Strategic Marketing Plan: Electronic Bracelets at Crown Hotels

This presentation provides a detailed marketing plan for Crown Hotels, focusing on the introduction of "Electronic Bracelets" to enhance the guest experience. The research methodology involved SWOT and PESTEL analyses to identify key success factors and opportunities, such as leveraging Australia's stable economy and the growing Millennial population. The marketing strategy includes direct sales, online marketing, and community involvement to promote the new product. The plan emphasizes adherence to the four P's of marketing, careful task allocation, budget management, and continuous monitoring and evaluation through metrics like increased visitor numbers, gross profit margin, and customer feedback. The presentation concludes with an opportunity for audience feedback and a list of references used in developing the marketing plan. Desklib provides access to this and many other solved assignments.

Marketing Planning
Crown Hotels

The reason for the research being
conducted
 To identify the trending technology impacting the
hospitality industry
 To shortlist one or few of those to recommend
these to Crown Hotels
 Thinking that the proposed idea will improve the
business performance of Crown Hotels
(Lidstone & MacLennan, 2017)

Discussing the ways the research was
conducted (SWOT and PESTEL)
 SWOT helped to identify the critical success factors for the hotel
 These are price packages, discounted offers, adherence to safety
requirements and certain financial security
 PESTEL helped to identify few opportunities for the hotel
 These are stable political and economic state in Australia, growing
population of Millennials, high consumers’ disposable income and
initiatives to reduce its carbon footprint impact

Discussing the ways information
being derived from the research
 By conducting questionnaire and
surveys wit the target population
 Reading case studies
 Using secondary resources
(McDONALD, 2016)

Key aspects that informed the
development of the marketing strategy
 Conduction of situation analysis for Crown Hotels
 Identification of “Electronic Bracelets”
 Designing of marketing planning
 Evaluation and monitoring of the marketing planning
(McDonald & Wilson, 2016)

An overview of the marketing
strategy
 The chosen product is Electronic Bracelets“
 This will attract a huge investment
 This will be made available to visitors in Crown Hotels and Resorts
 The advertisement for this innovative move will be done using direct
sales, online marketing and community involvement
(Paley, 2017)

Components of the marketing plan
including implementation strategies
 Adherence to four P’s of marketing as
stated in the previous slide
 Implementation will require
shortlisting staffs who will be taking
care of different tasks
 Allocating tasks to appropriate people
 Allocating budget
 Evaluating and monitoring the
marketing plan
 Before implementing the strategy the
plan should be communicated to all
the stakeholders
 All their questions need to be
answered to get their cooperation on
the plan
(Lidstone & MacLennan, 2017)

Monitoring and Evaluation of the
marketing activities
Monitoring will be made in number of ways mentioned as under;
 Increased number of first-time and repeat visitors
 Gross profit margin
 Revenue
 Evaluation will be done against a few criteria
These are as under;
 Return on investment
 Customer reaction and responses
 Sales numbers
 Marketing partner response
 Action of competitors
(Paley, 2017)

Opportunity to allow classmates for asking
questions and providing feedback
 Giving the presentation
 At the closing asking colleagues and attendees to give their valuable
feedback on the marketing plan

References
 Lidstone, J., & MacLennan, J. (2017). Marketing planning for the
pharmaceutical industry. Routledge.
 McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing planning:
theory and practice. In The marketing book (pp. 108-142). Routledge.
 McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare
them, how to profit from them. John Wiley & Sons.
 Paley, N. (2017). How to Develop a Strategic Marketing Plan: A step-by-
step guide. Routledge.