Strategic Marketing Plan for Hyatt Hotel Canberra, Australia

This report develops a strategic marketing plan for Hyatt Hotel Canberra, Australia. It includes a situational analysis identifying internal assets, external threats, and opportunities. The report assesses the brand's current market position and recommends strategies for improvement, focusing on brand building, positioning, partnerships, and public relations. Key areas covered include market segmentation, competitor analysis, and external factors impacting the hotel's operations over the next five years. The plan aims to enhance customer experience and loyalty, ultimately strengthening the brand's position in the Australian hospitality market.

Marketing
Advanced Marketing
3/28/2019
Hyatt Hotel Canberra

Marketing 1
Executive summary
In the present world, the competition is increasing among the companies due to which they need
to form the strategies. The aim of the report is to develop the strategic marketing plan for Hyatt
Hotel Canberra, Australia. The report is prepared after conducting the situational analysis, which
includes the opportunities and threat. Further, the report findings show the positioning of the
company that is required to improve in their new target market. This has been clearly mentioned
in the strategic marketing plan of the company.

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Contents
Introduction......................................................................................................................................3
Overview of company..................................................................................................................3
Situational analysis..........................................................................................................................4
Segmentation frameworks...............................................................................................................5
Brand position..................................................................................................................................5
Competitor analysis.........................................................................................................................6
External analysis..............................................................................................................................7
Outline strategic marketing plan......................................................................................................8
Positioning...................................................................................................................................8
Brand equity and promise............................................................................................................9
Target markets...........................................................................................................................10
Distribution................................................................................................................................10
Communication mix..................................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
The aim of the report is to develop a strategic marketing plan for Hyatt Hotel Canberra, Australia
based on the current situation of the selected company. The report includes the analysis related to
the selected company, which include the internal market based assets as well the external threats
as well, opportunities. This analysis will help the company in identifying the issues related to the
demand and supply within the hospitality industry. Further, the analysis of the situation of the
company will provide the insight with the motive to develop the marketing objectives as well as
strategies that will help the company to have longer-term impact on the positioning of the
selected company in Australia.
Overview of company
Hotel Canberra is known as the Hyatt Hotel Canberra that is considered as one of the major hotel
that is present in the Australia national capital. The hotel restored to its former 1920s glory as
well featuring the Art deco design elements. The hotel is located in the suburb of Yarralumla that
is near to the lake Burley Griffin as well as the parliament house (Hyatt, 2019). The hotel offers a
state of the art fitness centre that is equipped with the swimming pool at the indoor area. The
guest at the hotel can enjoy a decadent afternoon tea in the lounge with the additional facilities.

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Situational analysis
Situational analysis is refers to as the analysis of the internal as well as the external factors that
can influence the strategies followed by the business (Baker, 2014). The situational analysis
identifies the capabilities, customers, potential, and many other. The situational analysis of Hyatt
Hotel Canberra is given below -
 Product situation: - The hotel offers the attractive services to the customers as it offer
the heritage-inspires setting. The place offers the five star accommodation facility to the
customers with the traditional furniture style as well as garden and park views that
effectively contribute in enhancing the delight experience with sleek technology. Thus,
this shows that the company has the opportunity in the market (Booking, 2018).
 Competitive situation: - The hotel deals with the tough competition in Australian market
which is a threat for the company. The competitors of the company include the grace
hotel, Australia hotel, Palazzo Versace Gold Coast, and many others. The competitors of
Hyatt Hotel Canberra are bringing new strategies with the innovative technology for
attracting the customers.
 Distribution situation: - In the distribution situation, the products, and service are
distributed to the customers in the market (Lake, 2J018). The hotel provides the services
from their hotel only by taking the support of the employees that are present in the hotel.
The employees are one who directly deals with the customers and offer services to them.
 Opportunity and issue analysis: - The opportunities that are present with the hotel
include setting the higher standards majorly for the room division (Chernev, 2018). In
addition, the hotel has the opportunity to improve the customer loyalty as well as the

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membership plans with the motive to improve the services. The threat of the company is
increasing security issues that affect the customer’s loyalty.
Segmentation frameworks
Marketing segmentation is the activity that is majorly conducted by the company with the motive
to divide the broad customers that include the existing as well as the potential customers (David,
2011).
Demographic variables: - The hotel targets their customers based on age, gender, income,
family, education and many other. The company offers the five star services due to which it
generally they generally targets the people with high and middle-income group that falls under
all the age group (Hyatt, 2019). Further, most of the businessperson and travellers who visit the
place on the frequent basis are considered by the company.
Psychographic variables: - The hotel considers the guest with the different social class,
lifestyle, as well as the personal characteristics (Frynas and Mellahi, 2015). Hotel generally
targets the people who are upper classes and are concern about the lifestyle of the people.
Geographic variables: - The hotel also segments the customers on the bases of nations, regions,
and cities. The people who visit Australia from the different regions are considered for targeting
(Grant, 2016).
Brand position
The positioning is the brand image in the mind of the customers. Hyatt Canberra has the brand
position in the premium segment as most of the products are generally offered to the customers

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at high prices with the excellent services (Grant, 2016). The brand is able to acquire the 5 star
luxury hotel positioning in front of the customers. The positioning of the brand is improved
because its products and services are unique. The clubhouse is present at Hyatt hotel Canberra
though, which they offer a fully equipped fitness centre to the customers that include spa pool,
massage services, and many others. The hotel is located at the top-rated locations due to which it
has the mostly appreciated by the customers. The guests have the access of 24-hour-in-room
dinning with the concierge services. The customers who visited at the Canberra hotel shared their
positive reviews as well as rating for the hotel that shows the positioning of brand (Hyatt, 2018).
Competitor analysis
The hotel deals with the tough competition in Australian market that affects the operations of the
company. The competitors of the company include the grace hotel, Australia hotel, Palazzo
Versace Gold Coast, and many others. The hotel gives the tough competition as it believes in
delivering the delight experience to the customers. The guest majorly including leisure and
business travellers will be able to find their need with the availability of the top-notch services
with the hospitality that is the reason customer likes to say at the hotel. In addition, Australia
hotel and Palazzo Versace Gold Coast are also making use of the some unique product and
service category that help in surviving in the market (Grace Hotel, 2019). However, the hotel
offers luxurious interiors with the deluxe amenities all together with exemplary service,
encounter the finest in the luxury accommodation. All these are the direct competitors of the
hotel Hyatt Canberra.
The indirect competitors of the company include Airbnd who operate the online marketplace as
well as the hospitality services, which is easily accessible with the support of mobile apps as well

Marketing 7
as websites. The customers get attracted towards it to avail the lodging services, homestays that
enhance their tourism experience.
External analysis
The external analysis has been conducted with the motive to analyse the factors that create the
impact on the working of the company. Some of the factors that affect the company considering
the next 5 years are discussed: -
Political analysis: - Political analysis includes the change in rules and regulations that can affect
the Hyatt hotel, Canberra. The hotel falls under the range of the best five star groups of the
hospitality industry. The Australian market is stable due to which the company has the
opportunity in the market in the next 4 years. Further, the company is considered as one of the
contributor in the growth GDP of country as it also pay the import duties.
Economic factors: - The economic factors, which are required to consider, include GDP rate,
purchasing power and many others. The GDP of Australia is equal to 1323.42 billion US dollars
in 2017 (Trading economics, 2018). Further, in the coming years the GDP of the company is
expected to increase as tourism will increase. The rise in tourism is one of the factors, which
leads to improvement in hotel sales, and consumption of services. This shows that the company
has opportunity in 5 years as they can improve the services and revenue easily.
Social factors: - The social factors include the opinion of the customers or guest that is attained
by the company. The company ensure that they are able to form the strong relationship with the
customers. In the next 5 years, the company will be able to improve the services. This will help
the company to attain most of the customers that will contribute in improving revenue. The

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improved revenue of the company will be further utilized by them for enhancing the living
standard of the communities (Grant, 2016).
Technological factors: - Technology improvement and up-gradation is one of the essential
factors that can improve operations. The IT team of the company offers the long-term solutions
related to technology to customer. However, the frequent change in technology in the coming
years will be threat for Hyatt hotel as this leads to rise in competition.
Outline strategic marketing plan
Based on the analysis, it is essential for the company to develop the outline strategic plan for the
coming 5 years.
Positioning
The positioning is essential to be maintained by the company and according to analyses; the
company is able to maintain effective brand positioning. However, in the market competition is
increasing due to which the brand needs to be focused towards the positioning in the market.
High
Quality
Low
Quality
High price
Australia
hotel
Grace hotel
Hyatt Canberra
Airbnd

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In the next 5 years, it is essential for the brand to avail the position in terms of the customer
delight. Currently, the brand is known in Australian market because of its high quality and high
price. However, the brand should be known with delight customer experience as well as the
premium services.
It seems that the brand need to make use of re-positioning, it generally occurs when any brand
try to bring the improvement in the status of brand at market area. Thus, the repositioning will be
done to bring the improvement in the services and to achieve the brand position because of the
customer experience.
Brand equity and promise
Brand equity is refers to as the premium values that the company form a product with the
recognizable name when it is compared with the generic equivalent. Most of the companies
create the brand equity for their respective product by make them memorable, easily recognized
and to improve their quality as well as reliability.
The brand of Hyatt is considered in the global hospitality company, which is able to achieve the
ninth rank in the fortune 500 magazine. Hyatt Canberra is the part of Hyatt groups that is
operating the business across the world. In the coming five years, the brand is willing to enhance
the brand equity by promising the enhancing the experience with the loyalty programs for the
customers. The motive of the hotel in next 5 years is to enhance the brand equity by improving
the number of repeat customers by promising them to avail the benefit of the loyalty programs
and benefits. The improvement in the brand equity will contribute effectively in improving brand
awareness that will attract the existing and new customers.
Low Price

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Target markets
Target market is the market to which the company want to serve their services on the priority
basis. Hyatt Canberra Company makes use of the multi-segment targeting strategy, in which the
company targets different segments. Hyatt company target market includes different customers
that fall in different age group with the high and medium income group. In addition to this, the
leisure and business travellers are targeted by the company, as they are the one who make the
frequent visits in the hotel. In the next 5 years, the company need to enhance their focus towards
the family and tourist who visit the place. Most of the customers look the place for the family
function as for the different occasions. Thus, the company should consider it as their new target
in next 5 years. This will help them in enhancing the revenue as well as in improving the brand
positioning, as they will be approached by all the customers.
Distribution
Distribution of the product is considered as one of the important element, which affect the image
of brand. In the analysis, this has been found that location from which Hyatt Canberra distributes
its products at prime location where they can easily attract the customers. In the next five years,
the company needs to expand their area as well as the new services are required to introduce so
that they can meet the obligations of the customers. However, this is the fact that the services
will be able at the place only so they do not need to transfer their services as well as product. The
hotel is established at the place where the services are easily transferred directly to the customers
without any huddle.

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Communication mix
The motive of the company is to generate the awareness about the product for which they
communicate about their brand in the market (Luca and Suggs, 2010). There are different
methods that are used by Hyatt Canberra for promoting the products and for generating the
awareness.
 Advertisement: - Advertisement is done by the company with the motive to generate the
awareness about the brand. In the next 5 years, the company should come up with the
new advertisement campaign in which the brand reflects there new and innovative
services that can add-on the experience of the company.
 Promoting - The promotion of the product is done by the company with the help of
social media and other online modes. This has been found that social media is effective
platform which is used to communicate. The company has its page on which the
customers share their experience and reviews for the hotel. This feedback includes both
negative and positive views that are further acknowledged by the company.
 Public relations – Hyatt Canberra make use of the public relations with the motive to
generate the brand awareness and positioning in the market of Australia. The personnel
and employees of the company form the relationship with the customers or guest while
offering services to them. In the next five years, the company should form the tie ups
with the different elements that helps them in improving the services and experience
which is one of the effective way to establish the positioning. This will help the company
to face their competitors effectively.