IBIS Hotel: Marketing Plan, SWOT Analysis and STP Approach

This report provides an analysis of the marketing strategies employed by IBIS Hotel, an international hotel company owned by Accor Hotels. It covers the roles and responsibilities of marketing functions within a hospitality organization, including their interrelation with other functional areas. The report conducts a marketing mix analysis, examining the product, price, place, promotion, process, people, and physical evidence elements. Furthermore, it develops a marketing plan for IBIS Hotel, encompassing the company profile, vision, objectives, SWOT analysis, STP (Segmentation, Targeting, Positioning) process, marketing strategies, and financial considerations. The marketing plan aims to increase sales by 25% and expand the customer base. The report concludes by emphasizing the importance of effective marketing strategies and their implementation for achieving organizational goals, highlighting the need for a clear vision, objectives, and continuous monitoring.

HOSPITALITY
MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity 1.........................................................................................................................................1
Covered in PPT...........................................................................................................................1
Activity 2.........................................................................................................................................1
P3. Marketing Mix......................................................................................................................1
P4. Marketing plan for IBIS Hotel. ............................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8
.........................................................................................................................................................8

INTRODUCTION
Marketing refers to an activity, which helps the management in promotion of their
company as well as their products and services. In other words, it creates the relationship with
the business process and satisfying customers. In this assignment, the IBIS hotel is considered, as
it is international hotel company (Pike, 2015). This assignment includes roles and responsibility
of marketing function are listed as well as interrelation with other functional areas in context
hospitality organizational. Along with this, marketing mix is also conducted in context to IBIS
hotel for achieving business objective. In addition to this, marketing plan is also developed for
organisation to meet objectives in an effective way.
Activity 1
Covered in PPT
Activity 2
P3. Marketing Mix.
MARKETING MIX IBIS Marriott
Product The ibis hotel focuses on
offering the homogeneous
products: a modern room
connected and soundproofed
bedding to innovative
comfort, breakfast from 5am
to noon as well as a varied
cuisine and efficient
(Chandiok and Sharma,
2017).
The core product of the Marriott are
their hotels, rooms. The Marriott has
different hotels in which they service
their products like Marriott hotels
and resorts, JW Marriott hotels and
resorts and many more.
Price The prices of IBIS is major Every Marriott hotel is a brand
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way of earning profit form
customers and the price of ibis
products and services are
depends on which city the
hotel is situate.
which has setted their different
prices for their product and services.
They are focusing on pricing
skimming and pricing penetration
strategy in their business (Matikiti,
Kruger and Saayman, 2016).
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Place Ibis is situated in Greenwich,
placed in Greenwich, which is
near by the maritime museum,
Cutty Sark.
Marriott has numbers of hotels in
many areas of countries like the
USA, Thailand, Argentina and so on
which serve their services to their
profitable customers.
Promotion In order to promote itself, the
management of IBIS is
focusses on various
promotions tools, such as
grabbing customers from
online platform, providing
discounts to their profitable
customers (Hassanien and
Dale, 2019).
The Marriott hotel promote its self
on internet and social media. As it
has extensive and informative
internet website and has lots of
information about customers, who
can book their services online. Along
with this, there has the other ways to
promote Marriott hotel.
Process Customer is using internet,
calling line reservation, emails
for booking for their rooms
reservation and in revert, the
agents reply to every customer
by email, fax, or post.
The management of Marriott has
adopted different business processes,
to measure and ensuring the quality
of services and effective and
efficient bookings as well as
comfortable stay for customers.
People The staff members engaged in
IBIS hotel is friendly in
nature, and motivated as this
will help them in satisfying
the customers (Kamau,
Waweru, Lewa and Misiko,
2015).
The management of Marriott hotel,
knows importance of serving
connected people and guests. As
thery are following basic people
strategy of the brand.
Physical evidence In context to IBIS hotel, the
management focused on
The Marriott hotel has tangible
buildings as well as the resorts,
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physical presence available in
their hotel, like cleaning of
hotel, rooms, the staff are
presentable and pleasant and
many more.
which are the biggest physical
evidence for the Marriott company.
Along with this the other physical
objects for Marriott are towels,
booklets, pens, soaps, rooms and
many more.
P4. Marketing plan for IBIS Hotel.
Marketing Plan: It is prepared by management of company and it also describes all
activities of marketing need to be perform. In context to IBIS, the marketing manager has formed
the marketing plan, which includes vision, mission, objective, marketing objective of company
(Blythe and Martin, 2019) . Along with this, SWOT analysis and STP approach and marketing
strategies is also considered. The manager develops plan for achieving the objective of marketing
department, which is to increase sales by 25 % and effective customer base .
Company Profile: IBIS is an international hotel company, which is owned by Accor
Hotels. The holding company, Accor Hotels was founded in year of 1967 and handling all the
activities and function of IBIS in all over the world. IBIS hotel was firstly opened in 1974 in
Bordeaux. Currently, it's serving their services in many areas like, Europe, Asia-Pacific, Latin
American and Caribbean, Africa and Middle East and working with 1152 hotels throughout 67
countries (Biełuszko and Marciszewska, 2018).
product and services: The IBIS is a hotel industry, which deals in providing services
such as cocoon-style rooms with 24/7 access, free Wi-Fi, tasty unlimited buffet at an affordable
price.
Vision: The vision of IBIS is to promote their products & services, and grab the effective
as well as profitable market.
Objective: The IBIS company main objective is to increase their sales and customer
base, along with expanding their business in different areas of world within 2 years.
Marketing Objective: The marketing manager of IBIS has sets their team objective, as
to increase at least 25% sales and customer base by opening maximum outlets and hotel as well
as increase the brand image of IBIS company (TOMA, 2015).
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SWOT Analysis: It is an effective model which helps an organisation in identification of
its strength, weakness, opportunities, threats. SWOT analysis helps in analysing the strength and
weakness of internal environment where as opportunities and threats for external environment.
Here, is a SWOT analysis is conducted in behave of IBSI hotel.
Strength Weakness
 The main strength of IBIS is that, it is
headquartered in Greenwich, which is
near by all main areas of state like
Cutty Sark, Royal Observatory etc.
 The next strength of IBIS hotel is that,
it is European leader of hotels with
powerful brand.
 They also access the large and diverse
customer base from all over the world.
 The weakness of IBIS hotel is that, they
are focusing on updated technology in
their business. Such as inline platform
and many portals which helps in
generating business, like make my trip,
goibibo and many more.
 The next weakness for IBSI is that,
there is no diversification in other
industry.
 It is dependent on European market.
Opportunity Threats
 The main opportunity of IBIS is
entering into new emerging market.
 Focusing and improving customer
relationship management.
 The digital innovation and disruption
are also an opportunities for
management of IBIS.
 The major threat is inability to affective
manage properties all around the world.
 Currency exchange fluctuation.
 There is high competition within market
as the opening of smaller hotel.
 Less control over the franchising is also
a threat for IBIS hotel (Pantelidis,
2016).
Competitors: The IBIS hotel has created healthy competition in competitive market for
attaining the success. The IBIS has numbers of competitors which are present market such as,
hotels.com, therussell.com.au, expedia.com and many more (Sanitvong, 2016).
Marketing Strategies: It is essential part of marketing which plays important role in
marketing plan, which helps the management promoting their services and implementing their
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plan in effective and efficient manner. In this, the marketing manager focuses on developing and
implementing the effective marketing strategy for promotion of their services. The manager can
adopt different tool for marketing like, social media platform, ads on television, sales
promotions, discounts coupons, off sales and many more (Karnaukhova and Polyanskaya,
2016).
STP Process: It is based on Segmentation, Targeting, Positioning which is a process of
marketing segmentation. This tool used by marketing manager, for analysing the market and also
helps in segmenting effective market, targeting profitable market, and positioning of product in
effective way in target market, which helps the company in achieving the maximum output from
competitive market area (Okumus and Cetin, Pantelidis, 2016).
Segmentation: In this approach helps the management in segmenting the market. In
other words, dividing the customers into the groups of people which have common features and
needs (Beck, 2017). Along with this it helps in meeting each group requirements and it leads to
cost effective, as it gives advantage, over the one size fits all approach. In context to IBIS hotel
they have segmented their market according to many factors, like
 Demographic – in this segment, the management segment their customers
according to their age, finical status, occupation etc.
 Geographic– In this customers segment by country, region, state, city, or
neighbourhood.
 Psycho-graphic– In Psycho-graphic the management divides their customers by
their personality, risk aversion, values, or lifestyle.
 Behavioural– In this segment, the management segment their customer according,
to nature of product and how people use the product, according to their loyalty,
and benefits that they are looking for.
while segmenting their market and customer the management of IBIS is targeting those
customers whose financial status is high.
Targeting: The management of IBIS focuses on targeting effective and profitable
customers, from which the company can maximize their profit in an effective way. Along with
this, they target those customers who are willing to explore new places and glad to go on
adventurous places, in this age limit of target customer is from 22 to 60 years ( Beck, 2017).
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Positioning: This, approach helps in identifying the positioned of product and
service in the target market, to grab to most effective and valuable customer segment. Presently,
the IBIS is serving their services in many area country like middle east, Europe, Asia- pacific,
Africa, Latin American and Caribbean. The management is using effective and various
marketing strategies, by which the company can target market in effective way, and also increase
the customer base by providing high quality services at affordable price.
Financial information: Finance play an important role in each and every business
organization. In context to IBSI hotel, the management is required a huge finance and funds for
the promotion of their products & services as well as their company. For execution of this
marketing plan the marketing manager of IBIS, is required at least £ 1.5 million in order to
perform plan in effective manner ( Beck, 2017).
Implementing and Monitoring: In this present plan, the marketing manager focuses on
considering that, the developed plan will reach at performance stage, where all activities is to be
performed well in effective manner. It is required for top level management to focuses on all the
conditions of business, and reduce the errors and issues occurs in company, so the management
of IBIS can achieve the objectives effectively in minimum time frame (Dioko, 2016).
According to this marketing plan of IBIS, the marketing manager has analysed that,
company and management should have their clear vision, objective as to increase sales by 25%
as well as the customer base with the help of opening maximum outlets and also focus on
increasing the brand image of IBIS which assist in accomplishing the organizational goals. The
manager also focuses on developing the effective marketing strategies for the promotions of their
products and services as well as their company, which is beneficial for the business organization
and helps in grabbing the effective customers. As this also helps in increasing the customer base
and the sales of IBIS hotel (Biełuszko and Marciszewska, 2018).
CONCLUSION
It has been concluded role in every business, as this helps the management in doing
promotions of product & services and organization. In this report, roles and responsibilities along
with its relations to business organization and the management of IBIS is effectively using
marketing mix and also other different techniques technique in their business for achieving the
business objective. Along with this, the marketing manager of IBIS hotel, has developed
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effective marketing plan, which help the management in attaining the department as well as
organizational goals effectively and efficiently.
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REFERENCES
Books and Journals
Beck, J. A., 2017. Selling in the hospitality industry. Routledge Handbook of Hospitality
Marketing, pp.160-167.
Biełuszko, K. and Marciszewska, B., 2018. Room rate parity vs. rate fences in the context of
price discrimination theory: the case of the Polish hospitality market. Argumenta
Oeconomica, (41), p.2.
Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Dioko, L. D. A., 2016. Progress and trends in destination branding and marketing–a brief and
broad review. International Journal of Culture, Tourism and Hospitality Research.
10(1). pp.5-13.
Hassanien, A. and Dale, C., 2019. Hospitality business development. Routledge.
Kamau, F., Waweru, F. K., Lewa, P. and Misiko, A.J., 2015. The effects of the marketing mix on
choice of tourist accommodation by domestic tourists in Kenya. International Journal
of Novel Research in Marketing Management and Economics. 2(2). pp.25-34.
Karnaukhova, N. A. and Polyanskaya, E. V., 2016. Communication and reputation as essentials
for the positioning of an organization. AI & society. 31(3). pp.371-379.
Matikiti, R., Kruger, M. and Saayman, M., 2016. The usage of social media as a marketing tool
in two Southern African countries. Development Southern Africa. 33(5). pp.740-
755.Pike, S., 2015. Destination marketing: essentials. Routledge.
Okumus, B. and Cetin, G., 2018. Journal of Destination Marketing & Management.
Pantelidis, I., 2016. Hospitality management: a brief introduction. Tourism Management, 57,
pp.311-311.
Pike, S., 2015. Destination marketing: essentials. Routledge.
TOMA, P. D. S. G., 2015. THE MARKETING MIX IN A LUXURY HOTEL CHAIN.
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