In-depth Marketing Audit Report: Getabed Hotel Business Analysis

This marketing audit report provides a comprehensive analysis of Getabed Hotel's business environment, utilizing frameworks such as the BCG Matrix, SWOT Analysis, and PESTLE Analysis. It identifies the business's target market and market segments, and evaluates the marketing communications mix, including advertising and sales promotion strategies. The report also assesses the budget available for executing these strategies. The conclusion emphasizes the importance of market understanding and strategic planning for business success, highlighting the value of BCG, SWOT, and PESTLE analyses in navigating the business environment. The report references academic sources to support its findings and recommendations.

Marketing Audit

Table of content
1. Introduction
2. Audit business environment
3. BCG Matrix
4. Swot Analysis
5. PESTLE Analysis
6. Business’ Target Market
7. What segment(s) of the market it serve?
8. Marketing Communications’ Mix
9. How does the business intend to execute the marketing communication mix?
10. Does the business has enough budget to do it?
11. Conclusion
12. References

Introduction
 Marketing audit refers to systematic, evaluation, comprehensive and
interpretation of business marketing environment.
 It plays a necessary role in designing market plan for marketing in specific
market that aids in developing market plan.

Audit business environment
 Business environment is sum total of the internal and external factors
which influence business.
 It includes factors, which affect ability of company to develop as well as
maintain the successful customer relationship.
 An environmental audit is review of processes and operations to identify
compliance with the environmental regulations.

BCG Matrix
 It is a kind of framework that developed through Boston Consulting Group
for examine strategic business position of business brand portfolio and its
potential.
 It is mainly designed to help with the long term strategic planning that aids
Getabed to include growth opportunities through reviewing portfolio of
services. This matrix has four categories, which are given below:
 Stars
 Cash cows
 Question mark

Swot Analysis
Strengths
Gatebed hotel provides the safe Abode away from
home. It provides the clean, safe and decent
rooms to guests.
 The staff of this hotel is well knowledge and
able to provide better experience to
consumers.
 It offers travellers with opportunities to
personalize and customize their experience
through adding things which they require.
Weaknesses
 The main weakness of this hotel is that it has
lack of the social media access. It does not
use social media to connect with the people.
 It does not adopt the advanced technology to
make any innovation in its business.
Opportunities
 It has an opportunity to enhance international
and domestic travellers.
 It can access to the internet quickly to
connect with the people and also enhance
business operations.
Threats
 In hospitality industry of United Kingdom,
there is high competition.
 The instability of the government is also a
main concern.

PESTLE Analysis
 It is a kind of framework that mainly use to
analyse as well as monitor macro-
environmental factors which may have
impact on performance of business.
 This tool is mainly useful in beginning new
business or to enter in to global market.

Political factor
 It is related to degree of an intervention in an economy. It consists political
stability, policies, overseas market, tax policy, environmental laws etc.
 These all factors develop impact on the company and in what manner they
conduct business operations.
 As Getabed is start up business and government instability develop
negative impact on its operations.

Economic factor
 The factors included in this is rate of exchange, interest rate, fiscal policy,
taxation rates etc.
 These are important for an organization to follow in order to conduct
business without any hindrance.
 In context to Getabed which is, newly established business must work
accordingly in order to change these factors in a positive way.

Social factor
 The factors are connected with social beliefs, norms, cultural differences
which exit in a society or community.
 Every organization whether old or new should take care of social factor
while carrying business activities.
 In case of Getabed, the deals and packages should be made as per the
demands also, the food that is being served by it should not include any
such ingredient which against society’s beliefs

Technological factor
 The usage various technologies comes under this category.
 This factor has the most significant effect on the business as technology
keeps changing rapidly. An organization has to keep up the pace with such
modification.
 Getabed has been built in the present era, which is highly competitive;
therefore, it is imperative for it to use latest technology so it can survive in
the market for a long term by becoming a leader.

Environmental factor
 The factors which involve nature and surroundings of a society in which
people live are environmental factor.
 The increasing level of pollution and growing industrialisation have
contributed significantly to destroy the nature affecting the health of
individuals.
 Getabed should use technologies that are environmental friendly also
reduces the level of harmful substance.