Marketing Plan for Assembly Hotel London (THL124 Module)

This report presents a comprehensive marketing plan for the Assembly Hotel London, focusing on its participation in The Burghley Christmas Fair 2019. It begins with an introduction that defines a marketing plan and highlights the hotel's offerings. The main body details the marketing plan, including a situation analysis using SWOT analysis to identify strengths, weaknesses, opportunities, and threats. It then examines the target audience using the STP model (Segmentation, Targeting, and Positioning). The report establishes SMART objectives, outlines marketing strategies such as billboards and personal selling, and details tactics for implementation, including finance and human resource management. The report's structure is designed to provide a framework for enhancing customer engagement and boosting sales. The report concludes by summarizing key findings and recommendations to improve marketing efforts. Finally, the report includes a list of references used in the creation of the plan.

Individual written
project

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing plan can be define as a set of various document in which company is
developing plan to achieve set objectives of plan (Westwood, 2013). It includes range of
activities that is essential to successful conducting activities of marketing plan. Company needs
to develop effective and efficient business strategies that will be helpful in performing task in
correct manner. Chosen company for this report is Assembly hotel. This company is dealing in
hospitality sector as well as providing different type of product and services to customers. It is
located in London and it is offer high quality product and services to targets customer in order
to satisfy their needs. This report consist of development marketing plan that will be helpful in
enhancing the customer engagement as well as sales. It includes different steps of marketing plan
that is essential for accomplishing desired goals of marketing plan.
MAIN BODY
Marketing plan is a very crucial part of business as it is very helpful in attracting
customers as well as influences towards business. This includes range of documents that includes
a framework of business efforts in order to accomplishment of set goals. It is very important for
company to analyse as well as evaluate the business environment so that respective company is
able to develop better business strategies. This will be very helpful in taking better business
decision that leas to attracting more customers towards business (Chernev, 2015). Marketing
plan can be successful developed as well as implemented if company is able to create a SMART
objective. It is essential that company is implementing the plan in accurate manner so that the
desired results could be achieve within set time period.
Assembly Hotel London company is participating in The Burghley Christmas Fair 2019
in order to promote its products and services. This organisation is dealing in hospitality sector so
it is very important for this company to exhibit their high quality product and services with the
motive of attracting more and more customers towards business. The Burghley Christmas Fair is
famous for its food market and in this different exhibitors are participating which is dealing in
hospitality or tourism sector in order to market their products and services. This event consist of
different and attractive stalls, food and drinks, live music, fireworks and many more. The
Burghley Christmas Fair is taking running from 28 November to 1st December of 2019. it is a
great opportunities for marketing manager of Assembly Hotel London company is to enhance its
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customer bases as well as promote their products and services. For this marketing manager of
respective company needs to develop a strong marketing plan so that they can promote its
product and services in effective manner as well as attract more customers towards their
business. Different stages or marketing plan in context of Assembly hotel London is mention
below.
Situation analysis
This is considered as a first step of marketing plan as in this respective company needs to
analyse as well as evaluate business environment. This will be helpful in understanding the
different factors of internal and external business environment (McDaniel and Gates, 2013). So
that company can develop better business strategies. In this phase Assembly hotel London needs
to identify internal strength and weakness as well as external opportunities and threat to business.
This will be helpful in developing better business decisions in order to attract more customers.
For analysing the situation respective company needs to use SWOT analysis tool. SWOT
analysis in respect of Assembly hotel London is mention below.
Strengths – This company has positive image in market as it is providing high quality
products and services. Assembly hotel is able to meet with the expectation of customers as well
as satisfy their needs and requirements. This hotel is providing their high quality products and
services at very affordable prices. It major strength is its food and it is offering healthy as taste
food to its customers
Weakness - This is a small size hotel and it has limited number of rooms which can be
consider as it weakness. It does not has online presence as compare to other rival companies.
This is affecting its overall performance as well as profitability. Business model of respective
company is able to achieve limited growth which is affecting its market presence.
Opportunities – There are various opportunities which is available for respective
company in external business environment. This company can use new and innovate tools or
techniques to attract more customers towards business (Kotler and et.al., 2015). It should using
digital marketing technology also in order to improve its online market presence. Assembly hotel
company is improve is market share also by offering its product and services to different market
area.
Threat – The major threat for this company is from strong existing rival company.
Assembly hotel London is operating its business in highly competitive environment which can
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have negative impact over its business. There are many company with is dealing in this sector
and any changes in their strategies will affect respective business.
Audience and identification
This is considered as the third step of marketing plan and it is very important for
respective company to analysing as well as identification of targeted customers. This will be very
helpful of company to develop better business strategies by considering the targeted audience.
Assembly hotel is located at London market are so this company is try to attract local as well as
international customers. In order to understand the audience and identifying tarted market area as
well as customer, company should use STP model (Jarach, 2017). This will be helpful in
segmenting market area and targeting the potential audience as well as positioning targeted
customer in effective manner. Segmentation, targeting and positioning in respect to Assembly
hotel in order to attract more customer is mention below in detail.
 Segmentation – This refers to the process of dividing large number of customers into
small parts. In segmentation respective company have to divide market into sub parts on
the bases of their needs and wants. This will be helpful for Assembly hotel to identify
customers requirement and select potential customers. This hotel is located at London
market area so it is segmenting its customer on the basis of geographical area. It is
essential that it customer has positive attitude towards hotels and travelling.
 Targeting – In this step respective company needs to company needs to identify the
targeted and potential customers. It is important to find and analyse those customers that
is able to purchase product and services offered by Assembly company. This company is
targeting all those customer who were part of The Burghley Christmas Fair 2019. this
company is providing its hotel product and services to customers who are from London
and all those people who are visiting London. Positioning – Positioning is the final phase of STP model and in this company will try to
develop positive image of company in customer's mind. This is very helpful in influences
targeted customers towards business as well as improving sales of organisation (Paley,
2017). There are various ways to create unique and positive image of customers in mind
of potential customers. This company is positioning its product and services as high
quality products at very affordable prices.
Objectives
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Once audience is identified as well as business environment is properly evaluated it is
essential for respective company to set objective. It is important for Assembly hotel to develop a
SMART objective as it will guide employees. This can serve as a aim or specific result that is
required by company. It is essential the respective company develop a objective which is specific
, measurable and achievable. An objective should be realistic and have specific time frame in
which is should be achieved (Kotler and et.al., 2017). Assembly hotel of London has set smart
objective in order to enhance its business as well as earn more profits. Objective of respective
company is mention below. To introduce new tourism, hospitality or events product/service at The Burghley
Christmas Fair 2019 in order to increase customer engagement and enhance sales of
business easily.
Strategy
This company needs to develop effective and efficient business strategies which will lead
to attract more and more customers. Assembly hotel is promoting and marketing its product or
services at Burghley Christmas Fair. There are different ways that can be used by respective
hotel to enhance its customer based as well as increase it business. This company is exhibiting its
healthy and high quality food product in order to attract customers. Along with this it is essential
to inform customer about different types of product and services offered by respective company.
For this Assembly hotel of London has to create its new and attractive billboards. This is one of
the basic marketing tools as in this company can advertise necessary content in attractive
manners. Different billboards post by Assembly company will be very helpful in informing
customer as well as promoting its product and services in effective manner. This will be very
helpful in attracting customers towards the stall and company will be able to offer its food or
drink products to customers.
Personal selling approaches will be a effective strategies for this company as it will lead
to develop strong relationship with customers. Through Assembly hotel food Stall company will
be able to influence customer by offering high quality and healthy food or drink products
(McDONALD, 2016). Respective company will be able to impress customer by it customer by
their food and personal selling skills will lead to develop strong relationship with customers. In
this respective company will be able to inform new and innovative product or services offered by
company. This will lead to attract and influences targeted market customers. Strategies of
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Assembly hotel includes that they will try to get contact number as well as e-mail ids of targeted
customers. E mail and message will be a effective marketing strategy for respective company as
they will be able to contact with target customer in future also. This will be helpful in notifying
customer about product and services in detail as well as offering range of discounts in order to
attract them.
Tactic
This can be define as a methods that is used by company in order to achieve set goals. It
is essential for respective company to develop strong tactics as this will be very helpful in
dealing with difficult situations. This will lead to performing task and activities of marketing
plan in more effective and efficient manner. This can be describe as a plan of action which will
support business strategies in order to achieve desired goals (Lee, 2013). Tactics set by
respective company will be helpful in gaining competitive advantage over other rival companies.
Assembly hotel of London will be able to attract and influence more customer towards product
and services offered. In order to perform marketing activities in better manner respective
company have to manage its financial resources as well as human resources. Finance management: There is huge amount of finance will be required by company in
order to perform its activities. Assembly hotel is participating in The Burghley Christmas
Fair 2019 in order to promote its product and services. For this it is essential to set right
and appropriate budget which will help in performing task in effective manner. This
company needs to identify and analyse the requirement and then set budget for
participating in event. Human resource management: Employees will play a crucial role in successful
execution of plan. It is very important for Assembly hotel to train its employees so that
they can perform business activities in better manner. Training will leads to development
of skills and ability that will be helpful in conducting marketing activities. Employees
will be able to influence more customer as well as provide information in better manner
(Kash and Deshmukh, 2013). This will lead to improve personal selling skills of
Assembly hotel staff members.
Budget and control
In this step manager of Assembly hotel needs to develop budget as well as control financial
resources. This is one of the crucial phase as it will provide financial resources to conduct
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marketing plan in effective manner. Budget and control will be beneficial in performance task as
well as achievement of set goals and objectives. It is important that budget is specify produce
after considering the requirement of marketing plan in correct way. Set budget in context of
marketing budget of Assembly hotel of London is mention below.
PARTICULARS AMOUNT (£)
Training program 120 £
Newspaper Advertising 80 £
Social Media Advertising 60 £
Billboards 220 £
TOTAL 480 £
Therefore, this is the estimated budget set by respective company and it include all
activities along with their financial requirement. This will be helpful for marketing manager to
conduct activities of marketing plan in better manner.
Implementation
At this stage respective company have to actually implement the activities in effective
and efficient manner. It is very important for this business to carefully execute all task and
activities. This will be very helpful in accomplishment of set goals and achievement of
objectives. Employees of Assembly hotel of London should be very well prepared and have
complete information about product and services (De Pelsmacker, Van and Holthof, 2018). This
will help in performing personal selling activities in correct manner as well as influencing more
customers towards their hotel. It is essential that this company place billboards at correct place.
Billboards should be informative, attractive as well as easily visible to customers. This company
need to follow each and every step in more accurate and appropriate manner in order to
implement a successful marketing plan.
Evaluation and control
This is the last stage of marketing plan and in this respective company needs to evaluate
as well as control the marketing plan. At this step marketing manager of Assembly hotel needs
to evaluate and control the overall performance (Da and Mazzon, 2016). It is essential to
measure the actual performance with the set standards. It is very important for marketing
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manager of respective company to take corrective measure when ever expected performance is
not achieved by company. There are various methods and measures that is helpful in controlling
activities of marketing plan. This will lead to successfully achievement of set objectives.
CONCLUSION
From the above report it can be concluded that it is very important for company to
develop strong marketing plan in order to attract more and more customers towards business.
This is one of the crucial business process as it will help in enhancing customer bases as well as
lead to achievement of set objectives. Marketing plan will be beneficial in minimizing the
uncertainties and developing better business strategies. This will improve the overall
performance of business and satisfying targeted customers. Company will be able to achieve
more profits by successful implementation of marketing plan.
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REFERENCES
Books and Journal
Westwood, J., 2013. How to write a marketing plan. Kogan Page Publishers.
Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
McDaniel, C. and Gates, R., 2013. Marketing research. Singapore.
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
Jarach, D., 2017. Airport marketing: Strategies to cope with the new millennium environment.
Routledge.
Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge.
Kotler, P. and et.al., 2017. Marketing for hospitality and tourism.
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice. In The
marketing book (pp. 108-142). Routledge.
Lee, D., 2013. What is marketing?. Public services quarterly. 9(2). pp.169-171.
Kash, B.A. and Deshmukh, A.A., 2013. Developing a strategic marketing plan for physical and
occupational therapy services: a collaborative project between a critical access hospital
and a graduate program in health care management. Health marketing quarterly. 30(3).
pp.263-280.
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.
Da Silva, E.C. and Mazzon, J.A., 2016. Developing social marketing plan for health
promotion. International Journal of Public Administration. 39(8). pp.577-586.
Fine, S.H., 2017. Introduction to social marketing. In Marketing the Public Sector (pp. 1-12).
Routledge.
Aremu, M.A. and Saka, H.T., 2014. The impact of information technology on library
management: a marketing perspective. Oman Chapter of Arabian Journal of Business
and Management Review. 34(2600). pp.1-10.
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