Oakley Court Hotel: Comprehensive Marketing Plan and Analysis Report

This report provides a detailed marketing plan for Oakley Court, a luxurious hotel located on the banks of the River Thames. The report begins with an introduction to marketing plans and then outlines the marketing objectives for Oakley Court, which include communicating with target markets, providing positive guest experiences, achieving growth targets, and expanding market reach. A SWOT analysis identifies the hotel's strengths (human resources, location), weaknesses (marketing communication), opportunities (unique offerings, tourism growth, online media), and threats (competition). The report then analyzes the marketing mix (product, price, promotion, place) and includes additional factors such as process, people, and physical evidence. The marketing plan suggests using internet and social media, leveraging influencers, conducting CSR activities, utilizing traditional advertising, and offering off-season discounts. The report further discusses the importance of targeting the right audience, providing positive employee experiences, and financial budgeting to achieve growth targets and expand market share. The report emphasizes market segmentation and the need for continuous communication with the target audience to effectively address their needs and wants.

Marketing and Business for
Service Sector

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing objectives..............................................................................................................3
SWOT ANALYSIS................................................................................................................3
P’s of marketing.....................................................................................................................4
Marketing plan........................................................................................................................5
The major objective of marketing plan is to continuously communicate to the target markets
of Hotel...................................................................................................................................6
They also aim at providing positive experience to the guest at their premises......................7
Their goals is to achieve all the growth targets within given time and budget......................7
Another major objective of Oakley Court is to expand their market and identify new and
emerging market.....................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
APPENDIX....................................................................................................................................11

INTRODUCTION
A marketing plan refers to the outline of the marketing strategy of an organisation for the coming
time period. A marketing plan maybe created for a year, quarterly basis or even for a month
(Lee, 2020). There are a number of factors which are included in marketing plans which include
the overview of the business which is being marketed as well as advertising goals. This also have
a description of business current marketing position. In the following report a marketing plan for
Oakley Court which is a historic and luxurious hotel situated in the bank of river Thames is
created.
MAIN BODY
Marketing objectives
The marketing plan for Oakley Court includes a number of objectives which are mentioned
below:
 The major objective of marketing plan is to continuously communicate to the target
markets of Hotel.
 They also aim at providing positive experience to the guest at their premises.
 Their goals is to achieve all the growth targets within given time and budget.
 Another major objective of Oakley Court is to expand their market and identify new and
emerging market.
SWOT ANALYSIS
In order to create a marketing plan it is necessary to identify all the strengths,
weaknesses, opportunities and threats of the organisation. SWOT analysis for an organisation
consists of strength, weaknesses, opportunities and threats in the internal environment for an
organisation. Below mentioned is a swot analysis conducted on Oakley Court:
Strengths:
The human resource for Oakley Court Hotel is one of the major strengths of the organisation.
There are a number of recreational activities provided at the hotel to all the guest who are
visiting. The employees of the hotel are trained well to treat the guest with all the requirements
and needs. The location of the hotel that is at the bank of Thames river is one of the major
strength as it attracts a number of guest to their premises (Colbert, 2020).
Weaknesses:

The marketing plan of company lacks in communicating their objectives to the customer. It is
necessary that company generates a new marketing plan including all the new ideas of marketing
along with different tools of marketing in order to attract customers. There are traditional ways
used by Hotel to communicate to their customers which is not enough to reach large number of
customers.
Opportunities:
There are a number of opportunities present for hotel such as its uniqueness. There are a number
of guest who are visiting themes River in London every year. With proper marketing strategy
and providing good facilities to the Guest they can attract a number of customers towards their
services. This growing strength of international and local tourist in London is also a great
opportunity for the hotel which will help them in generating more revenues. The use of online
media for marketing is also a great opportunity for Oakley Court.
Threats:
The growing competition in hospitality sector is a great threat for the hotel. There are a number
of other hotels which are also present on the bank of river themes. This include Greenland hotel
in Oxfordshire, Cliveden in Buckinghamshire, The Swan at Berkshire and so on. They are a great
threat for company as they may use better marketing strategies to attract the potential customers
of Oakley Court.
P’s of marketing
In order to derive a proper marketing plan it is necessary to conduct marketing mix on an
organisation. Marketing mix helps the management of an organisation to identify various
elements which might affect the focus of customers. Below mentioned is marketing mix for
Oakley Court:
Products: The product for Oakley Court includes all the services which are provided by the
hotel. The major services of Oakley Court are the furnished rooms and premises which they are
providing to the customer. The food facilities including a number of restaurants along with
different recreational activities such as swimming pool, gymnasium, bar etc. These are majorly
related to hospitality services that is provided by Oakley Court.
Price: Price refers to the amount which is charged by organisation for the products and services
they are providing to the consumers. The pricing strategy used by hotel is value-based pricing. It
refers to the value which is gained by customers after using the products and services which is

provided to them by the organisation. Oakley Court makes sure that customers always feel that
they are being charged only for the value they are receiving from the services.
Promotion: There are a number of different elements which are included in promotion.
Promotion basically makes various tools such as advertising, personal selling, publicity and so
on (Galvez-Torres and et. al., 2020). There are a number of promotional tools used by Oakley
Court in order to promote their products. This includes advertising in newspapers, magazines,
billboards and so on. Online advertising is a great way used by company to promote their
products. They make sure that the promotional strategies are effectively communicating all their
products and services to the potential customers.
Place: Place in marketing mix basically refers to the way in which products and services
distributed to the potential customers. There are a number of geographical areas where the
customers are looking for the services. The place in marketing mix for Oakley Court is Berkshire
at the edge of Thames river where the premises of hotel is situated and it provides all the services
to its customers.
There are three other factors which have been included to marketing mix which includes process,
people and physical evidence. Process is the buying exposure through which organisation
connect to their customers. The distribution of services in the premises of “includes process for
the organisation. People refers to the service delivery by human resources of the organisation to
the customers. The employees and staff of Oakley Court are people in marketing mix. Physical
evidence refers to the service experience which is received by customers. Various services and
the brand image of hotels such as customer service agent, the facilities provided at the hotel, the
tidiness and hygiene of Hotel are included in physical evidence.
Marketing plan
The marketing plan for Oakley Court resort in order to expand their business and also
develop tourism are mentioned below:
 The resort can use internet and social media as a platform to efficiently promote their
services. There are a number of social media platforms such as Twitter, Facebook,
Instagram etc. which are used by a number of its competitors.
 They can also take help from social media influencers who are trending these days.
They may post about the services of resort in order to promote it.

 Conducting various CSR activities such as environment friendly services can also
help attract customers and increase their brand value along with it. This will increase
goodwill of company and generate loyal guests for them in future.
 Using other promotional tools such as advertising through television and newspapers
will also help resort to bring in new guests. These are traditional but effective ways
to increase revenues.
 They can also provide various discounts in off season in order to keep the operating
costs of the resorts rolling. It is a great way to attract tourists at the time when
business of organisation is seeing downfall.
Marketing objective plan and procedure
The major objective of marketing plan is to continuously communicate to the target markets of
Hotel
The target audience of hospitality organisation is one of the most effective ways in order to grow
business. In context of the President hotel, it is concluded that it is essential for finding out
prospects which will fall in in the business scenario in order to attract and figure out what is the
ideal target market. It is also important that research must be improved regarding the marketing
scenario of this organisation so that it will be easy to obtain the competitive advantage (Chernev,
2020). Moreover, it is also required that target market which is known as group of people who
share the same needs and wants are able to achieve the targets of organisation. It is also
important that proper sharing of same demographics such as race coma age income level are
considered before providing any kind of innovative product or service within the hospitality
organisation. It is also considered that the target market is this specific type of people or group of
people who are involved in the particular kind of business growth as well as development. The
hotel market segmentation is defined as the way for dividing the potential guests into two groups
which are based upon different kind of characteristics and demands of the customers. There are
various advantages of creating as well as targeting group of prospects which has to be done in a
significant manner in order to manage the high paying customers. In context of service
organisation like Oakley resort, it is essential to communicate with target audience so that it will
be easy to provide information regarding the perspectives of customers (The Oakley Court,
2020).

They also aim at providing positive experience to the guest at their premises.
Positive work environment is one of the essential factor that helps in increasing the
organisational growth as well as development. It is very important for the resort to manage the
providing of positive work environment to its employees and subordinates so that it is easy to
achieve the organisational target and sales in less time (Crofts, 2020). In addition to this, it is also
required that this resort is providing attractive rewards and recognition to its employees and
subordinates so that they will be motivated towards working in proper manner and achieving the
organisational targets in less time. It is also essential for this resort management that continuous
feedback must be taken from employees so that the services provided to be staff will be
improvised and it will be easy to achieve the organisational goals. In the hospitality sector and
event management of organisation they require to hire experienced and skilled workforce which
can effectively allow them to provide positive experience to guest.
Their goals is to achieve all the growth targets within given time and budget.
Another objective of this resort is to achieve the growth targets within given time and
budget. Comment of this resort has prepared a financial budget which will be used for achieving
the targets of marketing plan. It is very essential for the marketing department that all the
objectives of marketing must be achieved in the given budget and all the goals are accomplished
in given time frame. This can be done only when company is able to motivate the employees as
well as there is proper financial budget that is aligned with the organisational or marketing goals.
Also, this resort has to plan that it the targets and goals assigned to the subordinates and staff are
according to their specific skills and abilities (Carpenter, 2020). In this way, it will be easy to
achieve the goals and targets ineffective time frame and help the management of resort to
accomplish the organisational targets.
Another major objective of Oakley Court is to expand their market and identify new and
emerging market.
Oakley resort has to expand the market share and enter into new and emerging market place.
When any organisation decides to expand its market share, the most important thing is to analyse
the target audience and market properly so that the demands of customers will be fulfilled
appropriately. This can be done by managing the business activities and tasks and aligning them

with the targets and goals required for or achieving the desired results. Main objective of this
resort is to improvise the accomplishment of goals and targets of the organisation and manage
providing of positive workplace environment to the staff. It is seen that expansion of market will
require pre analysis and this can be done analysed by using pestel analysis of the service
industry.
PESTEL analysis
Pestel analysis is defined as a tool or technique of marketing in which several factors of the
industry are examined before expanding the market share. All these factors in context of service
industry are described below-
 Political factors - these are known as different factors which are related to the political
association in order to manage the functioning of business activities within this resort. In
context of the present resort, UK rules and regulations for service industry are followed
within this. Thus, there is no problem in reaching and accomplishing the organisational
targets.
 Economical factors - this consists of inflation rate deflation rate economic condition of
country gross domestic ratio of the country. In context of this resort, UK is a country e
which has stable economic conditions and these are increasing every year. This provides
opportunity for this resort to expand its business and develop within the business
environment.
 Social factors - this consists of needs and demands of customer, income level of the
customers, consumer behaviour and preference for the services provided by the resort
(Galli, 2020). It is important to evaluate and analyse these social factors before expanding
market share.
 Technological factors - this consists of new tools and techniques of the service industry
which will increase the opportunities of business growth in market. For example, after the
corona pandemic, sanitization and cleaning of all the surroundings and environment of
resort is necessary as it is the most essential requirement of market today.
 Environmental factors - this consists of managing the environmental elements and
factors which resort has to follow in order to achieve the organisational targets and goals.
there are various rules and regulations given by the environmental safety and security

guidelines which have to be followed so that the business activities of resort are not get
affected. It is majorly applicable on tourism sector as Oakley Court need to takes care of
tourists and also disposal of wastage after events.
 Legal factors - According to this element, it is essential for this resort to implement all
the legal rules and regulations which are required by the service industry in order to
conduct several business activities in market (Schneider, 2020). When all the legal factors
and elements are followed, it is easy to attract more number of customers towards the
service provided by this to resort. These legal factors are applicable mostly on hospitality
and tourism sector that Oakley Court deals with.
CONCLUSION
In this way a business marketing plan is developed for an organisation. There are a number
of factors included in the above report which concluded the requirements to be met before
development of a marketing plan for service sector. Other than what analysis and marketing mix
and analysis on external environment of the organisation can be conducted with the help of a
number of models in order to develop a marketing plan. There are SWOT analysis, 4 P’s of
marketing also known as marketing mix conducted used by company to develop a marketing
plan. The report concludes various ways which are used by an organisation to develop a
marketing plan in order to encourage the tourist’s places in London.

REFERENCES
Books and Journals
Lee, K.H., 2020. Marketing approach to the tourist experience. The Routledge Handbook of
Tourism Experience Management and Marketing.
Colbert, F., 2020. Marketing the arts. In Handbook of Cultural Economics, Third Edition.
Edward Elgar Publishing.
Galvez-Torres and et. al., 2020, July. B2B Marketing Method Adapted to Sales Improvement
Through the Implementation of ABC Classification Tool and Inbound Marketing in
SMEs. In International Conference on Applied Human Factors and Ergonomics (pp.
167-173). Springer, Cham.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Crofts, C., 2020. A marketing plan for an architectural photography company (Doctoral
dissertation, California State University, Northridge).
Carpenter, H.L., 2020. Nonprofit marketing. In Teaching Nonprofit Management. Edward Elgar
Publishing.
Galli, B.J., 2020. Using marketing to implement a strategic plan: Reflection of practiced
literature. In Start-Ups and SMEs: Concepts, Methodologies, Tools, and
Applications (pp. 1518-1532). IGI Global.
Schneider, J., 2020. Marketing of a Mountain Tourism Destination-Developing a new Marketing
Plan for the Destination of “Ski Juwel Alpbachtal-Wildschönau”.
Online
The Oakley Court, 2020, Available through: Online < https://www.oakleycourt.co.uk/>

APPENDIX
Overview of firm- The marketing plan for Oakley Court which is a historic and luxurious hotel
situated in the bank of river Thames is created. The resort aims at reaching maximum number
of customers and providing them a number of recreational activities at the bank of Thames
river.
Mission- Mission of the resort is to promote the tourism and site visiting near Thames river in
London.
Vision- Vision of the resort is to stay in the market for a longer period of time providing all the
guests with a number of various facilities.
Marketing Objectives -The major objective of marketing plan is to continuously communicate
to the target markets of Hotel.
 They also aim at providing positive experience to the guest at their premises.
 Their goals is to achieve all the growth targets within given time and budget.
 Another major objective of Oakley Court is to expand their market and identify new and
emerging market.
Marketing management

Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 10000 10000 6000 5000
Initial money 10000 5000 5000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Sales
publicity
2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000