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.

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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

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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.