HOS 442 Marketing Plan: Sophy Hyde Park Hotel, Chicago, Third Quarter

This document provides a detailed marketing plan for the Sophy Hyde Park Hotel located in Chicago. It begins with an executive summary outlining the hotel's strategic location and target demographics. An environmental analysis examines the competitive landscape, economic, political, legal, technological, and socio-cultural forces influencing the hotel. The plan identifies target markets, including single individuals, families, and couples aged 25-60 with a millennial mindset. A SWOT analysis assesses the hotel's strengths, weaknesses, opportunities, and threats, informing the development of marketing objectives and strategies. These strategies encompass digital marketing, product, and pricing strategies. The implementation section details marketing communications and control mechanisms to ensure the plan's success. The plan aims to provide recommendations on how the organization can best increase its marketing strategies to offer one of the most competitive advantages.

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Running head: MARKETING
Hospitality Marketing
Name
Institution
Author’s Note

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Table of Contents
MARKETING PLAN FOR SOPHY HYDE PARK HOTEL IN CHICAGGO..............................4
Executive summary.........................................................................................................................4
Environmental Analysis...................................................................................................................5
Marketing Environment...................................................................................................................5
Competitive forces.......................................................................................................................5
Economic forces..........................................................................................................................6
Political forces.............................................................................................................................6
Legal and regulatory forces.........................................................................................................6
Technological Forces...................................................................................................................7
Socio-cultural forces....................................................................................................................7
Target markets for Sophy Hide Park Hotel.....................................................................................7
Identification of segments............................................................................................................7
Needs analysis.............................................................................................................................8
SWOT ANALYSIS FOR SOPHY HYDE PARK HOTEL............................................................9
Strengths......................................................................................................................................9
Weakness.....................................................................................................................................9
Opportunities...............................................................................................................................9
Threats.......................................................................................................................................10
Marketing objectives.................................................................................................................10
Marketing strategies.......................................................................................................................11
Digital marketing.......................................................................................................................11
Product strategies.......................................................................................................................11
Pricing strategies........................................................................................................................11
Marketing implementation.............................................................................................................12
Marketing communication/ tactics............................................................................................12
Marketing controls.........................................................................................................................12
References......................................................................................................................................14

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MARKETING PLAN FOR SOPHY HYDE PARK HOTEL IN CHICAGGO
Executive summary
Sophy Hyde Park hotel is located within the boundaries of Chicago city. It is a
neighborhood and community area that is strategically located on the southern part of Chicago. It
is located in an area with an approximated population of 46.8% of the whites; African Americans
are also 29.9%. At the same time, the total population of the Asian Americans is about 12.1%.
The Hispanic is known to be covering an approximated percentage of 7.0% and finally we have
other races that cover a total of 4.2%.Moreover, it is a 4-block walk to the nearest L stop and is
known to be surrounded by different types of casual dining and shopping and is strategically
located almost a mile right from the university of Chicago. Moreover, the hotel is also close to
the site of 193 world’s Colombian exposition that is majorly referred to as the museum of
science Industry, Frank Lloyd Wright's Robbie House together with the site of the future Barack
Obama Presidential Library. With just a mile walk from the hotel, there are 48 different
restaurants, 12 cafes with different types of coffee shops and 8 bars within the hide park
neighborhood.
The entire property is known to be consisting of deluxe double queen rooms that are
modernly furnished. Each and every double queen room is known to be offering hardwood
flooring throughout. At the same time, it also consists of a full length wardrobe together with a
55 inch flat screen television. Moreover, the sleeping space is known to be offering two different
queen beds that are embedded with premium linens together with different types of plush
pillows. On the other hand, there is a generously sized marble that are all tiled and are capable of
offering a large walk in shower. As a result of this, the entire marketing plan will be working

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towards providing one of the most essential recommendations on how the organization can best
increase its marketing strategies in order to offer one of the most competitive advantages.
Environmental Analysis
Marketing Environment
Competitive forces
There are quite a number of competitors for Sophy Hyde Park Hotel and known to be working
their way forward to provide one of the most competitive advantages to the Hotel itself (Ali,
Amin & Cobanoglu, 2016). Within a mile, there are three different types of hotels which are
known to be playing a role of acting as some of its major direct competitors. Two blocks away
Hyatt Place Chicago-South offers 24/7 fitness center with indoor pool, event facilities, 24/7
dining restaurant and bar. La Quinta Inn by Wyndham offers free breakfasts, parking, fitness
center, meeting spaces. As far as Chicago Lake shore hotel is concerned, it is known to have the
capability of offering various services which range from complimentary breakfast, an outdoor
pool, free Wi-Fi and also event facilities that are known to be 8000 feet. All the three
competitors are known to have the potential of offering a complementary shuttle that are
strongly. One of the major strengths of the competitors is that they have been able to employ
high standard leaders who have been on the fore front to come up with some of the best
strategies that can always increase their performance across all market platforms. On the other
hand, strength of these competitors is that they tend to have highly performing employees who
are much more efficient in terms of making their organization work towards attaining their
respective goals and objectives.

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Economic forces
As far as the general economic condition of the country is concerned, the entire economic status
is quite perfect and is known to have the capability of accommodating different types of
businesses by making them to fully operate at their potential. As a result of this, nearly all the
customers are very optimistic about the economic status and are hoping that quite a number of
positive outcome are likely to take place in the coming future (Baker & Magnini, 2016). At the
same time, the buying power of all the consumers in all the targeted markets is likely to be high
therefore making sure that different products and services are bought at a high rate Sophy Hyde
Park Htel.
Political forces
A good number of political elections that have been carried out over the past period have totally
changed the political landscape thus leading to the emergence of quite a number of rules and
regulations that have been able to favor quite a number of business environments. Sophy Hyde
Park Hotel is therefore working hard to provide quality products and services across different
personalities with an intention of maintaining good relationships with all the elected political
officials.
Legal and regulatory forces
There are quite a number of local government regulations that are currently being
proposed in relation to different types of businesses that are carried out within the boundaries of
the country (Berezina, Bilgihan, Cobanoglu & Okumus, 2016). In relation to the proposals of the
regulations, there is a high probability that they will be able to affect the way Sophy Hide Park

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Hotel will be operating. One of the major changes in government regulation is the payment of
taxes most so when operating under various environmental conditions.
Technological Forces
Changing technology is known to have brought on board quite a number of impacts on
most of the target markets. One of the major impacts that have been brought about by various
forms of technology is the change in the mode of purchase of directed towards various
customers. Technology has made it much easier for the customers to have an opportunity to
purchase their desired products and services through the use of different forms online marketing
services that are currently on the verge of gaining popularity.
Socio-cultural forces
As far as the general attitude of the society is concerned in relation to the products and
services being offered to them, they are likely to feel that this is the right way to go since the
whole business is working hard towards meeting all their needs by providing them with one of
the best services that are more reliable. One of the major ethical issues that the whole business is
likely to address is equality. It is aiming towards implementing various forms of equality across
all customers segments without involving any act of discrimination at any given point.
Target markets for Sophy Hide Park Hotel
Identification of segments
In order to ensure that the marketing plan is able to come out as a success, the whole
business will be able to target various markets specifically the ones that have the potential of
taking it to the next level when it comes to the addressing of quite a number of issues. Its target
market appears to be very diverse since it mainly aims towards putting much focus on single
individuals, families together with couples who are likely to fall between the ages of 25- 60

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years. O the other hand, the targeted groups are likely to be highly educated personalities with
one of the most appealing levels of income that is totally above the national median average and
in most cases it is likely to be $95,000 on an annual basis. At the same time, the hotel aims
towards meeting the needs of different personalities known to be possessing millennial mindset
where they will be able to experience a totally new condition in terms of the services that will be
offered to them. The kind of people who will be visiting the business are the ones who are
capable of forming a positive mindset regarding the implementation of a sustainable business
that is environmentally friendly Due to this, the business aims towards targeting a demographic
segmentation of families belonging to different classes, both the male and female customers
(Banerjee & Chua, 2016).
Needs analysis
The targeted groups of personalities tend to require quite a number of needs that they feel
best suits them in relation to all the payments that they are capable of offering for specific
purposes. As a result of this, all the target markets currently require goods that are of high quality
since they feel that this is what is capable of serving them perfectly under various conditions
(Goh, Heng & Lin, 2013). At the same time, the target markets also needs services that are of
high quality and quite reliable without subjecting them to various controversial situations or even
delays at one particular point. The current competitors are therefore working hard towards
providing them with goods that are of high standards. In the coming future, as the expectation s
of different personalities will be changing, the needs of all the target markets will also be able to
change and this is majorly as a result of various factors which majorly include environmental
conditions together with various types of health related factors.

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SWOT ANALYSIS FOR SOPHY HYDE PARK HOTEL
Strengths
The organization is known to be having quite a number of strengths that are likely to see
it through various conditions. One of the major strengths that are known to be attached to it is the
availability of well trained personnel (Lu & Gursoy, 2016). The adequately trained personnel
within the organization are known to have the potential have got the potential of performing
quite a number of tasks efficiently thus giving it one of the best opportunities to work towards
the direction of obtaining quite a number of objectives within an appropriate time. At the same
time, the second strength that is known to be connected to the business is its ability to provide an
excellent customer service across different targeted markets.
Weakness
There are also quite a number of weaknesses that Sophy Hyde Park Hotel is likely to
encounter. One of its major weaknesses is the lack of an appropriate strategic management
system that can be able to offer some of the most appropriate and reliable recommendations
during strategic times (Hudson, Huang, Roth & Madden, 2016). At the same time, there is the
weakness of inadequate employer employee interactions thus making it very difficult to share
quite a number of essential information that are likely to be beneficial to the development of the
entire organization in the coming future. These weaknesses therefore affect the operation of the
company by preventing it from carrying out an exploration associated with advanced issues that
are available across all the target markets.
Opportunities
One of the major opportunities that are available is the need to carry out an appropriate
and reliable business expansion (Gursoy & Sandstrom, 2016). Through this opportunity, the
business is likely to move to advanced stages in the coming future at a faster rate. Another major

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opportunity is the availability of different types of resources that makes it much easier for the
organization to carry out different operations (Pizam, Shapoval & Ellis, 2016). The opportunities
are therefore related to serving the needs of all the customers by making sure that they are
reached out within the shortest time possible. One of the major actions that the company needs to
implement in order to fully capitalize on all the opportunities is to develop appropriate and
reliable management strategies that are capable of pushing the organization towards the positive
direction (Jiang, Ramkissoon & Mavondo, 2016).
Threats
One of the major threats that Sophy Hyde Park Hotel is facing is the competition from
different organizations that are also aiming towards offering the same services in order to target
certain types of consumer segments (Stone & Grønhaug, 2016). At the same time, another threat
is the changing government policies that tend to take place from time to time thus creating one of
the most difficult environments to operate in. The company therefore needs to increase the
quality of services in order to outdo all its competitors therefore minimizing the threat from
limiting the capabilities of the organization.
Marketing objectives
One of the major marketing objectives is to improve service awareness across different
targeted individuals. Increasing service awareness will make sure that the organization is capable
of gaining popularity across different sectors (Lemon & Verhoef, 2016). At the same time,
another marketing objective that is attached to the whole business is to obtain a larger market
share when it comes to marketing all the services across a wide variety of targeted regions. The
objectives are therefore capable of taking advantage of the above mentioned threats and

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opportunities by making the whole organization to put more efforts towards the positive
direction.
Marketing strategies
Digital marketing
This is a strategy that will provide an opportunity to the organization for it to market a wide
variety of its products and services via different types of social media platforms thus making it
much easier to reach out to different customers within the shortest time possible. Through this,
each and every information regarding the hotel will be obtained from its website that will be
perfectly designed to attract the attention of various customers. Moreover, a wide variety of
online travel agents will also be used in the marketing of different services. Finally, as far as the
digital marketing is concerned, the hotel will rely on different social media platforms like
Facebook and twitter in order to appropriately market all the services for an easier
understanding.
Product strategies
There are quite a number of marketing strategies that are likely to take the business to the
next level. One of the major marketing strategies is the product strategy which majorly includes
the leader. Under this strategy, the organization will be able to appropriately develop new
innovative products with an intention of growing a larger market. Due to this, it will be able to
heavily invest on research and development in order to come up with new products that can be
easily distinguished from the ones obtained from different competitors.
Pricing strategies
The business also intends to put many efforts in its pricing strategies in order to fully
meet the needs of all the customers (Ozturk, Bilgihan, Nusair & Okumus, 2016). One of the

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major pricing strategies that will be appropriately utilized is the penetration strategy that will
majorly involve the setting of low price with an intention of entering quite a number of
competitive markets thus making sure that their conditions are raised to higher levels later on.
Another form of pricing strategy that will be utilized is the competitive pricing. It will be carried
out based on what the competitors are capable of charging within the market platform.
Marketing implementation
Marketing communication/ tactics
One of the major marketing communications that will be sued to accomplish product
strategies is the use of broadcast media that will be aiming towards reaching out to a wide range
of customers irrespective of their areas of residence (Park, Ok & Chae, 2016). At the same time,
the use of print media will be appropriately utilized to pass quite a number of essential
information across different targeted customers in order to accomplish the implementation of
various aspects of pricing strategies. At the same time, the use of sales promotion will also be
carried out as a major communication tactic (Grönroos, 2016). It will be used to promote the
sales of various services and products that belong to the organization and as a result, it will be
working hard towards accomplishing the product strategies. Finally, the use of public relations
will also be involved as a form of marketing communication. This will involve the passing of
information to various targeted consumers thus working towards addressing the product
strategies.
Marketing controls
There are two major marketing controls that will be perfectly put into consideration. The
major on is the strategic marketing control that will involve the monitoring of quite a number of

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proposed plans under various processes thus making it much easier to carry out adjustments
where necessary (Jones, Hillier & Comfort, 2016). Additionally, profitability control is another
form of marketing control that will also be put into consideration. This will fully involve various
aspects of appropriately monitoring the sales made together with the profits that are made within
the organization and also the expenditures that the company incurs. All the marketing
communication will be perfectly monitored through the analysis of various types of variables
that will be adequately compared in terms of how they relate with one another thus providing one
of the best opportunities to come up within the boundaries of marketing communication.

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References
Ali, F., Amin, M., & Cobanoglu, C. (2016). An integrated model of service experience,
emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese
hospitality industry. Journal of Hospitality Marketing & Management, 25(4), 449-475.
Baker, M. A., & Magnini, V. P. (2016). The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management, 28(8), 1510-1534.
Banerjee, S., & Chua, A. Y. (2016). In search of patterns among travellers' hotel ratings in
TripAdvisor. Tourism Management, 53, 125-131.
Berezina, K., Bilgihan, A., Cobanoglu, C., & Okumus, F. (2016). Understanding satisfied and
dissatisfied hotel customers: text mining of online hotel reviews. Journal of Hospitality
Marketing & Management, 25(1), 1-24.
Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social media brand community and consumer
behavior: Quantifying the relative impact of user-and marketer-generated content.
Information Systems Research, 24(1), 88-107.
Grönroos, C. (2016). A service quality model and its marketing implications. European Journal
of marketing, 18(4), 36-44.
Gursoy, D., & Sandstrom, J. K. (2016). An updated ranking of hospitality and tourism journals.
Journal of Hospitality & Tourism Research, 40(1), 3-18.

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Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media
interactions on consumer–brand relationships: A three-country study of brand perceptions
and marketing behaviors. International Journal of Research in Marketing, 33(1), 27-41.
Jiang, Y., Ramkissoon, H., & Mavondo, F. (2016). Destination marketing and visitor
experiences: The development of a conceptual framework. Journal of Hospitality
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Jones, P., Hillier, D., & Comfort, D. (2016). Sustainability in the hospitality industry: Some
personal reflections on corporate challenges and research agendas. International Journal
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Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), 69-96.
Lu, A. C. C., & Gursoy, D. (2016). Impact of job burnout on satisfaction and turnover intention:
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Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2016). What keeps the mobile hotel
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Park, S. B., Ok, C. M., & Chae, B. K. (2016). Using twitter data for cruise tourism marketing and
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Pizam, A., Shapoval, V., & Ellis, T. (2016). Customer satisfaction and its measurement in
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Stone, R. N., & Grønhaug, K. (2016). Perceived risk: further considerations for the marketing
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