Marketing Plan for Roker Hotel: Sunderland Tall Ship Event 2019

This report presents a comprehensive marketing plan designed for the Roker Hotel, specifically focusing on the Sunderland Tall Ship event in 2019. The plan aims to increase customer engagement and sales within the tourism and hospitality sector. It includes an introduction to marketing principles, followed by an executive summary outlining the hotel's innovative strategies such as cultural events and discounts. The report details SMART objectives, PESTLE and SWOT analyses to identify external and internal factors affecting the business. Furthermore, it explores segmentation, targeting, and positioning (STP) strategies and the marketing mix, providing a framework for promoting the event. The plan also addresses potential opportunities and threats, offering recommendations for the hotel to capitalize on market trends and improve its performance. The report concludes with references to supporting literature.

MARKETING AND
BUSINESS FOR THE
SERVICES SECTORS

Table of Contents
INTRODUCTION:..........................................................................................................................3
MARKETING PLAN......................................................................................................................3
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

TITLE: Marketing plan for an existing tourism and hospitality sector to increase customer
engagement and sales in Sunderland Tall ship events in 2019.
INTRODUCTION:
Marketing is a process promoting product and services to increase the sales and profit of
the company. Thus, it requires various plans and procedure to improve the performance in the
market and attract higher range of customer. Marketing plan provide the details about the various
activities and their impact in market. (Rogers and Davidson, 2015). The tourism and hospitality
sector provides travel and tourism facility with the accommodation, food & beverages and
different other services. In case of Roker hotel, they want to use marketing plan to attract more
and more tourist toward the Sunderland Tall ship event by providing great experience via their
innovative plan. The event help them to increase their sales by attracting the customer through
their marketing plan to introduce their innovative services in market. In the event of Sunderland
Tall ship 2019, marketers plan to organize the cultural events with the different contest, dance
and programs to attract customer toward the event held in Sunderland and increases the business
of Roker hotel.
MARKETING PLAN
Executive summary : The marketing plan of Roker beach explains the innovative plan to
organising cultural fest to attract the customer. They also provide 50% discount to the First 100
customers and 20% discount to the next 50 customer on the accommodation services with the
cultural fest, live information and facts regarding the Tall ship race and free dinner during the
race days. The aim of the tourism and Hospitality sector is to increase their sales by 20% at the
end of 2021 and generating higher profit with satisfying the customer. The swot and pestle
analysis help them to analyse the external and internal factor which affect their business and
ways to overcome the factors. The marketing mix and budget plan provided a proper framework
to communicate their innovative idea via the different modes of channel.
Aim and Objectives:
Aim: To prepare the marketing plan for the Roker hotel to attract customer by the innovative
idea towards the event organized in Sunderland Tall ship race event 2019 and increases the sales
of the company.
SMART objectives

 To increase the sales of the company by 20% at the end of the year 2021.
 To attract more customer by the advance services and product (Armstrong and et.al.,
2018).
 To increase the market share by 5% through the event on Sunderland of Tall ship racing.
 Increase profit of the company by 10% at the end of 2022.
PESTLE: PESTEL analysis help to identify the trend in market of the particular industry and the
different macro environment factor which affect the performance of the company. (Marketing
plan, 2019). Thus, the factor's incudes the followings such as:
 Political: It includes the various factor such as the government policy, rules and
regulation, tax rate, interest rate etc. The stability of the government help the tourism and
hospitality sector to attract tourist and customer toward their plan and services (Burns,
2016). The new government brings the various changes regarding the policies and
strategies like the restriction on trade with external countries. It affects the business of
tourism and Hospitality sector by restricting the global customer. The increasing tax rate
affect the business of company by charging higher rate from the profit.
 Economic: In the economic factor various component are included which affect the
performance of tourism and Hospitality sector such as exchange rate, purchasing power,
inflation rate, disposable income etc. The deceasing interest rate help the tourism and
Hospitality sector to borrow the money and invest in the different innovative services to
attract more customer and gain the profit (Duvier and et.al., 2018). Economic factor such
as increasing purchasing power help the company to attract toward the Sunderland event
and invest more in the Hotel services to enjoy the cultural events with stay facility. It also
helps to increase the sales of the company.
 Social: It includes the various norms, customs, culture and values to identify the
perception of customer regarding the society. The social factor force the company to
adopt the different norms and respect the culture to capture the attention of the customer.
They affect the tourism and Hospitality sector because the customer are more focused
toward the society norms and culture. The tourism and Hospitality sector provide the
separate accommodation, food and beverage to respect the customs of their customer
which help to create a good image in market. The social factor help the company to

introduce their innovative idea regarding the cultural events with the various winning
prices.
 Technology factor: advance technology help the tourism and Hospitality sector to
communicate the information about their product and services in the market and get the
attention of tourist. Through the advance technology like social media, television and
different sites they can easily communicate the information about organising cultural
event in Sunderland Tall ship racing event 2019. The cultural event includes the various
program such as the information about the UK culture through the different dance forms,
play (Arif and Hossin, 2016). It also helps to attract international customer and enjoy the
Sunderland event with the cultural programs.
 Legal factor : It includes the various legal rules and regulation, act, norms etc. to
monitor the performance of the company and evaluate that they follow the regulations of
the country in their practices. The various regulation about the working environment,
health and safety, employee salary and wages, working condition etc. help the customer
and employees in protecting their rights (Fyall and et.al., 2019). The regulation about the
company performance in market help them to introduce their services without any
barriers or problems.
 Environment factor : the sustainable environment is the key concern of any company.
Environment factor include the sustainability, waste management, reducing carbon
emission etc. Now the tourism and Hospitality sector focus on the ecotourism and treat
their waste to get the government sector and attract more and more customer. The
concern toward the environment help the company to promote their innovative idea about
the cultural program with different dance program and music play at the Sunderland Tall
ship racing event. The more customer bring more profit for the company by increasing
their sales.
Strength
 The strong research and development
department innovate different product
and services by analyzing the need and
demand of customer (Gorbunov and
et.al., 2016).
Weakness
 Increasing competition in tourism and
Hospitality sector result to compromise
in price.
 Less variety of food and beverages
increases the dissatisfaction of

 Advance technology help to explore
their idea and attract international
tourist across the Sunderland event.
employees which ultimately decreases
the sales.
Opportunities
 Eco tourism create big opportunity to
the tourism and Hospitality sector to
increase their profit by attracting more
customer (Kara, 2018).
 The Branding and positioning
techniques may increases their profit by
differentiating their product and
services from the other company.
 The Sunderland tall ship racing event
also create opportunity top provide
their services to
Threat
 Increasing competition in market
become big threat to the tourism and
hospitality sector (Basnet and Aryal,
2018).
 The substitute of the tourism and
Hospitality sector or increasing role of
local hotels also become threat.
The strength and weakness of company help them to analyse the area in which they improve
their performance and increase the sales. Strength help to overcome the weakness by effectively
use their strategy (Evans, 2015). They can also attract the customer by innovating the cultural
program at Roker beach with different facts regarding the Tall ship racing event such as the
number of participates, top 3 ships, their past performance and the winning amount to encourage
customer and develop their interest toward race which indirectly increase the sales of tourism
and Hospitality sector. The Opportunities of the Roker hotel help hem to overcome their threat.
Segmentation Targeting and Positioning
The STP model is a framework which helps any company in analysing and evaluating the fact
that it needs to focus on which market and which type of consumers and how it will position and
market itself in the market. These are the important point which describe the overall structure of
the market and also helps Roker hotel to focus on specific market to bring their service in form
of events to attract the visitors towards their scheme.

Segmentation: the market segmentation refers to a process through which the company
divides its whole group of consumers into different segments based on some common
characteristics and traits. It is to be done with the help of conducting research to identify the
needs and demands of different types of consumers. These segments can be like demographic,
geographic, or based on age, gender, income group and many other basis (Getz and Page, 2016).
For the Tall Ship Race the major segmentation can be on the basis of the characteristic that how
exciting or thrill loving a person is like young people. The another basis of segmentation can be
of the income group and the as well. It is majorly because of the reason that going for ship race is
expensive so it can be afforded by high income people group only. Thus, by bringing such
concept of live music on demand of customer they are to be judged according to the customer
point of view, and they can enjoy that movement at the time of watching the race of ships at
Roker beach.
Targeting: it refers to as a practice wherein the company tries to find a particular group
of person or consumers on which it completely focuses on. it is so because of the reason that in
segmenting the company has decided on which group it has to focus more. Now in targeting it
narrows down the segments in particular targets (Mason, Friesl and Ford, 2017). Like for
instance, on the basis of age segment it can be further been narrow down as more focus on either
young aged people, 35–60 or the people above 60. It is so because the older people cannot enjoy
the ship race, loud and exotic music so here focus will be given on young population. Also, for
as it is bringing in innovation in its pattern of race so now it can target person of any age limit.
Roker hotel adapt such method by targeting the existing customer by viewing the occupancy of
such events. The innovation is mainly brought for every age limit as they are on demand live
music thus it can be enjoyed by any age group. By this they attract the interest of exiting
customer to engage their interest in such Sunderland Tall Ship events which is to be held in
2019.
Positioning: as the segment to focus and target market is finalized the next step is to
position the product in front of the target audience the last step is to position the product into the
market in front of the target audience. it is necessary to position the products and services in
front of because they are the ultimate person who either promote the race if they like it. on the
other hand if they will not like the race then they will not like it and might be possible that they
bad mouth its publicity (Armstrong and et.al., 2018). Positioning refers to as different mediums

through which ABC Ltd company can reach its customers by way of advertising, sales
promotion, discount coupons and a good variety of other advertising strategies and techniques
with which the company can reach to the target audience.
Marketing Mix
Thus marketing mix is used by Roker hotel to know the overall marketing strategy which
can be used by company to take effective decision at the time of promoting their events in
market and attracting the existing customers towards their events. It includes the following
aspects such as:
 Products: it includes all the products and services provided by Roker hotel and beach. It
includes free and discounted accommodation to the visitors and tourists coming to
Sunderland for the tall ship race (Connell, Page and Meyer, 2015). The company is
innovating by providing for the discounts, organizing cultural quiz for attracting local
residents of Sunderland and providing them with free food after the race so that they are
engaged with the hotel. Therefore, with this innovation the ultimate goal of increasing
sales will be accomplished.
 Price: This is also another important concept of marketing as prices are the major aspects
of any events. If Roker hotel brings some different concept at reasonable prices then it
will attract the large number of customers and also distract the mind of exiting customers
if they are not interested in taking part in any such events (Chaffey and Ellis-Chadwick,
2019). Thus keeping the prices nominal so that it can be affordable by any person. The
pricing policy adopted by Roker beach is Penetrating pricing policy wherein it provides
discount to attract major customer base and penetrate in the local market.
 Place: the Roker hotel is a resort in the areas of Sunderland situated in North of East
England. It is among the most loved and longest standing hotel and is a kind of home
away from home hotel (Roker hotel, 2019). the place is very nice and also it hosts
Sunderland International Air show which is the biggest free air show in Europe. The
place is so attractive that Roker hotel can attract many local residents of Sunderland by
providing then with extra perks and benefits (Pasquier and Villeneuve, 2017).
 Promotion: In this Roker hotel had to use proper promotional techniques to enhances the
interests of existing customer towards their events which is organized by company to
innovate new ideas in their upcoming Sunderland Tall Ship events (Smagina, 2017).

Thus, promotional can be done through online marketing of the company and also use
various campaign and advertisement mode to attract the interest of exiting customer
towards the same events which they attended before.
 Physical evidence: In these factors, evidences are required regarding events which is to
be organize at large scale. The evidence are to in form of tickets or other physical
certificate which Roker hotel provides to its customers (Evans, 2015). The physical
evidences can also be in form of pamphlet which is published by Roker hotel for
advertising its hotel and services provided by it after the tall ship race.
 People: the events is to be organized by focusing on all the age group of the people so
that it increase the customer base of the hotel (Hall, 2017). Thus, the main concept of
organize such events for all the age group is that if the event will be focusing on only
young people then the consumer base will decrease.
 Process: Marketing of such events requires the authentic procedure which is to be used by
Roker hotel to promote their events (Clarke and MacDonald, 2019). In the case of Roker
beach it needs to focus on exiting customers so that they are attracted towards the hotel
and the tall ship race.
Competitive Analysis:
In this segment the company tries to know its position within the market as compared
with the other competitors. Here, Roker hotels uses the technique of benchmarking wherein the
company compares its working and operations with the competitors dealing in same business.
This will help Roker hotel in knowing its market position in a clear way (Ramanathan and et.al.,
2017). This will help Roker beach in knowing its strengths and weaknesses and with this it can
find ways to overcomes its weaknesses.
Budgets:
These are mainly designed to analyse the actual expenses incurred by Roker hotel
regarding promoting such events at large scale.
Particulars Budgets(£)
Advertisement 1000
Designing and innovating 2000
Labor cost 1500

Social media marketing 2500
Stationary cost 600
Campaign 300
Electricity and office expenses 1000
Total 8900
CONCLUSION
From the above study it is to be concluded that marketing is mainly adapted by
companies to enhances their business at international level and also they generate lot of
opportunities to bring the innovative ideas to adapt the interest of customer towards their
products and services. Thus, in case of Roker hotel they are planning to organize such events
which is mainly focused on attracting the existing customer towards their innovation in such
events. By focusing on live music band in ships at the time of watching the racing usually attract
the interest of customer at longer way and thus various marketing mix are to be used to promote
such events in Sunderland. With the view point from the above study it results in increasing the
customer engagement towards such events which results in increasing sales in Roker hotel.

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Online
Marketing plan. 2019. [Online]. Available through:
<https://blog.hubspot.com/marketing/marketing-plan-examples>.
Roker hotel. 2019. [Online]. Available through: <https://rokerhotel.co.uk/>