Marketing Essentials: Audit of a New Hotel Business in the UK

This report presents a comprehensive marketing audit for a new hotel business, 'Magic Hill,' located in the United Kingdom. The analysis begins with an introduction defining marketing audits and their significance in evaluating a business's internal and external environments. The report then delves into an internal marketing audit using the SWOT framework, identifying the hotel sector's strengths (e.g., job creation) and weaknesses (e.g., seasonal dependency). It also considers opportunities (e.g., quality control trends) and threats (e.g., skilled staff recruitment). The external marketing audit utilizes the PESTLE framework, examining political, economic, social, technological, legal, and environmental factors impacting the hotel. The political factors encompass government regulations and taxation, while economic factors include inflation and exchange rates. Social factors involve consumer preferences, and technological factors cover software utilization. Environmental considerations include climate changes, and legal factors address employment and consumer protection laws. The report concludes by emphasizing the importance of SWOT and PESTLE analyses for new businesses and highlights the significance of segmentation, targeting, and positioning in attracting consumers. The provided references include key academic articles on marketing audits and related topics.

Andreea Oana Contor Student no. 1816292
Ionela Mioara Butoi Student no. 1816307
Elena Nicolae Student no. 1815318
Ema Roxana Matei Student no. 1816275
Lecturer Name : Olu Adegbite

MARKETING ESSENTIALS

Table of Content
Introduction
Marketing Audit
Conclusion
References

Introduction
 Marketing audit means to the broad, organized, analysed, evaluated and interpreted
of the business marketing atmosphere both internal and external.
 Its objectives, methods and values to determine fields of difficult and chances as
well as to suggest policies to increase marketing execution of organization.
 This presentation is based on new business start up in hospitality sector that is
Hotel Business which named is Magic Hill in the United Kingdom.
 It will explain the internal and external marketing audit for new business start-up.

Marketing Audit
 Internal Marketing Audit (SWOT):
 Strengths:
 The hotel sector is highly dependent on guests
or tourists which is big strength. Hotel sector
make job chances for young people and
women. People with limited education can
acquire chances for career.
 Weakness:
 The hotel sector business is largely depend on
seasonal that is huge weakness for the business.
 There are low productiveness, profits margin
and added value which influence on operation
of hotel business which named is Magic Hill in
the United Kingdom.

CONTD......
 Opportunities:
 The trends of larger demands on control of quality which can add value of the hotel
sector.
 There is taken up for climate as well as well-being are also trends which possibly
add value to goods and services.
 Threats:
 In relation to recruit skilled staff that impact on competitiveness within the hotel
sector that is long run threat.
 Political unrest and terrorism also influences on new hotel business which named is
Magic Hill in the United Kingdom.

CONTD......
 External Marketing Audit (PESTLE):
 Political Factor:
 It involves laws and regulations of
government, exchange policy, foreign direct
investment, corporate tax rate etc. which
can influences of hotel business which
named is Magic Hill in the United
Kingdom.
 Economic Factor:
 It includes changes taxation, inflation,
economic development, exchange rate etc.
which can influences of hotel business in
the United Kingdom. The economic change
does leave important effect on attitude of
the business.

CONTD....
Social Factor:
It includes changes consumer demand, taste and preferences, needs and wants,m consumer
lifestyle, demographics etc. which can influences of hotel business in the United Kingdom.
There require to be variety of alternatives that can be availed.
Technological Factor:
It includes different software which utilised by hotels which aids to meet all wants of
employees and consumers.
The technology utilised can be beyond status specially when it comes to management of new
hotel in the United Kingdom.

CONTD......
 Environmental Factor:
 Changes in environmental and climate changes have effect on new hotel business in the
United Kingdom. Hotel business has to take appropriate measures for factors and taking
control over it on time.
 It can aid to reduce the problems and team of new hotel business that can manage some
situation effectively.
 Legal Factor:
 It involves employment law, consumer protection laws, discrimination regulations etc. which
can influences of hotel business in the United Kingdom.
 The legal atmosphere is significant for the development of hotel business.

Conclusion
 This report has summarised that new hotel business needs to determine SWOT
analysis as internal marketing audit and PESTLE analysis as external marketing
audit which has good for open a new business.
 It can be concluded that hotel follow segmentation, targeting and positioning for
targeting more consumers within hotel business.

References
Chen, H.C. and Yang, C.H., 2019. Applying a multiple criteria decision-making
approach to establishing green marketing audit criteria. Journal of Cleaner Production,
210, pp.256-265.
Al Fahad, A., Al Mahmud, A.R., Miah, R. and Islam, U.H., 2015. Marketing audit: a
systematic and comprehensive marketing examination. International journal of
scientific & Technology research, pp.215-221.
Yee, C.S., Sujan, A., James, K. and Leung, J.K., 2017. Perceptions of Singaporean
internal audit customers regarding the role and effectiveness of internal audit. AJBA,
1(2), pp.147-174.