Marketing Plan for Accor Hotels: Essential Task 3 Analysis

This report provides a detailed analysis of a marketing plan developed for Accor Hotels, focusing on the introduction of their "Accor Fly" mobile application within the hospitality industry. The plan includes an executive summary, outlining strategic objectives such as increasing the customer base, raising profitability, and enhancing customer retention. A comprehensive situational analysis, using the SWOT framework, identifies strengths, weaknesses, opportunities, and threats. The marketing strategy employs the STP approach (Segmentation, Targeting, and Positioning) to effectively reach the target market. The report also covers budget allocation and monitoring measures, including key performance indicators (KPIs) to control deviations and analyze growth margins. The conclusion emphasizes the importance of a well-developed marketing plan for implementing new innovations, managing uncertainties, allocating resources, and achieving strategic objectives. The report references relevant marketing principles and practices.

Hospitality Marketing
Essential
Task 3

Table of content
 Introduction
 Marketing plan
 Conclusion
 References

Introduction
Marketing is one of the societal process wherein organisations
obtains information about customer desires and creates values
on demand of market so as to build strong relationships and
gain more revenues. The presentation includes marketing plan
that benefits entities in meeting objectives within hospitality
industry.

Marketing Plan
Marketing plan is sequential outlay or
comprehensive document which
outlines marketing efforts addition to
advertising methods for coming
duration. Managers of Accor Hotels
has developed marketing plan in
order to grab attention of diverse
customers as well as achieve
predetermined strategic objectives in
appropriate manner.

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 Executive Summary
Accor Hotel delivers various services in international market within
hospitality industry. The institutional managers are planning to develop
mobile application with the name of “Accor Fly” in which customers
can engage themselves in instant bookings addition to check ins. For
such purpose, marketing plan is designed. The key aspects that are
included in the plan are strategic objectives, situational analysis, STP
approach and Budget statement.

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Organisational overview:
Accor Hotels is top multinational hospitality firm which owns,
manages addition to franchises resorts, restaurants, hotels
together with vacation properties. The company has its
headquarters situated at France, Italy and performs workings
in more than 110 nations with 280000 personnels at 4800
hotels.

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Vision and Mission:
Vision of the institute is to encourage access to professionalism,
entrepreneurship addition to employment.
The mission of Accor Hotels is successfully managing operations at
workplace as well as providing best offerings in market.

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Objectives:
Administrators of Accor Hotels are planning to accomplish
following objectives through Accor Fly
 To enhance customer base by 10% within 6 months of
application launch.
 To raise profitability by 12% within 1 year of implementation of
the application.
 To enhance rate of customer retention by 20% within 8 months
of delivering services through new application.

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Situational analysis: The marketers have planned to opt SWOT
framework for analysing pertaining situations in the market.
Strength
 Accor Fly provide services to more than 500 customers
at same time.
 Accor Hotels has framed unique brand identity in
international market.
Opportunity
 Accor Hotels has opportunity to enhance its portfolio
of services.
 With Accor Fly, the company can gain opportunities to
expand in emerging economies such as Asia and
Africa.
Weakness
 The marketing members fails to forecast demand
properly.
 The company has inappropriate organisational
structure which limits its coverage in distinct
consumer segments.
Threat
 Huge competition from other hospitality companies
such as Hyatt hotels.
 There is huge risk associated with economic as well as
political turbulence in numerous nations.

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 Marketing strategy: When situations are properly analysed, marketers
opts STP approach that is as discussed:
Segmentation: Herein, the whole market is bifurcated into numerous
segments as per homogeneous preferences and demands.
Targeting: From the segmented market, the institutional managers will
target population who is having income level around £8500.
Positioning: Administrators of organisation have planned effective strategy
to position Accor Fly through magazines, social media portals, websites,
banners and blogs.

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Budget allocation:

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Monitoring as well as controlling measures:
In advanced scenario, there are diverse quantity of monitoring
measures for marketing plan. In order to measure actual results
arrived from market analysis as well as sales analysis, deviations are
controlled through key performance indicators that will further help in
analysing that plan is working as per the set standards or lacking at
some point. With this, growth margins are properly analysed.