Business Portfolio: Sofitel Sydney Darling Harbour Hotel Analysis

This project presents a comprehensive business portfolio for the Sofitel Sydney Darling Harbour Hotel, analyzing its current operations and proposing future strategies. The portfolio begins with an introduction to the hotel, followed by an in-depth examination of its product offerings (various room types and attractions), location and distribution, pricing models (cost-based), and customer segments (demographic, behavioral, and psychographic). The project explores the hotel's branding and positioning, as well as its current promotion and marketing materials. A significant portion is dedicated to recommending a future integrated marketing campaign, including traditional media, print advertising, and digital marketing strategies encompassing website optimization, social content, and email marketing. Furthermore, the project proposes a new or innovative idea for the hotel, and concludes with references to support the analysis. This project covers all elements of the business and includes visuals, graphics and figures, and copies of current materials for each area of the business.

Running head: SOFITEL SYDNEY DARLING HABOUR HOTEL
SOFITEL SYDNEY DARLING HABOUR HOTEL
Name of the Student:
Name of the University:
Author Note:

1SOFITEL SYDNEY DARLING HABOUR HOTEL
Table of Contents
1. Introduction:.............................................................................................................................2
2. Findings:...................................................................................................................................2
2.1 Current business operation:...................................................................................................2
2.2 Recommended Future Campaign:.........................................................................................4
2.3 Recommended New or Innovate Idea:..................................................................................5
3. Conclusion:...............................................................................................................................6
4. References:..................................................................................................................................7

2SOFITEL SYDNEY DARLING HABOUR HOTEL
1. Introduction:
Sofitel Sydney Darling Harbour Hotel situated at the splendid seaside position in the heart of
Sydney with various stunning attractions includes lovely dining and an aquarium. Inside the
hotel, Cockle Bay and King Street Wharf provide wine bars, trendy nightclubs, delicious
cocktails and bistros serving excellent food.
2. Findings:
2.1 Current business operation:
Product:
Sofitel Sydney Darling Harbour Hotel offers different types of rooms such as Deluxe
rooms, Executive deluxe rooms, Presidential suite and standard suites. Other excellent attractions
in Sofitel Sydney Darling Harbour Hotel include Madame Tussauds, laser skirmish, world’s
largest movie screen at IMAX, shopping, harbour cruises, tenpin bowling, and a massive number
of outdoor events and exhibitions all over the year (AUSTRALIA, ZELANDA and FRANCESA
2019).
Location and Distribution:
Sofitel Sydney Darling Harbour Hotel situated at a short distance from the city centre.
The hotel distributes excellent waterfront dining, exciting nightlife and intriguing history
(AUSTRALIA, ZELANDA and FRANCESA 2019). It is one of Sydney’s largest dining,
entertainments and shopping destination, and the hotel also organized huge number of outdoor
events and exhibitions all over the year (Campo, Díaz and Yagüe 2014).

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Pricing models:
Sofitel Sydney Darling Harbour Hotel follows the Cost-based pricing model. This is one
of the pricing models which is defining the market price of a product by the Sofitel Sydney
Darling Harbour Hotel (Fisher 2015). The price of the hotel’s product is based on adding a
revenue element (percentage) and also the cost of manufacturing the product. It uses making
costs of the product of Sofitel Sydney Darling Harbour Hotel for coming to the final market price
of its product (Hutley 2015).
Customer Segments:
Demographic Segmentation: It is one of the most popular customer segmentation.
Business travellers and business people are one of the customers that Sofitel Sydney Darling
Harbour Hotel focus the most (AUSTRALIA, ZELANDA and FRANCESA 2019). People who
work in business industry cannot avoid travelling or business trip around the world for business
purposes (Keniger et al. 2017).
Behavioural Segmentation: Behavioral segmentation divides their customers into groups
based on their uses, knowledge and responses to their product and services (Nicolau and Santa-
María 2013). For examples, customers can be grouped according to life events and occasions
such as graduations or masters.
Psychographic Segmentation: Sofitel Sydney Darling Harbour Hotel brands are mostly
for luxury travellers or peoples. Sofitel Sydney Darling Harbour Hotel offers the luxury that their
customers deserve (Campo, Díaz and Yagüe 2014).
Branding and Positioning:

4SOFITEL SYDNEY DARLING HABOUR HOTEL
Sofitel Sydney Darling Harbour Hotel playground is known as Darling Quarter
Playground, and it will keep the children’s entertainer and stress-free for hours with lots of
exciting games, such as climbing ropes, swings, water games and slides (Campo, Díaz and
Yagüe 2014). Sofitel Sydney Darling Harbour Hotel offers many comfortable and luxurious
places to enjoy the vacation and serviced apartments (Nunan 2017). The hotel also has corporate
rentals to super luxury hotels at venues such as The Star, the Novotel, and Hotel Ibis. The hotels
operate and franchises more than 500 hotels and resorts, totalling almost 150000 rooms and 2000
vacation ownership villas all over the world. It is one of the best places to work and most
admired organization for by many magazines (Rogers 2017).
Current Promotion and Marketing Materials:
Sofitel Sydney Darling Harbour Hotel’s main aim of promotion is to ensure that
customers are aware of the positioning and existence of their hotel’s services or products (Fisher
2015). Promotion is also used to encourage the business travellers or business peoples that the
services or the products are better than their competitor’s products and also remind their
customers about why they want to spend quality times in the Sofitel Sydney Darling Harbour
Hotel (Nicolau and Santa-María 2013). The hotel has many advertising media such as TV, radio,
online, magazines, cinema, newspaper and billboards. Mass marketing also helps Sofitel Sydney
Darling Harbour Hotel for advertising (Hutley 2015).
2.2 Recommended Future Campaign:
Integrated Marketing Campaign:
Sofitel Sydney Darling Harbour Hotel must be organized campaigns and even sales
promotion (Campo, Díaz and Yagüe 2014). For examples Hotel competition, sales tactics,

5SOFITEL SYDNEY DARLING HABOUR HOTEL
community involvement, marketing partnerships and short term discounts to increase sales. The
hotel management should conduct some sales promotion such as discount coupons, gifts, trade-in
offers etc (Keniger et al. 2017).
Traditional Media:
The Sofitel Sydney Darling Harbour Hotel should advertise in traditional media such as
TV, radio, online, magazines, cinema, newspaper and billboards (AUSTRALIA, ZELANDA and
FRANCESA 2019).
Print:
Sofitel Sydney Darling Harbour Hotel should advertise some of the famous Australian
magazines such as New Idea, Take 5, That’s Life, TV Week, The Monthly etc (Nicolau and
Santa-María 2013).
Digital Plan and Examples:
Sofitel Sydney Darling Harbour Hotel should concentrate on digital plans and digital
marketing strategies such as Facebook, Google, Foursquare, Twitter etc (Keniger et al. 2017).
Website:
Facebook, Google, Foursquare, Twitter etc.
Social Content:
Sofitel Sydney Darling Harbour Hotel situated at the splendid seaside position in the
heart of Sydney with various stunning attractions includes lovely dining and an aquarium
(Nicolau and Santa-María 2013). Inside the hotel, Cockle Bay and King Street Wharf provide

6SOFITEL SYDNEY DARLING HABOUR HOTEL
wine bars, trendy nightclubs, delicious cocktails and bistros serving excellent food (Nicolau and
Santa-María 2013).
Email Marketing:
Target the right people with the message that matter like resonate, pinpoint message
timing, a direct line to customers, go beyond just text and online, in-app, send surveys, get the
feedback the company need and lastly collect emails and gain subscribers (Keniger et al. 2017).
2.3 Recommended New or Innovate Idea:
Sofitel Sydney Darling Harbour Hotel should innovate their ideas such as
customized hotel’s servicers, lifestyle, intelligent services and entrepreneurship support (Nicolau
and Santa-María 2013).
3. Conclusion:
It concluded that the Sofitel Sydney Darling Harbour Hotel is so compassionately
operated and they continue to come up with new and improving ideas, brands. The primary
reason to choose this hotel was that this is one of the best hotels to stay and also work for.

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4. References:
AUSTRALIA, H., ZELANDA, N. and FRANCESA, P., 2019. PACÍFICO. ENE.
Campo, S., M. Díaz, A. and J. Yagüe, M., 2014. Hotel innovation and performance in times of
crisis. International Journal of Contemporary Hospitality Management, 26(8), pp.1292-1311.
Fisher, G., 2015. Inside Out. NewSouth.
Hutley, D.N., 2015. Report commissioned by the Australian Trade Commission.
Keniger, M., Boardman, B., Wilkinson, G. and Syke, M., 2017. ICC Sydney. Architecture
Australia, 106(3), p.50.
Nicolau, J.L. and Santa-María, M.J., 2013. The effect of innovation on hotel market
value. International Journal of Hospitality Management, 32, pp.71-79.
Nunan, M.J., 2017. Beyond the Essential Medicines List: improving access to essential
medicines at the primary healthcare level in Solomon Islands through the implementation of
mobile electronic inventory (Doctoral dissertation).
Rogers, I.L., 2017. School of Nursing and Midwifery (Doctoral dissertation, Central Queensland
University).