Hospitality Marketing Essentials Activity-2: Hotel Marketing Plan

This report presents a detailed marketing plan for the Intercontinental Hotel, focusing on its expansion strategy. The introduction defines the marketing plan and provides an executive summary highlighting the hotel's global presence and expansion goals. A thorough situational analysis examines the hotel's strengths, weaknesses, opportunities, and threats, while clearly defined objectives are set for profit, sales, and market share. The report then outlines the segmentation, targeting, and positioning (STP) strategies, followed by a discussion of the marketing mix (4Ps). Budget allocation and controlling and monitoring processes are also addressed, including the use of benchmarking. The conclusion emphasizes the importance of marketing in the hospitality industry, and references are provided for further study. This report is contributed by a student and available on Desklib, a platform offering AI-based study tools and resources.

HOSPITALITY MARKETING
ESSENTIALS
ACTIVITY-2

TABLE OF CONTENTTABLE OF CONTENT
• IntroductionIntroduction
• Definition of Marketing Plan
• Executive summary
• Situational Analysis
• Objectives
• STP
• Tactics
• Budget Allocation
• Controlling and Monitoring
• ConclusionConclusion
• ReferenceReference

INTRODUCTIONINTRODUCTION
• The marketing plan is referred to as the report
which outlines the marketing strategy of the
future. It mainly includes overview of
marketing of the business , goals of
advertisement and the description of target
market of business and in the needs of
customers.

EXECUTIVE SUMMARY
The intercontinental hotel is mainly the expanded hospitality industry
that has been designed in order to give all the ammonites and the facilitates to the
customers. This hotel has almost being covered in 213 location in the world and
its headquarter is being situated in England(Okumus, and et. al., 2019). There has
been framed the marketing plan as it want to expand in Pakistan and provide the
best services to their employees.

SITUATIONAL ANALYSISSITUATIONAL ANALYSIS
Strength Weakness
 It has the strong brand image in the countries ans
intercontinental hotel has a brand value and the customers
tends to come In Pakistan just by the name too.
 They carry all the strategies with certain digital outlook of
scenarios and nature.
 Due to its high branding image only the elite class people
comes up to reach over there. They do not cover the middle
class people in intercontinental hotel.
 The coordination covers the major issue as the hotel face
huge problem in managing all at one time.
Opportunities Threats
 They can channelise and make there booking more advance
with all the technological development as in order to attract
the customers.
 The intercontinental hotel can cover all the international
tourist by providing them all the facility in order to attract
them with huge means.
 As there is a huge competition in the hotel industry and
there are various luxury hotels being made in all the areas
this that can create a problem to all and top the
intercontinental hotel when they set up in other areas.
 It usually depends on all the various companies and the
intermediaries in order to get there supplies.

OBJECTIVES
The main aim or the objective of Intercontinental hotel in order to
expand its business and hotel in other areas are:
•To earn maxim,um profit of 60% in next 10 months.
•To increase and promote sales with 40% in next 8 months.
•To gain the market shares from 50% in next 12 months.

SEGMENTATION, TARGETING AND
POSITIONING
Segmentation
• It covers all the segmented market in order
to increase the market value. There has been
seen that the segments in the market and all the
services which are framed in the luxury,
upscales as all the services are being rendered in
order ton make them provide call the luxury and
leisure

TACTICS
Marketing Mix
• The 4Ps in the marketing mix followed by the
intercontinental hotel are covered as under:
•Product- It mainly covers the food,
accommodation and the beverages facility and with
that there are additional facilities being made like
gym, spa and outdoor sports for elite guests.

BUDGET ALLOCATION
Particulars Amount (£)
Marketing 10000
Promotional activity 20000
Plant and machinery 120000
Print media 7000
Total 148000

CONTROLLING AND MONITORING
• Controlling implies all the overseeing of the task and with that
monitoring involves the process of work with all the time, scope and the
budgets(Tan, and Chen, 2020).The intercontinental hotel mainly use the
benchmarking tool so as to make it work and analyse there working by
measuring the performance of the company and also tends to focus on the
competitors in order to identify the opportunities as this helps in framing the
scope of all the improvement that can take place.

CONCLUSION
• From this above PPT it is concluded that marketing is the key feature and it
helps and plays an essential role for all the departments. As there is being seen
that in hospitality industry there are varies services and record that has been
kept in mind it has been also analysed that all the marketing mix of the
company and with the help of further skilled managing the departments and the
areas.

REFERENCESREFERENCES
• Tan, W.K. and Chen, Y.C., 2020. Tourists’ work-related smartphone use at
the tourist destination: making an otherwise impossible trip
possible. Current Issues in Tourism, pp.1-16.
• Tasci, A.D. and Severt, D., 2017. A triple lens measurement of host–guest
perceptions for sustainable gaze in tourism. Journal of Sustainable
Tourism, 25(6), pp.711-731.
• Vuignier, R., 2017. Place branding & place marketing 1976–2016: A
multidisciplinary literature review. International Review on Public and
Nonprofit Marketing, 14(4), pp.447-473.
• Yawson, D.E. and Yamoah, F.A., 2021. Gender variability in E-learning
utility essentials: Evidence from a multi-generational higher education
cohort. Computers in Human Behavior, 114, p.106558.