Marketing Essentials: Task 2 - Garden View Hotel Marketing Plan

This report presents a comprehensive marketing plan for the Garden View Hotel. It begins with an introduction and background of the business, highlighting the rationale for its success, and then delves into a detailed SWOT and PESTLE analysis to assess internal strengths and weaknesses, and external opportunities and threats. The report establishes clear marketing objectives, followed by an examination of marketing segmentation, targeting, and positioning strategies. A key component is a comparison of the marketing mix between Garden View Hotel and its competitor, Holiday Inn, evaluating product, price, place, promotion, process, people, and physical evidence. The implementation plan for the promotional launch of the new product/service is also discussed. The analysis provides valuable insights into the hotel's market position and strategic recommendations for achieving its goals. Finally, the report concludes with a summary of the key findings and a list of references.

Marketing Essentials
(Task-2)

Content
 Introduction
 Background of the business and rationale why the business will succeed
 SWOT and PESTLE analysis
 Marketing Objective
 Marketing Segmentation, Targeting and Positioning
 Comparison of your marketing mix
 Conclusion
 References

Introduction
Marketing plan is defined as blueprint document which outline all
marketing tactics and advertising efforts for up-coming years.
Marketing plan formulated by examining external environment proves
to be more effective and results in productive outcomes. Organization
frame marketing plan so that product or services can easily be
commercialized for the customers in intense competitive world.

Objectives
 The first objective of organisation is to increase their market share with
30% with in the period of 3 months.
 To satisfies the needs of its employees through using minimum resources
and enhancing better results for longer period. It also use to boost market
area with 20%.
 Managing the market size to perform and provide its services at global
level. To attract and increase foreign income with 10% for every season.

Design a comprehensive marketing plan
Marketing plan refers to as written document consisting all marketing
strategies for communicating the value of product or services to the
potential consumers. This directly raises business sales volume for
the product and services offered to them. Marketing plan is a way
through which existing or new goods and services are easily
accessible to the consumers. Without conducting market research
promotional plan can be designed in proper manner.

Background of the business and rationale why
the business will succeed
Garden view Hotel, a newly hotel is preparing marketing plan for
services offered to the customers which is Online website. This is
the existing unique services which is served to the targeted
customers of Garden view Hotel. In order to raise the sales volume
social media platform is adopted so that emerging needs and wants
of the customers can be full-filled.

Summary of the business services
Garden view Hotel is offering digital customer services for their loyal
and potential customers. This is existing unique services which is
served to the targeted customers of Garden view Hotel in order to
retain them for longer time period. This services is defined as
interaction between client and firm through digital technology.

SWOT and PESTLE analysis that highlights
complexities of internal and external factors
Strength
 Good quality- The products and services
of the hotel are high in quality. So it
major strength for organisation.
 Quick services- Hotel and its staff deliver
all services to its customers quickly, it
helps to satisfies needs with easy
approach.
Weakness
 High competition- hospitality industry is
facing tough competition because of it
globalisation aspect.
 Low margins- Variable expenses of the
garden view hotel are high, so it reduces
the profits for organisation.
Opportunities
 Growing market- Size and operations of
industry are growing at global level. This
results the demand of organisational
services is increasing with rapid speed.
Threats
 Seasonal factor- Demand and income of
hospitality products is depend on season.
So it works as a major threat for
organisation.

SWOT analysis
Strength, weakness, opportunity and
threat is studied by Garden view
Hotel so that loop holes of other
can be turned out into their profit.
It plays a crucial role in an
organization as it helps to
ascertain threat prevailing in the
open market place.

Continue…
Strengths Weaknesses
 Core strength of restaurant is that it has strong property
portfolio.
 Organization more focus on technology integration due
to which emerging needs and wants of the customers
are full-filled.
 Business is assessed by effective and strong leadership
of the business owner. This leads in running the
business smoothly.
 Top level management of Garden view Hotel Group has
build unique and effective employee retention schemes.
 Over the years by working hard day and night both staff
members and firm they are able to build strong brand
recognition in open market place.
 Garden view Hotel Group main loop hole is that they
are more dependent on United Sates market.
 In order to satisfy consumers needs continuous
innovation in their services is taking place. All this
activities incur huge cost. As a result huge firm is
overburdened with high debt ratio.
 Garden view Hotel is a leading brand still they have
very less number of loyal and potential clients for their
services. It results in generating less profit.
 There is gaps in product range sold by the firm. Due to
lack in choice new rivalry a foothold in the market

Continue…
Opportunity Opportunity
 In the era of globalization there is high potential
in emerging markets.
 Additional characteristics and innovation in
product or services is the great opportunity
 Adoption of 3D technology and other plant and
machinery so as to attract clients towards the
organization.
 Organization is acquiring local hotel groups and
chain that eliminates local competition. Due to
which revenue accumulation ratio raises
accordingly.
 Expanding business in other regions of UK
Market is another opportunity for Garden view
Hotel.
 In the era of globalization there is high potential
in emerging markets.
 Additional characteristics and innovation in
product or services is the great opportunity
 Adoption of 3D technology and other plant and
machinery so as to attract clients towards the
organization.
 Organization is acquiring local hotel groups and
chain that eliminates local competition. Due to
which revenue accumulation ratio raises
accordingly.
 Expanding business in other regions of UK
Market is another opportunity for Garden view
Hotel.

PESTEL analysis
Organization conduct Pestle (political,
economical, social, technological,
environment and legal) in order to
better understand external
environment. By examining dynamic
environment productive outcomes
can be attained in the set time frame.

Continue…
Political factor: Garden view Hotel is serving Online website to their
targeted consumers in order to bind them for longer time period.
Foreign trade policy, trade restrictions are examples of political
factor. Organization is expanding the business in UK market in
order to capture huge market ratio. As the political condition of UK
is stable there are huge chance to grow across the globe.

One Marketing Objective for the first year of
business
Specific: Garden View Hotel is expecting increment in deals and
benefit of the firm alongside the expansion in client base by
propelling the exercise center in the inn premises.
Measurable: 25% expansion in deals and benefit is normal by the firm
while 20% addition in the client base.
Achievable: The organization is hoping to improve the deals and
benefit by procuring new representatives and give them
fundamental preparing to taking care of the client during their stays.

Perceptual customers
Perceptual map- In the present scenario, market conditions of UK are
dynamic. This refers it is essential for management to formulate
strategy as per customers needs. The perception of customers
towards green land hotel is positive because of their better services
and offering high quality goods at low prices.

Marketing mix
It consists of 7P’s which includes
product, price, place, promotion,
process, people and physical evidence.
It is most useful strategy adopted by
an organization as it help in updating
their current market strategies
according to the rivals strategies and
changing marketing environment.

Comparison of marketing mix between two
organisations
Basis Garden View Hotel Holiday Inn
Product  It is a new hotel which is planning to
expand its market presence. In this
context company is introducing online
website which will help the customers
to acknowledge their services.
 The hotel is giving nourishment, Wifi,
pool and lodgings at eco amicable areas
to the clients which guarantees their
fulfilment and trust towards the hotel.
 The hotel is additionally giving the
administrations as indicated by the
spending limit of the clients, for
example, typical, premium and high
class administrations and offices.
 It is additionally a tremendous accommodation
firm of UK giving various kinds of
administrations to the clients. The lodging is
sans giving web get to, AC rooms, diversion
park, pool and so on to the clients.
 Additionally this lodging is kid well disposed as
various kind of exercises and occasions are
sorted out in premises for guaranteeing agreeable
remain of families because of which inn is for
the most part favored by the families.

Continue…
Basis Garden View Hotel Holiday Inn
Price  The hotel is following the economic pricing at
setting the costs of their lodgings and
administrations.
 Additionally the lodging is giving low costs rooms
and offices to the clients dependent on their
financial limit.
 This lodging is following the monetary estimating
and premium valuing methodologies at setting the
costs of their administrations and offices.
 The inn has divided the offices and
administrations in three levels which are financial,
mid range and premium administrations.
Promotion  Garden View hotel is utilizing various kinds of
advancements for pulling in their clients. The
organization is utilizing the web based life stages
for advancing and promoting the administration
which are Facebook and Instagram.
 The organization has additionally acquainted
special limits with the clients who book the
administrations from hotel's site. Likewise the
organization advances their hotels through outside
promoting offices as they have high inclusion.
 Holiday Inn is likewise utilizing the online life
stages, for example, Facebook and Twitter through
which they keeps connected with their clients. The
organization is likewise utilizing the conventional
promoting channels, for example, Magazines, TV
and announcements for pulling in the clients.
 The organization likewise dispatches the special
crusades for drawing in the clients just as for
spreading mindfulness with respect to the social
issues.

Continue…
Basis Garden View Hotel Holiday Inn
Places  Garden View hotel is working their
activities in London only.
 A portion of the hotels of organization are
having ocean confronting and so on which
draws in the clients a great deal for taking
the administrations of lodging.
 Holiday Inn is giving their administrations
through lodgings in excess of 100 nations. The
inn of the organization are situated at premium
and most well known urban areas,
 for example, London, Paris, Mumbai and so on
which are popular for their regular attractions
and other legacy attractions.
Process  The organization has executed different
procedure in their lodgings,
 for example, get of clients from the closest
areas for settling their inquiries and
gathering for giving the vital data to the
clients.
 Holiday Inn is additionally utilizing various
procedures for guaranteeing the consumer
loyalty and great experience (Joshi, 2012) .
 These procedures incorporates the accepting
and dropping the clients, room cleaning, client
care official for communicating with respect to
the issues and concerns and so forth.

Continue…
Basis Garden View Hotel Holiday Inn
People The representatives at Garden View Hotel
are having great relational abilities and
specialized aptitudes through which they
pass on the basic data to the clients in
successful way. Various drills are
additionally composed for deciding the
adequacy of the workers.
Holiday Inn is additionally having gifted and educated
applicants which are playing out their job successfully
while serving the clients. Organization likewise gives
preparing and improvement sessions to the workers for
improving their exhibition.
Physical evidence The lodging of Garden View Hotel are
having huge and AC rooms. A portion of
the hotel of the Garden View Hotel are
additionally ocean confronting.
The lodging of the Holiday Hotel are having delightful
inside and outside which pulls in the clients most. The
lodgings are likewise having extensive and lit rooms,
delicate music inside the premises and so forth for
guaranteeing great experience from the stay in inn (Soe,
Moritaka and Fukuda, 2015).. Inns, for example, Tango
sea shore resort are having ocean confronting as well.

Implementation plan for the promotional
launch of the new product/service
Garden view Hotel is preparing marketing plan for their existing
service that is Online website. For which they are adopting
distinguish promotional tools such as, social media platform, print
media, advertisements on google, direct mail etc. Here, Garden
view Hotel Group is adopting social, media platform, to promote
their services for targeted consumers. In today's world customers are
more active on social networking sites

Promotional Budget
Particulars Amount (£)
Marketing 10000
Promotional activity 20000
Plant and machinery 120000
Print media 7000
Total 148000
Garden view Hotel prepare budget as it assist them to approximation of
their cost and revenue which they can generate from the launch of
the new product.

Conclusion
From the above it can be summarized that marketing plan plays a
significant role in an organization. Numerous analytical tools such
as, SWOT analysis, PESTEL analysis is studied so that external
environment Can be easily understood and strategies can be easily
framed. It also helps in capturing opportunities prevailing in the
open market place.

References
Alaedini, P. and Davari, D., 2018. Targeting Purpose of Visit', Quality
Services and Experiences in Hospitality and Tourism (Bridging
Tourism Theory and Practice, Volume 9).
Borisova, K. and Razumeiko, A., 2018. Hotel Rebranding: Marketing
Plan for Piter Inn Petrozavodsk.
Broström, M., 2018. Marketing plan for social media: Sleep Green Eco
Youth Hostel Barcelona.

Thank You