Marketing Plan: Pier One Hotel, Sydney

Running Head: HOTEL MARKETING 1
Marketing Plan: Pier One Hotel, Sydney

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Executive Summary
Marketing planning is the process of analyzing marketing opportunities, marketing objectives
and development of a plan for resources and capabilities and its implementation in practice. To
practice the marketing planning process, each and every organization develops an effective
marketing plan, so that it can offer its services to its targeted customers. The major objective of
this report is to prepare a marketing plan for well-known hotel in Australia, i.e. Pier One Hotel
Sydney. This marketing plan includes external and internal environmental analysis for this hotel.
Australia is the country that receives an increased number of domestic and international
travellers to explore. So, the hospitality organizations in country are enjoying profitable business
by accommodating different types of guests, i.e. business and leisure travellers, millennial
travellers etc. The external and internal environment of this hotel is favorable for the company,
but it needs to expand its target market to millennial travellers. This marketing plan includes
strategies and tactics to target its new customers. At the end, there is an action plan, which
includes different requirements and resources, required for implementation of this marketing
plan at Pier One Hotel.

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Table of Contents
Introduction......................................................................................................................................4
Company Overview.........................................................................................................................4
Review of Products and Services....................................................................................................5
External Environmental Analysis....................................................................................................6
PESTLE Analysis........................................................................................................................6
Competitive Analysis...................................................................................................................8
Commercial Partner Analysis......................................................................................................9
Consumer and Market Research..................................................................................................9
Internal Environmental Analysis...................................................................................................10
SWOT Analysis.........................................................................................................................10
Internal Research........................................................................................................................12
Organizational Structure Audit..................................................................................................14
Segmentation and Targeting......................................................................................................16
Objectives...................................................................................................................................18
Overview of Marketing Strategies to Achieve your Objective..................................................20
Strategies and Tactics.............................................................................................................20
Marketing Mix Elements........................................................................................................20
Action Plan....................................................................................................................................22
Key Performance Indicators.......................................................................................................23
Conclusion.....................................................................................................................................23
References......................................................................................................................................24

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Introduction
In today’s highly competitive business environment, companies primarily emphasize on
producing profits and revenues by its business practices and activities. Marketing is the process
of an organization, which is focused on selecting appropriate customers and targeting them, so
that they can affect their buying behavior and decision. Marketing plan is one of the most of
significant document, which is prepared by an organization to bring its new products and
services in the market. This report includes a marketing plan for a well-established hospitality
organization in Australia, i.e. Pier One Hotel.
This marketing plan includes both external and internal environmental analysis of this hotel by
using different tools and frameworks, like; PESTLE and SWOT analysis. Moreover, there is the
discussion about the major objectives and goals of Pier One Hotel, which are both qualitative and
quantitative in nature. The organization is implementing various marketing strategies to attain
these marketing objectives. Under marketing strategies, marketing mix elements are taken into
consideration that includes product, price, place and promotion strategies. This hotel is adopting
various effective strategies to promote its hotel and hospitality services in Australia and all over
the world. In addition to this, the organization is planning to expand its business operations
globally. Under this marketing plan, the company is targeting millennial travellers towards its
services. Furthermore, it entails an action plan that can be used by Pier One Hotel for
implementing all the strategies and tactics in practice.
Company Overview
Pier One Hotel is one of the well-established hotels in Sydney, Australia. The hotel is based
alongside the bridge and offers luxury hospitality experience with domestically inspired
restaurants and water-view accommodations. It is built on water with its private pontoon and
panoramic Sydney Harbour views. The mission statement of Pier One Hotel is to provide
excellent and luxurious hospitality services and traditional standards to its guests. The major goal
of this mission statement is to offer high quality standards and services in its rooms, food and
other departments. By determining the needs and demands of customers, the organization has
designed its services, so that it can entice a larger population towards its hospitality services. The
goals and mission statement of Pier One Hotel will support it in enhancing the awareness of
customers to service offerings. It is able to provide an exclusive experience to its guests, whether

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they are travelling for business or leisure purpose (Pier One Sydney Harbour, 2018). This hotel is
situated on water, so it is considered by visitors as a tourist site that caters as an extra resource
for Pier One. Thus, it offers various unique and exclusive accommodations, which are within 15
minutes walking distance from all dining and shopping destinations.
Review of Products and Services
Pier One Hotel is a well-known hospitality organization, which is located in the heart of historic
rocks of Sydney, Australia. It was a famous attraction, which was offering retail, restaurants and
amusements till it was re-emerged into a hotel establishing in the year 1999. By revolutionizing
its hotel business, the organization is able to provide an exclusive and quality sure experience,
whether they are staying approaching for business or leisure purpose. Primarily, Pier One Hotel
is offering accommodation and restaurant services to its customers or guests. It offers space for
meetings, conferences and special events. In its services, it also includes effective packages and
technology advancement to fulfill the needs of conferences and business travellers. In addition to
this, it also attracts the people to enjoy their stay at their rooms and other services, which are
accompanied an accommodation at hotel. All the suites and rooms have modern décor with the
maritime theme. Each and every room/suite includes various facilities and amenities such as
minibar, flat screen TV, sofa bed, spa tub etc.
Alongside the Sydney Harbour Bridge, Pier One Hotel is established on water, so it viewed by
travellers as a tourist destination that is the additional attraction for hotel. Leisure and event
customers play an important role in the growth and success of organization (Pier One Sydney
Harbour, 2018). There are some specific service features, which can be identified as its major
strengths such as; hotel ambience, environment, location of hotel etc. Its restaurant, named as
Gantry Restaurant and bar provides fine dining with wonderful views of waterfront of Sydney.
The organization is generating profits and revenues by offering its services as Sydney is a great
option for travellers, who are interested in food, shopping, leisure and restaurants. Currently, Pier
One Hotel is one of the top rated locations in the state. The feedback of guests indicates that they
love the property and its services more than other properties in nearby areas.
Thus, it can be said that Pier One is able to generate significant revenues and profits from its
unique and effective services. For attracting more guests, Pier One Hotel is adopting various

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advertising and promotional strategies. It is using online marketing campaigns to avail the brand
positioning to target market (Baker, 2014). Moreover, it adopts other methods of promotion such
as; direct marketing sales promotion, traditional advertising etc. The organization is promoting
its hotels and services by the use of promotional pages and Facebook advertisements. By doing
this, the organization is able to advertise its hotel and hospitality services while sustaining
effective publicity.
External Environmental Analysis
PESTLE Analysis
External Environmental Analysis is a process of analyzing different factors that affect growth
and business operations of a firm indirectly. These are the external factors, which cannot be
avoided and controlled by an organization (Kandampully, Zhang, and Bilgihan, 2015). These
particular factors may have a large impact on strategies, decision making process and business
performance of company. This section of report conducts PESTLE Analysis for Pier One Hotel,
Sydney. It analyzes different factors like; political, economic, social, technological, legal and
environmental factors. PESTLE analysis of Pier One Hotel in Australia is stated below;
Political Factors
Political environment and factors play an important in hospitality and hotel business in the
country. Government and these factors have a large impact on business operations and revenue
generation of a hotel. In Australia, the government supports the functioning of Pier One Hotel to
increase the number of guests and travellers, who visit Sydney. Political environment in
Australia is stable that is beneficial for development of hospitality business of Pier One Hotel.
Government of country has imposed various food quality standards restaurants and hotel, so this
organization needs to comply with these policies and regulations (Baker, & Magnini, 2016).
They are restricted to provide hygiene, healthy food products and to use the ingredients, which
are approved under food and safety standards. The position and performance of Pier One Hotel is
affected by consumer protection, employment policies and competitive regulations of Australia.
Economic Factors

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With the decrease in inflation and increase in GDP (Gross Domestic Product), the economic
conditions in Australia are likely to become better. It is the major reason behind the increase in
the wealth and property of population in the country. It is increasing the number of travellers,
who are willing and spend their time in hotels. It will increase the arrival of visitors to Sydney
and there will be increase in the demand for accommodation at hotel. Pier One Hotel is providing
exclusive and unique hospitality experience to the guests, so it can be in their priority list. Due to
this, Australian population will have more disposable income, which they can spend on leisure
activities. It indicates that there are some economic factors that can encourage the Pier One Hotel
to seek the profitability and development of hospitality business (Baum, 2016). Thus, Pier One
Hotel can offer appropriate classes of hospitality services, which suit higher class people and
cheaper packages that ordinary population can buy. Moreover, increased exchange rate offers
opportunity to Pier One Hotel to target Australian population and international clients, which
have high-value currencies.
Social Factors
Pier One Hotel is one of the most popular hotels among international travellers. There may be
some social and cultural factors, which can affect the business of Pier One Hotel such as;
customer buying decision, demographic characteristics, lifestyle of customers etc. The
organization needs to develop its services by considering the life style and level of people. In
Australia, aging population is more than younger population. So, customers will prefer matured
packages and services in hotels. Most of the people in country are very conscious about their
eating habits. They prefer the food that is healthier and less fatty. Pier One Hotel needs to
prepare healthier food and recruit the chefs, who are aware about different eating habits (Bowie,
Buttle, Brookes, & Mariussen, 2016).
Technology Factors
Technological factors are one of the primary environmental factors, which impact both hotel
business and its customers as well. With the increased technology advancement, Pier One Hotel
has to understand that an advanced and better infrastructure will assist it in enhancing the
business operations and services (Bordean, 2010). This hotel is adopting modern and advanced
technologies to entice the customers from worldwide. Furthermore, it uses internet marketing

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and websites for making reservations at hotels. It utilizes debit card and e-payment card to make
the payment transaction easier. By implementing updated technology, Pier One Hotel can
decrease the wages and some costs.
Legal Factors
For Pier One Hotel, it is significant to follow all the laws and regulations of food and safety laws.
The organization needs to comply with all the ethical and legal requirements, which are imposed
on macro-environment of hospitality organization. In Australia, some religious customers put
limitations on hotels. So, Pier One Hotel has to become more attentive about the plans and
policies. It needs to establish a suitable system to make sure that all of its guests are served
equally. In addition to this, this organization should maintain non-discriminatory policies and
ethical standards in its service offerings.
Environmental Factors
There are various factors, which are related to the natural environment. Changes in the weather
and environment have direct effect on hotel organizations (Buhalis, and Crotts, 2013). Pier One
Hotel needs to develop the activities, which do not create pollution on environment. The changes
in weather and environment have negative effect on restaurants and hotels. It can delay the
flights and arrival of travellers to Sydney.
Thus, Australia provides a favorable environment to Pier One Hotel to operate its hotel and
restaurant business. By dealing with the impact of these factors, organization can generate
significant revenues and profits in Australia.
Competitive Analysis
In Australian hospitality industry, there are various leading players, which are posing intense
competition for Pier One Hotel. One of the biggest competitors of Pier One Hotel is The QT
Sydney that is a boutique hotel in the city with similar services and price range. This hotel is
situated at the location, where public transportation is available outside the front gate. It is built
in a Heritage Building and serves the travellers, who are seeking for an amazing stay and
accommodation. Moreover, Four Seasons Sydney is another competitor that stands in product or
service category with more than triple number of rooms and suites. This organization is ideal for