Supporting Marketing Plan for Summer Lodge Country House Hotel
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Added on 2023/06/15
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This report discusses the marketing plan for Summer Lodge Country House Hotel, including the marketing mix, SWOT analysis, PESTLE analysis, and marketing strategies. It also includes how the hotel can create customer value and engagement, and effective use of digital marketing.
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Supporting Marketing Plan
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Table of Contents Introduction......................................................................................................................................3 The Marketing Mix..........................................................................................................................3 SWOT analysis................................................................................................................................4 Marketing strategy for capitalizing strengths.........................................................................5 Marketing strategies for addressing weakness.......................................................................5 Marketing strategies for taking advantages of opportunities...............................................5 Marketing strategies for address threats.................................................................................5 PESTLE analysis.............................................................................................................................6 Marketing strategy for capitalizing positive impacts.............................................................7 Marketing strategy for addressing negative impacts..............................................................7 Creating customer value and Engagement.......................................................................................8 How will does the hotel create customer value?...................................................................8 What benefit will it offer to current and potential customer?................................................8 How will it develop visitor engagement?...............................................................................8 Which marketing channel it will use?....................................................................................8 Effective use of digital marketing....................................................................................................8 Conclusion.......................................................................................................................................8 References........................................................................................................................................9
Introduction Supporting marketing plan consists of strategies that companies use to market its products or service in market. This plan helps business to identify their target audience and how product and service can provide benefit to them, it also includes that how business attract new customers from market and how it it influence existing customer to continue purchasing. In this report, Summer lodge country house hotel is taking into consideration which is situated in United Kingdom, England(Ahani and et.al 2019). This hotel was build in 1798 by Henry Fox Strangways. This report will include different marketing plan a hotel will use to attract its customer from market after COVID-19 pandemic andalso different safety aspects which company will use to attract customer from market. At the end of report, a detailed conclusion will be made on the basis of relevant data(Chan, Okumus and Chan, 2020). The Marketing Mix Product-In hotel industry, product is defined as set of satisfactions and dissatisfactions which a customer receive from hospitality industry. Satisfactions and dissatisfactions can be related in several ways such as good value of company, convenient location, status and security and many more. In the terms of mentioned company, there are different facilities offered by restaurant such as Swimming pool, Bar, Free parking, Free Wi-Fi and many more. This attract customer to hotel so much(Gordon and et.al 2018). Price-This include monetary amount which is paid by customer for availing facilities of hotel industry. In the terms of mentioned company, it offer trips to customer with minimum deposit and in case of customer somehow cancel the trip management will refund their money to them. Place-It defines as the location where company or hotel is situated. The hotel should be situated in a location where it is easy for every customer to access the service of it. In the terms of mentioned company, the hotel is situated in a heart of city which enable every customer to visit the hotel without any problem. As it is situated in middle of city therefore customer from every corner of city can easily come to hotel and access its service(Gupta, 2019). Promotion-This include various set of communication tools use by companies to promote or advertise its products in market. In the terms of respective company, it has its
own website and several pages on different social media platform through which its promotes its brand among customer in market. SWOT analysis Strength Location-The location of hotel is in the heart of city which enables every customer to visit to hotel easily without any problem from any corner of city. Varieties of rooms-Mentioned hotel hasvarietyofroomssuchascosy double, Classic king, Superior family king and many more, which facilitates customer to book their room as per their convenience. Weakness Expensive rooms-Rooms of given hotel are very expensive or costly, due to which sometimes customer do not prefer to do their booking in mentioned hotel. High operational cost-The operational cost of mentioned hotel is very high due to which lot of money get spend to run and manage the hotel. Opportunities Technology-There are different technologies which a respective hotel can use in their operational functionality such as blockchain technology. Due to this technology management of hotel can store large quantity of data of customer without the fear of loosing and hacking of data. Threat Competition-There are lot of competitors of mentioned company in market. Therefore sometimes due to high prices of products of respective company, customer switch to their competitors products which affect the overall profitability of company. Corona virus pandemic-This virus has completely shattered the overall profit of hotel industry. Hence this has affected the profitability of mentioned hotel in market.
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Marketing strategy for capitalizing strengths Mentioned company can keep the surrounding the of their location clean. Due to which customer will attract more towards hotel for booking their rooms and can increase the profitability of company(Gursoy and et.al 2019). Given Hotel is offering different variety of rooms to their customer. Therefore for attracting customer more it can make their rooms more appealing by giving an option to customer to make changes as per their requirement. Hence by this customer feel respected and will attract towards hotel more. Marketing strategies for addressing weakness The rooms of given hotel are very expensive due to which sometimes customer don't prefer to do their booking in hotel. Therefore for addressing this weakness, management of company can make it affordable by removing several additional expenses due to which the operating profit of hotel will not affect and customer will easily do their booking for that room(Inanc–Demir and Kozak, 2019). The management of hotel can reduce their operational cost by providing effective training to their staff for optimum and effective utilization of their resources. Hence this will help to reduce the operational cost of mentioned hotel. Marketing strategies for taking advantages of opportunities For taking advantages of opportunities, management of mentioned hotel can adopt blockchain technology. This technology will help manager to store large quantity of their customer data without the fear of hacking or loosing it. Sometimes due to high work pressure management looses their files or records in which they have stored their customer data which createdfor managementlateron. By using thistechnology, customer data can be stored without the fear of hacking or stealing(Kim, Barber and Kim, 2019). Marketing strategies for address threats For minimizing competition from market, mentioned hotel has reduced its prices and make it affordable for their customer. So that customer can easily book their room in hotel without concerning about their budget(Lai and Wong, 2020).
To protect the consumer from corona virus infection, management of hotel can adopt safety measures like keeping sanitizers in every room, should not allow any visitor without wearing mask and many more. By adopting these measures mentioned hotel ensure customer that they are safe while using service of given hotel. PESTLE analysis Political-This factor include all the government policy and actions intervene in the economy such as tax policy, trade restrictions and many more. In hotel industry, government of United kingdom has reduces their taxes so as a result hotel owners have to pay less tax. Due to reduction in tax liability, management of respective hotel can spend more amount of for building luxury and high grade hotels for providing accommodations to their customer. Which will improve the profitability of company(Lamest and Brady, 2019). Economic-It included various aspects of economy such as interest rates, growth rates, inflation and many more. Hotel industry is highly benefited due to economic factor because currency exchange rate of UK as comparison to another currency as decreasing therefore UK dollar is becoming much more cheaper. As a result people can easily come to UK for spending their vacation, an for staying they need hotel which will provide all kind of facilities they need. Mentioned hotel provide all kind of facilities to their customer therefore it will improve the financial position of given hotel. Social-This factor include cultural and demographic trends of society. This factor helps in determining behaviour of consumer in market. Nowadays consumer prefer to stay in those hotels which has more facilities like GYM, swimming pool, bar and many more. Therefore mentioned hotel has equipped their hotel with more facilities like gymnasium and many more. Due to this customer prefer to book their room in given hotel which will lead to increase its profitability(Leung, Lyu and Bai, 2020). Technological-It include several technological changes taking place in industry. In the terms of mentioned hotel, nowadays consumer prefer to do their booking online via different platform. Therefore in order to address this problem mentioned hotel can launch their app by which consumer can book their room. Legal-Given factors include pertains several legal forces that defines what a business can do and what it cannot do. In European union there is a General Data Protection
regulation which collect high volume of consumer data due to which several customer don't prefer to stay in hotel and it is mandatory for all hotel to store their customer data other wise it would millions of dollar loss of hotel industry. Due to insecurity among customer, mentioned hostel suffer as customer sometimes don't visit hotel therefore it reduces profitability of company and can affect its financial position. Environmental-This factor include several things such as changes in temperature, weather conditions and many more. In hotel industry, there is a high consumption water and electricity which contribute shortage of these resources and can create pollution in environment also. In mentioned hotel, management can reduce the consumption of these things up to some extent which will be benefited for hotel(Li, Bonn and Ye, 2019). Marketing strategy for capitalizing positive impacts As tax liability of hotel has reduced, therefore management of hotel can use that money for making their services more appealing and attractive much more then it is right now which will attract customer more towards hotel. It can increase their facilities much more than it is right now which will attract customer more towards their service. Mentioned hotel is already equipped with gym components and swimming pool. For enhancing this facility now management can equip newly design gym components which will attract customer more towards service of hotel(Romero and Tejada, 2020). Marketing strategy for addressing negative impacts For facilitating online booking for their customer, they can launch their own application. For removing fear from mind of customer regarding their data leakage, they can provide security to their customer. For reduction the usage of water and other natural resources they can use it in minimum order by which they can reduce the environmental problems. Creating customer value and Engagement How will does the hotel create customer value? The hotel will create customer value by providing additional service along with the services it is already providing, which will attract customer towards hotel.
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What benefit will it offer to current and potential customer? Several benefit it can provide such as: Online booking facility by launching their own application. By launching their membership card so that if customer is visiting to hotel frequently they can get some financial benefits(Wang and et.al 2020)(Westwood 2019). How will it develop visitor engagement? By providing all safety measures regarding Corona virus. By maintaining social distance among staff members. Which marketing channel it will use? It will use social media and Public relations marketing channel for promoting their hotel among customer in market. Effective use of digital marketing Mentioned hotel can use digital marketing for doing promotion and advertisement of their product in market. Several ways by which given hotel can use digital marketing such as. They can list their hotel in Google search list. Management can make their pages in different social media platform which will give help to attract large quantity of customer and also help them to get know about hotel very more(Yadegaridehkordi and et.al 2020). Message for attracting new customer in hotel-Make you feel at home. By making this as a tag line of their hotel, management wants to ensure that customer is safe and secure while booking their room in hotel just as like they feel safe at their home. Conclusion On the basis of above report it is has been concluded marketing plan play a very vital role in overall success of their organisation. It helps to identify target customer from market to provide product or service to them. In this report it has been discussed the marketing mix of hotel industry and SWOT analysis to find out how internal environment of business affect its operational functionality. Moreover PESTEL analysis has also been discussed to find out how external environment can affect the overall functionality of hotel business. It has also been discussed how business can do effective use of digital marketing for promoting their product and services in market.
References Books and journals Ahani, A., Nilashi, M., Ibrahim, O., Sanzogni, L. and Weaven, S., 2019. Market segmentation andtravelchoicepredictioninSpahotelsthroughTripAdvisor’sonline reviews.International Journal of Hospitality Management,80, pp.52-77. Chan, E.S., Okumus, F. and Chan, W., 2020. What hinders hotels’ adoption of environmental technologies:Aquantitativestudy.InternationalJournalofHospitality Management,84, p.102324. Gordon, S., Tang, C.H.H., Day, J. and Adler, H., 2018. Supervisor support and turnover in hotels: does subjective well-being mediate the relationship?.International Journal of Contemporary Hospitality Management. Gupta, G., 2019. Inclusive use of digital marketing in tourism industry. Ininformation systems design and intelligent applications(pp. 411-419). Springer, Singapore. Gursoy, D., Boğan, E., Dedeoğlu, B.B. and Çalışkan, C., 2019. Residents' perceptions of hotels' corporate social responsibility initiatives and its impact on residents' sentiments to community and support for additional tourism development.Journal of Hospitality and Tourism Management,39, pp.117-128. Inanc–Demir, M. and Kozak, M., 2019. Big data and its supporting elements: implications for tourism and hospitality marketing. InBig Data and Innovation in Tourism, Travel, and Hospitality(pp. 213-223). Springer, Singapore. Kim, Y.H., Barber, N. and Kim, D.K., 2019. Sustainability research in the hotel industry: Past, present, and future.Journal of Hospitality Marketing & Management,28(5), pp.576- 620. Lai, I.K.W. and Wong, J.W.C., 2020. Comparing crisis management practices in the hotel industry between initial and pandemic stages of COVID-19.International Journal of Contemporary Hospitality Management. Lamest,M.andBrady,M.,2019.Data-focusedmanagerialchallengeswithinthehotel sector.Tourism Review. Leung, X.Y., Lyu, J. and Bai, B., 2020. A fad or the future? Examining the effectiveness of virtual reality advertising in the hotel industry.International Journal of Hospitality Management,88, p.102391. Li, J.J., Bonn, M.A. and Ye, B.H., 2019. Hotel employee's artificial intelligence and robotics awareness and its impact on turnover intention: The moderating roles of perceived organizationalsupportandcompetitivepsychologicalclimate.Tourism Management,73, pp.172-181. Romero,I.andTejada,P.,2020.Tourismintermediariesandinnovationinthehotel industry.Current Issues in Tourism,23(5), pp.641-653. Wang, L., Wang, X.K., Peng, J.J. and Wang, J.Q., 2020. The differences in hotel selection among various types of travellers: A comparative analysis with a useful bounded rationality behavioural decision support model.Tourism Management,76, p.103961. Westwood, J., 2019.How to write a marketing plan: define your strategy, plan effectively and reach your marketing goals(Vol. 152). Kogan Page Publishers.
Yadegaridehkordi, E., Nilashi, M., Shuib, L., Nasir, M.H.N.B.M., Asadi, S., Samad, S. and Awang,N.F.,2020.Theimpactofbigdataonfirmperformanceinhotel industry.Electronic Commerce Research and Applications,40, p.100921.