Marketing Plan for Canopy Hotel: STP, PESTLE, SWOT, and 7Ps

This marketing plan provides a detailed analysis of Canopy Hotel's marketing strategies. It begins with an executive summary outlining the hotel's objectives, including raising sales, increasing employee satisfaction, and boosting direct bookings. The plan then delves into the STP (Segmentation, Targeting, Positioning) process, PESTLE analysis (Political, Economic, Social), and SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to assess the external and internal factors affecting the hotel. The 7Ps of the marketing mix (Product, Price, Place, Promotion, People, Process, Physical Evidence) are examined to develop a comprehensive marketing strategy. The plan also includes a budget breakdown and a section on monitoring and controlling, emphasizing performance indicators and accountability. The plan provides a foundation for Canopy Hotel's marketing efforts, offering a pathway for growth and success in the hospitality industry, with references to support the analysis.

MARKETING
ESSENTIALS

MARKETING PLAN
• Marketing plan helps organisations to outline its marketing strategy that they achieve in coming years. Let's discuss more in detail about key elements
that include in this plan::
• Executive summary:
• Canopy Hotel has been operating in several countries and serves its services efficiently. This marketing plan provides benefits to Canopy Hotel to
carefully execute and examine its business activities and develop various method so that it maximizes its chances of growth over the years. Company's
main objectives is to provide quality services and fulfil all demand of its clients.

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Objectives:
• To raise sales of tour packages by 80 percent at the end of year 2021.
• To increase satisfaction among employees and achieve maximum revenue.
• To increase direct bookings by 90 percent over next two years.

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STP:
• STP process provide benefit to marketing manager to properly segment market, then next step is to target most economical segment of market and lastly determine
accurate position so that it will become profitable venture for company.

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PESTLE Analysis:
• It provides benefits to companies to carefully analyse all external forces of company as it brings competitive advantages and provides protection towards any damage or loss. Let’s
explain more in detail about those key factor more in detail below:
• Political
• This factor includes taxation policy, government decisions, export and import and regulation related with environment and export or import tax etc.
Political factor can create huge effect on development of Canopy hotel. For example, government has strong influence on this factor and impact tourism
and hospitality industry, if any legislation party put restrictions on travellers than it will harm hospitality industry.
• Economical
• Hospitality industry is one of the largest growing sector and it will continue to emerge. Economic factors involved huge fluctuations and company's
productivity can impact by it. As Canopy hotel done its operations in different countries, therefore it must be impacted by economic situation of that
particular country. If income of people increases than it will also enhances revenues of hospitality sector.
• Social
• With emergence of social media platforms, majority of people want to show off by posting their images on social sites and that majorly influence
buying behaviour of consumers in hospitality industry. Airbnb also considered a great move in hospitality sector and increase competition for hospitality
industry. As, Majority of travellers happy for huge selection of rooms which is offered by Airbnb that are very convenient to book and cheaper as well.

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SWOT Analysis:
• SWOT analysis tool used by firm so that it identifies its overall strength, weaknesses, opportunities and its related threats. Below paragraph explain in detail
about these segments:

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7Ps of marketing mix:
Product
• Canopy hotel can sell their services on other areas as well for example, wedding, meeting and facilities for banquet so that it able to attract more new
consumers. However, if company make various customization than it likely be possible that consumers might compromise on other things.

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Physical Evidence
• Canopy hotel must focus on providing quality services in rooms
amenities and well-equipped furniture. Hotel can also develop
paperless check-in for all guests.

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Particular Amount
Technology €1,000
Asset €1,100
Raw material €900
Labour €750
Promotion and Advertisement €550
Budget:

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