Ramada Hotel's Marketing Plan for Football Event

This assignment delves into a comprehensive marketing plan devised by Ramada Hotel specifically for the high-profile football match, 'Battle of the Masters', featuring Liverpool and Arsenal. The plan outlines detailed marketing strategies and a three-month budget allocation aimed at maximizing profits during the event. It incorporates market analysis and emphasizes the positive impact of such sporting events on the hospitality sector's economic growth.

Running head: SPORTS EVENT TOURISM
Name of the Student:
Name of the University:
Author note:

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Executive Summary
The following report is based on the sports event that is going to take place in Singapore, there
will be a Football match between Liverpool and Arsenal in the month of November in the
National Stadium of Singapore. The company background, the business canvas model of the
Hotel has been given where the market, customer, company and competitors analysis has been
given. The report also shows the marketing plan of Ramada Hotel. A financial budget and sales
forecasting for the hotel during that period has also been depicted.

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Table of Contents
Market Research..............................................................................................................................4
Company Analysis...........................................................................................................................5
Mission Statement of Ramada.........................................................................................................5
Vision...............................................................................................................................................6
Industry analysis..........................................................................................................................6
Competitors’ analysis......................................................................................................................7
Customer analysis............................................................................................................................7
Business canvas model of Ramada Hotel........................................................................................7
Business Action Plan.......................................................................................................................9
Service development..................................................................................................................10
Offering discounts.....................................................................................................................10
Management and Production Structure.........................................................................................11
Sales Forecast................................................................................................................................11
Sales Forecast.....................................................................................................................12
Marketing Expense Budget............................................................................................................13
Marketing Expense Budget............................................................................................................14
Conclusion.....................................................................................................................................14
References......................................................................................................................................16

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Market Research
Sports tourism is a not a new concept, people who love sports they travel from across
countries wherever the sports events are held. This provides scope for sports tourism, where
people travel just to experience and enjoy their favorite stars. The destinations that organize and
where the events are held see a surge of tourists in that particular time. It creates a need for a
number of tourism related services that are required by the tourists. The demands for the various
services are to be fulfilled by the local service providers. Tourists require accommodation,
restaurants and car rental services (Ashrafi et al., 2013).
Singapore is undoubtedly a very beautiful and attractive country and an excellent
destination for various events, for years it has been hosting a number of cultural events, like
festivals and concerts. The country has also started organizing and hosting a number of sports
events, since then, and it has been seen that whenever this events are organized many tourists
visit Singapore. It creates a need for accommodation facilities, though there are a number of
hotels but still when there are some events, the demand for the accommodation facilities have
increased. This gives scope for the service providers in this field (Ashrafi et al., 2013).
In November 2017 and sports event is going to be held in the National stadium of
Singapore. Battle of the matches, it is a football match that will be held in Singapore, the match
will be held between Arsenal and Liverpool, the match will be held as a part of Masters Football
Asia. Ticket booking for the match has already started and until now many people have done the
bookings, Liverpool and Arsenal are both very famous football teams so the fans are expected to
come to witness the battle from all around the World (Ashrafi et al., 2013).

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Company Analysis
Wyndham Hotel group has recently entered Singapore and has been catering the needs of
the travelers. It is called Ramada, it will be located in Zhongshan park, near Balestier Park area.
The hotel is 17 storied with three hundred and ninety rooms provides facilities like a full service
restaurant, fitness center, swimming pool, business center and the meeting space of the hotel is
more than 600 square meters. The hotel is first from the Ramada group to have entered
Singapore. The hotel is fully prepared for the sports events that will be held in November. They
have made a business plan so that they can easily utilize the opportunity to get profits and grow
during the sports even that will be taking place in November (Schlothauer & Wilhaus, 2016).
Mission Statement of Ramada
“At Ramada Hotel, we are committed to caring for the needs of our clients and
associates. We are committed to continuous development and improvements and we will change
the needs of our clients and the associates alike. It is our responsibility to ensure that you enjoy
your time with us and we are determined to ensure that happens”("Singapore Hotel - Ramada
Singapore at Zhongshan Park", 2017).
Ramada hotel caters the need of all kinds of customers from different segment of the
market. With the professionalism of their associates, the hotel is providing the best quality
service in the multi-cultural environment of Singapore. They appropriate franchisee affiliations
and the management team of the organization is very experienced. They have and are dedicated
towards making a significant mark in travel and tourism industry with their excellent hospitality.
The hotel is providing premium accommodation and facilities that aligns with the needs of the
customers; they provide exceptional service to their customers (Alexandris & Kaplanidou, 2014).

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Vision
The vision of the hotel is to become a leading hotel with a fast growth rate. It is a Sharia-
Compliant hospitality company in Singapore. The financial base of the company is very strong
and the hotel group is trying hard to develop its portfolio and uphold the hospitality ion all the
aspects ("Singapore Hotel - Ramada Singapore at Zhongshan Park", 2017).
Industry analysis
The hotel industry in Singapore is a very flourishing industry, since Singapore is a center
for trade and commerce business tourists keep arriving in this place. Apart from that there is
huge flow of tourists in this place all year round, so there are ample number of hotels in
Singapore that is fulfilling the demand of the tourists all the year round. All kinds of Hotels are
available in Singapore to fulfill the needs of the customers (Ashrafi et al., 2013).
As far as Sports tourism is concerned, in the year 2008 Singapore Grand Prix was first
organized in Singapore that was very successful, since then Singapore became famous and
started attracting the sports enthusiasts and a number of small sports events are organized every
now and then, like the tennis, badminton and soccer matches. Sports tournaments like WTA are
organized in the Indoor stadium, football matches are generally organized in the National
Stadium of Singapore. Sports events do not last for just one day, and so the hotel bookings done
by the tourists are for two nights. For attending this sports events people from different countries
come.

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Competitors’ analysis
The competitors of Ramada hotels are, Best western international PLC, INC,
Intercontinental Hotels Group PLC, Choice Hotels International Inc. This hotels have been
providing accommodation services to the customers and the services match the standards of the
services provided by Ramada Hotel. The hotel is facing a very tough competition with its
competitors who with the help of their services and efficient research and development team beat
the competition they face from Ramada ("Singapore Hotel - Ramada Singapore at Zhongshan
Park", 2017).
Customer analysis
The customers of the Ramada Hotels will be the tourists that will be arriving in the time
of the Match, the sports enthusiasts and if any officials who are interested to stay in that hotel.
The customers of Ramada hotel have been the people from the upper middle class. In the
occasion of football match there will be lot of travelers and sports enthusiasts who will be
visiting the place, the location of the hotel is perfect for the people who would be visiting the
football match because the location of the stadium is very well connected to the Hotel. The
spectators can easily travel to the stadium and be back (Joseph, 2013).
Business canvas model of Ramada Hotel
Key partners- The key partners of Ramada group of Hotels are Logistic partners, legal
partners, their investors, financing partners, for advertising and promotion, media partners and
tour operators of Singapore.

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Key activities- The key activities of Ramada Hotel are accommodation, lodging,
boarding, other essential services provided in hotels.
Value Proposition- Ramada with its world class services and facilities have been
creating value among its customers, their current position in the market has been created by the
services of the hotel and because of the excellent advertising and promotional strategies they
implement. Their services cannot be matched by the other hotels that operate in Singapore. The
pricing strategy of the hotel is being revised every now and then like during any event in
Singapore like the shopping festivals and other cultural festivals that attract the tourists. The
online booking facility of the hotel is very convenient for the international travelers, and this is
the reason it is very popular among the foreign tourists. The guests have appreciated the food and
the room service is of the hotel. The hotel chain has created a good will in the Hotel
(Schlothauer & Wilhaus, 2016).
Key resources- The Hotel has a huge amount as retained earnings, which is used by the
organization to further develop the facilities and services so that more guests are attracted to visit
the hotel.
Customer relationships- The hotel has built good relationship with its customers and
that is the reason the guests who visits the hotel once desires to visit it again. During the previous
sports, events that took place in the National Stadium many guests stayed in the Hotel and they
gave good reviews to the Hotel. Their customer care service is very efficient and the helpline for
the guests are open for 24 hours. They offer loyalty points and discounts for their loyal guests
(Kirkup & Sutherland, 2017).

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Customer segments- Their customers are urban population. The customers of the hotel
are both international and domestic travelers, some of the customers are very old and have
visiting because they have enjoyed the service of the hotel before and therefore they look
forward for staying in the Hotel. Many sports celebrities have stayed in the suites of the hotels.
For the event in November, the Penthouse has already been booked for a VIP client. Usually the
customers have been from the upper middle class but whenever there is some kind of festival and
the rates are revised, the middle class customers also try to book rooms in the hotel (Walker,
2016).
Channels- The various channels that Ramada uses for advertising are newspaper, online
advertising, televisions, radio, billboards and flyers. Almost all the media channels are used by
Ramada for advertising and promotion of its Hotel. Their campaigns are organized in social
networking sites (Joseph, 2013).
Revenue Streams- The hotel generates revenue from lodging, boarding and rentals like,
car rentals, banquet, and conference halls for business meetings (Ashrafi et al., 2013).
Cost Structures- The cost is involved in all the parts and activities of the business model
(Dudin et al., 2015).
Business Action Plan
Under the action, plans of Ramada a number of activities are being carried out to promote
the services especially during the football matches that are going to be held on November.

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Service development
Under this, the hotels will include a number of additional services for the guests that will
be visiting the hotel. The hotel will provide free pickup services for the guests up to the National
stadium, this service will be provided to the customers who have booked tickets for the matches.
The hotel have added more rooms for their customers to accommodate them in that particular
time. The tourists who will be staying in the hotel for more than one night they will be provided
travelling facilities for the local sightseeing and shopping, the timings for the sightseeing will be
flexible as per the requirements of the tourists. Apart from that the tourists will be given
opportunity to customize their services as per their requirements (Joyce & Paquin, 2016).
Offering discounts
The hotel has decided to offer discounts for its guests who visits during this time. The
discount will be based in the basis of the number of days the guest stays in that particular. The
guest who will be staying more than, one night will be getting an additional discount of 10
percent on the base discount of 20 percent (Getz & Page, 2016).
The hotel have collaborated with the football federation so that they any of the guests and
authorities if they require accommodation they can contact the hotel. They are planning to pool
maximum number of guests during this period. The hotel has planned that they will invite or two
of the celebrity footballers and organize a small cultural event, for which the guests can book
advance tickets. In menu of the food available at the restaurant owned by the hotel, they will be
adding additional dishes that will include dishes from all around the world.
The marketing team of the hotel has also decided to carry out a number advertising and
promotional activities (Parent & Chappelet, 2015).

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Management and Production Structure
Under the management and production structure the hotel has planned that will revise its
current structure of Management, because there are certain drawbacks that it has found in its
structure. The hotel has planned that it is going to hire more employees so that they can
efficiently handle the customer flow that it is going to face during the time of the football match.
The existing trainees will be made volunteer for the event that it is going to organize after the of
football match. The hotel reception will be open for 24 hours as usual; the car rental services will
also be available for the tourists for 24 hours. The employees will be given beforehand training
so that they can easily cope up with the tourist surge that the hotel might face during the peak
season (Gardini, 2015).
Sales Forecast
In the introductory rooms the sales are higher compared to other rooms. The marketing
initiatives are going to increase in the coming months, sales per unit for the mid-level and
premium level rooms will be increased in comparison to the introductory level rooms. The sales
of Room service depends upon the rooms sold per night. Normally, each night of a premium
room rental corresponding to a room service purchase, 70% of mid-level room rentals and 40%
of introductory-level room rentals (Joseph, 2013).
Prices will increase on average in the next three months as the business because of the
Sales is estimated to increase to maximum level (300 rooms x 90 nights for the next three
months = 9000 room nights) but do not reach more than 80% of this number. This is because the
hotel does not discount rooms so highly that is the reason the occupancy rate does not go above
60%. Off-peak season the rate of sales is generally slower, but the hotel maintains its premium-

11SPORTS EVENT TOURISM
level pricing so that it does not incur loss ("Singapore Hotel - Ramada Singapore at Zhongshan
Park", 2017).
Sales Forecast
Month 1 Month 2 Month 3
Unit Sales
Premium level room nights 3000 4,000 5000
Mid-level room nights 2000 2500 4000
Introductory level room nights 4500 5000 5500
Room service meals 6000 8000 10000
Total Unit Sales 15500 19,500 24,500
Unit Prices Month 1 Month 2 Month 3
Premium level room nights $300.00 $400.00 $500.00
Mid-level room nights $200.00 $250.00 $400.00
Introductory level room nights $450.00 $500.00 $1000.00
Room service meals $600.00 $800.00 $1000.00

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Marketing Expense Budget
The marketing expenditure budget categorizes the expenses into the following major categories:
 Advertising category depicts print and online external ads.
 Direct mail shows the postcard and letter mailing campaign to high net
worth individuals. The mailings will differ between the two formats
each month and the expenditure will be variable a bit as the letter
mailings involve huge costs.
 Focus groups are expensive because the discounts and free services
offered to customers are recorded as an expense on the accounts, so
is the direct cost for the lunch offered.
 Web development involves maintenance of website and hosting, virtual
tour development, email newsletters, and the company blog.
 Marketing training depicts the cost due to time consumed and
materials that are required for orientation, training and exams for
employees.
 Quality assurance depicts the expense for time and materials to review
the issues of the customers and their ratings, as well as the bonuses
from the quality assurance program.
Total expenditure will increase in the month of November as few activities, like the car rentals,
and discounts will be offered to the guests who would be visiting in that time ("Singapore Hotel -
Ramada Singapore at Zhongshan Park", 2017).

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Marketing Expense Budget
Month 1 Month 2 Month 3
Advertising $50,0 $60,0 $70,0
Direct Mail $70,0 $80,0 $80,0
Focus Groups $30,0 $50,0 $70,0
Web Development $40,0 $60,0 $70,0
Marketing Training $10,0 $20,0 $25,0
Quality Assurance $20,0 $25,0 $30,0
------------ ------------ ------------
Total Sales and Marketing Expenses $2200 $2900 $340,0
Conclusion
Sports events give a boost to the economy of the hospitality sector, Ramada Hotel has prepared a
marketing plan for the sport event; “Battle of the Masters” a football between the Liverpool and
Arsenal. The marketing budget have been made for three months so for the activities that will be
carried out can bring maximum profit for Ramada Hotel in the time of the event. Ramada is a

14SPORTS EVENT TOURISM
very famous hotel and the owner is very hopeful after doing the market analysis that the result
will be very fruitful.

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References
Alexandris, K., & Kaplanidou, K. (2014). Marketing sport event tourism: sport tourist behaviors and
destination provisions. Sport Marketing Quarterly, 23(3), 125-127.
Ashrafi, A., Seow, H. V., Lee, L. S., & Lee, C. G. (2013). The efficiency of the hotel industry in
Singapore. Tourism Management, 37, 31-34.
Dudin, M. N., Kucuri, G. N., Fedorova, I. J. E., Dzusova, S. S., & Namitulina, A. Z. (2015). The
innovative business model canvas in the system of effective budgeting.
Getz, D., & Page, S. J. (2016). Event studies: Theory, research and policy for planned events.
Routledge.
Gardini, M. A. (2015). The Challenge of Branding and Brand Management: Perspectives from
the Hospitality Industry. In Tourism and Leisure (pp. 247-268). Springer Fachmedien
Wiesbaden.
Joseph, B. O. U. S. (2013). U.S. Patent No. 8,458,023. Washington, DC: U.S. Patent and
Trademark Office.
Joyce, A., & Paquin, R. L. (2016). The triple layered business model canvas: A tool to design
more sustainable business models. Journal of Cleaner Production, 135, 1474-1486.
Kirkup, N., & Sutherland, M. (2017). Exploring the relationships between motivation,
attachment and loyalty within sport event tourism. Current Issues in Tourism, 20(1), 7-
14.
Masterman, G. (2014). Strategic sports event management. Routledge.

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Parent, M. M., & Chappelet, J. L. (Eds.). (2015). Routledge Handbook of Sports Event
Management. Routledge.
Schlothauer, M., & Wilhaus, D. (2016). Lotte: A Case Study on Market Entries Through
Acquisition. In Multinational Management (pp. 239-254). Springer International
Publishing.
Singapore Hotel - Ramada Singapore at Zhongshan Park. (2017). Ramadasingapore.com.
Retrieved 3 September 2017, from http://www.ramadasingapore.com/#gref
Walker, J. R. (2016). Introduction to hospitality. Pearson Higher Ed.