airports or a 20-minute drive to downtown Queenstown. In the center of Kawarau Village,
Hilton Queenstown Resort & Spa offers panoramic views of Lake Wakatipu. The hotel is 10
minutes ' drive from Queenstown Airport. Queenstown city center and 15-minutes ' water taxi
ride to the south are 20 minutes ' drive from the hotel. Kawarau Village provides a variety of
dining opportunities outside the hotel. In December 2012 Hilton launched a suite of brand-new
Lakeside Residences. The residences are large; open-plan apartment houses form one with two
bedrooms. Relax in the central living space with floor to ceiling windows and a flat Screen, iPod
dock, gaseous fireplace, dining room suite and patio. Enjoy the day in the living room. On the
stunning blue beaches of Lake Wakatipu, in front of a magnificent mountain landscape, Hilton
Queenstown Resort & Spa enjoys a spectacular location. Explore the natural resources of the
region to enjoy authentic restaurants, laid-down cafés and lively bars to the city center of
Queenstown. After the daily travels, indulge in a soothing relaxation massage before savoring
local favorites at our on-site signature restaurant and bar (Hilton Queenstown Resort & Spa,
2020).
In the following part there will be detailed analysis of the overall performance of Hilton
Queenstown Resort & Spa and the impact of external forces over the performance of the Hilton
Queenstown Resort & Spa to the certain extent.
SWOT Analysis
Strengths
 Performance Management: Hilton has one of the best performance monitoring and
assessment programs in the hospitality industry, making them one of the most technically
speaking hospitality operations. Managers and workers prefer it, as it is connected with
pay raises and promotions, training and growth, etc.