BTEC Level 5 Marketing Planning Report: Milestone Hotel Case Study

This report provides a comprehensive analysis of marketing planning, focusing on the case of Milestone Hotel, a five-star luxury hotel in London. The report begins with an introduction to marketing planning and its importance, followed by an examination of changing perspectives in marketing and the organization's capabilities for planning future activities. Task 1 delves into techniques for organizational auditing, including SWOT, PESTLE, and Porter's Five Forces, and applies these to Milestone Hotel. Task 2 explores obstructions to marketing planning and strategies to overcome them. Task 3 focuses on creating a marketing plan for a product or service, its importance in strategic planning, techniques for new product development, and justifications for recommendations on pricing, distribution, and communication. The final task, Task 4, addresses ethical issues affecting marketing planning and their impact on Milestone, with a focus on consumer behavior. The report concludes with a summary of the key findings and recommendations.

MARKETING
PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P 1.1 Changing perspectives in marketing planning...................................................................3
P 1.2 Organization capability for planning future activities.......................................................4
P 1.3 Techniques for organizational auditing.............................................................................5
P 1.4 Carrying out organizational auditing and analysing external factors................................6
TASK 2............................................................................................................................................7
2.1 Obstruction of Marketing planning.......................................................................................7
2.2 Overcoming the obstruction:.................................................................................................7
TASK 3............................................................................................................................................8
P 3.1 Marketing plan for a product or a service..........................................................................8
P 3.2 Importance of marketing planning for strategic planning process.....................................9
P 3.3 Examination techniques for new product development...................................................10
P 3.4 Justification for recommendations for pricing policy, distribution and communication
mix.............................................................................................................................................10
3.5 Factors affecting the effective implementation of the marketing plan have been taken into
account......................................................................................................................................11
TASK 4..........................................................................................................................................12
4.1 Ethical issue affecting the market planning of Milestone...................................................12
4.2 Result of Milestone on ethical issue....................................................................................13
4.3 consumer affect the marketing planning.............................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing planning is an essential part in which organisation provides some information
to its customers in regarding to products and services which they deliver. There are numbers of
different types of approaches can be utilised by firm's marketing executives to having process of
marketing. The present report is about Milestone hotel, which is UK base one of the largest hotel
, which is located in London city and offering five star luxurious services. In addition, the report
will be discussed about techniques for organisational auditing and analysis of external factor
which can influence marketing planning strategy of hotel. In will include importance of
marketing planning strategy and some effective techniques for new product development. Apart
from it, ethical issues affecting the marketing planing and necessary practices to resolve ethical
issues which incur within existing marketplace.
TASK 1
P 1.1 Changing perspectives in marketing planning
Marketing planning plays a vital role for each organisation in terms of reaching out to
desired business goals and objectives of a firm. In case of Milestone Hotel, it is necessary for
formation of proper planning to comply with competition level within current marketplace.
Market analysis: Current market analysis is a necessary thing to identify current needs
and demands of production and services of a company within marketplace. Market analysis
approach assist the business professionals to focus on valuation and market positioning of
business and also enables them to getting idea about identifying current marketing efforts which
is needed by its professionals (Armstrong, Kotler, Harker and Brennan, 2015). Therefore, in this
context, Hotel's marketing professionals requires SWOT Analysis and PESTLE Analysis or
Porter Five Forces in order to pay proper attention on execution of marketing analysis which can
assist its management to access accurate marketing plans.
Designing marketing objectives: Marketing objectives are necessary thing for set up
according to aims and mission of organisation (Boella, 2017). As Milestone hotel is the brand, it
is necessary for them to taking action to designing effective marketing plans as per its targeted
goals, which is required to follow up its professionals during completion of each tasks within
business environment.
Formation of appropriate marketing mix: For meeting their desired goals and
objectives within their business, it is very necessary for marketing professionals to design proper

marketing mix strategy in introducing their hospitality and accommodation facilities. In this
context, they have to follow guidelines of marketing mix approach such as product, price,
promotion, place, and physical evidence. so they will be able to attain their targeted goals and
objectives within industry efficiently.
P 1.2 Organization capability for planning future activities
In this way, the hotel professionals require taking feedbacks from their service users at
regular basis in terms of identifying customer satisfaction level (Bowie, Buttle, Brookes and
Mariussen, 2016). Quality team ensures that they provide quality of products and services at
workplace which enable its customers to be satisfied with accommodation facilities of the hotel.
In this way, the hotel professionals require taking feedbacks from their service users at
regular basis in terms of identifying customer satisfaction level. Quality team ensures that they
provide quality of products and services at workplace which enable its customers to be satisfied
with accommodation facilities of the hotel.
In order to sustain in the competitive marketplace, its administration team make sure that
they utilise best quality of resources and employees for execution of each business at workplace
in respective form. Besides, the hotel management team also ensure that they are applying proper
promotional activities at current market of UK which attract its customer more in industry to
coming to use of their facilities.
Promotional strategy must be taken by hotel to making peoples and its existing customer
aware about current offers. They must provide discount offers and gift vouchers for their loyal
customers to frequent utilisation of their services again and again in industry (Chan, 2013). Apart
from it, hiring capable and skilful employees is also a necessary part for an organisation for
better performance levels. The experiences and unique knowledge occupied by employees
enables the business to boost up them to achievement of their desired goals and objectives of
business effectively.
In order to making organisation capable to reaching out to global marketplace, its
marketing executives require to utilisation of online marketing and social media marketing
approaches to attracting foreign customer to coming up in the country to having facilities of
Milestone hotel. In addition, the organisation should offering quality of food and accommodation
facilities at lowest rate or ensure that, they maintain quality of their production and services.

P 1.3 Techniques for organizational auditing
Conduction of audit is necessary part for the hotel in order to raise its revenue and
profitability level in industry. Numbers of different tools and techniques of an organisation can
be utilised in order to conduct proper organisational audit in the firm efficiently.
PESTLE and SWOT Analysis are best approaches for identification of areas in which
they are required to implement innovation to attain desired success in any business (Cooper,
2012.). Further, Porter Five Force Model can be utilised by its professionals to identify the
current positioning and also recognise such areas where they are needed to implement changes
for betterment within existing accommodation and hospitality facilities provided by an
enterprise.
Following given is the Porter five forces for Milestone hotel:
Bargaining power of suppliers: Bargaining power of suppliers can make impact upon
providing the raw materials to Milestone hotel in terms of designing of accommodation and
make food production at workplace. It makes impact upon profitability level and in context of
the hotel, bargaining power of suppliers is low.
Bargaining power of buyers: Bargaining power of buyers also making impact upon
revenue generation volume of hotel in current marketplace. However, customer has so many
options in the food and hospitality industry, so many of alternation of food and hotel facilities
available in current market of UK. So current bargaining power of buyers is high.
Rivalry among existing firms: Numbers of hotels operating in the current marketplace
and which is following different kinds of strategies to attract their existing customer more. So
competition level of hospitality sector which is arising challenges for business (Cotton and
Falvey, 2012).
Threat of new entrance: Threats of new entrance of new hotel organisation into industry
also major risk for the business, which may reduce customer base of hotel in current marketplace
efficiently. So threats of new entrance is high in market.
Threats of substitute products: Threats of substitute products is also may generate major
barriers for the business to reducing growth rate of company. Many small hotels and restaurant
firms are offering same products and launching new product can minimise profitability of the
business.

P 1.4 Carrying out organizational auditing and analysing external factors
In hotel business, numbers of different types of micro and macro factor may affect the
organisation and its professionals must need to considered those elements which is responsible
for making impact upon business functionalities of Milestone hotel.
Political: Political factor can effect the business function in current marketplace. Political
major decision towards corporate and hospitality sector of the UK can influence the business
functioning of hotel efficiently (.Green and Lomanno, 2012). Many laws and political
regulations are being followed by hotel during running in UK market.
Economical: Current economic condition of the UK also affecting the marketing
strategies and growth rate of the hotel in industry. Economic crisis and falling down growth rate
of economy also affect marketing or sales factor of Milestone hotel. It is essential of the hotel to
offering services at lower rate to maintain top level in market.
Social: Social factor of the country also affecting the current changes in tests and demand
volume of the country people. Social norms and customs affecting the business to frequent
consumption of hospitality facilities in industry. Milestone hotel professionals require to
utilisation of strategy to offering the accommodation and food or beverage services at lowest rate
in terms of gaining proper satisfaction level from their existing customer in current marketplace.
Technological: These affect the growth level and performance effectiveness of hotel.
Milestone Hotel can utilise variety of technological and innovative instruments at workplace to
execute tasks effectively (Kahn, 2014). With the help of technological tools, they can serve
better or offer their services at a workplace. In this context, digital technological instruments are
being utilised by its management professionals.
Legal: Numbers of legal regulations presented in UK legal system towards corporate
sector, which is needed to be followed by Milestone hotel to sustain in the UK marketplace.
Equal employment and discrimination act has been following by the corporate at workplace
towards their employees in firm.
Environmental: Variety of environmental factors also effecting business performance in
industry. In order to execution of several business practices, Milestone hotel's professionals
require keeping comply with environment norms and regulation at workplace. Recycling and
proper utilisation of waste approaches is being implemented by enterprise.

TASK 2
2.1 Obstruction of Marketing planning
There are many obstructions used for the development of marketing planning. It can be
affect the business process and growth of firms. There are some obstruction when the company
faces many issues and preparing an effective market planning as following:
Ethical issues:
This is important issues faced when some people are not change according to the
environment and there way of thinking and views are not matched to the other employee. It is
very important for the organization to understand the need of employee and then provides the
details regarding their policy, terms and condition so that they will modify their personality and
thoughts according to the organization (Menegaki, 2012). This is very important part of company
growth. The company giving the training to employees and they were build their marketing
strategies and planning. This is the beneficial for the organization.
Inefficient leadership:
Leadership quality is the important part because the leader can be control the employee
and understand the need of employee. They are performing a different role in a proper manner.
The good organization have an efficient leader and they will control their team in effectively.
They are encouraged the employee to making a better marketing plan that are beneficial of the
company. In some cases, the leader will not provide the proper detail regarding the product and
services so that they will handle the situation and can be fulfil the targets and goals of company
in very efficiently. This is leadership quality of milestone company.
Organizational Culture:
The culture of Milestone is very different and their business process can be doing work
according to the owner. They are following some different market strategies in which they are
understood the requirement of business and accordingly can be modified (.Nicolau and Santa-
María, 2013). The process not work properly due to the lack of analysis and the planning can not
be done in effective ways. In this way, they are fail to achieved their targets and goals.
2.2 Overcoming the obstruction:
As per the discussion, they are identifies the issues related in the market strategies and
planning. The milestone to analysis the whole report and determine the need of customer and
then according to the customer demand they will maintain their product information and provide

the best services so that the customer is fully satisfied their product. This organization can be
making a new market planning while eliminating the obstructions and their path will be clear. In
this firm, the milestone always maintain their operation like hiring process, management process
and they always recruit those people who has some skills to understand the need of customer and
then provide the effective quality of services to the consumers. This Milestone are using new
technologies for increasing the market production (Pine, Lamand Zhang, 2013). The milestone
hotel provide the efficient training and development program so that it improve their skills and
performance would be maintained. The new technology provide an effective service to customer
and the company used this technology for the development purpose.
In cases, some employee are not change their opinion according to the company and they
are not maintained the strategies so that the organization will use different type of planning to
achieved their goals and the employee can be also adopt their opinion towards the strategy. There
are many motivational theories are used for increasing the performance of employee and they are
very dedicated to their work in which they will support the Milestone management. The leader of
this hotel to provide the proper guidance to their employee so that they will understand the
market planning and can be participate as main role in this organization.
TASK 3
P 3.1 Marketing plan for a product or a service
Frequent changing in the tests of consumer can be seen. In terms of the hotel business,
variety of accommodation and hospitality services demanding by its customers in business which
must be implemented by its professionals in terms of attaining their business desired goals and
objectives. In has identified that, in changing tests of the food products in hotel, Milestone hotel
is planning for introducing different tests of delicious fast food products in their restaurant food
list. Introducing new food products contain low fate volume and also maintain unique tests
which is different form other available food products in industry (Rogers and Davidson, 2015).
Organisation has selected cheeseburger and cheese grill sandwich to introduce into restaurant
which has demand most by its existing customers.
Product: It has observed that, Milestone hotel has planned for formation of new strategic
marketing approaches in terms of introducing new food products at its restaurant segment of
business. With assistance of marketing practices, its existing customers will be able to aware
about deliciousness and benefits of cheeseburger and cheese grill sandwich food products upon

their health. At introduction level, fast food product must be launched by them in effective
manner which generate positive attitude towards its business professionals.
Price: Prices of cheeseburger and cheese grill sandwich of Milestone hotel must be
affordable by each group customers to gaining desired target in marketplace. Sat initial stage,
product prices must be low and affordable by each customer, so it will attract their customer
more and more for buy and consumer their new targeted food products.
Place: Place has been selected by business professional which must be appropriate. In
context of Milestone hotel, its marketing professionals has selected the place which is, the
restaurant section of hotel (Sparks, Nykiel and Jascolt, 2012). In food menu list of restaurant,
cheeseburger and cheese grill sandwich both products also will be added as per its existing
customer's current demand.
Promotion: Promotional practices must be taken by its professionals in relevant manner
in terms of make awareness of their new food products among their numbers of customers. They
must need to pay attention on giving advertisement through brochure and social media marketing
approaches to reaching out to targeted audience in UK marketplace.
So, with the help of above stated marketing plan, Milestone organisation will be able to
get desired success on cheeseburger and cheese grill sandwich products.
P 3.2 Importance of marketing planning for strategic planning process
Marketing planning is one of the most important part for strategic marketing planning
process for all types of businesses. Without help of strategic marketing planning guidelines, its
professional can not reach out to desired goals and objectives of the business in industry.
Milestone hotel is required to formation of marketing planning to aligning it with strategic
planning process of the business. Both factors play essential role for the hotel organisation in
terms of attaining their desired goals and objectives of business. From the analysis, it was
observed that, hotel business functionalities is directly associated with the role and
responsibilities of business to its strategic decision in the business. Strategic marketing planning
approach assist the hotel to meet their desired goals and objectives of corporation. So appropriate
marketing strategies are needed to formulate as per their predetermined mission and vision of
business in industry (SW Chan, 2013). For example: Milestone firm is planning for introduce
new food products which is, cheeseburger and cheese grill sandwich both. So in terms of
introducing both new food product into restaurant existing product line, its marketing executive

require to set out proper segmentation of different-different types of age group customers who
like both products most. As per determined road map of marketing strategy planning, they have
targeted youngster boy or girl customers to targeted who may buy their both food products most.
Before selection of both fast food products, its marketing professionals also has conducted as
short survey to deciding customer preference in restaurant (Halinen, 2012). So according to
customer demands in restaurant, its professional has been selected cheeseburger and cheese grill
sandwich both food products within their ascertained marketing planning process, which is
required to be targeted.
P 3.3 Examination techniques for new product development
Different types of effective approaches presented here, which can be utilised by
Milestone professionals in terms of gaining proper response form its targeted audience.
Examination of these approaches as following:
SWOT analysis: SWOT analysis strategy can be adopted by Milestone hotel in case of
upon its existing products in context of gaining knowledge about current positioning of their
existing products and services. In order to identification of new product, opportunities and
threats of business can provide fresh idea to new product evolution within existing product line.
Evaluation of product and market match: This approach has assisted Milestone business
professionals to examining the current trends of the food market and also examine the selection
of proper foods which has demand most in recent times (Swanson and Edgell Sr, 2013). So with
the help of this methodology, the hotel management department has targeted to bring innovation
and ingredients changes in existing products to gaining proper response from current
marketplace.
Product life cycle analysis: It is also effective strategy to gaining experience about
growth rate and market valuation of current products in restaurant. In this context, the hotel
business professionals has examined that, new fast food products is needed to be added into
current product line of restaurant to getting effective success.
P 3.4 Justification for recommendations for pricing policy, distribution and communication mix
In order to introduce new food product and services in current marketplace, its
professionals require setting up proper pricing and policies of its new products in order to
launching them in restaurant effectively. So in this context, as per the nature and characterises of
the goods, organisational strategic team require making use of implementation of pricing policies

of cheeseburger and cheese grill sandwich both products at affordable rate by computing proper
margin for the business. In addition, product policy should be formulated by its strategic teams in
accurate manner in terms of making it desirable and authentic for its customers. In this context,
its professional must require to building up positive customer relationship with the help of
delivering better services in quick manner at restaurant (Van den Berg, 2016). After services
delivering, its professional require taking feedbacks to gaining proper review from its customers
or knowing attitude of existing customer towards cheeseburger and cheese grill sandwich both
new products. In addition, the hotel management department also can establish new distribution
stores by open up new food stores beside from street of city. So it customer also can easily
access their desired food products of the hotel quickly. Along with this, online food delivery can
services also can be implemented by hotel to offering food products from restaurant to delivery
place directly.
3.5 Factors affecting the effective implementation of the marketing plan have been taken into
account
Plan for a new product in the marketing plan, milestone hotel should consider various factors
because these may be affect effective implementation of plan. These problems are as follows:
Demographics: The distribution of arrangement of market change and its related to possibility as
well as hurdles have to be considered at the time of carrying out of marketing thinking process of
the company (Wrenn and Mansfield, 2014). Therefore, should be needed to take care about in the
market their demands and population as well. Hence, considered the information the organisation
can implement the marketing plan for a new food item.
Current and projected economic condition: To carry out the in the market plan, current inflation
and other economic factors affects supply, employment taxes, demand and pricing in new
product of firm in negative impact. So when the plan is making should be take care of to
consider.
Market potential: Capabilities and limitations of other challenger of organisation can be affect
the executing of marketing plan (Jugenheimer, Sheehan and Kelley, 2015). If you don't know the
plan and executing it may not be successful in the future it definitely converts into fail position.
Market share: Whatever the transaction is handling in the company it is very important to show

the percentage and current as well. Therefore, should be know the factors by which changes in
percentage process either it is negative impact or positive impact. If above the execution process
is not taking place it may create a problem for the business to plan a new so overall always make
a plan and then execute the process.
Distribution: The right process to deal with the product in the market can increase the sales
volume and benefits. Always distribute the correct things to correct people for the profit of
organisation and can distribute the channel should becomes not easy to implement the market
plan (Wu and Lu, 2012,). Moreover, overall discussion consideration and understand those
factors may negatively affected the effective implementation of the market plan of milestone
hotel. So these are the five factors to execute the plan.
TASK 4
4.1 Ethical issue affecting the market planning of Milestone
Ethical issues can be affecting the organization in both the manner such as right and
wrong ways. These issues are faced when the employee are not agreed with the Milestone
business planning and they have different opinion regarding the organization. Some times,
employee are not satisfied with the organization policy. The milestone hotel managed the whole
department by the manager. They can be play an important role in the firms because they will
maintain the employee issues and understanding the need of employee. Milestone are hired those
people who are talented person and can be agreed with the conditions. The milestones provide
the best services to the customer and they can take review from both the customer who are
satisfied with the product and those who are not satisfied their product. After ward, they are
preparing a new result for customers ( Fill and Turnbull, 2016). This milestone can be innovative
their new ideas for the marketing purpose. They are always shows their attractive services and
new dishes are launched and most of the people are interacted to their services. These issues are
very important to handle by the organization. When milestone follow some rules and regulation
that would be control by the government. The milestone not follow the UK government policy in
which they can face some loss and penalty on the services. However, the company value is to be
down and they are totally affected the whole organization. According to this discussion, In past
year, they are faced many problems such as the food quality is degraded and they are using bad
raw material that affect the human body. In this way, they are applying their ideas towards the
management system and earning a lot of profit to the customer.