Hospitality Marketing Essentials: Accor Marketing Plan Analysis

This report provides an overview of Accor's marketing plan within the hospitality industry. It begins with an introduction to marketing and its significance to organizations, particularly in the hospitality sector, emphasizing its role in building brand image, attracting new customers, and fostering customer loyalty. The report then explores the relationship between marketing and other departments, such as human resources, highlighting their interdependence for achieving competitive advantages. It examines Accor's mission and objectives, including the introduction of innovative services like in-room dining, and discusses the strategic marketing plan, including company overview, STP analysis (segmentation, targeting, and positioning), and the marketing mix (7Ps). An action plan with a budget for promotional activities, catalogs, and advertisements is also provided. The conclusion summarizes the importance of marketing functions in achieving organizational goals and gaining a competitive edge.

Hospitality
Marketing Essentials
(Activity-2)

Content
• Introduction
• Relation of marketing in context to organisation
• Mission and objectives of Accor
• Marketing plan for Accor
• Conclusion
• References

INTRODUCTION
Marketing consists of all the activities of an organisation which helps it
in promoting its product or services in the market. For the success of
any product or service in the market, it is important that it is
communicated in the correct manner, to the right people, at the right
place and on right time. In a hospitality industry marketing plays an
important role in building the image of organisations, attracting new
customers and maintaining loyalty of old customers.

Relation of marketing in context to
organisation
In hospitality industry continuous unique services is provided to the
customers so that large section of customers can be attracted
towards the service. In this sector numerous facilities is provided to
the customers in to bind them for longer time period. Marketing is
considered as the most significant component within an
organization as it the base for building strong relation with potential
customers

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Marketing and human resource department: To attain productive
results it is important to build strong relation within marketing and
human resource department within Accor. Human resource
department and marketing both are interdependent on each other to
gain competitive advantages against rivalry. Placing right candidate
in the vacant position in Accor is done by HR and accordingly
perform marketing activities so as to accomplish emerging needs
and wants of the customers in intense competitive world.

Marketing strategy that captures mission
and goals of the administration
Accor's is coming up with innovative service which is in- room
dining. The mission statement is “ welcoming people beyond
boundary line”. In to accomplish this statement they motivate their
employees to work hard day and night. By diversity marketing
strategy is adopted by Accor in order to attract large number of
customer for the service.

Strategic marketing plan
Marketing plan is a written document which involves all the essential
information of the product which are, mission, vision, type of
marketing tool used etc. Accor is coming up with in- room dining
which is creative service offered to the client

Company Overview
Accor is a part of hospitality industry and over the years are working
day and night to meet the desire needs and wants of the customer. It
is a leading French hospitality company operating in hundred
countries across the globe. Through innovation administration is
able to build loyal and potential customers. In Europe this is the
largest hospitality company. Whereas, sixth largest firm worldwide.

STP
Accor need to determine customers and market before marketing and
offering in-room dining services. Positioning of product to targeted
market and segmented market will help in earning market share and
profits (Kamaamia, 2016.).
Segmentation: It is dividing market into segment from large
population on bases on geographic, demo-graphical, lifestyle.
Segmentation helps in-room dining in identifying potential

Marketing mix
This explained as set of marketing tools which firm adopts in order to
pursue marketing set standards in targeted market. There are 7ps of
marketing mix adopted by Accro to grow business successfully
Product: In- room dining is the creative service offered by Accor for
the client. In order to bind customers for longer time duration they
come up with creative product and services.

Action plan
To grow the business of new
service it is very important to
have sufficient budget. Lack of
funds delays business function
to a large extent in cut throat
competitive world.
Basis Amount ($)
Promotional activities 8000
Catalogues 5000
advertisements 9000
Total 22000

Conclusion
From the above report it can be summarized that by performing assigned
roles and responsibilities of marketing function in hospitality
organization it become easy to achieve set goals and objectives. By
scanning the external environment strategies can be framed accordingly
in order to gain competitive advantages against rivalry.