Marketing Essentials Report: Analyzing Lancaster Gate Hotel

This report provides a comprehensive analysis of marketing essentials, focusing on the Lancaster Gate Hotel. It begins with an introduction to marketing and its importance, followed by an overview of the hotel and its competitor, The Imperial Hotel. The report delves into the 7Ps of the marketing mix, including product, price, place, promotion, physical evidence, people, and process, comparing the strategies of both hotels. A detailed marketing plan is presented, including SMART objectives, situation analysis, PESTEL and SWOT analyses, and various marketing strategies. The report also covers the marketing mix (4Ps), STP (segmentation, targeting, and positioning), competitor analysis, budget considerations, research methods, stakeholders, and potential risks. The conclusion summarizes the key findings and recommendations for the hotel's marketing efforts.

Assignment Title: Marketing Essentials
Unit Number and Name: Unit 2: Marketing Essentials
Unit Leader: Mr Peter Emelone
Student Name:
Student ID:
Submission Date:
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Table of Contents
Introduction......................................................................................................................................3
Section 2..........................................................................................................................................4
Part A...........................................................................................................................................4
Overview of “Lancaster Gate Hotel”...........................................................................................4
Overview of “The Imperial Hotel”..............................................................................................4
7p’s Marketing mix......................................................................................................................5
Marketing Plan.................................................................................................................................9
Smart objectives of the marketing plan........................................................................................9
Situation analysis.......................................................................................................................10
PESTEL Analysis......................................................................................................................11
SWOT analysis..........................................................................................................................13
Marketing Strategies......................................................................................................................14
The marketing mix (4p) of “Lancaster Gate Hotel.”.................................................................14
STP (Segmentation, Targeting and positioning)........................................................................16
Competitors................................................................................................................................17
Budget............................................................................................................................................18
Research Method...........................................................................................................................19
Stakeholders of the plan.................................................................................................................19
Required source.............................................................................................................................20
Probable risk..................................................................................................................................20
Conclusion.....................................................................................................................................21
References......................................................................................................................................22
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Introduction
The report is contained of the factors and aspects of marketing essentials. Marketing essentials is
very much essential and necessary for all types of organisation. Marketing is about creating
value, making a profitable relationship with the customer and satisfying the need of the
customer. For providing a clear view of this report and fulfilling the requirements of marketing
essentials, “Lancaster Gate Hotel” is selected. The 7ps of the marketing mix, along with a
marketing plan, will discuss in the report according to “Lancaster Gate Hotel.”
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Section 2
Part A
Overview of “Lancaster Gate Hotel”
“Lancaster Gate Hotel” is situated in London and one of the fast-growing hotels in the hospitality
and tourism industry. The environment, structure and service of the hotel are so impressive.
Several rooms are there like deluxe rooms, suites, family rooms etc. A fabulous lobby, resort,
restaurant and also bars are embedded inside the hotel (Sullivan, 2018). With the proper
marketing strategies along with the best service, they are winning the heart of their customers.
Overview of “The Imperial Hotel”
For the comparison with the “Lancaster Gate Hotel”, in this report “The Imperial Hotel” has
been selected. Imperial Hotel is situated in the central of London. It is giving tough competition
with “Lancaster Gate Hotel”. Along with high decorated rooms, lobbies and others, it has already
introduced casino, gift shop and others inside the hotel (Arnold et al., 2019). It has always been
providing service at a low cost. Customer satisfaction is also one of the objectives of this hotel.
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7p’s Marketing mix
Fig 1: 7p’s of Marketing Mix
Source: (Rafiq and Ahmed, 2018)
Product
“Lancaster Gate Hotel”
The main product of the hotel is to provide customer luxury hospitality service. Tourists,
businessman and several people visit this hotel every year for their activities. The hotel has
luxury rooms, resort, restaurants etc. The best part of the hotel is the employees are always ready
to provide service in time (Guthrie et al., 2018). Several events like a business meeting,
conference, national summit and other significant events are also hosted by “Lancaster Gate
Hotel”. Modern technologies are used in every single room of the hotel.
“The Imperial Hotel”
As it is already aforementioned that this hotel is giving a tough competition to the “Lancaster
Gate Hotel”. Therefore, similar products like hospitality service, satisfying the needs of the
customer etc. services are providing (Guthrie et al., 2018). The room of the hotel is well
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decorated and consisted of air-conditioning, Wi-Fi, TV, PlayStation for kids, laundry services
etc. It has also bars, gaming zone inside the hole which provides the customer to have some
recreation.
Price
“Lancaster Gate Hotel”
Pricing is a little bit higher than “The Imperial Hotel”. It is the bitter truth, and the fact is that the
hotel is always looking forward to providing premium services to the customers. The target
people of the hotel are mainly upper-class people, upper-middle-class. The hotel offers luxury
services, and therefore the price is a little bit high (Presbitero, 2017). It costs around €100 for one
day in a standard room. The luxurious room and luxury suits cost about €150 for a day.
“The Imperial Hotel”
In the pricing strategy, it has been following differential pricing strategy. Like, its regular room
price for one day stand around €70-€80 (Presbitero, 2017). But, the price of its luxurious rooms
is more than “Lancaster Gate Hotel”. Elegant rooms and suites are cost around €160 - €200. The
main objectives of this hotel are to provide the best service at a lower price to the customer.
Therefore, it takes that amount of money according to the class of people, but it always provides
the best service to their valuable customers.
Place
“Lancaster Gate Hotel”
“Lancaster Gate Hotel” is situated in London and the place of the hotel is in an excellent
position. The surrounding environment of the business is so attractive, and therefore, tourists
always provide high value to this hotel. It is embedded on its owned property. The surrounding
of the hotel is so calm and harmony. Therefore, a businessman, along with tourists visit every
year to deal with their meeting activities. People booked rooms over the phone call, through
website, agency or from social media platform.
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“The Imperial Hotel”
The Imperial Hotel is situated in the centre of London. As it is in the centre of London, several
tourists, people and job holders come to this hotel as it is not far away from the airport. It is
embedded in the city and those people who come to London for work, most of them get into this
hotel. The hotel has also adopted the channels for reservation through, travel agency, website,
third party, trivago (A Hottel Booking website) etc.
Promotion
“Lancaster Gate Hotel”
It has provided more focus on digital platforms to do the upgrade. Recently, it has invested
money in SEO. Also, it invites several influencers people who make videos or vlogs online for
getting new customers (Linsheng and Pan, 2019). This hotel provides more effort in the sell’s
promotion too on several occasions. Advertisements, OVC is also done by the “Lancaster Gate
Hotel.”
“The Imperial Hotel”
It provides more emphasise on offline than online. The hotel authority believes that customer
will engage in the hotel by seeing the advertisements on TV, billboards, leaflets, newspapers,
magazines and others (Linsheng and Pan, 2019). This hotel always organises several programs
and, on those programs, it provides a gift, bonus, merchandise, room facilities in terms of
promotion. Now, they are also taking social media marketing seriously.
Physical evidence
“Lancaster Gate Hotel”
The hotel is situated in London, but it is focusing on expanding its branches in new states.
Already, they are thinking to open a branch in Manchester. The restaurant has inside swimming
pool, game shows, restaurants and so many more things (Linsheng and Pan, 2019). It always
focuses on providing their customers with all the recreation in one package. The hotel is situated
in a calm and harmony place where people love to visit every year.
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“The Imperial Hotel”
The hotel is a little lag behind than “The Imperial Hotel”, but it has already opened its another
branch in two states (Linsheng and Pan, 2019). It is situated in the centre of London, and its new
branch is also in the city. This hotel always focuses on those people who will look to get some
rest after landing in London.
People
“Lancaster Gate Hotel”
Around 1500+ employees work in “Lancaster Gate Hotel”. After recruiting new employees, it
always provides adequate training facilities for the employees. Hotel manager, Chef, waiter,
management people, room service workers and others work in the hotel. The hotel always tries to
make an environment where everyone will work as the hotel belongs to them (Pretorius, 2017).
Several programs and meet up events are embedded by the hotel to increase productivity.
“The Imperial Hotel”
As it has already a new branch, now around 1600+ employees are working in the hotel. This
hotel believes that the productivity of the hotel will increase when an employee’s talent is going
to be developed (Pretorius, 2017). Therefore, after recruiting new employees, it provides all the
necessary training and then permits them to start work according to their departments.
Process
“Lancaster Gate Hotel”
The process of the hotel is so simple. When a customer comes to the hotel, they take them to
their room and provide everything to their place. 24/7 housekeeping service is provided to the
customers. Complimentary breakfast is also provided until the customer leaves the hotel.
“The Imperial Hotel”
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This hotel first receives the customer then take them to their desire room. All elements are
provided prior customer entering in the place. All the recreation devices are always present in the
rooms of an individual customer. Delivering the food to the customer room, room service,
laundry service etc. are provided to the customers by the hotel.
Marketing Plan
Fig 2: SMART Marketing objectives
Source: (Cole et al., 2019)
Smart objectives of the marketing plan
The critical smart objectives of “Lancaster Gate Hotel” to increase the sales and service up to 3%
in the next year. It is essential to expand the business in new states or country in future. When
customers visit more, and through the data list of booking the result will be measurable. With
creating good customer relationship, developing services and implementing new strategies, the
goal can be accomplished (Cole et al., 2019) It is worthwhile as the hotel is looking forward to
increasing their sales. In the next year, the hotel is looking forward to achieving this objective in
a different period of the year.
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Situation analysis
The current scenario of “Hospitality and Tourism” industry is contained of several competitors.
Competition is getting more competitive day by day. “Lancaster Gate Hotel” has made a good
brand value in London. But to retain the name in the competitive environment, it should look
forward to opening its branches more. In London, there are several hotels like Hilton Hotel,
Holiday Inn London and many more which are creating a tough competition for “Lancaster Gate
Hotel”. Therefore, it is high time for the hotel to come with new strategies and planning to
accomplish its goal along with retaining in the industry.
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PESTEL Analysis
Fig 3: PESTEL Analysis
Source: (Yüksel, 2018)
Political Factors
The political factor of UK is stable, and therefore, it won’t effect on the hotel. UK government
emphasises much on hotel and tourism sector. Several benefits are present for the Hotel. But,
changing government legislation can affect the hotel adversely (Gregorić, 2019). It should
maintain good relation with the government.
Economic Factors
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The economy of the UK is in a stable position. People income is good, and the unemployment
rate is low, which is a positive gesture for the hotel. Exchange rates in good work which is
helping the hotel to think about expanding (Gregorić, 2019). But COVID19 has affected so
severely on the hotel and tourism sector a lot.
Social Factors
There are less cultural barriers in the UK for a hotel to do business. The population growth rate is
quite good, which help the company to get efficient employees. For the COVID 19 impact, the
lifestyle attitudes of people have been changed (Pan et al., 2019). But on the other hand, people
also look to find a hotel which is providing the best safety environment in this global pandemic.
Technological factors
The hotel adopts modern technologies like automated equipment, Smart TV, card punch entry,
safety and security equipment and a lot. It is focusing more to adopt new technologies to make
the staying of the customer more convenient (Pan et al., 2019). It provides a lot of money on
innovation, along with research and development.
Environmental Factors
The surrounding environment of the hotel has provided a beautiful place for visitors to
experience. Weather change or climate change didn’t impact that much to the hotel (Kara,
2018). It has been focusing on reducing pollution from the environment. The hotel is thinking to
ban plastic uses in the hotel.
Legal Factors
All the labour laws, employment laws, health and safety laws are followed by the hotel
accurately. It didn’t take any employees who are under the age of 18 (Kara, 2018). The hotel
authority also ensures health and safety regarding employees working and even customers of the
hotel. The hotel treats the same both male and female employees.
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