Marketing Plan for Raffles Hotel: Strategies, STP, and Marketing Mix

This report presents a comprehensive marketing plan for Raffles Hotels, focusing on the Singapore market. It begins with an executive summary and an introduction to the hotel and hospitality industry. The analysis includes a SWOT analysis of Raffles, competitor analysis (Capella and Fullerton Bay), and the formulation of marketing objectives (brand enhancement, market share increase, revenue growth) and strategies (market development, product development, diversification, and cost leadership). The plan details the STP (Segmentation, Targeting, and Positioning) approach, outlining demographic, geographic, and psychographic segmentation, targeting tourists and business professionals, and positioning the hotel as a low-cost, high-quality option. The marketing mix (product, price, and distribution) is discussed, along with implementation and control plans based on assumptions. The report concludes with references and appendices.

Marketing and Management

MARKETING 1
Executive Summary
The main aim of this paper is to learn to develop the marketing plan. In this paper, marketing
plan has been developed on the hotel. Raffle has been taken into consideration to develop the
marketing plan. The competitor analysis and marketing objective of the hotel have been
analyzed. According to the analysis, Cappela and Fullerton Bay are the hotels that compete with
the Raffle. Marketing strategy, STP, and marketing mix are developing in the marketing plan.
After all the analysis and strategies, the implementation and control plan has been developed on
the basis of assumption that helps to operate the business smoothly.

MARKETING 2
Contents
Introduction.................................................................................................................................................3
Company and Competitor Analysis.............................................................................................................3
SWOT Analysis.......................................................................................................................................3
Competitor Analysis................................................................................................................................5
Marketing Objective and Strategy Formulation...........................................................................................5
Marketing Objective................................................................................................................................5
Marketing Strategy..................................................................................................................................6
STP (Segmentation, Targeting and Positioning)......................................................................................7
Marketing Mix.............................................................................................................................................9
Implementation and Control......................................................................................................................10
Conclusion.................................................................................................................................................11
References.................................................................................................................................................13

MARKETING 3
Introduction
Marketing Plan is the document that outlines all the activities and strategies that an organization
implemented in the future to attain the objectives. Marketing plan is especially developed by the
new entrepreneurs while entering the market. The exiting companies also developed the
marketing plan before entering the new market with the existing products or services. Marketing
plan helps the organization to attain the organization goals. Marketing plan contain the strategies
that the company has to implemented at the workplace to reduces the challenges which that can
be face in the coming future. In this report, the discussion is made on the marketing plan which is
developed to achieve the objectives. In this paper, Raffles Hotels has been taken into
consideration to analyze the environment of the company.
Company and Competitor Analysis
Raffles Hotels and Resorts is a chain of luxury hotels which traces its roots of the original
Raffles Hotel in Singapore. The company has good experience as it started internationally in the
year 1990s which is acquired in the year 2001. Raffle is acquired by Accor Hotels in the year
2016. Raffles Hotels & Resorts Operates the business with the 11 luxury hotels. Each hotel is
designed uniquely, indefinably, sublimely Raffles and the others (Raffles, 2019).
SWOT Analysis
Strength:
The main strength of Raffles is its parent company. Accor is the parent company of Raffle that
have high brand image in the market. Each hotel has different concepts, unique services and the
others are provided. The excellences services of the hotel give the memorable experience to the

MARKETING 4
guest. It has been found that the hotel uses more technology to enhance the productivity or
update the hotel as per the trend (Heng, 2019).
Weaknesses
It has been seen that the hotel have 21 environmental protection product that helps to protect the
hotel as well as the earth from disaster. But the hotel still faces the environmental issues as the
environment of Singapore is bad for the trip. The hotel also not uses the recycling and waste
prevention techniques and the other product controlling techniques to protect the environment
(Accor Hotels, 2019). It is observed that the other weakness of the hotel is its online services. It
is observed that the company loses its customer on the internet services.
Opportunity
As per the discussion, it is observed that the hotel as the opportunity to grow the business in
Asia, and Africa as these countries have high demand of hospitality industry due to high tourism.
Another opportunity for the hotel is to use the brand image of Accor to target the large market of
hospitality industry. Accor helps the Raffle to achieve its all objectives which is developed to
attain the higher level of success (Raffles, 2019).
Threat
It has been found that there are many hotel chains that operate their business in the Singapore
industry due to which the competition among the hotel is increasing. It means there is lot of
companies that gives the high competition to the Raffle hotel. The hotel has high level of threat if
competitors as there are numerous firms in the market such as Capella, Fullerton Bay Hotel and
the other hotels.

MARKETING 5
Competitor Analysis
Capella Hotel Fullerton Bay Hotel
Brand Image High High
Services Five Star Services Five Star Services
Creativity and Innovation Less innovative Highly innovative as the hotel
have water boat houses
It has been found that the value of brand of the competitors of the hotel is high as they operate at
the high level in the market. Capella and Fullerton Bay hotel are the two competitors of the
hotels that have five star services in the market. Five star hotel services helps to enhance the
brand image of the hotel in the market (Capellahotels, 2019). Fullerton Bay hotel have different
concepts of franchises which are highly innovated. The creativity levels of both the companies
are high due to which the demand of the hotel is high. Fullerton Bay hotel is the main competitor
for the Raffle Hotel as it also has different concepts of franchises (The fullertonheritage, 2019).
Marketing Objective and Strategy Formulation
Marketing Objective
It is required to develop the market objectives for the hotel in order to achieve the success in the
business and these are:
 Enhance the brand image of the hotel
 The main objective of the hotel is to grasp the 50% of market share of the hospitality
industry of Singapore.
 Target the large number of guest towards the hotel

MARKETING 6
 Increasing the value of revenue with the high profit margin
Marketing Strategy
It is required to develop the market strategy to achieve the market objective of the organization.
It has been found that the market strategies of the hotel are:
Market Development Strategy: It has been analyzed that the hotel has to implement the market
penetration strategy at the workplace in order to achieve the high market share in the market. It
has been found that the parent company of the hotel has high brand value in the market that is
why; it is recommending that the hotel has to deliver the services with the high quality in the
exiting market. It is observed that the improving the services helps the hotel to grasp the existing
market share (Datta, Ailawadi, and Van Heerde, 2017). It is a fact that the guest are more
attracted towards the hotel those provided the excellence services that is why; this strategy is
beneficial for the hotel as the large number of guest helps to grab the 50% of market share in the
market.
Product Development Strategy: Product development is another strategy that the hotel has to
implement at the workplace to attain the success in the business. Product development strategy
suggests that the organization has to introduce the new product in the existing market. It has been
found that there are numerous hotels in Singapore industry that have high brand value in the
market and also provides the similar services to guest. This strategy helps the hotel to attract the
large number of guest towards their services (Schawel, and Billing, 2018).
Diversification Strategy: Diversification Strategy defines the differentiation in the product or
services in the market. The hotel implements the diversification market strategy in the
organization in order to attain to attract the guest as well as to earn the high revenue (Bell, Dyck,

MARKETING 7
and Neubert, 2017). According to this market strategy of the company, it is suggesting that the
hotel has to provide the unique services to guest so that the more or more numbers of guests
attracted towards them. The hotel has to provide the unique services such as travelling packages
in their nearby areas to guest. These types of unique services enhance the quality of the services
and developed the memorable experience for the guest.
Cost leadership Strategy
Cost leadership strategy refers that the organization has to reduce the price in which they offers
the services to consumers. According to this strategy, Raffles hotel has to reduce the cost of
production and offers the services in fewer prices with the excellence quality of services. This
strategy supports the hotel to earn the high revenue. Reducing the prices helps to earn the high
market share in the market and also helps to achieve the objective of earning the revenue. The
large numbers of guests are attracted towards the services of the hotel due to which the company
earns the high revenue. The hotel has to design the interior ecofriendly such as water save
operations due to which the hotel can easily provide the services to consumers (Betterspace,
2019).
STP (Segmentation, Targeting and Positioning)
Segmentation
Demographic: Demographic segmentation is based on family, gender, age, religion, income and
education. Hotel Raffle has to target the teenagers, and families who come to visit Singapore.
The main targets of the company are those who can easily afford the price those are offer by the
hotel for the services. It is suggesting that the company has to target the tourist as they can easily
afford the prices as well as they provide the huge services to consumers.

MARKETING 8
Geographic: Geographic includes the specific areas such as state, region and nation. The hotel
has to target the guest across the nation such as tourist as their demand towards the hotel is high
because they come to visit the places. The hotel can open their franchises in those cities of
Singapore where there is more adventure in the market. The adventures places attract the tourists
for the adventures due to which it can be said that the hotel has to target the adventurers place
while opening the franchises.
Psychological: Psychological contains attitudes, interest, values and lifestyles are the factors to
segmented or target the consumers. It is suggested that the hotel has to target those consumers
who are highly interested in the adventurer activities. The people are also like to explore the
place are also invited by the hotel to enjoy their services. The people who have high level of
living standard are highly invited by the company as they helps to earn the high revenue.
Targeting
According to the SWOT Analysis, it has been found that the hotel has strong brand image in the
market due to which it can easily operate the business at the higher level. It is also observed that
the hotel provides the different services to users due to which the hotel can target the both types
of guest such as tourist and the business professionals. These both types of people are targeted
for the hotel to achieve the objectives.
Positioning
High Cost
High Quality
Fullerton
Bay
Cappel

MARKETING 9
It has been seen that the hotel provides the low prices to guest in order to attract them that is
why; it is suggesting that the hotel has to position their services at the low cost with the high
quality. According to this positioning map, the hotel can easily beat the competitors and also
gain the competitive advantage in the market.
Marketing Mix
Product Strategy
Product strategy defines the product of the company those are provided in the market. According
to the product strategy, it is observed that the hotel provides the room services, parking, spa, and
the other services to consumers. The hotel has to provide the products to consumers with the
high quality to attract the large number of consumers towards their services (Murdock, 2017).
Price Strategy
The hotel has to implement the cost leadership strategy in order to reduce the cost of production.
(Wicker, Soebbing, Feiler, and Breuer, 2015). The This strategy helps to earn the revenue and
grasping the high market share which is the main objective of the hotel. As there are large
number of guests that cannot afford the high prices than this strategy helps those guests in order
to attracted them towards their services (Bowie, Buttle, Brookes, and Mariussen, 2016).
Low
Quality
Low Cost
Raffle

MARKETING 10
Distribution Strategy
Although, the network of the hotel is strong but it has to more focuses on developing the relation
with the guests. The hotel has to develop the strong relation with the suppliers so that it gets the
services in fewer prices as compare to the others. This strategy helps the hotel to reduce cost of
production and also helps to operate the business smoothly in the market (Stead, and Hastings,
2018).
Integrated Marketing Communications
As per the analysis, the hotel has to adopt both the techniques such as modern as well as
traditional. According to the modern technique, it has to post the pictures and the info on the
social media applications so that the teenagers and the people of different country across the
country can easily target towards the services of the hotel. Social media helps to communicate
effectively with the guests. As per the traditional strategy the hotel has to spread the awareness
about its services through banners and posters.
Implementation and Control
Objectiv
e
Time
duration
Cost Responsibl
e team
Effectivenes
s
Measuremen
t & Control

MARKETING 11
Cost
leadership
Strategy
Earns the
high
revenue
Depend on
market
trend
Cost is
depend
on the
reason
on
offerin
g
Financing
department
Effective to
earns the
revenue
Evaluating
profit on
monthly basis
Product
Development
Attracting
new
guests
Twice in a
year
$200-
500m
Production
department
and top
managemen
t
High
Effectivenes
s
Increasing
quantity of
product
Market
Penetration
Grasping
high
market
share
Introducin
g one
services at
initial
point
$200m Production
Department
Strong
Effectivenes
s
Attracting
large number
of consumers
Diversificatio
n
Attracting
large
number
of
consumer
s
Continue
process
while
operating
the
business
$200m Production
and
Packaging
Department
Strong
Effectivenes
s
Increasing
sales