Marketing Plan: Marriott Hotel Products/Services for Sunderland Event

This report presents a comprehensive marketing plan for the Marriott Hotel, specifically tailored for the Sunderland Tall Ship event. It begins with an introduction to marketing and its importance in business, followed by an executive summary outlining the strategies to be employed. The report provides an overview of the Marriott Hotel, including its products, services, mission, and vision, along with a SWOT analysis. A detailed market analysis using the PESTLE framework explores the political, economic, social, technological, legal, and environmental factors influencing the marketing plan. The report then delves into STP (Segmentation, Targeting, and Positioning) strategies, outlining the hotel's approach to customer segmentation, targeting, and market positioning. Finally, it covers the marketing mix, including product/service offerings, pricing strategies, promotional tactics, and distribution channels. The plan aims to increase customer engagement, boost sales, and enhance the hotel's brand value during the event.

Assessment 1: Individual
Written Project

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK ..............................................................................................................................................3
A) Marketing plan for Marriott hotel products or services ...................................................3
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is considered to be an important business function that is basically concerned
with promotion of business It is business procedure which has focus on developing relationship
with customers. Marketing activity also emphasizes on providing the high level of satisfaction to
clients. It is one of the main component of business management. Marketing process assist an
organisation in increasing sales and profitability. Marketing plan is basically a comprehensive
written material that highlights advertising and promotional efforts that would be taken by an
enterprise for accomplishing desired objectives.
The assignment will include the promotional plan for organisation that is Marriott hotel
in order to assist firm in identifying suitable ways for increasing engagement of customer in
business and helping in increasing sales sales during Sunderland Tall ship event.
TASK
A) Marketing plan for Marriott hotel products or services
Executive summary: This section will also include strategies which can be adopted by
the Marriott hotel in order to promote its existing products or services. Marketing plan has been
developed considering the marketing as well as overall business objectives. Promotional plan
also consists of all the essential elements of marketing mix which will help an organization in
achieving goals. (Armstrong and et.al., 2015). The marketing plan will assist Marriott hotel in
communicating their brand value. It will also assist firm, in developing the strong relationship
with customers.
Overview of an organization: Marriott hotel is basically an American Multinational
organization. It is basically a Full service hotel also located in Suder land. Mariott hotel in sunder
land offers banqueting and conference facilities, cocktail bar, fine dining restaurant, free on site
car parking and superb leisure.
Business entity consist of broad portfolio of products. Marriott hotel in Sunderland also
provides lodging facilities. It is among one of the largest hotel chain in the world. An
organization has achieved 33 rank among 100 best companies. Marriott hotel inn sunder land is
famous for selling the food which is completely free of trans fat. The operating income of
Marriott hotel during 2018 was 2.36 billion US dollar. This organization wants to increase the
engagement of customers and sales during the Sunderland Tall ship event (Aslam, 2018.). The

marketing plan address following key attributes these are laying the procedure of increasing the
engagement of customers in business, increasing the sales and profitability etc.
Current products or services offering by an enterprise: Marriott hotel is popular for
providing the food which is free from fat. This organization has 30 brands in more than 130
countries. This hotel also consist of 1.2 million rooms in different branches of the firm which is
established in different countries worldwide. Hotel also provide accommodations as well as
lodging facilities to customers. The rooms in the Marriott hotel has been recently refurnished
and new technologies has been implemented in order to provide guest with good experience and
high level of satisfaction. Marriott hotel also provides the accommodation facilitate to customers
according to their budget (Camilleri, 2018).
Mission: The mission of the Marriott hotel is to enhance the lives of their clients by
creating as well as enabling unsurpassed vacation and leisure experience.
Vision: Vision of Marriott hotel is to become the premier service provider in hospitality
industry.
Marketing objectives: Main marketing objectives of Marriott hotel is to increase their
sales and profitability. In addition to this, an organization also intends to increase the customer
engagement in business.
SWOT analysis
Strengths:
Marriott hotel has adopted an effective
differentiation strategy which has assisted an
enterprise in gaining the competitive
advantage.
An organization has flat as well as
decentralized organization structure which
helps in making quick decision.
Marriott hotel has team of highly skilled and
talented workforce.
Weaknesses:
Ineffective communication as well as
coordination between different functional
units.
High Employee turnover rate.
There are few rooms which still requires
renovation (Chaffey and Ellis-Chadwick,
2019).

Shared value.
Opportunities:
Marriott hotel has good brand image in
domestic market, an organization can expand
business by entering into new market.
Threats:
Increase in level of competition.
Threat of entrance of new firms in the market.
Threat of substitute products.
Threat of increase in bargaining power of
buyers.
Market Analysis: PESTLE analysis is considered to be an effective strategic technique which
can be adopted by manager in Marriott hotel in order to address those macro environmental
factors which can influence the marketing plan of company. It is the technique which will assist
management in formulating the suitable strategies for minimizing or eliminating the adverse
effect of changes in external business environment on promotional plan of firm. Few factors
which could affect the marketing plan of an enterprise are:
Political factors: These macro environmental variable includes changes in the political
condition of the nation. It also involves amendments in norms related to industry by political
parties. The political instability in the country might create barriers in the promotional activities
of an organization (Chaffey and Ellis-Chadwick, 2019.). The new regulation by political parties
related to the content to be published in advertisement can have significant effect on the
promotional plan of Marriott hotel. It is required by the manager in Marriott hotel to develop the
marketing strategy and design promotional considering the regulation created by political parties,
as it will provide business entity in promoting brand, products or services during the Sunderland
Tall ship event. While designing the content for the purpose of marketing manager in Marriott
hotel is also required to consider the nature of target audience group, as it will assist them in
accomplishment of desired objectives.

Economic factors: It is the important variables in the macro environmental factors which
includes inflation, increase in Tax rate which has significant effect on the marketing budget.
Market manager in Marriott hotel need to develop flexible budget for promotion. Changers in
the economic factors such as economic conditions have significant effect on the profitability of
an enterprise. During the last few years, decrease in the customer income in Sunderland has led
to the great decline in the sales of Marriott hotel in specific market.
Social factors: It involves changes in trends, customer preference, change in customers’
attitude towards marketing etc. All these factors have great influence on the marketing plan of
the company. Marketing manager in Marriott hotel is required to select the advertisement method
or media considering the latest trend, as this marketing tactics will provide an organization an
ease in positively influencing people to buy specific products or services during the Sunderland
Tall ship event. For instance, mostly people are engage in the social media, so in order to gain
the attention of the customers Marriott hotel can use digital technology such as social media like
Facebook for promoting its brand (Andrews and Shimp, 2017). Social media strategy will assist
an organization in increasing sales. BY utilizing the social media company can easily engage
customer in business. Social media can also be utilized by firm for continuous interaction with
customer before as well as after event. Product or services differentiation strategy can assist an
organization in increasing sales and profitability (Feng and Rego, 2015.).
Technological factors: Advancement in the technology has provided firm an ease in
promoting the goods or services at large scale. It is the factors which has provides new platform
for promoting their brand. Advancement in technology has assisted enterprises in making their
marketing practices more efficient and effective. In context of Marriott hotel, During the event
Marriott hotel can utilize the digital hoarding for showcasing their products or services, as it will
assist them in attracting the customers.
Legal factors: It includes amendments in the legislation which can have great effect on
the promotional plan of Marriott hotel. Marketing manager in Marriott hotel need to consider all
legislation while formulating a marketing Plan. If an organization fails to comply will the law
prevailing in Sunder land that it can have adverse effect of the sustainability of an organization in
specific market. In addition to this by complying with all legislation Marriott hotel in
Sunderland.

Environmental factors: In context of Marriott hotel, an organization might face
difficulty in promoting goods or services due to the bad weather condition.
STP:
Segmentation: Multistage market segmentation strategy is presently adopted by Marriott
hotel for segmentation the customer group during the sunder land tall ship event. Marketing
manager in Marriott hotel has adopted the either demographic marketing strategy, which has
assisted an organization in fulfilling the needs as well as expectation of particular targeted
customer segment during Sunder land tall ship event (Hunt, 2018.). Marketing manager in
Marriott hotel has developed understanding that all customer requires base service level. In
addition to this, marketing manager has developed understanding that every client has
willingness to pay for different level of comforts as well as luxury.
Targeting: In context of Sunderland tall ship event, Marriott hotel is targeting all
customer groups such as business traveler, people belonging to upper and middle class, young
business professional, singles etc. Firm has targeted especially two customer group these are
business professional as well as people traveling for the purpose of leisure as this marketing
tactics has assisted an organization in increasing sales and helped an organization in engaging
customer in business. In addition to this, it has been easy for an organization to target such
people and to influence them for making frequent visits to hotel and purchase the food item
during the Sunderland tall ship event. An enterprise has been easily influenced business person
and people traveling for the leisure by providing them with services according to their needs and
demands. In context of Sunderland tall ship event, Marriott hotel is planning to target
professional visitors belonging to specific region as well as from the following industries, such
as Travel trade, IT industry and Automotive.
Positioning: Market positioning can be defined as procedure of establishing the image of
product so that consumer perceives it in a certain manner. Marketing manager in Marriott hotel
has selected the marketing strategy based the condition of the market, unique selling proposition
of products or services or competitors for influencing people to make purchase of food item and
do hotel booking during the time of Sunderland Tall ship event. Marriott hotel is positioned as a
five start plus, businesses traveler hotel. An organization is strategically located and business
entity offers a high level of personal services to customers (Karjaluoto, Mustonen and
Ulkuniemi, 2015). Marriott hotel emphasizes on offering their guest with high value proposition,

as this tactic has assisted an organization in differentiating itself in context of personal services
from other firms in an industry during the Sunderland tall ship event. In addition to this, manager
as well as employees in an enterprise need to provide guests with high quality of hotel service, as
it will support an enterprise in inspiring people to make frequent visit. It will also help business
entity in increasing sale and profitability. Demographic segmentation is the positioning strategy
which is adopted by Marriott hotel for segmenting the customers. An organization has
categorized into three segments these are domestic, national and international customers.

Marketing MIX:
Product or services: Management in Marriott hotel is planning to provide the high
quality facilities which will be accompanied by personal services. It is a marketing plan which
will assist an organisation in ensuring high level of repeat business. Services innovation or
development is the strategy which can be adopted by Marriott hotel as it will assist an
organisation in gaining the competitive advantage (Keszey and Biemans, 2016).
Price: Marriott hotel will adopt the premium pricing strategy in context of Sunderland
Tallship event, as this tactic has helped an enterprise in attracting more number of customers.
Premium pricing strategy will also assist an organisation in increasing the profitability.
Place: In context of the Sunderland tall ship event, Marriott hotel will seek support from
mediator including representatives of hotels,tour operators, for selling services to customers.
Promotion: Social media marketing is considered to be as effective in context of
engaging customer in business. In addition to this, marketing manager in an organisation needs
to ensure that all the important information related to business are present on the companies'
website, as this tactic will assist them in positively influencing people to buy specific products or
services. In addition to this, Marriott hotel can seek support from travel agents and distributors
for promoting their products or services during the time of Sunderland tall ship event. As
distributors or travel agents are those people those who have knowledge about the way to
influence customers for buying products or services of the specific brand (Singh, 2018).
Physical evidence: Marriott hotel is planning to renovate its rooms. A firm should adopt
the direct distribution strategy, as it is very much effective in relation to engaging with customers
during the time of Sunderland tall ship event. and influencing them to buy products or services.
People: Presently, Marriott hotel is concentrating on the engaging with customers. It is
required by an enterprise to concentrate on providing the training and development of
employees, as this tactic will assist an enterprise in delivering the quality as well as quick
services which is very much important for influencing people to make repeat purchase during the
time of Sunderland tall ship event.
Procedures: Marriott hotel needs to concentrate on improving its marketing functions
that is very much essential for increasing sale and engage customer in business during the time of
Sunderland tall ship event.

Marketing program:
Objective of marketing Plan of action Duration
To increase sales of
accommodation and food
services during the Sunderland
event.
In context of accommodation
services, Marriott hotel can
offer discounts as it will assist
an organisation in increasing
the sale of accommodation and
food services during
Sunderland event.
In relation to the food services,
an enterprise can offer combos
of food items for attracting
customers during the
Sunderland event.
1 month
To engage customer in
business during the Sunderland
event.
By decorating the stall in
unique manner.
Marriott hotel will have much
focus on maintaining the
quality of food which is served
to customer during the event.
Marriott hotel will use digital
hoarding for attracting the
customer during Sunderland
event.
6 months
To gain customer loyalty Ethical marketing activity will
be executed by Marriott hotel
Every time

during the time of Sunderland
Tallship event.

Marketing Budget:
Creation of company website £30,189.00
Participation in trade shows £40,000.00
Utilisation of social media £35 152
Distribution of brochures £6000
Monitoring and evaluation: The marketing manager will evaluate the sales report in order to
analyze the performance of the marketing team. Sales report will also assist manager in
measuring the effectiveness of marketing plan. It is the report which will consist of detail about
the sales of services which has been made by Marriott hotel during Sunder land tall ship event. I
Survey will be performed by an organization in order to obtain the information related to the
perception of people about marketing activities performed by an organization (Turban, Liang and
Turban, 2018).
CONCLUSION
From the above report it has been summarized that marketing is very important business
activity which assist an enterprise in accomplishing desired business objectives. The other fact
which has been discovered from the study is that by including the all essential elements of
marketing mix an organization can easily accomplish marketing as well as business objectives. It
has been also concluded that proper marketing planning is important for generating good
results.
The different promotional strategies have been suggested in the report which can be
utilized by organization for promoting existing goods or services. An organization has been
provided with suggestion to use the specific target market, as it will assist them in providing the
high level of satisfaction to targeted customer group.

REFERENCES
Books and Journals:
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marketing communications. Nelson Education.
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economics and the airline product(pp. 85-103). Springer, Cham.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Feng, H., Morgan, N. A. and Rego, L. L., 2015. Marketing department power and firm
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the prognosis promising or problematic?. Journal of Marketing Management.34(1-2).
pp.86-95.
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marketing communications. Journal of Business & Industrial Marketing. 30(6). pp.703-
710.
Keszey, T. and Biemans, W., 2016. Sales–marketing encroachment effects on
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Singh, S. K., 2018. Relationship Marketing In Competitive World an Essential Strategy. GST
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Turban, E., J. K., Liang, T. P. and Turban, D. C., 2018. Marketing and advertising in e-
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