Hospitality Marketing Plan for Thistle Hotel, UK: Unit 15 Report

This report presents a marketing plan for Thistle Hotel, focusing on strategies within the hospitality sector. It begins with an introduction discussing the impact of Brexit on the UK hospitality industry and highlights Thistle Hotel's background. The marketing plan outlines key objectives, including sales, brand value, and profitability targets. It then delves into segmentation, targeting, and positioning strategies, followed by a SWOT analysis identifying strengths, weaknesses, opportunities, and threats. The report also includes a PESTLE analysis, examining political, economic, social, technological, legal, and environmental factors. The marketing mix is detailed, covering price, promotion, people, place, product, physical evidence, and process. Finally, the report addresses monitoring and controlling techniques, emphasizing key performance indicators and benchmarking. The conclusion underscores the importance of service quality and marketing mix in achieving business objectives. This report offers a comprehensive overview of Thistle Hotel's marketing approach, making it a valuable resource for understanding hospitality marketing essentials.

UNIT-15 HOSPITALITY
MARKETING
ESSENTIALS

TABLE OF CONTENT
 INTRODUCTION
 MARKETING PLAN
 CONCLUSION
 REFERENCES

INTRODUCTION
 Hospitality marketing lays focus on how different sectors of hospitality such as travel
and tourism, food and beverage, accommodation make use of various marketing
strategies. UK’s exit from EU has affected hospitality firms.
 The greatest cause of worry which was faced by UK hotels and industry that they
attract migrants from EU and those are their potential customers. UK's economy loss
related to momentum was perceived in year 2020.
 Thistle Hotels were founded in 1965 and the key person of the organization are Neil
Gallagher the CEO of the organization.

MARKETING PLAN
Executive summary
 The presentation has been made
to explain the marketing plan of
Thistle Hotel, UK. It is
providing the objectives and
goals of the business and the
marketing mix with the budget
of the organization.

CON…
Objectives
 To increase the sales of Thistle hotel by 50% by the end of 2023.
 To make the company brand value and portfolio of the organization be
increased by the end of 2025 by 35%.
 To increase profitability by 40% by the end of 2022.
 To insure the customer base in Thistle hotel by 2024 by 25%.

CON…
 Segmentation, targeting and positioning
Segmentation
 Segmentation refer to the process of segmenting the market into different segments so that the organization can focus on the
particular segment they are offering the services. It is the process of identification of the bases of segmentation, they then
determine the characteristic of the market segments and work accordingly(Hollensen, 2019). It is done on the basis of different
factors, here are the following factors for segmentation are Demographic, Psycho graphics, Geographical, life stage, Believes etc.
Targeting
 Targeting the customer according to the segment market, it is the process in which the organization is targeting the customer into
the segmented market they made in the segmented process. They target the market according to the size, differences, accessible,
benefits which they can get from the department.
Positioning
 Positioning refer to the process of developing the business after the segmentation and targeting, they position the services in the
market where they can attract more of the customer and can increase the objective by receiving more profit in the market
(Melchiorre and Johnson, 2017).

CON…
SWOT
Strength
 Strength of the Thistle hotel are the brand value and the services they are offering are with quality standard in
minimum prices. This help them in increasing the business.
Weaknesses
 Weakness of the hotel are the factor that they are not promoting the brand into new countries and into the
developing countries which can be a measure boom for the industry in achieving the business objectives.
Opportunities
 There are a lot of opportunity for the business as they can increase the business in new places and new country.
They can also do the joint venture with other brands and increase the process of working.
Threats
 The market competition in the UK is one of the major threat for the business which the organization need to make
sure they have an eye on. They need to understand the market knowledge.

Con…

CON…
 PESTLE
Political factors
 Political factors refer to the policies made by the government which the organization need to follow in the process of working to make a better
process in the organization operation.
Economic factors
 Economic factor are one of the most important factor and the hospitality industry help the economy of the country by providing the regular job to
the people and the process of developing the income through the services they are offering.
Social factors
 Social factor include the factors of trends in the market. They are the market trends which can be beneficial for the organization as well as can be
negative for the business of the organization. The change of trends or the market structure, for example the covid-19 situation in the hospitality is
one of the major social factor in industry.
Technological factors
 Technologies factor refer to the process of understanding the technologies and utilizing of technologies in the process of working to increase the
business to better profitability and productivity.
Legal factors
 It includes the legal law and legislation which they need to fulfil to work with better legal process and improved performance.
Environmental factors
 To have a process of environment safety and following of sustainability factor to minimize the misuse of environment resources (De Pelsmacker,
Van Tilburg and Holthof, 2018).

Con…

CON…
Marketing mix
Price
 Price refer to the pricing strategies of the organization and Thistle Hotel are offering a low price strategies in the business.
Promotions
 They are using all the formats of promotion include the print and online media to increase the market awareness of the brand.
People
 Employee working in the organization are one of the major factor for the business to increase the performance and develop
productivity and profitability.
Place
 They are having places which can attract more customer in the market to achieve business goals.
Product
 they are providing all the hospitality product and services in the economic rate with premium services.
Physical evidence
 It includes the infrastructure and the services they are offering. They are providing the evidence of the existence in the
market.
Process
 Utilization of technologies to increase the process of development and minimize the time for booking.

CON…
Base Amount
Technology €900
Raw material €1,100
Labour €1,300
Asset €1,000
Total €4,300

CON…
 Monitoring and controlling
 There are a lot of changes which have taken place in the hotel therefore the company will
have to make sure that they are taking the right measures to be able to implement them.
Key performance indicators and benchmarking are two monitoring controlling techniques
which are being used in the company so that there are going to be effective performance
and operations which would continue in the organization (Astashonok, 2020). Feedbacks
from the employees would be taken as well so that decisions can be taken accordingly
which is going to make the performance and standards of the company be higher. The
competition in the market is increasing which needs to be controlled in order to be able to
make sure that there are higher operations which are taking place.

CONCLUSION
 The report concludes that it is important in the hospitality industry to increase the services quality to
make the objective achieved. The report provided that the roles and responsibilities of the business are
important and the organization follow the roles to increase the process of working and develop the entire
process of development. The report further concluded the marketing mix as marketing mix are one of the
best tool to increase the marketing knowledge where the organization is working and it developed the
process of increased knowledge of market and business environment. Hospitality are providing the new
concept of utilizing the technologies in the business to increase the customer satisfaction which is one of
the major goal that they want to achieve.

REFERANCES
 Astashonok, A., 2020. Developing Marketing Plan for IT Company.
 De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing
strategies, online reviews and hotel performance. International Journal of
Hospitality Management. 72. pp.47-55.
 Melchiorre, M.M. and Johnson, S.A., 2017. Finding new ways to reach older
students: Creating a social media marketing plan for professional and
continuing higher education programs. The Journal of Continuing Higher
Education. 65(2). pp.73-81.
 Hollensen, S., 2019. Marketing management: A relationship approach. Pearson
Education.

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