Comprehensive Marketing Plan and Customer Retention Strategies Report

This report examines the marketing and customer retention strategies of the Alperton Intercontinental Hotel. It begins with an executive summary highlighting the importance of marketing planning and customer retention for business success. The introduction provides an overview of marketing, customer retention, and the hotel's background, including its founding and objectives. The report delves into the marketing planning process, including corporate connection, positioning statements, and target market analysis. It also analyzes the hotel's competitors and conducts environmental analysis, including scanning, monitoring, forecasting, and assessing. The report further discusses environmental forecasting, including the determination of environmental variables, data collection, and the selection of forecasting tools. It provides data on customer trends and feedback. The assignment concludes with a discussion on segmentation and targeting strategies, including geographical, demographic, and psychographic segmentation, along with a table of target market demographics.

MARKETING AND
CUSTOMER RETENTION

Table of Contents
INTRODUCTION ..........................................................................................................................1
CONCLUSION ...............................................................................................................................9
REFERENCES .............................................................................................................................10
.......................................................................................................................................................11

EXECUTIVE SUMMARY:
Marketing planing is very importance and significant activity for the company success
and growth. Alperton Intercontinental Hotel is famous and popular hotel in all over the world.
Main aim and objective of conducting marketing plan is to analysis basic needs and demands of
the customers . With the help of this company can easily attract large number of clients towards
business services and products. It is also useful for the organization to accomplish predetermined
goals and objectives in an effective or efficient manner. Customer retention is very important and
main concept of the business entity to achieve large number of benefits in limited time period. In
this marketing also significant part to attract million customers towards business products and
services. It mainly deals with meeting and identifying the social and human needs. Customer
retention is very essential term that refers to the capability of an organisation and product in
order to keep its clients over some specified time. Marketing plan determine the entire
background of the company in detailed way.
INTRODUCTION
Marketing is the process, set of institution and activity for creating, delivering,
exchanging and communicating message that have value for partners, clients, society and
customers.. It is the maintenance of the people patronage who have buy a businesses services and
goods (Armstrong and et. al., 2014). So marketing and customer retention both are essential for
the company to maintain long-lasting relationship with customers as well as increase their sales
or revenues. This report is based on Alperton Intercontinental Hotel, it is founded in April 4,
1946 in Buckinghamshire, Denham, United Kingdom. This assignment determined about the
concepts of marketing, planning process of marketing, promotional mix and integrated marketing
communication strategy. All these are important aspects for the growth and development of
business. These are identify the Hotel position in marketplace and customer's mind.
Overview of the Alperton Intercontinental Hotel:
It is world's largest hotel in all over the globe. It was founded by Norman Springford in
1996 at Scotland, Edinburgh, UK. One of the main aim and motive of this business is to provide
quality products and services to the customers at reasonable price. In the Hotel there are large
number of the employees are work together and objective of there is to increase sales and
accomplish predetermined goals of the enterprise in limited time period. In order to promote
their products and services, they use different kind of communication channel such as
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advertising, personal selling (Armstrong and et. al., 2015). Public relation, direct marketing and
sales promotion etc. All these are important concept of the promotional mix which help the
customers to easily identify organisation goodwill or products.
Marketing plan:
It is a map and written document for the enterprise in order to turn forward with
marketing services of facilities for the aim of accomplishing their targets of maximising the
turnover. It is prepared by the Alperton Intercontinental Hotel in which they establish their
activities, integrated marketing and promotional mix. Planing is the primary and core function of
management. It is an effective activity of thinking about as well as developing the process
needed to accomplish desired goals or objectives. Marketing planning is very important and
essential part of the business development and success. It is related with the determination of
useful resources that are accessible and their allotment to meet specified targets. According to
American Marketing Association; Marketing planning is the core function and work of establish
objectives or goals for activities and of scheduling and determining the phase necessary to
accomplish such objectives in given time period.
Marketing planning process:
It is very important and beneficial for Alperton Intercontinental Hotel in order to promote
their products and services to the customers and in marketplace. In this process, hotel mainly
identify their position in customer's mind and marketplace. There are some stages which are
followed by the Alperton Intercontinental Hotel in an effective and efficient manner. All these
stages are determine as below:
Corporate Connection: It is nest process which is very useful for the company to communicate
all information and message to the customers regarding changes in technology, customer
preferences and taste. These are essential for the organization to easily develop long-lasting
relationship with customers and achieve maximum profits. In this stage, hotel promote or
advertise their all products and services to the clients. It is important for the organization in order
to conduct market research program. This will helpful for them to identify basic needs and
requirement of customers regarding hotel rooms, staff facility, free WiFi and another services. So
in order to provide all message to the clients, business use different kind of communication
channel.
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Positioning Statement: It is very essential and significant part of the hotel to identify their
position in marketplace. Positioning of the referred hotel is luxury living and prime location.
They provide different services such as accommodation, transportation and many other
significant facilities to the clients at affordable price (Chang and Zhang, 2016). They target
different groups such as families, corporate, honeymooners, leisure travelers, extended stay etc.
So it is beneficial for them to increase their sales or turnover in limited time period. Alperton
Intercontinental Hotel mainly segment into various class such as Luxury, Upscale, mid-market
and budget. Target market of the Alperton Intercontinental Hotel:
Asian Market European
Market
American
Market
African
Market
Arab Market Others
Above all are target market of the Alperton Intercontinental Hotel which provide different
facilities and products to the visitors or customers. In marketplace, position and goodwill of the
hotel is very better as compare to another hotels. The hotel has 450 rooms which are given
below:
Presidential suites 20
Double rooms 270
Luxury suites for Business clients 150
Single rooms facing Green park 10
Grand Total 450
Alperton Intercontinental Hotel is one of the famous and popular hotel in all over the
world. They are well know about their quality products and services. They are provides different
services such as accommodation, transportation, guide and many other at affordable prices.
Competitors: In the marketplace, there are different competitors of the Alperton Intercontinental
Hotel which are provides similar products and services to the customers. Some challengers of the
hotel are:
Marriott Hotel –Room rate per room £. 460
Intercontinental Hotel £. 410
Four seasons Hotel £. 490
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Four seasons Hotel £. 350
By determining the above table, it describe that Alperton Intercontinental Hotel provides the
room facilities at lowest rate to their target visitors even though while sustaining the greater
standard as per the compare of its competitors.
Trust of the customer is better as compare to its challengers because they provide quality
products and effective services to its clients at lower cost. Feedback of the previous customers is
also very good. Main believe of the clients is based on:
 Partnership with main products to produce their business. Price of the rooms and many other facilities is low as compare to other.
Environmental Analysis and Forecasting: It is one of the main and foremost part of the
company to analysis market condition in an appropriate way. There are mainly four kind of
stages which are includes in the evaluation of environment. These are determine as below:
Scanning: It is identify as a prime and main stage for the company to scan the
geographical area to find warning signals. It is an effective process of evaluating the
environment or situation for the determination of the force which effects on business
performance and profitability (Chung and et. al., 2015). In this Alperton Intercontinental Hotel
analysis market trends and customer lifestyle about hotel products and facilities.
Monitoring: It is nest process in order to monitor all factors in an effective and efficient
manner. It is very essential and important process for the company to easily control their all
unnecessary resources in an easy manner. In this business try to provide provide healthy and
friendly environment to their all gusts. So all customers are happy and prefer such kind of hotel
in their accommodation facility.
Forecasting: Anticipating or evaluating the future is important for determining the future
opportunities and threats as well as for developing strategic plan in an accurate manner. It is
mainly related with the creation of the scope, plausible direction, intensity and speed of
environmental variation.
Assessing: It is also process which is important for the company to attract maximum
number of customer towards Hotel services and products. Main aim of analyzing the
environment is to measure the effect of different factors on the conducting business operations
and its implications for the enterprise.
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Environmental forecasting: It is also very important and essential for the hotel to forecast
environment in an easy manner (Ennew, Binks and Chiplin, 2015). In order to forecasting
environment, enterprise use four stages which are determined as below:
Determination of applicable environmental variables: In the business performance and
profitability all variables are highly effects on them. Variable value is mainly lay on other value
for future planning. So it is important for the enterprise to determine various factors which are
mainly impacting on business profitability and performance in a direct or indirect way.
Collection of information or data: It is another important factor for the hotel to collect
necessary and valuable information about changes, pricing strategies and many other ways in an
effective and systematic manner. In this Alperton Intercontinental Hotel use different technique's
such as primary and secondary methods.
Selection of forecasting tool: Forecasting Choice is mainly built upon such consideration
or thinking as the way of forecast judgment. There are also another ways such as, the accuracy
and amount of present data, the significance of the forecast, time available, competence and cost,
interpersonal connections of the administrators and forecasts involved.
Monitoring: It is last process which is useful for the enterprise to monitor business
performance and profitability in an essential and systematic manner. In this stage, hotel should
try to provide quality products and services to the clients and maintain long-lasting relationship
with them.
Years Clients of hotel Tourists
2016 160000 260000
2017 167000 270000
2018 126000 210000
2019 150000 200000
2020 155200@30% 284000@30%
With the help of this tool business conduct market research systematically. It is very
helpful for the organization to asked various questions about the products and facilities of the
hotel (Han and Hyun, 2015). Customer feedback is significant for the enterprise to accomplish
their predetermined goals and objectives in given time period
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Segmentation and Targeting: This are essential part of the company in order to segment market
area as per the life style, taste and preferences of the clients. It is a best way, in which Alperton
Intercontinental Hotel select persons in order to sell its products and facilities (Itani and et. al,
2014). They use market segmentation process, it is classified into four areas which is based on
nature from the particular marketplace. These are determined as below:
Geographical Segmentation: It involves targeting particular groups of consumer as per
the geographical place in international and national level. Alperton Intercontinental Hotel
classification strategy mainly emphasis on making hotels on popular place with the target class.
Demographic Segmentation: In this market is classified on the basis of age, life-cycle
stage, lifestyles, income, and social class. From the same, referred business targets client
according to upper and middle class.
Psychographic segmentation: In this segmentation market is classify on the basis of
individual behave, feels and thinks, using personality, values and lifestyles of the persons as
segmenting. It is used by the enterprise concern with targeting ambitious person who would to
show their perceived position and accomplishment by staying in such hotel rooms which is
offered by the organization at premium prices.
Australians 11950 6
Asians 29000 5
Africans 81000 2
Arabs 120000 3
Americans 460000 4
Europeans 270000 1
For example: in London, Alperton Intercontinental Hotel are found in travel locations and
famous business such as Aldwych, Bankside, Canary Wharf, Trafalgar Sequare and Tower
Bridge. Furthermore, Alperton Intercontinental Hotel mainly target person that follow luxury
lifestyles.
Next Year’s Objectives: It is mainly depends on business performance and profitability in
different year. Main objectives of Alperton Intercontinental Hotel is to accomplish long term
goals in limited time period. They mainly focus on providing quality products and services to the
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customers at premium prices (Leeflang and et. al., 2014). Next year objective of the restaurants
is to achieve maximum profit as compare to other business in similar industry.
There are some issues which are observed in the process of marketing planning which are
determined as below:
Key issues of marketing planning: There are different issues which are face by the Hotel in
during the marketing planning. Planning is important part of the business development and
progress. But sometime enterprise highly faced various problems which can hinder its
performance and profitability level. Advanced technology is highly effects on business and
individual performance in a direct and indirect way. Some employees are doesn't know about
innovative technology, so it is highly impacts on hotel productivity and profitability effectively.
But is provides various chances to the manager in order to maximise their sales or revenues in
limited time period.
The promotional mix and the integrated marketing communications strategy: These are
important for the business to promote their products and services in marketplace (Promotional
mix – What are the different types of promotions?, 2018). Integrated marketing communication it
is the segregation by the organisation of its promotional mix or communication channels in order
to provide a clear information regarding the business and its goodwill to the customers
(MacInnis, Park and Priester, 2014). There are different elements which are highly included in
this strategy are determined as below:
Advertising: Alperton Intercontinental Hotel engages in media and print advertising in
order to communicate its marketing information to the target or potential customers. Marketing
message of the referred hotel is stresses the maximum service provision standard, upper level of
segregation of IT (Information technology) to increase service rationalization as well as
perception of achievement, status and recognition. The marketing information is communicated
due to a set of particular aspects of advertising strategy like: advertisement in Magazines and
newspapers with major level administration professionals like Financial time, economist, fortune
and Forbes. Furthermore, the communication of referred hotel marketing data is also useful
about broadcast advertisement or promotion in selected channel of television. “STOP
CLICKING AROUND” it is identify as a biggest and beneficial marketing campaigns.
Personal selling: It is also very important and useful term for the company to
communicate face-to face with the customers. In this misunderstanding and conflict level is very
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low which is beneficial for them to increase their sales or revenues in limited time period. In
order to promote their services to the clients business entity use different kind of banners, poster
and many other aspects effectively (Magatef and Tomalieh, 2015). It is a selling tool that
involved between different person as well as prospective seller and buyers. It is important for the
organisation in order to maintain long-lasting relationship with clients, communicating &
discovering buyers requirements, matching the right products or services with these needs.
(Source: Promotional mix – What are the different types of promotions, 2018)
Public relations: It includes different activities and aspects such as special events
planning, press relations, targeted outreach and different tools for keeping better relation with
public. It is the strategic management of connection between an enterprise and its public, due to
the communication use, to attain understanding and realize business long term goals. Manager of
the hotel will be implement and develop the marketing activities and plan (Rahman and
Masoom, 2015). It can increase the business sales and revenues in limited time period.
Direct Marketing: It is the best form of advertising business products and facilities in
marketplace and to the customers in a quick way. In this hotel gives physical marketing materials
in order to communicate and consume information regarding a services or products. It does not
concern placed on the television, radio and over the internet. In this referred hotel includes
different aspects or tools such as fliers, mailers, catalogues and many other options. All this are
essential and beneficial for the enterprise to easily attract large number of the customers towards
hotel facilities such as accommodation, free wife, transpiration, guide and many other important
services.
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Illustration 1: Promotional mix – What are the different types of promotions

Sales promotion: It is also important and essential aspects in order to promote business
services and products to the customers at premium prices. It is very popular and famous tool in
hotel sector. Alperton Intercontinental Hotel provides different offers like digital check in,
discounted prices, late check out, free internet access and many others. In Business own sites,
there are various kind of discounted vouchers are acquirable (Rizan, Warokka and Listyawati,
2014). With the use of this tool, business entity gain maximum advantages or benefits related to
practical in the form of maximizing the revenue level and attaining utilization or employment of
their accommodation at a big extend. It is very essential technique's for the hotel in order to
advertise their products and services in marketplace. It is beneficial for the enterprise to
accomplish predetermined goals and objectives of the organization.
Identify the components of a relationship marketing strategy: In order to achieve long term
goals and objectives as well as succeed in marketplace, company provide better quality of
services and products. It is very essential for the organization to maintain long term relationship
with customers in limited time period. In order to keep better connection with clients, hotel
provides various services and products to the customers at premium price. There are different
tools which are included in this technique's in an effective and systematic manner. These are
determined as below: Networking: It is important for the company to use their networking sites in order to
promote all information or data to the customer in an easy manner. Cherish each customer: With the use of this technique's, business entity attract large
number of the customers towards business services or products (Tamuliene and Gabryte,
2014). Listen to customers: In this manager of the Hotel easily communicate with customer and
give various benefits to them. Make a brand identity: Brand identity is very important and essential part of the
company to make strong image in customer's mind and marketplace. Provide client free information and data: Alperton Intercontinental Hotel gives
customer free data and information. In this they are understand about business services
and products. Loyalty Rewards: It is also important and essential for the business entity to strictly
talking regarding perks programs and loyalty cards.
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 Communicate Often: Long-lasting relationship is mainly based on effective
communication (Thaichon and Quach, 2015. In the hotel there are large number of the
employees are work with maintaining better connection to the customers. Special Events: It is also important for the Hotel to organize different events for the
clients. Company provides different offers or discounts on special occasion such as
Christmas and many other. They also conduct training and development program to the
employees in increasing basic skills or knowledge. Face to face Time: It is also beneficial for the hotel to organize meeting time to time. In
this employees easily give their feedback or comment to the manger. They should try to
sort out all difficulties and complaints of clients.
Concept of loyalty: It is very important for the growth and development of company. In
order to maintain customer loyalty, Referred hotel provides quality services and products to the
customers at premium price. Loyalty can maintain long-lasting connection with clients in limited
time period. Hotel provides different services such as accommodation, transportation, guide and
many other facility to the clients at affordable cost.
Analyses the role of frequent guest programs in hotel branded chains: Role and
responsibility of the guest programs is to attract large number of the customers about business
services and products. It is also essential for the business is to maximize their sales or revenues
in limited time period (Tripathi, 2014). Role of this program is to maintain product and services
quality.
CONCLUSION
From the above mentioned report, it can be concluded that marketing and customer
relation is very important for the business development and growth. Marketing planning is very
essential for the organisation to maintain long-lasting relationship with customers and achieve
maximum amount of profit. There are different tools and technique's are used by the Hotel in
order to promote and advertise their products and services in marketplace such as Sales
promotion, Direct Marketing, Public relations, Personal selling and Advertising. These are
beneficial for the enterprise to easily accomplish their predetermined goals and objectives in
limited time period.
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Online
Promotional mix – What are the different types of promotions?. 2018. [Online]. Available
through: <https://www.marketing91.com/promotional-mix/>.
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