Detailed Marketing Plan for Idle Rocks Hotel - BMIH4005 Course

This marketing plan for the Idle Rocks Hotel, a luxury three-star hotel in St Mawes, UK, outlines strategies to attract new customers and retain existing ones post-pandemic. It details the marketing mix (product, price, place, promotion), a SWOT analysis highlighting strengths like diverse services and weaknesses like limited modern marketing, and a PESTLE analysis examining political, economic, social, technological, environmental, and legal factors. The plan emphasizes creating customer value through digital platforms, surveys, and events, and leveraging digital marketing channels like social media and email. Challenges include campaign dynamism, resource limitations, and plan control, with recommendations for team oversight and effective search engine utilization.

MARKETING PLAN
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Table of Contents
INTRODUCTION...........................................................................................................................3
Marketing mix..............................................................................................................................3
The marketing environment ........................................................................................................4
The marketing environment (PESTLE).......................................................................................5
Creating customer value and engagement...................................................................................6
Effective use of digital marketing................................................................................................6
Conclusion ......................................................................................................................................6
REFERENCES................................................................................................................................8
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INTRODUCTION
The Idle Rocks is one of the luxury hotel situated in United Kingdom. This is a three star
hotel. The organization is associated with the Relais & Chateau Hotel chain. The property is
situated at a traditional fishing village called as St Mawes. The idle rock based boasts excellent
sea view can grab from the respective location. The rocks feature can witnessed at the property
which make the stay more luxurious. The purpose of this marketing plan is to attract the new
potential customers after the pandemic situation gets an over. Along with sustaining the existing
customers new customers are also targets with the use of this marketing plan.
Marketing mix
Product
The Idle Rocks is currently offering various facilities in the outdoors side which include
outdoor furniture, beach front, sun terrace and terrace. IN the food and drinks segment company
is offering special diet menu, breakfast, bar and restaurant (Anning-Dorson, 2019). Different
activities customers can enjoy at a location like hiking, beach, movie nights, tennis court and
such other activities. Services of the hotel include housekeeping, concierge service, luggage
storage, dry cleaning, 24 hours front desk and room services.
Price
Company adopted the competitive pricing practice where it charges according to the
market competition. The aim of the company is to attract the middle class and upper class
economic background of customer base (Chetthamrongchai, Jermsittiparsert and Saengchai,
2019). Competitive pricing allow the company to offer discounts and seasonal offers to attract
customers.
Place
The Idle Rocks is situated at a beach side which make the location look perfect for the
holiday. The location offer a complete stay for all kinds of potential customers belong to any age
group or category along with any gender (Choi and Kandampully, 2019). Travellers across the
global can come and stay at the property to make the stay luxurious and convenient.
Promotion
Company can use the digital marketing, email marketing, social media marketing, search
engines and such related techniques to promote the brand in respective target market
(Dewnarain, Ramkissoon and Mavondo, 2019).
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The marketing environment
Strength
 Variety of services offer by the company.
 Location around the sea make the stay more luxurious and attractive (Han, Chua and
Hyun, 2020).
 Pricing of the company make the stay look more attractive for all kinds of travellers.
 Skilled staff can allow the company to offer the best services to enhance and cherish the
overall guest experience (Kim, Yoo and Yang, 2020).
 Well established supply chain management system favour the organization to offer the
latest and trendy products to its customers.
Weakness
 Less focus on the modern marketing techniques which do not empower the organization
to boost and cherish the overall success of the company (Kim and Stepchenkova, 2021).
 Less innovative services and facilities which do not allow the organization to establish a
dynamic brand image.
 Marketing campaign is not very attractive as it is not using any slogan or brand identity
features (Lee, 2018).
Opportunity
 Social media marketing can favour the organization to attract more growth and
development opportunities (Loo, 2020).
 Digital marketing practices like YouTube and many more will cater the company to
attract new customers in the market (Mercade Mele, Molina Gomez and Garay, 2019).
 Email marketing can facilitate the organization to sustain the existing customer base.
Threat
 Competition in the market is a huge threat for the company.
 Less dynamic brand value could further drag the organization for taking the competitive
advantage (Mohammed and Al-Swidi, 2019).
 Spread of virus is still a threat for the company.
The marketing environment (PESTLE)
Political
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Government in United Kingdom support the growth and development of the hospitality
sector as a whole. The focus of the government is to maximize the growth possibilities hold the
entire hospitality and tourism sector of the country (Serra-Cantallops, Cardona and Salvi, 2020).
The political support could favour the industry to grow rapidly even after the pandemic of covid
19. Government is lenient to provide licence, funding which make the sector grow in the market.
Economic
The per capita income of the people based in UK are allowing them to travel across the
country. Further the United Kingdom is capable to attract the travellers from across the globe.
Inflation is also in control that allow the travellers to explore the UK efficiently (Shiu and Tzeng,
2020).
Social
The United Kingdom is a fascinating location for all kinds of travellers. The country offer
beach, lakes and all other facilities that can match up the taste of all kinds of travellers.
Technological
United Kingdom is well-known for its technological advancement. Hotels in United
Kingdom are adopting all kinds of technologies such as customized features, search engines,
digital platforms, mobile applications and such other. All the technological advancement could
favour the hospitality sector to grow.
Environment
Hotels in UK are interested to protect the environment such as protecting beach, lakes
and such other landmarks that can attract to travellers.
Legal
Different laws such as licensing act, equality, anti discrimination and such other
applicable over the industry.
Creating customer value and engagement.
This campaign is totally based on The digital platforms such as Facebook, Instagram and
such other. The research is favoured to the marketers to identify what they actually want from
the Idle Rocks. Primary survey could allow the organization all the core areas they need to work
on in order to maximize the overall success of the brand. Survey could allow the company to ask
directly about all their wants and desires from The Idle Rocks. This entire technique could allow
The Idle Rocks to know what are the core requirements in current hospitality sector
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(Weerasinghe, 2019). Company need to work on its service area in order to make its more
dynamic as currently The Idle Rocks is offering the standard services. More promotions will
help and support the organization to attract new customers along with the existing customer base
associated with the organization. Regular events will also conduct at The Idle Rocks so that new
customers can attract towards the services offer by the organisation. Company will also conduct
the live music fest on every weekend in its restaurant so that more number of visitors can get
attracted towards the services offer by the organization.
Effective use of digital marketing
Digital marketing is one of the core method related to marketing and promotion in
business. Digital media channels such as Facebook, Instagram, snap chat and such other will be
used to promote the products and services offer by the organization. Website will also design by
the company so that more number of customers can get attracted towards the services offer by
The Idle Rocks. . Social media marketing will favour the company to constantly interact with the
potential customers in the market (Yang, Ren and Adomavicius, 2019). Customer engagement
play a very important role and the social media marketing and digital promotions will favour the
organization to support the customized engagements in the best way possible. Email marketing
will also facilitate by the company to attract more number of target customers in market.
Conclusion
This whole marketing plan hold various challenges that can restrict to the overall success
of the marketing idea. Making the entire marketing campaign dynamic enough to attract new
potential customers is a huge challenge associated with this marketing plan. Resources are
limited which can offer the huge challenge in order to achieve success in this marketing idea.
Controlling the entire plan is itself the huge challenge offer by this marketing plan.
Recommendations
 This is recommended that proper team must form to overlook every single role and
functional area associated with the marketing plan.
 Company must hold the best use of search engines in order to deliver the effective brand
identity in front of the new potential customers in market.
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REFERENCES
Books and Journal
Anning-Dorson, T., 2019. Complementarity of capabilities across cultures: Innovation, customer
involvement, and competitiveness of service firms across India and the UK. Cross
Cultural & Strategic Management.
Chetthamrongchai, P., Jermsittiparsert, K. and Saengchai, S., 2019. The mediating role of
pharmacy engagement on the relationship of perceived service quality, customer
perception, price strategy with pharmacy customer devotion. Systematic Reviews in
Pharmacy. 10(2). pp.120-129.
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Choi, H. and Kandampully, J., 2019. The effect of atmosphere on customer engagement in
upscale hotels: An application of SOR paradigm. International Journal of Hospitality
Management. 77. pp.40-50.
Dewnarain, S., Ramkissoon, H. and Mavondo, F., 2019. Social customer relationship
management: An integrated conceptual framework. Journal of Hospitality Marketing &
Management. 28(2). pp.172-188.
Han, H., Chua, B. L. and Hyun, S. S., 2020. Eliciting customers’ waste reduction and water
saving behaviors at a hotel. International Journal of Hospitality Management. 87.
p.102386.
Kim, B., Yoo, M. and Yang, W., 2020. Online engagement among restaurant customers: The
importance of enhancing flow for social media users. Journal of hospitality & tourism
research. 44(2). pp.252-277.
Kim, M. and Stepchenkova, S., 2021. Do consumers care about CSR activities of their favorite
restaurant brands? Evidence from engagement on social networks. Journal of
Hospitality Marketing & Management. 30(3). pp.305-325.
Lee, S. A., 2018. M-servicescape: Effects of the hotel mobile app servicescape preferences on
customer response. Journal of Hospitality and Tourism Technology.
Loo, P. T., 2020. Exploring airline Companies' engagement with their passengers through social
network: An investigation from their Facebook pages. Tourism Management
Perspectives. 34. p.100657.
Mercade Mele, P., Molina Gomez, J. and Garay, L., 2019. To green or not to green: The
influence of green marketing on consumer behaviour in the hotel
industry. Sustainability. 11(17). p.4623.
Mohammed, A. and Al-Swidi, A., 2019. The influence of CSR on perceived value, social media
and loyalty in the hotel industry. Spanish Journal of Marketing-ESIC.
Serra-Cantallops, A., Cardona, J. R. and Salvi, F., 2020. Antecedents of positive eWOM in
hotels. Exploring the relative role of satisfaction, quality and positive emotional
experiences. International Journal of Contemporary Hospitality Management.
Shiu, J. Y. and Tzeng, S. Y., 2020. Can involvement increase trust in a confusing online setting?
Implications for marketing strategy. South African Journal of Business
Management. 51(1). pp.1-10.
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Weerasinghe, K. P. W. D. R., 2019. Impact of content marketing towards the customer online
engagement. International Journal of Business, Economics and Management. 2(3).
pp.217-2018.
Yang, M., Ren, Y. and Adomavicius, G., 2019. Understanding user-generated content and
customer engagement on Facebook business pages. Information Systems
Research. 30(3). pp.839-855.
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