Sales and Marketing Management Assignment

Running Head: Hotel Sales and marketing 1
Sales and marketing Plan for Hotel Rainbow

Hotel Sales and marketing 2
Executive summary
For every company, it is important to have an effective sales and marketing plan to grow
in the operating market. There is the need of effective marketing and innovative strategies by the
companies to compete with the other competitors in the market. This report will focus on the
effective marketing strategies for luxury and five star hotel i.e. Hotel Rainbow. The report will
provide effective marketing plan for the hotel along with the marketing mix strategies and
situational analysis. For the effective sales plan, report will focus on the environmental analysis,
segmentation analysis, marketing objectives and budget implementation and control. Along with
this, report will also provide some recommendations which should be adopted by the hotel.

Hotel Sales and marketing 3
Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................4
Situational analysis..........................................................................................................................4
Porter’s five forces.......................................................................................................................4
Market Segmentation.......................................................................................................................5
Marketing objectives.......................................................................................................................6
Ansoff matrix...................................................................................................................................7
Marketing mix strategies and tactics...............................................................................................8
Aim of strategies..............................................................................................................................9
Budget implementation and controls.............................................................................................10
Recommended actions...................................................................................................................11
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
List of figures
Figure 1: Ansoff Matrix...................................................................................................................8

Hotel Sales and marketing 4
Introduction
This report is the marketing and sales plan of Hotel Rainbow which is operating in
Rotorua. This is one of the five star hotels and wants to enhance its sales and marketing services
in the market. It is observed that hotel has value proposition in terms of providing effective
services. Objective of this marketing plan is to improve the sales and profit of Hotel Rainbow in
the operating market. The report focuses on the environmental analysis i.e. Porters Five Forces
analysis to understand the level of competition in the hotel industry. Along with this, report sets
the SMART objectives for the Hotel Rainbow to get success. Marketing mix analysis and the
objectives of chosen strategies is also described in the report (Peñaloza, Toulouse & Visconti,
2013).
Situational analysis
Porter’s five forces
New entrants-
In case of Rainbow hotel, new entrants are observed to be low in the industry. The reason
is that there are various strong competitors dominating the industry. There are many new hotels
that wish to enter in the luxury hotel industry. But, to enter in the hotel industry is hard as they
need high capital investment to establish a successful business. Along with this, initial
investment and brand image are also necessary factors for the success of the hotel. So, threats of
new entry are low down in the hotel industry.
Threats of substitute-
Since last few years, the market of hospitality services is facing the threats of substitute
products and services. There are some established hotels which are more acceptable by the
consumers as they are providing quality services at the affordable prices. Well established hotels
do not need to invest high budget and high capital to maintain the business. For the success, there
is the need for effective environment for the customers such as small and clean room with the
comfortable bed. These services are effective to achieve competitive advantage in the hotel
industry (Kearney, 2010).