Strategic Marketing Plan for Bournemouth City College

This report presents a comprehensive marketing plan for Bournemouth City College, a private limited company providing accommodation to local and international clients. It begins by explaining marketing as a tool in the management process and its role in assessing stakeholder needs, differentiating between marketing function and orientation. The report then evaluates Bournemouth City College's current market position using SWOT analysis, identifying strengths, weaknesses, opportunities, and threats. It outlines the firm's future position and organizational objectives, including expanding its business to other UK cities and increasing sales. The report also details how different departments should be involved in the marketing plan, such as finance, research, and HR. Finally, it constructs a detailed marketing plan, including strategies for implementation, assessment, and evaluation, ensuring alignment with organizational objectives. The PESTEL analysis is used to determine the external factors influencing the business.

CONDUCTING
MARKETING PLAN

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.1 Explaining marketing as a tool in management process .......................................................3
1.2 Role of marketing in assessing the need of stakeholders ......................................................4
TASK 2............................................................................................................................................4
2.1 Evaluating the current position of Bournemouth City College.............................................4
2.2 Determining the future position of firm ................................................................................5
2.3 Determining how other department of firm should be involved in marketing plan..............7
TASK 3............................................................................................................................................8
3.1 Constructing the marketing plan for Bournemouth City College..........................................8
3.2 Strategy to support the implementation of the marketing plan ...........................................12
3.3 Implementing the marketing plan........................................................................................14
3.4 Assessing the progress of marketing plan ...........................................................................16
3.5 Evaluating that how well the implemented marketing plan meet the organizational
objective ....................................................................................................................................17
CONCLUSION .............................................................................................................................18
REFERENCES .............................................................................................................................19

INTRODUCTION
For any firm, marketing has greater importance. This is because, it is with the help of an
effective marketing plan only firm will be able to direct its efforts with regard to attain its
formulated goals and objectives in an effectual manner (Importance of marketing, 2016). The
present report is based on Bournemouth City College. It is the private limited company which
basically provides accommodation to both local and international clients. The present report will
depict the marketing plan for the respective company.
TASK 1
1.1 Explaining marketing as a tool in management process
In the management process, marketing is being consider as one of the most significant
tool. This is because, with the help of given tool only manager of Bournemouth City College can
assess the needs and demands of its respective buyers. Hence, on the basis of this they can
perform significant changes in the services which are being offered by it to the respective buyers.
Thus, it is by complying with the given type of activity only Bournemouth City College can
enhance the satisfaction level of its customers in an effectual manner. The given thing will lead
to the firm in the form of increased profits and sales (Morrison, 2013).
Besides this, there is a difference is being existed between marketing function and
orientation. Here, the main role of marketing function is to conduct the extensive research.
However, marketing orientation helps in developing and designing the products as per the needs
of the buyers. Additionally, marketing function is to spread awareness related to company
whereas marketing orientation focuses on ascertaining the needs of customers and developing
products accordingly. Hence, marketing orientation is related to input mechanism whereas
marketing function related to output. Moreover, marketing function aims to compete with the
competitors and also to develop the brand image. On the contrary, customer focus is laid on
marketing orientation. Both concepts have very crucial role in the task of attaining the
organization objective of Bournemouth City College. Here, the firm has an aim to provide
excellent environment to their customers that assist them in their career and the study. Here, with
the help of marketing orientation and function needs of buyers can be assessed. Thus, by
moulding the services of firm as per assessed need, cited firm can meet its objectives.

1.2 Role of marketing in assessing the need of stakeholders
The marketing has very important role in the task of assessing the needs of stakeholders.
However, in this regard, varied stakeholders of Bournemouth City College identified and it
consists of employees, customers and suppliers etc. Here, by conducting the thorough marketing
research manager of cited firm can get the information about its stakeholders. Here, by giving
effective response as per the gathered information, cited corporation can perform improvement
in the sales and profits. For example, if Bournemouth City College has identified that its
customers are demanding more facilities in their room such as Wi-Fi connection and TV etc.
Thus, by fulfilling all the demands of its buyers corporation can meet the need of its current
stakeholders (Ryan, 2014). Furthermore, with the help of research firm can also determine the
demands of its employees as well as suppliers. Additional, with the use of marketing, firm can
develop a very different range of target customers which can later on be termed as stakeholders
of enterprise. Thus, by complying with the given type of activity only Bournemouth City College
can meet its objective in an effectual way.
TASK 2
2.1 Evaluating the current position of Bournemouth City College
Bournemouth City College basically provides accommodation facility to the students and
professionals. Hence, the firm belongs to the hospitality market or the sector. Herein, for the
purpose to determine the current position of the cited company, assistance can be taken from the
tool such SWOT analysis (SWOT analysis, 2016). The detailed explanation about the same is
being depicted in below:
Strength
1. It has the team of highly efficient and
competent individual.
2. Highly effective culture
Weakness
1. It only provides accommodation facility
to students and professional.
Opportunity
2. It has an opportunity with regard to
establish the business of firm in new
market.
3. It has the chance to develop different
target market for the corporation
Threat
1. From the other competitors which
functions in the same industry.
2. From the changing needs and demands
of the customers.

(Boone and Kurtz, 2013).
The strength of company entail about the current position of Bournemouth City College.
Herein, it has been identified that with an aim to gain success in market an organisation will
require team of talented employees. This is because it is with the help of talented and skilled
employees only manager of cited corporation can formulate different type of tactical goal which
will assist it in terms of developing its competitive position in market in an effectual way. In this
context, it can be said that the success of hospitality firm also depends upon its employee’s
performance only.
However, it has been evaluated that with an aim to achieve success in market it is being
required by Bournemouth City College that it should make changes in its services as per its
target market buyers need. This is because if it is not performed then it will tend to affect the
current position of firm in hospitality market (Wilson and Gilligan, 2012).
Besides this, it is evident that mentioned college faces competition from other companies
in country which tend to provide accommodation facility to the buyers. Besides this,
Bournemouth City College follows customization approach wherein it makes changes in its
services or facilities as per the needs and demands of its buyers. Hence, it is something which
college offer different from its competitor. Besides this, Bournemouth City College has an
opportunity to offers new services to its buyers and it includes free breakfast, TV in each room
and cab facility which will drop student to their college etc. Through this way also firm can build
its competitive image in market as compared to its rivalries. In addition to this, cited firm can
also offer free cloth washing services to its customers. Here, by complying with given type of
activity corporation can build up its distinct image in the mind of its respective buyers.
Furthermore, firm can also give on-site gym to its buyers. Hence, this is a unique thing which
cited firm can do for its buyers and thus can gain the benefit in the form of increased profits and
sales.
2.2 Determining the future position of firm
The future position of firm can also be examined through SWOT analysis. In this context,
in future Bournemouth City College has an opportunity with regard to open the respective
accommodation facility in new market. In this context, organizational objectives of mentioned
company can be stated as opening new set of courses that meet with the changing corporate

world in the best way. Also, it can aim to offer better exposure of corporate world to students in
order to boost their competency. In this respect, company can focus on offering diploma courses
as well. Here, at present firm is running its operation in Bournemouth. Thus, in future firm has
an aim with regard to expand its business in other cities of UK and thus attract new customers.
Thus, it is being regarded as major organizational objective of cited firm. The given thing will
lead to affect marketing activity of college. This is because, at present firm is preparing
marketing plan for existing market and thus in future it will have to prepare marketing plan as
per the need and demand of international market. In addition to this, firm also have objective to
increase its sales by attracting large number of buyers towards enterprise. In order to pursue
given goal, manager of firm will also have to make use of different marketing tools. For instance,
if manager has decided to use only one technique of promotion. But, if firm has an aim to attract
large number of buyers then in this situation it will have to use number of techniques for making
the promotion of services which is being offered by it. Furthermore, firm can also enhance its
market share in future by developing completely new target market (Thompson, 2013). Here, it
is through this way only cited firm can perform necessary improvements in its sales and profits.
In addition to this, by fulfilling all the given opportunity cited firm can attain its goal to enhance
as well as maintain the satisfaction level of its buyers.
Besides this, following is the PESTEL analysis of Bournemouth City College:
 Political: Firm should make decision about enterprise in accordance with different
political factors such as change in a rate of interest and taxation policy etc. This is
because, lack of consideration of given factors will lead to cause significant impact on
sales and profitability related condition of company.
 Economical: This includes situation such as recession and inflation etc. Here, firm should
set its pricing policy as per given situation. For example, during recession firm should
offer accommodation at cheaper rate. Such practice will help in enhancing sales and
profitability related condition of corporation.
 Social: Bournemouth City College should make changes in its services as per tastes and
preferences of buyers. If not done then satisfaction level of customers will be affected in
a negative way.

 Technological: Bournemouth City College must make use of modern technology with an
aim to carry out its firm operation. This will streamline firm activity and also enhance
buyers satisfaction.
 Environmental: Bournemouth City College fulfils its responsibility towards environment
by following all sustainable practices.
 Legal: Firm must abide with all type of rules and regulations. This is because, the given
thing will also cause negative impact upon company.
However, in new market also Bournemouth City College has an aim to target both
domestic and international students who have come into city for studies. Here, by targeting
respective customers only manager of cited firm can earn benefit in the form of increased profit
and sales. Thus, it is through this way only it can mark its effective presence in market.
2.3 Determining how other department of firm should be involved in marketing plan
Bournemouth City College should make efforts in terms of involving all its departments in
the process of developing the marketing plan of enterprise. In this regard, number of departments
are assessed which functions within cited corporation. It consists of cleaning department, HR
department, logistic, research and finance department etc. (Breton and Martín, 2011). These all
sections have varied function within firm. For example, with the help of finance department
manager of cited firm can assess Bournemouth City College financial capability. Thus, on the
basis of given information it can take decision about the type of marketing promotional tool
which can be used by firm. For instance, if firm has identified that its financial position is sound
then in the given circumstance, it can make use of different expensive means of promotion such
as TV and social media website etc. In the similar way, with the help of research department
cited firm can get information about its competitor marketing tactic (Entezari, Karimi and
Kianfar, 2014). Thus, here by performing necessary changes in the firm’s marketing tactic
manager of Bournemouth City College can establish its remarkable presence in the highly
competitive market. In this context, positioning of company can be developed by doing
aggressive marketing on different platforms. Main elements of marketing will be infrastructure,
facilities and classes so that distinctive positioning of company can be done. In the future, firm
will expand its operation in other cities of UK. The respective positioning tactic of company will
tend cause significant impact on other part of business. For instance, in order to give support to
aggressive marketing, HR department of firm will have to make recruitment of such employees

who have a knowledge of preparing such type of ads. Thus, the given positioning tactic will have
impact on other part of business. However, in future cited firm can position its customers on the
basis of benefits which it will offer to its buyers. This thing will lead to provide competitive edge
to company. Moreover, in future firm can expand its operation in other cities of UK.
TASK 3
3.1 Constructing the marketing plan for Bournemouth City College
A marketing plan is being prepared with an aim to provide support to the cited firm
organizational objective. For example, Bournemouth City College has an aim to increase the
market share of enterprise by satisfying the needs of its buyers.
Marketing plan for the Bournemouth City College Target market: The target market of the firm will be students and professionals. Here,
firm will target both domestic and international student who have come to Bournemouth
for the studies. The focus of this enterprise is not restricted to only students but all those
youngsters who intend to get advancement in their career. This accommodation is for all
the students who come from outside the nations for study purpose and also for their
parents who travel with their child. This also offers their services to all those
professionals who intend to open a new business or looking for a job can stay here at
affordable costs. This is open for corporate purpose such as the company can use the
rooms and flats to be lent to all their bachelor staff members and flats to all the
employees having family. The accommodation services are offered to all the target
market of this particular business is offered to different customers such as people on
benefits, single mothers, couples and bachelors to visit this country for different reasons.
 Segmentation: For the purpose to make segmentation, demographic criteria seem most
suitable. In this regard, the group of buyers can be segmented on the basis of gender and
age. Herein, it is being required by the corporation that it should change its services as
per the gender and age of buyers. For example, room facilities should be given as per age
of buyers (Sardar and JAIN, 2016). For example, if firm is offering room to the adult or
college going students then in the given circumstance it should offer them Wi-Fi facility.
The Segmentation of the above market is done on the basis of certain factors which are given
below:

Interest- This one of the important factor in which the products are designed according to the
interest of the customers. The basic interest of customers is their study and experience the good
learning experience by getting appropriate accommodation. On the basis of interest there are
different rooms available such Simple, deluxe and super deluxe room in which according to the
interest of the customers the lavishness of the room depends such as Simple consists of A/C,
fridge, Bed, laptop, fan, toilet, study table, book shelf. Deluxe room has added features like
tablet, kindle book, once in a week automatic subscription to TV, hired a cab to pick and drop
student from hostel to college or university. Super deluxe has some add on features like Food
facility provided without taking additional costs, One annual return ticket to their nation, access
to hostel library, guest lectures conducted by hostel authority once in a week for additional
knowledge. The basic interest of this particular organisation is to offer cheaper accommodation
in the variety of room services along with the cheapest courses offered by this entity in return.
The prices of all the services of the accommodation are inclusive of all the courses.
Need- As per this element the rooms are taken as per the need such as single room, twin sharing,
sharing among four people, room or flat for family purposes. The rooms and the cost of all the
suits are designed as per the need of the client. The needs of all the individual will be fulfilled by
taking accommodation here which will clarify their educational needs along with proper and
comfortable accommodation.
Income level- The income of a person play a dominant role in deciding a perfect market
segmentation and selection of potential customers. Simple room for less income generators,
deluxe for middle class and super deluxe for higher and rich class peoples. The income of an
individual will be the most important factor in determining the prices of this organisation. This
price determination will attract wide number of customers.
Age- The age of a person matters in attracting them towards the precious services provided by
the employer. The students of any age are welcomed here such as student can enter this
enterprise at the age of 1 or more. Student at the age of 1-18 years will be provided free
accommodation to their one of the parent, person above the age of 18 years can take
accommodation for single but charged with extra amount if they are accompanied with their
family members. Kitchen facility is provided for all those who stays with their families. There is
no age limit set up here in order to get room as all people can admitted here as it promotes social
equality.

 Positioning: In order to position the mentioned college, focus must be laid on the facility
that has been provided by the college. Also, infrastructure and availability of the latest
technology must be present in the positioning. Further, mass promotion needs to be done
by company so that awareness would get increased. In this respect, differentiated image
of college will be developed than that of its competitors. In addition to this, firm can give
number of offers to its buyers and it is through this way also it can position its different
image in the mind of its buyers. The offers could cheaper courses and accommodation
etc. However, firm customization approach is positioning distinct image of corporation in
customers mind.
It is one of the marketing strategies used to marked their foot on the market and beat all their
competitors. There are different factors which helps to create competitive position of this firm
are given below:
 Quality of services provided by this enterprise
 Well defined infrastructure of this firm is enough to mesmerised all the customers as
external as well as externally looks like a seven star hotel
 Innovative technologies and robots used at reception
 Variety of different services provided
 All these seven star hotel services provided in affordable costs is a commendable thing
which nobody can provide.
 The strengths of Bournemouth college will set its unique identity among all its
competitors in order to attract wide number of customers.
 The office working hours are extended to cater the needs and expectations of all
individuals.
 The availability of 7 days will facilitate all customers as this feature will not available
everywhere in UK. The variety of different accommodation services includes en-suite rooms, standard room,
rooms in the hotels and shared flats.
 Product: The firm should give all type of services to its buyers in order to maintain their
level of satisfaction. For example, firm should give Wi-Fi facility; it must build small
library as well as area for playing. In addition to this, in room firm should give high
quality mattress which will relieve them from the whole day stress and thus make them

prepare for the next day activity. In addition to this, cited company will also construct an
area wherein student can learn and can make preparation for their exams.
There are different variety of products and services provided by this organisation includes
accommodation services, food facility, hostel library, free career counselling provided to all who
admitted in this hostel, Fully technological infrastructure includes Wi-Fi, Intercom, ISD facility,
laundry, pick up and welcomed on the airport at the time of admission, free ticket and visa from
this enterprise while getting admission in this enterprise, Tablet provided, guest lectures, video
lectures facility in case of medical emergency, provide assistance for taking admission in good
university. It also provides yoga classes, coaching, personal gym, swimming pool, group
discussions to enhance knowledge.
 Price: Bournemouth City College has an objective to increase the market share of the
company and thus with an aim to pursue the given goal cited firm should use price
penetration tactic. In this regard, at first firm should sale its services at low prices. With
the help of given approach firm can attract large number of buyers towards it.
The company adopts differential pricing policy in which different pricing are set for different
paying capacity of a person.
 Place: For the purpose to book an accommodation facility, cited firm can make use of its
website. This will provide opportunity to the buyers with regard to make the booking for
the accommodation from their home only (Xuan, 2014).
Apart from using websites which all other competitors are using, this establishment can develop
their mobile application as in current competitive world, the youngsters are comfortable with
mobile applications rather than accessing websites. A person can book an accommodation
services by simply downloading the application and they get free shopping voucher to attract
wide number of people for just grabbing the free vouchers.
 Promotion: Bournemouth City College must use social networking site for making the
promotion of the services which is being offered by it. The given mean is selected
because with the help of this firm can attract large number of target market buyers
towards it.
Other than social networking sites, the firm can use celebrity endorsements, press release, charity
functions to gather large number of people and aware them about the services provided by the

enterprise. The company can conduct several contests in their campus to target students and
corporate.
New market positioning - Bournemouth City College will carry out positioning of its services
provided with the help of using price quality approach. Here, the brand will be offering
innovative services at low prices to people in the market. Here cheaper accomdation and services
will be provided at the rates which are not being offered by any other market player.
Furthermore, the selected business will also carry out effective review of its positioning strategy
at regular intervals.
3.2 Strategy to support the implementation of the marketing plan
For the purpose to make the implementation of the above framed marketing plan, cited
firm can formulate an effective fund collection related tactic. This is because, for the purpose to
place ads in social networking sites and make the arrangement of all the necessary facility in
room, manager of cited firm will require sufficient finance. However, with an aim to obtain
funds cited firm can make use of both internal and external sources (Rosenbloom and Dimitrova,
2011). This includes taking loan from bank and retained earnings etc. In addition to this, firm
should also enhance the capability of its marketing team with regard to place ads in social
networking sites. Hence, in order to do the same firm will have to organize training and
development facility for its employees. Thus, with the help of given tactics only support can be
given to the framed marketing plan.
In addition to it, marketing agency will be hired by company which will be doing
marketing activity on regular basis. In this context, two set of marketing agency will be
contacted in which one for digital marketing and another for print media. Based on it, sound
marketing will be done on varied platforms. In addition to it, marketing team will be developed
who will be creating marketing content for colleges on regular basis. This will aid in attaining
the organizational objectives of attracting new customers in an effectual manner. For monitoring
and control, response rate of marketing will be reviewed and hence, corrective measures will be
taken accordingly.
Besides this, in order to support marketing plan and influence targeted customers through
given plan different type of products will be offered by corporation. The products which firm
will offer includes cheaper accommodation, Wi-Fi facility, cheaper courses and customization
approach. These services of firm will tend to provide several benefits to firm's customers. For