Marketing Plan Report: Analysis and Strategies for The Brook Hotel

This report presents a comprehensive marketing plan for The Brook Hotel, focusing on its launch in London, UK, with a unique offering of personalized room modifications. The report begins with an introduction to the business idea, followed by a detailed PEST analysis to assess the impact of political, economic, social, and technological factors on the hotel's operations. A competitor analysis, utilizing Porter's generic strategies, is conducted to identify competitive advantages. The report further explores the STP approach, including market segmentation, targeting, and positioning strategies. A budget outline for the first three years of operation is also included. The report concludes by emphasizing the importance of monitoring and control to achieve organizational objectives, and the need for effective marketing and promotional strategies to attract customers and increase sales and profitability.

Business and
fundamentals of
marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
PEST Analysis............................................................................................................................4
Competitor Analysis ...................................................................................................................5
STP Approach: ...........................................................................................................................6
TASK 2............................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing plan is a roadmap that is used by an organisation to track, organise as well as
execute their marketing strategies considering given time period. Along with this, it is an
operational document which companies use to develop leads & to reach the target market
(Ambler, Witzel and Xi, 2016). The business idea that is taken into consideration is launching of
the new hotel named as “ The Brook Hotel”. The Hotel will be offering personalised room
modification option for their customers. The report covers PEST analysis that will help
company to identify the affect of external factors on the business activities of Hotel. Along with
this, there is a discussion about competitors and how company can gain competitive advantage at
marketplace. Later, there is a suggestion for Hotel to target market in an effective manner.
Overview of Business Idea
The idea is going to be launched in London, United Kingdom. The offerings of this Hotel
is totally personalized, where customer service department provide options at the time of
booking of clients regarding change in colour of curtains, lights, beddings and many more. This
options will attract customers as they get things according to their preference and choice. The
idea is developed by The Brook Hotel by analysing market trends and needs of customer. The
idea will be launched in the coming 12 months as company start implementing activities related
to Hotel sector. In addition to this, Marketing plan is build by the management team of “ The
Brook Hotel” in order to implement their strategies in an effective and timely manner.
PEST Analysis
It is important for managers to evaluate the affect of external environment within the
business activities as it helps in identifying probable opportunities and threats that is associated
with the operations of company. It also assist an organisation to raise the level of their
performance and productivity as well (Ayios, 2018). The Brook Hotel that is going to proved
option to customers to change colour of beddings, curtains and lights and so on. All these
offerings will be provided to the clients at the time of their check in. in addition to this, they
ensure that needs of their clients is fulfilled in a proper manner. By the assistance of analysis of
macro environment factors, the management team of The Brook Hotel would be able to satisfy
requirements of people prevailing in London, United Kingdom. So it is essential for managers to
consider uncontrollable factors that will be help in carrying out operations and activities in an

effective manner. For this, PEST analysis is adopted that affect on the overall operations of
Hotel. The PEST analysis is mentioned below in context to “ The Brook Hotel”:
Political Factors: This factor defines the level of government interferences on the
business activities of an organisation. It also include factors such as political stability, taxation
policies, corruption level an d so on. It is essential for companies to consider politics of market
so that they can align activities in a proper manner (Baines, 2017). The political stability of UK
is good that develops an opportunity for The brook Hotel to remain in London market for longer
time period. Whereas change in policies will affect negatively on the budget of Hotel as they
have to make changes according to the policies of government.
Economical Factor: This factor involves inflation rate, exchange rate, economic
development, currency rate and so on. It is essential for an organisation to consider economic
factors while they set up new business in market. In context to The Brook Hotel, there is increase
in number of visitors in United Kingdom as it will affect positively on the sales and profit of
company. On contrary, increase in VAT will influence negatively on the Hotel as they need to
raise the price of Hotel due to which customer may not like to prefer booking on “ The Brook
Hotel”.
Social Factor: This factor involves beliefs, norms, lifestyle, values, attitude as well as
behaviour of people prevailing in the nation. It is essential for all companies to determine the
market trends and needs of customer so that their product and services is accepted in market by
the people of nation. With reference to The Brook Hotel, the company will offer personalised
options as it is a new trend in market and will be accepted by people of UK easily. This will
affect on the Hotel in a positive manner. Change in lifestyle and beliefs of people in future will
affect negatively on Hotel as they will need to change their offerings according to new trends
that incur cost for the Hotel.
Technological Factor: Nowadays, technology is changing day to day and directly
influence on the overall operations as well as activities of an organisation. People like to
purchase those product and service which is new and innovative within the market thus
technology affect on the purchasing behaviour of customers (Baker and Hart, 2016). In relation
to The Brook Hotel, UK is a nation where technological operations is used that help companies
to gain higher growth within the market. The Hotel is going to use advanced technology and
social media applications such as Instagram, YouTube in order to aware people of UK about

their offerings as it will affect positively on the Hotel. Change in technologies will influence in a
negative manner on The Brook Hotel as they have to adopt new technologies that incurs cost to
Hotel due to which their profit level will be declined (Herbes and Friege, 2017).
Competitor Analysis
In order to analyse competition and to gain competitive advantage at marketplace, The
Brook Hotel uses porter's generic strategy. This theory was developed by Michael Porter in the
year 1985 with an aim to analyse the competition level an organisation have in market. Along
with this, it analyse whether companies profitability is below or above the industry average. This
strategies assist an organisation to gain competitive advantage at marketplace and to fight with
their rivals in an effective manner. Moreover, it involves four strategies that is cost leadership,
differentiation, cost focus and differentiation focus as well (Brannback and Carsrud, 2015). This
strategies are mentioned below with relation to The Brook Hotel:
Cost Leadership: Herein, the aim is to gain leading position in the industry by offering
products and services at lower rates. By the assistance of this strategy, an organisation enhance
their sales and profitability level which in turn assist them to compete with their rivals in a
proper manner. In relation to The Brook Hotel, they should give services at lower rates
considering quality as it will help them to increase their sales and profitability level. With this, it
will also assist them to gain competitive advantage at marketplace and to increases their
reputation in market.
Differentiation: Herein, organisation seeks to be different in industry so that they can
attract large number of people in market. In relation to The Brook Hotel, it will offer
personalised service that is clients have the option to change the colour of bedding, lights and
curtains. It is unique service in the hotel industry and will attract people in a positive manner.
Thus, organisation will have the opportunity to gain competitive advantage at marketplace.
Cost Focus: At this, the companies target niche market and provide them product and
service at lowest prices (Cadotte, 2016). In context to Brook Hotel, it will emphasise on targeting
customers by giving them services at lower rates.
Differentiation Focus: Herein, the aim is to target niche market by providing them
unique and different services. In relation to Brook Hotel, it develops unique idea that is
customisation option for customers which will assist them to compete with rivals in market and
increase their sales and profitability level.

From the above discussion, it is determined that Brook Hotel should adopt differentiation
strategy as it will help them to attract people and gain leading position in market. This will also
help them to gain competitive advantage in market and enhance their sales as well as market
share.
STP Approach:
This approach is adopted by companies in order to identify market segments, target right
market and to develop positioning of product and service at marketplace. The STP approach of
Brook Hotel is mentioned below:
Segmentation: Herein, companies segment the overall market on the basis of
demographics, geographic, psycho graphic and many more (Chaffey and Ellis-Chadwick, 2019).
In relation to The Brook Hotel, the mangers of Hotel emphasise on demographic market
segmentation in order to increase its sales and profit in future.
Targeting: Herein, companies target the most attractive segment by their products and
services. In relation to The Brook Hotel, it will decide to target middle and high class level of
population. Along with this, the Hotel targets the people who belongs from the age group of 20
to 30 as this people are more like to travel and stay in Hotels.
Positioning: It is developing a positive mindset of customers towards the goods and
services of an organisation. With reference to The Brook Hotel, they will make position in
market by offering customise service option to clients. It will help organisation to gain
competitive advantage at marketplace and to enhance their sales and profitability level in a best
manner.
Budget
PARTICULARS 1st Year 2nd Year 3rd Year
Initial investment 4000 8500 10000
Borrowings 5500 4500 6000
Retained Earning 3500 6000 9000
TOTAL 9400 19000 25000
MARKETING OUTLAY
Promotional expenses 5000 6000 7500
Publicity 4000 7500 9500

Distribution expenditure 2500 5500 5000
TOTAL 11500 19000 22000
Monitoring & Control
It is important for an organisation to evaluate and monitor the performance of employees
with the set standards so that they can make improvements and attain organisational objectives
within time frame. It will important for managers of Brook Hotel to analyse performance of their
staff members with the expected performance as it will help them to give quality service to their
clients (Greene and et. al.,2018). It will also assist them to build high reputation in market that
directly affect on its sales as well as profitability level.
TASK 2
(COVERED IN PPT)
CONCLUSION
From the above study, it has been analysed that checking the feasibility of business idea
is important before implementing it into the market. Along with this, it is also essential for a
company to identify market trends and needs of customers prevailing in that particular
marketplace. PEST framework is adopted by companies to analyse the affect of Uncontrollable
factors on the business activities of an organisation. Moreover, porter's generic strategy assist an
entity to determine the level of competition and to gain competitive advantage at marketplace. In
addition to this, competition is increases in Hotel sector so it is important for an organisation to
develop effective marketing and promotional strategy so that they can attract large number of
audiences and increase their sales as well as profitability level.

REFERENCES
Books&Journal
Ambler, T., Witzel, M. and Xi, C., 2016. Doing business in China. Routledge.
Ayios, A., 2018. Trust and Western-Russian business relationships. Routledge.
Baines and et. al., 2017. Fundamentals of marketing. Oxford University Press.
Baker, M. J. and Hart, S. eds., 2016. The marketing book. Routledge.
Brannback, M. and Carsrud, A., 2015. Fundamentals for becoming a successful entrepreneur:
From business idea to launch and management. FT Press.
Cadotte, E. R., 2016. Creating value in marketing and business simulations: An author’s
viewpoint. Journal of Marketing Education, 38(2), pp.119-129.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Greene, H., and et. al.,2018. The Value of Storytelling in the Marketing Curriculum. Journal of
the Academy of Business Education, 16, p.111.
Herbes, C. and Friege, C., 2017. Marketing Renewable Energy. Springer International
Publishing.
Hollensen, S. and Opresnik, M.O., 2019. Fundamentals of Relationship Marketing. World
Scientific Book Chapters, pp.1-42.
Kretovics, M. A. and Eckert, E., 2019. Business practices in higher education: A guide for
today's administrators. Routledge.