Marketing Plan for The Dorchester: Customer Engagement and Sales

This report presents a marketing plan tailored for the service sector, specifically within the hospitality industry, focusing on The Dorchester hotel. The report explores the significance of marketing and customer engagement in the service sector, emphasizing the need for effective strategies. It implements a marketing plan using the marketing mix (product, price, place, promotion, people, processes, and physical evidence) and STP (Segmentation, Targeting, and Positioning) approach. The report provides a detailed analysis of each element within the marketing mix and how they can be applied to the selected hotel, along with the segmentation, targeting and positioning strategy. It also includes a vision, mission, objectives, and SMART goals to increase sales and customer engagement. The plan aims to improve customer engagement, increase sales, and build a strong brand image for the hotel.

TLH124 Marketing and
Business for Service
Sector

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY ......................................................................................................................................3
A. Implement a brief marketing plan for existing tourism, hospitality or products/ services to
increase customer engagement and sales.........................................................................................3
CONCLUSION..................................................................................................................................10
REFERENCES...................................................................................................................................11
Books & Journal:...........................................................................................................................11

INTRODUCTION
In organisational context, marketing as well as service sector both are booming at higher
scale. In hospitality industry, customers are main asset of firm as they generate profit to business.
The Dorchester, a five star hotel headquartered in UK. Hotel provides, ample number of products
and services across the region. It is necessary for hotel to manage both business as well as service
sector so that profit is gained at wider scale. In market, rise of business sector leads to use of more
effective strategies & tactics. This report comprises of marketing plan for hospitality enterprise & to
manage customer engagement.
MAIN BODY
A. Implement a brief marketing plan for existing tourism, hospitality or products/ services to
increase customer engagement and sales
In business sector, it is important to carry out the business in effective manner. It is essential
to prepare a plan for organisation so that appropriate approaches or methods are adopted during the
process. In relevance with The Dorchester, it is crucial for them to prepare a business plan so that
they will be able to make decisions in most efficient manner. To do planning, deep knowledge
related to field, high level of expertise and smartness is required (Sheikh, 2017). The process of
planning is not easy because it is time consuming & resources are needed to be use in efficient way.
So, it is crucial for selected hotel to do marketing planning so that everything is done in most
efficient way. It is duty of manager to assure that everything is done in proper manner. Also, it is
essential to engage customers so that customer base of firm become strong in this competitive era.
Strategies & tactics are adopted by organisation to create a plan.
By properly focusing on marketing plan, they are resources, manpower, assets are used by
entity in most appropriate manner. Thus, The Dorchester uses marketing mix for implementation of
planning. It is most effective process of management which is used by entities to carry out plan for
business.
Marketing mix-
Marketing mix is approach which involves set of tactics & is used by entity to promote their
brand or a product. It is used at wider level in business sector. By use of this approach, it is easy to
use business practices in proper way (Julian, 2018). In relation with chosen hotel, they too use this
method by proper analysis which leads to achieving of goals in correct way. This concept of
marketing includes elements which are essential for implementation of planning. In reference with
undertaken entity, by focusing on these elements company is able to manage everything in which is
beneficial for their business. Thus, components of marketing mix are mentioned below-

Products-
It refers to process goods or services which are used for sale. It is crucial to know the
product of firm so that selling is done in correct way. Without existing of a product, selling process
cannot be done. These are classified in two ways which are tangible and intangible. It depends upon
company to choose what type of product they want to choose for sale in market. So, in viewpoint of
The Dorchester they focuses on both products as well as services. Their services can be to be
viewed as both tangible and intangible (Andika, 2018).
Price-
It is defined as value of thing used for exchange process. Without a value, process of
exchange cannot be processed. It is crucial for enterprise to focus on their price of a product or
service so that selling is done accordingly. Furthermore, to put a price on product or service
enterprise uses several strategies such as price skimming, penetration strategy, and many more. The
price plays vital role in business because customer focus more price. So, selected firm uses
premium pricing strategy for their hotel which is used by them after proper analysis of market
structure.
Place-

This is a component in which it reflects the location of company which is used for
distribution of both products as well as services. It is crucial to be aware that place play vital role in
market because customers need to have access to product or firm in convenient way. In relevance
with undertaken hotel, they have location where customers can easily access their hotel and enjoy
their services.
Promotion -
This is another component which refers to process through which organisation promote
their products or brand in market at larger scale. There are several tools which are used to promote
products such as Facebook, E-commerce websites, and any other social digital tools. In context
with selected firm, they uses these online digital for their promotion and advertising aim (HR,
2020).
People-
In this component, it reflects those individuals who encounter customers regularly. These
people are responsible for managing everything related to organisational activities and end users.
They have the ability to impact the decisions of a customer which is beneficial for business. In
relevance with selected firm, they have these people in their management which comprises of
salesman, gatekeepers, staff, labours etc.
Processes-
It is element in which it comprises of sales funnel or system that deliver a product to end
users. In this process, it involves staff and front desk people who deliver product to customers. In
this administration of hotel is also involved. The system of hotel manages and maintain everything
in proper manner (Dadwal, 2017).
Physical evidence
It is component which includes the physical environment faced by customer. These
physical evidence includes documents, warehouse, papers, etc. In reference with chosen entity, it is
necessary for them to provide physical evidence to customer of their organisation. This is because
trust of customer increases when there is physical evidence of a firm.
From explained matter, it is stated that marketing mix is longer procedure and approaches
which requires deep level of knowledge. It is necessary for firm to focus on these elements properly
so that planning for business is done properly. Moreover, with help of this approach it is easier to
make decisions regarding panning process.
STP approach
STP signifies segmentation, targeting, positioning is considered a strategic approach which
is given in modern marketing. It is considered as a most basic form in marketing. It helps in

generating communication plan related to marketing that helps in improving and delivering relevant
messages to increase engagement level with various customers. The organization adopts STP
approach to target large number of audience during particular phase of time period. The main focus
is to interact with its customer in an appropriate manner in order to deliver relevant messages that is
connected to product and services provided by organization. In context of chosen Hotel, they focus
on segmenting their customer in order to target them and also their main purpose is to satisfy need
of an individual person during particular phase of time period. The STP approach which is adopted
by Hotel that is going to be mentioned below:
Segmentation The main purpose is to target customer and convince them for purchasing
their product and service provided by hospitality sector. The main focus is to target large number of
customer in order to satisfy them (Kurniawan, 2018). They segment their customer according to the
different segment such as demographic, psycho graphic, geographical and as per behaviour of an
individual person within business organization. Therefore, their main focus is to segment market in
different region that is going to be mentioned below:
Demographics – Selected Hotel focuses on segmenting their customer according to the age,
income, education, as per marital status and many more that help in satisfying them during
particular phase of time period.
Psycho graphics - Main purpose of organization is to analyze the attitude and lifestyle of
an individual person that help them in satisfying need or requirement of user. They focus on
conducting different survey and also taking feedback from customers that help in segmenting their
market in an effective manner(Schultz, 2018).
Geography - organization focuses on segmenting the market according to rural location
region as well as country and many more. Therefore, the Dorchester hotel focuses on segmenting
their market as per location.
Behaviour - Main purpose is to analyse the culture, emotional or social factors that help in
taking appropriate decision which will be beneficial for Organization in future period of time.
Therefore, the manager of hospitality sector focuses on assessing the behaviour of an individual
person and provide them product according to their behaviour.
Targeting: organization targets customer according to their age, behaviour, attitude, and
lifestyle and satisfy them by providing services according to their need. Therefore, the main focus is
to provide them services as per their needs that help in increasing profit margin or sales of company
in future period of time.
Positioning- organization focuses on building brand image or reputation of organization in
front of customer in Marketplace. Hence, the Dorchester hotel focuses on building brand in front of
customer that help in achieving goal and objective in stipulated period of time.

Therefore, STP approach is adopted by Dorchester hotel in order to target large number of
customer that help in increasing profit margin in future period of time. The organization adopts STP
approach to target large number of audience during particular phase of time period. The main focus
is to interact with its customer in an appropriate manner in order to deliver relevant messages that is
connected to product and services provided by organization. The main focus is to interact with its
customer in an appropriate manner in order to deliver relevant messages that is connected to
product and services provided by organization.
Vision: “The main vision of organization is to achieve leading position across the world”.
Mission: “The mission of company is to provide superior quality services to its customer in
order to satisfy them”.
Objective:
 The manager of Dorchester hotel focuses on increasing sales by 25% in upcoming 6 months.
 Their main purpose is to increase profit margin by 12% in upcoming 3 months.
SMART objective
Smart objective signifies a specific measurable, achievement, relevant as well as time
oriented. Therefore, it helps in providing direction that helps in improvement of measurable goal.
Therefore, the smart objective which is adopted by Dorchester Hotel that is going to be mentioned
below:
Specific: The objective which is set by business organization must be specific in order to
achieve it in timely manner. In context of Dorchester Hotel, their main purpose is to achieve the
objective in specific time period. The object that must be specific that is achieved in timely manner
which is beneficial for Organization in future period of time. They also analyse what task or work is
to be performed in order to achieve it (Chernev, 2020).
Measurable, here in the organization focuses on assessing the expectation of its customer in
order to satisfy them. Their main purpose is to provide services according to need of the customer.
The Dorchester hotel focuses on analysing need or wants of customer and provides them services as
per their need that helps in increasing profit margin and sales of company in future period of time.
Achievable here in the organization focuses on observe competent and knowledgeable
individual person that perform their task in such a manner which will be helpful in achieving
organizational objectives in timely manner. In context of Dorchester Hotel, the main purpose is to
achieve objective of organization in timely manner that help in increasing profit margin in future
period of time (Van Looy, 2019)
Relevant it is necessary for company to have a relevant objective that imposes positive
impact on the organization. Therefore the hotel focuses on providing appropriate services at

relatively low cost to its customers for satisfying them.
Time oriented manager of organization fixed time in which objective must be achieved.
They assess the need or want of customer and provide them services according to their need that
help in achieving goals as well as objective in timely manner. Therefore, it helps in providing
direction that helps in improvement of measurable goal.
Customer engagement and sales
Customer engagement is defined as process of keeping emotional relationship between
customer and firm. When there are highly engaged customers, they purchases more product, goods
or services. It is important for company to engage their customer to the brand so that sales and
profit both increases at rapid scale. In relation with chosen hotel, they increases customer
engagement by through many ways which are described as follows-
Know VIP & prepare for their arrival-
In hospitality industry, it is necessary to have a proper Knowledge who is normal customer
and who is VIP or important guests. This is because when VIP arrives in hotel special hospitality is
given to which enhances their satisfaction level (Dzhandzhugazova, 2016). It is to be done before
their arrival sop that chances of errors are eliminated. Once guests feel important in hotel they get in
touch with organisation. This leads to increase of their engagement at larger scale.
Increase loyalty of a brand-
It is another way through which customer engagement can get increased because when
enterprise have goodwill in market. By increasing of loyalty of brand, it is easy to attract customers
towards the business for longer period of time. In context with chosen firm, they provide quality of
services to customers and also solve their problems faced by their during their visit to the hotel. So,
it is crucial to increase loyalty of brand (Sheikh, 2017).
Optimize the website with user-friendly interface
In this strategy, customer can get engaged with brand by accessing to website of a company
and through which they will be able to get credentials regarding hotel in user friendly way. By user
friendly interface it help customers to get attract towards hotel websites and they can easily have
access to it (Julian, 2018).
Thus, the from above discussed matter it is seen that customer engagement and marketing
planning both are vital for organisation growth as well as development. So, when implementing
marketing plan these are to be used such as marketing mix, STP approach, SMART objectives,
Through carry out these it will be easier to accomplish goals in interval of time.

CONCLUSION
After a brief analysis of above report, it is concluded that business as well as service sector
both are essential to be focused by entities. So, discussions have been made about marketing mix,
STP, customer engagement & sales strategies. It is examined that to conduct or implement
marketing plan, strategies, and procedures are required to be carried out in systematic manner.
Furthermore, SMART objectives are discussed briefly which are important to adopted by the firm
for successful planning.

REFERENCES
Books & Journal:
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Multidisciplinary Journal of Social Sciences,6(2), pp.178-214.
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the service sector: A conceptual framework.Journal of Financial Services Marketing,23(1),
pp.1-11.
Andika, 2018. Pengaruh Marketing Mix Terhadap Keputusan Pembelian Parfum di Azzwars Parfum
Lubeg Padang.
HR, 2020. Integrated Marketing Mix Framework for Baby Care Retailing in India.International
Journal of Applied Engineering and Management Letters (IJAEML),4(1), pp.191-218.
Dadwal, 2017. Service Sector and Antecedents of Marketing Strategies for Emerging Markets: A
Case of Indian Market. In Promotional Strategies and New Service Opportunities in
Emerging Economies(pp. 1-31). IGI Global.
Kurniawan, 2018. The Influence of Brand Equity and STP Towards Pricing Strategy and the Impact
on Decision Making.International Journal of Engineering & Technology,7(4.34), pp.318-
326.
Schultz, 2018. From STP to PAR: Moving communication planning from the past to the
future.Applied Marketing Analytics,3(4), pp.286-290.
Chernev, 2020.The marketing plan handbook. Cerebellum Press.
Van Looy, 2019. Capabilities for managing business processes: a measurement
instrument. Business Process Management Journal.
Dzhandzhugazova, E.A., Blinova, E.A., Orlova, L.N. and Romanova, M.M., 2016. Innovations in
hospitality industry. International Journal of Environmental and Science Education, 11(17),
pp.10387-10400.