Comprehensive Marketing Plan for Roker Hotel During Sunderland Event

This report outlines a comprehensive marketing plan developed for the Roker Hotel, a four-star establishment, specifically targeting the Sunderland Tall Ship Race event in 2018. The plan aims to maximize sales and revenue during the event, focusing on increasing revenue from premium segment rooms and restaurant footfall. It begins with an introduction to marketing plans and a description of the hotel and the event. The report includes a PESTLE analysis to assess the external factors influencing the hotel, along with Porter's Five Forces to evaluate the competitive landscape. The STP (Segmentation, Targeting, Positioning) strategy is detailed, focusing on attracting premium customers. The marketing mix, encompassing product, price, place, promotion, physical evidence, people, and process, is also analyzed. The report provides a strategic framework for the Roker Hotel to achieve its marketing objectives during the Sunderland Tall Ship Race.

Marketing Plan

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK...............................................................................................................................................1
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing plan is considered as the document in which various strategy of marketing are
outlined that include business activities including in accomplishment of targets within certain
time duration. An effective marketing plan includes market research, target location, promotional
medium and specific period of time which helps in monitoring actual benefit. Present assignment
in based on Roker Hotel which is a 4 star hotel and provides high quality services and experience
to the customer (Ahn, 2013). In this report, effective marketing plan is prepared for Roker Hotel
so that organization can maximize their sales and generate maximum revenue at the time of
Sunderland Tall Ship Event 2018.
TASK
Marketing plan refers to the blueprints of set of activities which an organisation uses for
implementing marketing strategy. It helps the business in utilizing all the available resources so
that targeted goals can be achieved in given time period including sales and customers
satisfaction. In context to Roker Hotel, it's marketing manager have prepare marketing plan in
order to generate revenue of the organisation during renown event named as Sunderland Tall
Ship race. This event is going to start from 11th July to 14th July 2018. In this event,
approximately 55 ships are participating from around 16 countries (Tall Ships Sunderland events,
transport, food, entertainment, royalty and more!, 2018). It can be said that approximately 1.5
million of people are going to attend the event as it is free family event. This event is considered
as the opportunity for Roker Hotel in order to increase its sales and generate high revenue for the
organisation (Arasti, Falavarjani and Imanipour, 2012).
Smart objective
 To increase revenue from premium segment rooms by 15% in 4 days (11th July – 14th July
2018) of ship race.
 To increase footfall in restaurant by 10% in 4 days.
Vision of the company:
Increasing number of footprints across the world by opening new hotel at every location
with similar level quality.
Mission of the company:
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Roker Hotel's main mission is to analyse needs and requirements of guest by proving
them luxurious products and services at their every visit.
ENVIRONMENT AUDIT
This is essential for an organisation to perform environmental analysis before preparing
and performing an effective marketing plan in order to persuade their consumer so as Roker
Hotel. Hence, this is essential for this hotel to understand extrinsic components which can affect
the sales and business operations of organisation for which PESTLE and Porter's five forces is
done i.e. discussed beneath:
PESTLE analysis
PESTLE analysis refers to the tool which helps marketing team of organisation to analyse
external factors which have impact over organisations. Factors which are involved in PESTLE
analysis are described as below:
 Political: It is required by every organisation to perform their business activities
according to government legislations. In context to Roker Hotel, changes in legal policies
like foreign trade policy, trade restrictions, tax policy etc. may affect business of the
hotel. Changes in legal laws of visa renewal can affect negatively as many visitors can
cancel their programs if Visa is not renewed (Chaffey and Smith, 2013). This may result
in cancellation of hotel booking at the time of event. Hence, Roker Hotel require to plan
strategies according to distinct consequences that is incurring or can emerge in future to
proper functioning of Hotel.
 Economic: It includes interest rates, inflation, economic growth, disposable income of
consumers etc. In relation with Roker Hotel, recession in UK have reduced disposable
income of customers and minimised their visiting to the hotels and restaurants etc. This
have increased number of vacant room in hotel. Marketing manager have opted various
promotional activities like sales promotion which provides heavy discount to customers
and attract them to use its services at regular interval.
 Social: Socio-culture factors are related to the beliefs, attitude of population which
influences their buying behaviour. Sunderland Tall Ship Event have increased
opportunity for Roker Hotel as this hotel provides premium quality accommodation to the
customers which attracts premium visitors of the event (Fifield, 2012). Along with this,
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location of Roker Hotel is near to the venue of event that provides easy convenience to
the visitors.
 Technological: Usage of technology is considered as beneficiary factor for Roker Hotel
as it adapts latest technology in its operational activities. Marketing team of this
organisation is using advance technology to promote their services among customers. It
includes social media like TripAdvisor, Facebook, Booking.com, Twitter etc. All of these
enhances brand name of the Roker Hotel among customers and increases its sales (Fine,
2017). It also helps customers to book their room in advance at the time of event.
 Legal: It is essential for every business organisation to formulate their strategies
according to the legal norms of the country. These norms includes safety standards,
customers laws, labour laws etc. Roker Hotel provides safety to its customers as well as
the employees within its own premises. This helps them in retaining employees for longer
duration and also attracts customers to stay at safe place. As a result, it enhances sales of
the Roker Hotel during event.
 Environmental: Environmental factor involves those factors which are influenced by
environment of organisation. In relation to Roker Hotel, changes in climatic condition
during the timing of the event that is 11th July to 14th July may result in cancellation of
event by visitor and this impact negatively on the booking of this Hotel (Fortenberry,
2013).
Porter's model
Porter's five forces model is considered as the effective tool which helps in understanding
present competition among the industry and availability of various opportunities that are
profitable for organisation (Porter’s Five Forces of Competitive Position Analysis, 2018). There
are five forces which helps in identifying actual position of business organisation and these
forces are evaluated as below:
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(Source: Porter's Five Forces Model , 2018)
Bargaining power of Buyer: Bargaining power of customer is high for Roker Hotel as
its customer are seeking for high quality services in their budget. And if these customers can get
required services in less prices from other hotel they will surely move to that one. Here, there are
various hotels which offers approximately similar kind of services in less price during the timing
of event. So, It is required by this organisation to maintain their quality level in order to
influence maximum number of customers towards them.
Bargaining power of suppliers: Bargaining power of supplier is high for Roker Hotel as
there are huge number of supplier in Sunderland which provides raw materials to the hotels.
These provides product to this hotel on time with quality. Roker Hotel have to agree with rates
which are offered by supplier as if they will not agree then their loyal supplier can give its
product to other hotels (Gibbs and Knapp, 2012). Personal relationship officer of this hotel
should maintain positive relationship with the suppliers so that raw materials for the organisation
can be received on time.
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Illustration 1: Porter's Five Forces Model , 2018

Threat of new entrants: Threat of new entrants is low for Roker Hotel as this industry
requires huge capital to develop their specific position among customers. Roker Hotel have build
up its position among its customers range which have grabbed their own position in customers
mind. It is quite difficult for the new entrant to build similar kind of customer base which
minimises their entrance in the industry.
Threats of substitutes: It refers to the new product and service which is replicated by
other company in different manner. In context to Roker Hotel, threats of its substitutes is high as
it belongs to hospitality industry (Morgan, Katsikeas and Vorhies, 2012). These substitutes can
increase visitor of event services of substitutes are different and attractive. Along with this, these
substitute company may offer new services in less prices to the customers.
Rivalry among existing firms: Rivalry among existing firm is high for Roker Hotel as
there are lots hotel in Sunderland who provides similar kind of services to its customers in order
to attract maximum number of visitors of the event. This may affect the sales of the company and
reduce its customers (Shea, 2015). Management of Roker Hotel should provide training to its
staff to serve its customers high quality services. Along with this, they can also avail high
discounts and free vouchers to the visitors of the event. It will maintain sales of this hotel
according to the expectation.
STP
Marketing activities of an organisation are basically based on three essential criteria that
segmentation, targeting and position. STP of Roker Hotel according the Sunderland Tall Race
event are evaluated as below:
Segmentation: Segmentation is used by organisation to divide its customers on the basis
of their demographic, geographical, behavioural and psycho-graphic (Tsitsi Chikandiwa,
Contogiannis and Jembere, 2013). It helps organisation in marking their strategies in cost
effective manner in order to meet requirement of maximum customers. In context to Roker
Hotel, its marketing team have mainly segmented customers on the basis of their age that is
between 18-35 years who will be attending Sunderland Tall Ship Event. As it is a popular event
of Sunderland which will attract youth of different countries or cities and requires place to stay
according to their needs. This will increase sales and also generate profit for Roker Hotel.
Targeting: Marketing team of Roker Hotel have targeted its customers on the basis of
demographic segment. In this, Roker Hotel has targeted premium customers among young
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generation that is business and service class people which can give maximum benefit to the
Hotel. As Sunderland Tall Ship event will definitely attract maximum number of visitors which
includes premium customers too. In relation to this, marketing team of Roker Hotel have
formulated various marketing strategy for attracting targeted customers.
Positioning: Positioning refers to the process of developing brand image of the
organisation in front targeted audience in effective manner. Marketing manager of Roker Hotel
have opted sales promotion for increasing its brand recognition among customers. Along with
this, social media is also used as a promotional tools for grabbing attention of premium class
customers (Menegaki, 2012). This creates positive perception of customers about the hotel and
influences them to stay in Roker Hotel at the time of Sunderland Tall Ship event.
Marketing Mix
Marketing mix refers to set of activities which are opted by an organisation to promote its
product and services at market place. It includes various elements such as product, price,
promotion, place, physical evidence, people and process of organisation. Marketing manager of
Roker Hotel have used all elements of marketing mix in order to increase its brand recognition
among customers and generate huge amount of revenue at time of Sunderland Tall Ship Event.
These elements are described as below:
Product: Roker Hotel provides various services to its customers like rooms, restaurants,
spa, travel desk, bars, laundry services, room service for 24/7, banquet halls etc. All these
services are offered to its customer with high quality. Visitors who are attending Sunderland Tall
ship race event can accommodate in this hotel as its location is in periphery only and services of
the hotel are appropriate for them (Donohoe, 2012).
Price: This hotel is opting premium pricing strategy which emphasize on providing
services at high quality to the premium customers by charging higher rates then competitors. As
main target of the Marketing team is on premium class customers who will attend Tall Ship
event.
Place: Customers of Roker Hotel can easily reach to them through internet and mobile
phones. In addition to this, it also connects to its customers in different manners like booking of
rooms, weddings, conducting meetings, transportation pick-an-drop facilities etc. At the time of
event, visitors can book their hotel room in advance and avail attracting discount through its
website.
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Promotion: Roker Hotel is using various types of promotional activities like personal
selling, sales promotions, advertisement, print media, social sites etc. for attracting huge number
customers. In context to the event, its marketing team have planned to use sales promotion for
attracting maximum premium visitor who are attending event. Current sales promotion activities
for Sunderland Tall Ship event includes discounts vouchers, free breakfast and free
transportation facility for pick and drop (Fortier and Laws, 2014).
Process: This hotel maintains hygiene level in all kind of services which are offered by
Roker Hotel. These services includes food, cleanliness in premises, 24/7 services etc. All of them
attracts visitors of Sunderland Tall Ship event towards this hotel and persuade them to stay their
during their visit.
People : Employees and customers are considered as people for Roker Hotel. Human
resource department is providing special training to the employees so that skills can be improved
which will help in developing satisfaction level of customers at high level. Along with this,
incentives and bonuses are offered to employees on the basis of feedback and performance.
Physical evidence: Roker Hotel is located near Roker beach in Sunderland. This is
property gives rememberer beach side view to the clients which enhances their experience.
Along with this, interior of the hotel are designed accordingly in effective manner which attracts
visitors to stay longer. In addition to this, luxurious services are offered to the customers with
high quality which embrace their experience level.
MARKETING TOOLS
Social media: This marketing tool is popular among all the organisation which helps
them in connecting to its customers in effective manner. In context to Roker Hotel, marketing
manager of this organisation have increased its presence over social sites like Facebook, Twitter,
You tube, Instagram etc. in order to enhance brand recognition among customers. These
mediums are proven effective as maximum number of youth of UK is dealing with using social
sites. It helps Hotels in promoting their products and services among customers (Pour, Nazari
and Emami, 2013). Along with this, marketing team can also share their latest offers with its
users. As a result, it enhances loyal customers for the company and also contributes in generating
benefit 15% profit in 4 days (11th July-14th July).
Customer relationship management: This helps organisation in creating clear image in
front of the employees that customers are the most essential part of company. In this various kind
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of training sessions are conducted for the employees in order to develop their inter personal skill
which helps in satisfying needs and requirement of premium segment customers in effective
manner. As a result employees provides high quality service to the customers which will retains
them for long term. Along with this, it also convince premium customers to remain loyal with the
hotel in their future visit in the same city. In context to this hotel, its employees will provide all
services in effective manner to visitor of Sunderland Tall Ship Event which will satisfy premium
customer for long term. This impacts positively on sales of the hotel and also contribute in
increasing it by 15% in 4 days of event (Kozlenkova, Samaha and Palmatier, 2014).
Advertisement: Advertisement is a marketing tool which used by organisations in order
to communicate with this customers and convey them about its products and services. It can be
any form such as newspapers, magazines, hoarding, billboards, pamphlet, TV ads, radio etc. All
of them helps organisation publicizing its valuable message with users so that avail best services.
On the other hand, it enhances sales of the hotel too, as customers can easily compare services of
Roker Hotel and can opt it during the Sunderland Tall Ship Event. If Hotel opt an advertisement
of restaurant technique newspapers, boardings, social media, mobile entertainment etc. which
can help in creating awareness among people.
CONCLUSION
From the above mentioned report it has been concluded that effective marketing plan is
helpful for every organisation as it supports in meeting their targeted goals and objectives. It has
been analysed that organisation can increase its sales the time of Sunderland Tall Ship event
which directly increases its revenue. Marketing plan have included PESTLE analysis,
STP(Segmentation, targeting and positioning), Porter's five forces Model, Marketing mix and
various tools of marketing that helps in achieving business objectives. All of them have
contributed and directed marketing team so that organization can generate good range of profit
during in four days of event.
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REFERENCES
Books and Journals
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Fine, S. H., 2017. Introduction to social marketing. In Marketing the Public Sector (pp. 1-12).
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Shea, E., 2015. Amplify your impact: Taking stock of your institution's marketing
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Online
Tall Ships Sunderland events, transport, food, entertainment, royalty and more. 2018. [Online].
Available through: <https://www.chroniclelive.co.uk/whats-on/family-kids-news/tall-
ships-sunderland-2018-free-14869138>.
Porter’s Five Forces of Competitive Position Analysis. 2018. [Online]. Available through:
<https://www.cgma.org/resources/tools/essential-tools/porters-five-forces.html>
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