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[PDF] Services Marketing: Opportunities and Challenges

   

Added on  2021-02-20

11 Pages3673 Words44 Views
MARKETING ANDBUSINESS FOR THESERVICES SECTORS

Table of ContentsINTRODUCTION:..........................................................................................................................3MARKETING PLAN......................................................................................................................3CONCLUSION..............................................................................................................................10REFERENCES .............................................................................................................................11

TITLE: Marketing plan for an existing tourism and hospitality sector to increase customerengagement and sales in Sunderland Tall ship events in 2019.INTRODUCTION:Marketing is a process promoting product and services to increase the sales and profit ofthe company. Thus, it requires various plans and procedure to improve the performance in themarket and attract higher range of customer. Marketing plan provide the details about the variousactivities and their impact in market. (Rogers and Davidson, 2015). The tourism and hospitalitysector provides travel and tourism facility with the accommodation, food & beverages anddifferent other services. In case of Roker hotel, they want to use marketing plan to attract moreand more tourist toward the Sunderland Tall ship event by providing great experience via theirinnovative plan. The event help them to increase their sales by attracting the customer throughtheir marketing plan to introduce their innovative services in market. In the event of SunderlandTall ship 2019, marketers plan to organize the cultural events with the different contest, danceand programs to attract customer toward the event held in Sunderland and increases the businessof Roker hotel.MARKETING PLANExecutive summary : The marketing plan of Roker beach explains the innovative plan toorganising cultural fest to attract the customer. They also provide 50% discount to the First 100customers and 20% discount to the next 50 customer on the accommodation services with thecultural fest, live information and facts regarding the Tall ship race and free dinner during therace days. The aim of the tourism and Hospitality sector is to increase their sales by 20% at theend of 2021 and generating higher profit with satisfying the customer. The swot and pestleanalysis help them to analyse the external and internal factor which affect their business andways to overcome the factors. The marketing mix and budget plan provided a proper frameworkto communicate their innovative idea via the different modes of channel.Aim and Objectives:Aim:To prepare the marketing plan for the Roker hotel to attract customer by the innovativeidea towards the event organized in Sunderland Tall ship race event 2019 and increases the salesof the company.SMART objectives

To increase the sales of the company by 20% at the end of the year 2021.To attract more customer by the advance services and product (Armstrong and et.al.,2018).To increase the market share by 5% through the event on Sunderland of Tall ship racing.Increase profit of the company by 10% at the end of 2022.PESTLE: PESTEL analysis help to identify the trend in market of the particular industry and thedifferent macro environment factor which affect the performance of the company. (Marketingplan, 2019). Thus, the factor's incudes the followings such as:Political: It includes the various factor such as the government policy, rules andregulation, tax rate, interest rate etc. The stability of the government help the tourism andhospitality sector to attract tourist and customer toward their plan and services (Burns,2016). The new government brings the various changes regarding the policies andstrategies like the restriction on trade with external countries. It affects the business oftourism and Hospitality sector by restricting the global customer. The increasing tax rateaffect the business of company by charging higher rate from the profit. Economic: In the economic factor various component are included which affect theperformance of tourism and Hospitality sector such as exchange rate, purchasing power,inflation rate, disposable income etc. The deceasing interest rate help the tourism andHospitality sector to borrow the money and invest in the different innovative services toattract more customer and gain the profit (Duvier and et.al., 2018). Economic factor suchas increasing purchasing power help the company to attract toward the Sunderland eventand invest more in the Hotel services to enjoy the cultural events with stay facility. It alsohelps to increase the sales of the company. Social: It includes the various norms, customs, culture and values to identify theperception of customer regarding the society. The social factor force the company toadopt the different norms and respect the culture to capture the attention of the customer.They affect the tourism and Hospitality sector because the customer are more focusedtoward the society norms and culture. The tourism and Hospitality sector provide theseparate accommodation, food and beverage to respect the customs of their customerwhich help to create a good image in market. The social factor help the company to

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