Marketing Plan and Analysis: Magic Hill Hotel Case Study Report

This report provides a comprehensive marketing analysis of the Magic Hill Hotel. It begins with an introduction and table of contents, followed by a marketing environmental audit examining economic, legal, social, and technological factors. A SWOT analysis identifies the hotel's strengths, weaknesses, opportunities, and threats, highlighting its dependence on tourism and potential for innovation. The report then explores market segmentation, including demographic, psychographic, and behavioral approaches, emphasizing the importance of targeting various consumer groups. The marketing communication mix is discussed, detailing elements like public relations, advertising, personal selling, and direct marketing, along with their execution. The analysis covers the components of direct marketing, planning, and measurement. The conclusion summarizes the key findings, emphasizing the importance of marketing in organizational success, and the use of internal and external analysis for strategic advantage. The report references various academic sources on hospitality marketing and revenue management.

Marketing Essential
MAGIC HILL
HOTEL

TABLE OF CONTENT
 Introduction
 Marketing Environmental Audit
 Segment of market
 Business target market
 Marketing communication mix
 Execution of marketing communication mix
 Budget for business
 Conclusion
 References

Cont...
Economic: The main important factor of economic is
unemployment rate that's affecting this hotel and food
industry, so it is important for manager of magic hill hotel to
identify this factor before making decisions. Food interest
rates, consumer spending, income of people, inflation
economic growth, exchange rates are some economic factors
that can impact on its operations in a negative and in a positive
manner. It has been analysed that people prefer to get the best
quality, and they pay for the services which they demand.
They pay more for extra services which can increase the sales
of the hotel and contribute in developing economy.

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Legal: Legal factors includes equal opportunities, product safety, advertisement standards,
consumers laws and rights etc. It is very important for magic hill hotel to identify and having
the difference between the right and the wrong. If they want to trade successfully then they
require following all the laws and do all the activities legally. The current situation and war
conditions affect the law and rules of this hotel industry to the great extent. If magic hotel
focus on following all the rules and employment laws that time they can decrease and remove
negative impacts of legal factors. It can run their business smoothly.

Weaknesses
Weaknesses can be defined as the area where this magic hill
hotel can improve upon and need to improve for taking
competitive advantages. Some weaknesses of this hotel are:
The main weakness of this hotel is it is highly dependent on
tourists that are highly sensitive to political events.
It also does not have skilled and experienced employees that
become barriers in the path of their success and growth.

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Opportunities
 At the time of peak season it has opportunity to attract domestic as well as
international tourism.
 New and advanced technologies can also give them opportunity to being innovative.
 Removal of international trade barrier is other main opportunity for magic hill hotel.
 Innovation on customers services also give them opportunity to being a market leader.
 It has an attractive interior and well don renovation that makes it able to attract a
wider range of potential and targeted customers which can increase its sales and
profitability.

Segment of market
Market segmentation is the technique which consumer group with same
wants and common buying behaviour into segments. These sections
become the basis for targeted marketing that is more efficient strategy
of marketing than advertising to the masses. The approach of marketing
segmentation is importantly consumer-focused concept than matches
goods and offering to customers curiosity. Hotel revenue management
is one of the most needed element in market segmentation. It enables
Magic Hill hotel to target and market to mixture of consumers groups
with various attitudes with an offer which matches their requirement
and budget level. In this context, there are different segmentations like
demographic, psychographic, behaviouristic, geographical and so on.
Therefore, Magic hill hotel will need to target different consumer group
in different segments such as:

CONT…..
Psycho graphic Segments:
For this segment, Magic Hill will require segmenting the market which is based on lifestyle,
values and personalities of their consumers. As nature of business, Magic Hill will need to
direct on business people and lower income people as good or facilities. This will aid to
increase number of consumer towards the Magic Hill hotel and its products and services. By
focusing on this, increase the consumer loyalty and awareness towards the brand in
hospitality industry.
Behaviouristic Segments:
Magic Hill hotel require dividing market depending on consumer loyalty, user status,
purchase occasion etc. and serving them with various types of services and products. For this,
Magic Hill hotel need keeping in touch with action of their consumers and their feedback on
their experience in the hotel. For instance, if the company wants to direct on buying occasion,
they can do some kind of promotion to raise the purchase occasion. This will aid to increase
number of consumer towards the Magic Hill hotel and its products and services. By focusing
on this, increase the consumer loyalty and awareness towards the brand in hospitality industry

Marketing communication mix
Marketing communication and promotional mix can be defined as a set of tool that is being
used by various business in order to interact and communicate with their target customers.
Magic hill is a new start up business and hotel that provides various facilities and services
to its customers. The main aim of this hotel is to make sustainable business and attract
wider range of customers towards their services. For making people aware about its
products and for getting them known about the importance and specialities of their
services and products it is important for them to choose the best promotional and
communication mode. There are some elements included in marketing communication
mix that can help magic hill hotel to promote their products and communicate with their
target customers. Public relation, advertising, personal selling and direct marketing are
elements of marketing communication mix.

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Personal selling: Personal selling is other main component of communication mix. In this
type, sales professional focus on interacting and communicating their target customers as
they have a vast knowledge of their products and services. They also provide suggestions
to customers related to any type of problem and also try to solve their problems. By more
focusing on developing relationship with customers and people they increase their sales.
Customers also support them as they do mouth publicity about their products and services
which increase their brand image.
Direct marketing: There are several forms of direct marketing such as postcards, catalogues
of company's products and coupon mailers. The main aim of direct marketing is to give a
brand message to target audience. There are several companies and hotel that using this
direct and online marketing and promote their goods through Facebook, Twitter and E-
mail. This internet marketing allow them to establish connection and make their sales
process easy at affordable prices.

Execution of marketing communication mix
There are various components and methods of promoting products but magic hill hotel use
direct marketing. They implement this in their company and take various advantages. For
executing direct marketing component of communication mix it is important for them to
identify and formulate objectives and create a simple plan. After formulating objectives
magic hill hotel plan an offer and execute all activities consistently and then develop a
system of tracking marketing effectiveness.
Creating a plan: For executing and implementing any component it is important to have a
great marketing plan. In this marketing plan they require to write all activities which they
will perform further. It is not difficult and time-consuming as it helps them in guiding in a
right direction

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Measurement: It is the last and final activity and step of execution of direct marketing
communication. In this step, manager require taking measurements and see that how their
activities are working and beneficial for them.
There are various advantages of direct marketing which magic hill hotel use such as it helps
them in building and developing strong relationship with potential as well as existing
customers. It also improves and increase customers loyalty, when sales promotional give
informations of their products and also help them in solving their problems related to
products. This activity and way of communication is measurable as manager can easily
measure their effectiveness by tracking the success of their campaign