The Dorchester Hotel: Marketing Plan for Customer Engagement and Sales

This report analyzes the marketing strategies for The Dorchester Hotel, a luxury establishment in the UK, aiming to enhance customer engagement and boost sales. The report begins with an introduction to the importance of marketing in the hospitality industry, followed by a detailed marketing plan. The main body of the report focuses on creating a marketing plan that incorporates the marketing mix elements (product, price, place, promotion, people, processes, and physical evidence) and the STP approach (segmentation, targeting, and positioning) to effectively reach and retain customers. Furthermore, the report outlines various strategies to retain customers, such as website optimization, social media marketing, VIP recognition, and loyalty programs. The report concludes with a summary of the key findings and recommendations for The Dorchester Hotel to improve its marketing efforts and achieve its business objectives.

Marketing and
Business for Service
Sector

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
A: Create a brief marketing plan for an existing tourism, hospitality or events product/service to
increase customer engagement and sales.........................................................................................3
Marketing mix- ...............................................................................................................................3
CONCLUSION....................................................................................................................................9
REFERENCES...................................................................................................................................10
Books &Journal:............................................................................................................................10

INTRODUCTION
Market is wider and broader and is changing at rapid scale. With changing at period of time,
it has become important to be active as well aware about changes in hospitality industry (Wood,
2016). The Dorchester, a well known hotel headquartered in UK. It is five star hotel which provides
quality of services to its clients & customers. Moreover, with its old infrastructure style it attract
customers in proper manner. This report includes marketing plan for hospitality organisation and
customer engagement as well as sales. Business and marketing is essential & is being focused by
enterprise. The increase in competition has lead to prepare of a marketing plan for entity. The
present report gives a brief knowledge about planning as well as marketing.
MAIN BODY
A: Create a brief marketing plan for an existing tourism, hospitality or events product/service to
increase customer engagement and sales.
Marketing is being a broader concept & it has become important to understood it in proper
manner. To deal with competitors, it is necessary to be aware about the changing needs and
demands of customers properly so that it planning is done in appropriate way. It is also crucial to do
planning so that all goals & objectives are achieved in most manner. It is responsibility of manager
to make ensure that most effective measures are being adopted & are used in planning process. It is
time consuming process & is to be carried out in with appropriate measures & research analysis. In
relevance with The Dorchester, to increase as well as enhance their sales and profit ratio of business
they also use marketing planning so that it become easy for them to make decision regrading the
increasing of sales volume or organisation development in market (Da Silva, 2016).
To do proper planning, many marketers uses marketing mix as concept which is defined as
set of strategies or tactic which are used to promote or develop a product or an entity. In context
with chosen firm, it has become crucial to adopt this process which has been explained below-
Marketing mix-
This refers to use of various strategies with motive of developing a product or business &
includes various elements such as product, price, place promotion, physical evidence, process, and

people. The chosen hotel uses the elements of marketing mix with proper consideration so that
problem or error do not occur in near future. This helps them to use their resources as well as other
products in most efficient way. It offers broad guidelines for putting the right products in the right
place, at the right time and price.
Product- It is defined as goods or services which customers wants to purchase for personal
or professional use. It is necessary to be aware about the product what he organisation wants to sell
or introduce to the public. It can be both tangible & intangible depending upon the preferences of
entity or customers. In relevance with selected hotel, they their services are being considered as the
product which is being provided to customers with in most appropriate manner (Kotler, 2017). The
manager of hotel make assures that quality is being linked to services as well as product.
Price- It refers to value of something for exchange of goods or services. It is necessary to
use the appropriate pricing strategy so that it become easier to promote the product. Their are
various types of pricing strategy such as skimming, penetration, etc. It depends upon organisation to

choose most suitable strategy so that correct decisions are made. In reference with chosen hotel,
they use they use premium pricing (Othman, 2019).
Place- Then comes the place which refers to location which is required for distributing or
placing of product into market by segmenting it with correct market. There are various ways of
segmenting or distribution of product such as extensive, selective, intensive. The selected enterprise
uses selective distribution. As because competition is rising, they have chosen this distribution
strategy. It also to necessary to choose the right location so that customers are easily.
Promotion- It refers to use promoting or advertising the product or brand by use of various
tools or methods such as public relations, sales promotion, digital platforms etc. Most of the
organisations uses online modes such as Facebook, You Tube, etc. In context with The Dorchester
hotel, they use online modes & promote their hotel services through e-commerce websites which
helps them to create awareness of their brand in most effective manner. Promotion also assists firm
in analysing the impact of product on prospect or target market (Ndofirepi, 2020).
People- These are considered to be those who encounter customers on daily basis or are
involved in delivery of project. They are responsible for influencing the customers decision through
their communication skills, knowledge or capabilities. These people also help in understanding the
actual needs of customers or end users. In relation with The Dorchester, they staff, workers, waiters
come under this category (Ganesha, 2020).
Processes- This element includes delivery or final phase of sales funnel which includes
satisfaction, lifetime value etc. With proper focusing on customer experience it will be easier to use
carry out processes properly. In relevance with selected enterprise, they always use feedbacks as
well as focus on customer preferences. This assist them in examining the experience of customer
through which they are able to focus on them well as strong areas.
Physical evidence- It refers to use actual present of organisation or product. It includes
warehouse, transportation, documents which are being considered as physical evidence of
organisation. In relation with selected entity, they have waiters, managers which are being viewed
as physical evidence. It is essential to focus on evidence as it increases the trust of customers that it
actually exists. Manager of hotel make ensures that all documents as well as evidence related to
organisation are being kept appropriately so that they are being used effectively in near future.
After a brief analysis of above matter, it has been examined that it is crucial to use marketing
elements in business so that it is easier to do the proper planning so hat errors or problems do not
occur within the process. To use these elements, a deep level of market research is also required so
that they are used in most effective manner. So, when going for marketing mix it is necessary to do

planning so that decision making is being done appropriately.
Further, it has been also analysed that when implementing marketing plan marketers use
STP approach which has been discussed in brief-
STP- It is framework and concept used by organisations to decide how marketing strategy
can be implemented. It is necessary to go through this concept as it will help them to target their
market as well as customers. Moreover, in context to The Dorchester they also need to use STP
approach which will assist them in using of resources at optimum level. It is wider concept which
requires proper analysis so that all the elements within the
Strategy to retain customer in tourism industry
There are various strategies which can be use by organisation to attract customer and retain
them for longer period of time by serving quality services. This will help organization in managing
success in organisation as well as gaining increase market share (Vinuales, 2019). Some of these
strategies are mentioned below:
Optimize the website with user-friendly interface: This is a common strategy which is
used by various firms in market to retain customer. In current environment organisation is using
various kind of function which will help organisation in marketing its hotel. By the use of Optimize
the website with user-friendly interface The Dorchester hotel can manage its websites where users
can easy access to website and can get information which they require about their facility and other
booking related programs so that customer can satisfy their needs by using these functions.
Increasing use of social media: social media is important part of attracting and retaining
customer. This is because in current time there is continuous increase in use of social media. Where
organisation gets a platform to perform its function. Social media will help organisation in
identification of potential customer which which will help firm in achieving its objectives by using
STP approach in marketing function. By the use of social media pages, The Dorchester hotel can
promote its function where there are large number of customers can be attracted. It can use
Facebook and other social media platform which will help hotel ion garbing attention of customer
(Islam, 2020).
Know VIPs and prepare for their arrival
Customer retention strategies for hotels that don’t offer loyalty programs can also be
effective. It is implemented by identifying & focusing on potential end users. Once company
identified VIPs, ensure that all staff are aware of who they are and trained to greet them by name
and attend to their needs. When guests feel they are part of family &have a sense of belonging as
well as ownership, they will become happy, high-value guests and boost hotel’s retention rate.

Increase loyalty of organisation: this is also an important part which can be use by The
Dorchester hotel to retain customer for loner where it can be loyal to its customer by providing
require information and management of firms profitably. This will help organisation in
identification of various factors related to achievement of organisation products and management of
success their loyalty to customer.
Reputation management is retention
Ongoing monitoring of social media universe is critical. It might reveal that happy guests are
spreading positive word of mouth, or might discover that they are talking behind the back. When
company come across a negative review, do not become defensive. Respond to it graciously and
most importantly, fast — time is of the essence.
This can be seen that there are various measures and strategy which can be used by The
Dorchester hotel to retain and attract customer for longer period of time. proach are being used in
better way.
The STP model is a central concept in marketing that is absolute key to serving a market
successfully. It refers to three activities: segmentation, targeting, and positioning. Marketers
segment markets & identify attractive segments to target, before developing suitable positioning
strategies and allocating resources to prioritise marketing activities. The use of STP model has
become more & more popular because of increasing prevalence of mature markets, greater diversity

in customer needs, and ability to reach small segments.
Segmentation- It is defined as dividing of market on the basis of variables such as
demographic, geographic etc. (Shokrani, 2019). IT is necessary to divide the market so that analysis
is being made to focus on which segment of market. In relation with chosen corporation, this help
them to examine the potential market as well as customers for their business. To do this, they need
to be properly analysed actual end users who are ready to purchase product.
Targeting- It refers to targeting of a potential market for firm activities, offers, products or
services. In this, it is done by using types of market whether it is niche, large market. Through, this
it is easier to identify who are potential end users for product. This assists firm in implementing r
constructing marketing strategy which leads to examining of end users demands as well as
requirements (Wahyuni, 2020). Therefore, The Dorchester targets large size of market for their
product. This assists them in doing promotion or advertising accordingly. Moreover, to target heir
market they have researcher in their management department which help them in targeting.
retaining custom in tourism industry
There are various strategies which can be use by organisation to attract customer and retain
them for longer period of time by serving quality services. This will help organization in managing
success in organisation as well as gaining increase market share. Some of these strategies are
mentioned below:
Increasing use of social media: social media is important part of attracting and retaining
customer. This is because in current time there is continuous increase in use of social media. Where
organisation gets a platform to perform its function. Social media will help organisation in
identification of potential customer which which will help firm in achieving its objectives by using
STP approach in marketing function (Meire, 2019). By the use of social media pages, The
Dorchester hotel can promote its function where there are large number of customers can be
attracted. It can use Facebook and other social media platform which will help hotel ion garbing
attention of customer.
Increase loyalty of organisation: this is also an important part which can be use by The
Dorchester hotel to retain customer for loner where it can be loyal to its customer by providing
require information and management of firms profitably. This will help organisation in
identification of various factors related to achievement of organisation products and management of
success their loyalty to customer (Wood, 2016).
Offer Personalized Customer Service
It only takes adding a personal touch to service delivery when guests finally arrive at hotel
for them to start singing praises from the onset. Gracious, personalized service should form basis of

every service firm offer guests as well as the facilitation of their unique wants and needs over entire
period of their stay at your hotel. Serving dissatisfied customers in a helpful & empathetic manner
can create bad online reviews, reverse any potential damage, and enhance the potential of realizing
repeat guests even as you focus on building customer loyalty.
Vision statement
Bringing the most ref quality to society
Mission statement
Their mission statement is to access customer and potential market by providing quality of
services with different options.
SMART OBJECTIVES
These are objectives which are being carried out by firm to achieve the goals in proper
manner. It includes several components which are mentioned below-
Specific- It states that it is important to focus on this understanding of goals which is being
carried out so that they specifically understood. In relevance with the Dorchester, their goal is
specific as which is achieving of maximum customers within region.
Measurable- Then another component is measurable which states that it is essential to
measure progress of goals and its measurement so that decisions are made accordingly. Their set
objectives are in steady progress as chosen hotel have started using new social media tools.
Achievable- It states that objectives which are being set are to be achievable by everyone.
This is because unachievable task will create a problem for whole team or individual. They have
achievable targets like increasing of customers visit by at-least 20 percent I a month.
Realistic- Further one is that the objectives which have been set are needed to be realistic so
that it is possible to implement strategies accordingly. There goals are realistic in nature like main
goal is to provide quality of services to customers.

CONCLUSION
After a brief analysis of above report, it has been seen that marketing & business sector in
service sector is dynamic in nature. Discussions have been made about marketing plan and
customer engagement sales. It is essential to be aware about planning so that goals & objectives are
achieved in most effective way. Furthermore, correct measures are to be adopted so that decision
making is done in appropriate manner. To carry out the process without facing any problem, it is
crucial to conduct a planning so that project is completed on given deadline. Thus, techniques &
approaches are to be used in such a way that objectives are achieved.

REFERENCES
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