Tourism and Hospitality Marketing
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Added on 2021-06-15
Tourism and Hospitality Marketing
Added on 2021-06-15
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Running head: TOURISM AND HOSPITALITY MARKETINGTourism and Hospitality MarketingMarketing Plan of Four Seasons HotelStudent’s name: Name of the university: Author’s note:
1TOURISM AND HOSPITALITY MARKETINGExecutive Summary In this paper, redesigning of the marketing plan has been conducted of Four Seasons Hotel inSydney. Four Seasons Hotel has its brand image and it mainly targets the corporate and businesstravelers. Corporate objectives of the organisation are to generate the maximum revenues,optimize food and beverage profit and to provide high customer satisfaction. In Australia,hospitality industry is flourishing and in Sydney, the growth of hospitality industry is expected tohave at least 11.2% by the end of 2022. Four Seasons Hotel occupies almost 5% of the marketshare in Sydney as this hotel has maximum corporate travellers. Service facilities are numerousin Sydney Four Seasons Hotel and the facilities are 24-hour fitness places, heated outdoor pool,twice-daily housekeeping and babysitting services.Therefore, Four Seasons Hotel Sydney takesthe strategy of premium pricing as the corporate travellers can afford this. Four Seasons HotelSydney promotes the business through the social networking site and the hotel promotes throughthe third party accommodation booking app. Four Seasons Hotel in Sydney can take the marketpenetration for growth; however, it would lead the organisation to have sponsoring clubs andperformance of international successful programmes. Four Seasons Hotel in Sydney can takehelicopter services from airport and butler services. In case of the diversification, Four SeasonsHotel can opt to take Four Seasons Cafe. Most importantly, Four Seasons Hotel can start theservice of sea-cruise tourism to attract the new family and leisure tourists. Therefore, FourSeasons Hotel Sydney can establish new Strategic Business Unit under the name of Sea-CruiseVoyages with the same standards of the services of Four Seasons Hotel. Promotions andpremium pricing will help Four Seasons to reach the customers base. In the study, actions planand the budget of the marketing plan has been given.
2TOURISM AND HOSPITALITY MARKETING
3TOURISM AND HOSPITALITY MARKETINGTable of Contents1. Introduction..................................................................................................................................32. Vision and Mission statement......................................................................................................33. Corporate Objectives...................................................................................................................44. Marketing Review.......................................................................................................................5Industry overview and performance:...........................................................................................5Target market:..............................................................................................................................5Nature of the industry:.................................................................................................................54Ps’ of Marketing mix:................................................................................................................6SWOT Analysis:..........................................................................................................................7Porter’s Five Environmental Forces Model:................................................................................75. Proposed Marketing Objectives...................................................................................................96. Outline of Possible Strategic Alternatives.................................................................................10Ansoff’s Growth Strategies Matrix...........................................................................................107. Chosen Strategy and justification..............................................................................................12New 4P’s of Marketing mix......................................................................................................138. Implementation Plan..................................................................................................................15Identify and briefly discuss the key marketing actions.............................................................15Document these key actions in a timeline with projected dates................................................16
4TOURISM AND HOSPITALITY MARKETINGFlag the actions that would require substantial budget expenditure..........................................16Bibliography..................................................................................................................................18Appendices....................................................................................................................................21
5TOURISM AND HOSPITALITY MARKETING1. Introduction Four Seasons Hotels and Resorts is luxury Hotel Company and it has it headquarter inToronto, Ontario. Four Seasons Hotel operates worldwide in more than 100 locations since theyear 2007. Four Seasons Hotel in Sydney is one of the best five stars hotels in Sydney and theguests can be swept away by the beauty of the iconic Sydney Harbour Bridge and Opera Houseon just the doorstep. Four Seasons Hotel in Sydney provides the best facilities to the guests likefamily activities, couples’ experiences, meetings and events, new mode kitchen, Lounge 32 forClub Guests, Sydney Highlights, Directions and Maps, Weddings and Vivid Sydney(Fourseasons.com, 2018). In addition, Sydney is famous for the international tourists and thetravellers come to watch Sydney Opera House, Sydney Harbour Bridge, The Rocks, HarbourCruise, Darling Harbour, Queen Victoria Building and Sydney Tower Eye. In the hospitality industry of Sydney, there are many five star hotels that offer exquisiteservice to the travellers. In this study, marketing plan of Four Seasons Hotel Sydney isredesigned. In the first section, mission and vision of Four Seasons hotel is described. Corporateobjectives of the hotel are also described along with a marketing review. In the marketing reviewsection, target market of the hotel, 4P’s of marketing mix and SWOT analysis is conducted. Inthe final section, possible strategic alternatives are given from Ansoff Matrix. In the ultimatesection, chosen strategy for Four Seasons Hotel is given with justification. 2. Vision and Mission statementMission Statement:
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