This report provides a marketing plan for Twin Farms Hotel, including a marketing mix, SWOT analysis, PESTLE analysis, creating customer value and engagement, and effective use of digital marketing.
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TABLE OF CONTENT Introduction......................................................................................................................................4 Main body........................................................................................................................................4 Marketing mix...........................................................................................................................4 SWOT analysis.........................................................................................................................5 Pestle analysis...........................................................................................................................5 Creating customer value and engagement................................................................................6 Effective use of digital marketing.............................................................................................6 Conclusion.......................................................................................................................................7 References........................................................................................................................................8
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Introduction Marketing plan refers to the strategy that the hotel make in order to enhance the marketing activities of the hotel and to analyse the internal as well as external environment of the industry it is important for the hotel to strategies in advance so that they can work efficiently in the continuously changing and dynamic environment of the industry(Tkaczynski and Rundle- Thiele., 2019). In case of twin farms, the hotel is one of the most elegant and luxurious hotel. With a sophisticatedyet eccentricprivateart collectionthroughout 20 uniquely-designed accommodations ensconced in 300 acres, Twin Farms customizes every detail.It is a classic and sophisticated1795 farmhouse style hotel.In this report, amarketingmix which can help the hotelinmakingstrategies regardingmarketingplan is given(Bond and Lester., 2019).The report also covers internal as well as externalanalysisof the industry including factors which can impact theworkingsof the hotel.Along with that thecreationof customers value as well as the effective use ofdigitalmarketing is provided. Main body Marketing mix It refers to the framework which helps the hotel in making strategies and will also help the hotel in attracting customers specially post pandemic as customers are really focusing on the products and services of the hotel and are preferring hotels which are providing safe and secure products as well as services. Product:it refers to the actual item that the hotel that they are offering to their customers. It is important for the hotel to provide contact-less services as much as possible(Pride and Ferrell., 2021). It is important for the hotel to make sure that their staff members are wearing masks and are following proper rules and regulations required so that the guest feel safe and like the services of the hotel. Price:it refers to the charges that the hotel is taking from their customers in return to the products and services they are providing to their customers(Direction., 2018). It is important for the hotel to understand that after the pandemic, people are very much careful about selecting their hotels ad their is not much travelers as well. The hotel must provide discounts and offers to their customers so that they will be able to attract customers.
Place:it refers to the location of the hotel where thehotel is actually situated(Park., 2020). In case of Twin Farm the hotel is situated in a beautiful village and provide a vintage vibe to the customers which is highly beneficial for the hotel. Promotion:it refers to the promotion and marketing activities that the hotel is taking into consideration(Gausselin., 2019). it is important for the hotel to use effective marketing strategies post pandemic and one of the most effective marketing strategy that the hotel can use is digital marketing strategy. SWOT analysis Strengths:The biggest strength of the hotel is its location. The hotel is situated in a beautiful and peaceful village and blend seamlessly in the environment(Elmessory., 2019). The rooms of the hotels ate spacious and contain high class amenities which provide their guests a exceptional and comfortable stay. Weaknesses:One of the biggest weakness of the hotel is that they are not having effective marketing plan which can help them in carry on with their marketing activities and will also help them in attracting customers and in increasing brand awareness. Opportunities:the biggest opportunity that the hotel is having right now is to attract customers with the help of effective marketing strategies(Campos., 2019). The hotel can provide more information about their best in class and safe services to the customers which will help them in attracting customers post pandemic. Threats:it is important for the hotel to major emphasis on the activities of the competitors as the hotels are using advanced technology which are helping them in creating much more safer environment for their customers(Chaffey and Ellis-Chadwick., 2019). It is important for the hotel to try to inculcate technology which can help them in attracting customers. Pestle analysis Political factors:The government of UK is highly stable and are helping their home countries in surviving in the market specially after the pandemic(Hansenand Juslin., 2018). It is important for the hotel to make sure that they are availing the advantages provided by the government so that they can survive in the market. Economical factors:it refers to the factors which inculcates the economic performance of the country in which the hotel is situated. The pandemic has impacted the economic
performance of the countries severely. Not only UK but other countries are also suffering from economic slowdown. Social factors:it refers to the factors which tells the hotel about the rules and norms of the society In which the hotel is operation(Bly., 2018). As the hotel is present in a peaceful and beautiful village the hotel is not facing any issues from society and people are happy with the hotel and its operations as well. Technologicalfactors:Itreferstothefactorswhichtellsthehotelaboutthe technological advancement prevailing in the market(Hoare., 2018). It is important for the hotel to make sure that they are having best technology which can help them in providing better services to the customers and in having competitors advantage in the market. Creating customer value and engagement In order to create customer value and to attract customers towards the products and services of the hotel it is important for the hotel to make sure that they are using effective marketingchannels(DominguezMantillaandGonzalezGil.,2020).Inordertoprovide information about the services and products of the hotel, the hotel must use digital marketing channels. Along with that the hotel must offer special discounts to their customers on essential services which will help the hotel in attracting more customers. These offers can include gift cards, loyalty points, etc. It will help the hotel in retaining their customers. Effective use of digital marketing The hotel must make sure that they are using social media platforms as well as web browsers in order to promote their products and services(Gonçalves., 2020). It is important for the company to make sure that they are reaching out to a larger audience and providing them information about the changes that the company have made in their products and services specially after pandemic. It will help the company in attracting customers and will make sure that the company is having a loyal customer base. The social media marketing campaigns will help the company in reaching out to millennial as it has been observed that the majority of the travelling population is millennial and to attract that market segment, social media platforms are the best way(Berkowitz., 2021). The company can hire a digital marketing expert who can help them in their social media marketing management.
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Conclusion From the above report it is concluded that marketing plan is one of the most important strategy that has to be made by the hotel as it will help the hotel in understanding their markets and will also help them in understating their customers base which they need to attract. It is important for the companies to make sure that they are providing products and services according to the needs of the customers so that they can survive in the market. In this report and analysis of the internal as well as external factors is provided along with the marketing mix which can help the hotel in making strategies accordingly and will also help them in having competitors advantage in the market.
References Books and journals Berkowitz, E.N., 2021.Essentials of health care marketing. Jones & Bartlett Learning. Bly, R.W., 2018.The Digital Marketing Handbook: A Step-by-step Guide to Creating Websites that Sell. Entrepreneur Press. Bond, J. and Lester, A., 2019.Moving Communities Forward: Social Marketing and Social Change for Transportation(No. CTEDD 017-06). Campos, J.V., 2019.Plano de Marketing para a Paróquia de Poiares(Master's thesis). Chaffey, D. and Ellis-Chadwick, F., 2019.Digital marketing. Pearson uk. Direction, S., 2018. Influencing the influencers: Using upstream social marketing to make changes at the top.Strategic Direction,34(12), pp.15-16. Dominguez Mantilla, J.M. and Gonzalez Gil, D.C., 2020. Elaboración de un plan de marketing para el Supermercado MERCA RAPIDO EXPRESS. Elmessory, M., 2019. Definition of Marketing. Gausselin, B., 2019.Impact of Nike Inc.'s Utilization of Social Issues in Their Marketing Strategy on Brand Equity, Brand Image, and Brand Loyalty(Doctoral dissertation). Gonçalves,F.D.N.,2020.Planodemarketingparaavendadesistemasdegestãopor assinatura(Doctoral dissertation, Instituto Superior de Economia e Gestão). Hansen, E. and Juslin, H., 2018. Strategic marketing in the global forest industries. Hoare, T., 2018. The viticultural and marketing road to alternative varieties: Part 2: The marketing and making.Wine & Viticulture Journal,33(4), pp.77-79. Park, S., 2020.Marketing management(Vol. 3). Seohee Academy. Pride, W.M. and Ferrell, O.C., 2021.Foundations of marketing. Cengage Learning. Tkaczynski, A. and Rundle-Thiele, S., 2019. Is destination marketing missing the mark? A FraserCoastsegmentationanalysis.JournalofDestinationMarketing& Management,12, pp.12-14.