Marketing Plan Analysis: Royal National Hotel's Christmas Party Event

This report presents a marketing plan developed for the Royal National Hotel, a 3-star hotel in London, focusing on a "Christmas Party" event to boost customer engagement and sales. The report outlines the company's overview, vision, and mission, along with SMART objectives. It delves into market research, including primary and secondary research methods, and applies the STP (Segmentation, Targeting, Positioning) approach to develop effective marketing strategies. The plan details various tactics, including fund arrangement, scheduling, and customer communication. It also covers the marketing mix, including pricing, place, promotion, product, process, physical evidence, and people, tailored to the hotel's context. The report highlights the importance of digital technology, customer relationship management, and a defined marketing budget to ensure the event's success. The report emphasizes on how the hotel can improve its services and attract more customers. The report highlights the importance of these elements in achieving the hotel's marketing goals.

Marketing and Business
For Service Sector

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Marketing Plan............................................................................................................................1
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is the procedure of different activities that adopt by the organisation to
promote the buying or selling of a product as well as services. There are consisting of promoting,
selling and delivering products to clients or other businesses. The marketing in the service sector
mainly based on the relationship as well as value (Kwan and Carlson, 2017). It may be used to
market a service or a product. In the hospitality sector marketing plays essential role due to
promote services effectively. The report based on the Royal national hotel which is a 3 star hotel
that situated at Woburn place, Bloomsbury, Central London. The hotel organised a event of
“Christmas Party” to promote their hotel. For this hotel create a marketing plan where mentioned
all the strategies, marketing mix and others.
TASK
Marketing Plan
A marketing plan is an operational written document that develop by the any organisation
in order to promote their products and services effectively. There are the Royal national hotel
create a marketing plan in the context of “Christmas Party” event. Through the event company
increase the customer engagement and sales during the promotional period. There are develop
effective marketing plan such as:
Overview of the company: The Royal national hotel is one of the largest hotel that
situation in the United kingdom. It is 3 star hotel that provides different services to customers.
The hotel have about 1630 rooms spread over eight storeys. The activities of the hotel arrange by
the Imperial London because they have experience to conduct activities of other hotels. The
company wants to promote their hotel in order to increase sales as well as sales. For this purpose
organise a event “Christmas Party” to engage with the customers.
Vision and Mission: There are defined the mission as well as mission of the hotel that
helps to achieve set goals and objectives. Vision: To become leading hotel in United Kingdom and unique in the hotel industry to
fulfil the requirement of the customers on time.
 Mission: To recognise by effective services and quality product standard and marketing
to excellence, originality and future improvement (Anderl, März and Schumann, 2016).
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Smart objective: Organise a event in London, 2019 to promote services of hotel to
engage with more customers and increase sales.
Market Research: In present time different types of trends are trending in the market
that adopt by the hotel regarding to activities. For this required conduct market research by the
marketing team that collect all the detailed information about the business. As a result they are
collecting all the important information regarding to hospitality industry in order to apply in the
Royal National hotel specifically. Primary Research: The particular research based on the primary activities that conduct
by the hotel own self and collect all the data and facts regarding to market trends. On the
basis of these information they collect all the information about the latest technology and
prepare effective strategies for the hotel.
 Secondary research: According to particular strategy the hotel marketing department
conduct research on the basis of exists fact and data that already search by any people.
The hotel conduct further search regarding to particular topic and the information in order
to know the information about the hospitality industry and which hotel select marketing
strategy to engage with the customer and effectively increase the customer engagement.
STP Approach: Marketing as well as sales both are essential factor for the growth and
success of any hotel. The STP marketing tool is applied by the organisation to create a digital
strategy for content marketing regarding to any new product. This approach mainly focused on
the specific segments of the market and provide facilities to right marketing mix and hotel
positioning strategy to impress potential customers to get assure about the product (Paul, Mittal
and Srivastav, 2016). The Royal Internal Hotel going to organise a event for this apply STP
approach to apply best marketing strategy and increase sales. This approach categorised into
three elements that are as follows:
Segmentation: It is useful procedure where recognise all the potential customers who
afford the price of hotel. Through segmentation technique recognise the need and desire of the
target customers according to that provide effective way of supplying and discussing a message
for the potential customers. There are potential market categorised into different segmentations
and from the segment hotel pick up one or other. The Royal national Hotel will use of
demographic segmentation where is mainly focus on the high class people who afford the hotel
services.
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Targeting: In this strategy consist of select a most suitable market segment that is
suitable for the hotel services. The services of hotel is good and also afford by the medium level
of people but main target is rich people. The main aim to organise event in the hotel and invited
all the rich people to present hotel services and attract to stay in the hotel.
Positioning: The main purpose of this strategy to developing and spreading brand image
of a product that supports to meet with the customers expectations and addressing their feedback.
For this Royal national hotel use Symbolic Positioning that prepare by the hotel to promote
products & services along with aspirational elements of new car and best characteristics of brand
that complete expectation of customer (Chahal, Dangwal and Raina, 2016).
Strategy and tactics: There are defined different types of strategies and tactics which is
part of the marketing plan and help to business to get success and engage with the customers.
When hotel provide the effective services so they are attract for the services and visit at the hotel.
As a result it impact on the sales and increase as compare with other hotel. For this required to
applied strategies and tactics such as:
Tactics: It is defined as specific action that supports to any organisation for the particular
strategy and accomplish the objectives. These tactics are supporting to strategy. Arrange fund: To apply effective strategies in the Royal National hotel required to
arrange fund effectively. These funds are supporting to apply different strategies to ready
of the sponsor for the events.
 Proper Scheduling: To organise event required to follow the procedure of the marketing
plan that supports to business activities in order to achieve the benefits regarding to
business.
 Sending emails to existing customer and targeted consumers:
Strategy: It is applied by the hotel to increase the sales and attract the customer for the
products and services of the Royal national hotel.
Latest technology: In present time people wants to latest technology that attract them for
particular place. In the event when Royal national hotel can provide products and services to
customer through advance technology so they impress with this and invite to again come in the
hotel (Kienzler and Kowalkowski, 2017). In present time digital technology help in the
promotion of the products and services and for this use of the different distribution channels.
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Develop effective relation with customers: To promote the hotel require to create
effective relation with the customers and time to time send mails and greeting regarding to
provide effective services. It shows that hotel provide effective services to the customers.
Marketing Mix: It is a set of actions or tactics that apply to promote its brand and
products in the target market. Marketing mix supports to keep right product at right place to
analysis the combination of the place. It is defined as the difficult part is doing as well as
required to know every aspects regarding to marketing plan. To organise a event require to focus
on the every aspects that discuss in the marketing mix in the context of The royal national hotel
(Snyder and et. al, 2016).
Price: In present time competition increase day by day that impact on the price level of
the hotel. For this require to set competitive based pricing strategy because of data about the
competitors is easily available who are already conduct business activities in the hotel industry.
The Royal national hotel connect with different type of people around the people. It is essentially
to categorise the market segment according to income of the people such as high scale, mid scale
and luxury and set price accordingly. So mainly pricing strategy depended on the hotel brand as
we as targeting of people. When people arrive at the event so know the piece of the product that
provide by the hotel.
Place: It is 3 star hotel that situated in UK and conduct activities in few countries. To sell
out the products to customer hotel apply two marketing channels. First channel is directly
connect with the customer and sell out the product second, sells to whole seller then various
retailers that located at the all over the country. The Royal national hotel adopt the intensive
marketing strategy where consist of different retailers as possible. The hotel follow the Omni
distribution system to connect with the offline as well as online stores.
Promotion: To promote their products and services most of the hotel select word of
mount strategy which is good for the hotel and effectively present in front of the customers. It
seems quite effective due to have different competitors already in the market that provide
competition of the people. The Royal national hotel use different types of distribution channel
that promote for the products as well as services. It is advantageous to meet with the large group
of people and use online channels for the marketing and social media application like Facebook,
Instagram and Twitter (Tseng, 2016). They are also using personal selling and different sales
method after analysis the particular budget for the certain period of time.
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Product: The Royal national hotel, sell out the product in different categories where each
of these serves as separate product lines. In shorter period of time it become 3 star hotel that
provides many product service to their customers. It is tourism sector company that represent the
goods and services to potential customer. For this purpose they furnished proper and adequate
information about the presented goods and services to target the customers. Through these
products Royal national hotel fulfil the expectations of the customers.
Process: The Royal national hotel assure about the products as well as services that
provide by the hotel to their specific customers and al ways available for the services. To connect
with the customer establish a system which is notify the issues of the customer and also observe
the inventory levels are low or high. Through the system they understand where is required to
apply the improvement. The hotel actively involved in the market research activities to analysis
the market trends and understand the client requirement according to that apply modification to
become leading hotel at the after organise the event.
Physical Evidence: The Royal national hotel can sell out the products in different
packaging style that attract to customers. When people arrive in the event that time give them
return gift in different packaging style. On the basis of the packaging people easily identify the
Royal National hotel. The hotel have online website that is user friendly and enables clients
allows customers to view its products on high quality images as per the different angles (Khizar,
Rehmat and Naz, 2016).
People: A hotel have different types of departments to conduct the activities, for this
require to many people for working like sales team, marketing team, finance team. Every people
plays significant role and according to job role get the training for operate hotel activities
effectively. Some people are working into the service department where people provide the
services to customer regarding to hotel activities. If client face any problem regarding to product
and services so they are contact with service department. The Royal national hotel guide to
customer after know the problem and getting the issues resolved.
Marketing Budget: To organise an event require to marketing budget where mention all
the expenses that mention in the budget. It made all the expenses that will be mentioned for the
future activities. Having a budget is essential for all the expenses that essential procedure of the
marketing. There are mentioned the marketing budget:
Marketing Budget
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Particulars 1 year 2 year 3 year 4 year 5 year
Initial money 8000 16800 27000 27720 35280
Investment 23000 24000 53680 63000 30940
Total 31000 40800 80680 90720 66220
Marketing Outlay
Particulars 1 year 2 year 3 year 4 year 5 year
Promotions 6500 3200 4480 3500 3450
Sales publicity 3000 1590 3600 1700 1100
Direct selling 1780 1150 4780 2540 5600
Total 11280 5940 12860 7740 10150
Monitoring and Controlling: It is last step of the marketing plan where monitor and
control technique which are necessary for all the tasks as well as activities. Through this
technique assure about the plan and complete in specific period of time. There are consisting of
prompt monitoring of schedules, controlling costs, quality assurance and performance evaluation
by accurate reporting and comparison of overall efficiency with scheduled performance. Through
proper controlling supports to provide scope and time to apply correct action and fulfil the
requirement as per the performance and objects of the hotel. Through monitoring of the activities
hotel know that where is required to apply all the necessary techniques and according to that take
necessary steps (Charter and Polonsky, 2017.).. The Royal internal hotel can control those
activities which is not suitable for the event.
CONCLUSION
As per the above assignment it has been concluded that in present time competition
increase day by day. For this required to prepared effective marketing plan where mention all
that strategies, tactics, approach that required to get success in the present time. The Hotel
organise a event and invite to rich people who have no idea about the hotel and present the
effective services of the hotel effectively. According to this plan it is analysed that company get
success through event if properly follow the plan. Company get the objective of increase sales
and customer engagement for longer period of time.
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REFERENCES
Books and Journal
Anderl, E., März, A. and Schumann, J. H., 2016. Nonmonetary customer value contributions in
free e-services. Journal of Strategic Marketing. 24(3-4). pp.175-189.
Chahal, H., Dangwal, R. C. and Raina, S., 2016. Marketing orientation, strategic orientation and
their synergistic impact on business performance: A case of SMEs in emerging context
(India). Journal of Research in Marketing and Entrepreneurship. 18(1). pp.27-52.
Charter, M. and Polonsky, M. J., 2017. Greener marketing: a global perspective on greening
marketing practice. Routledge.
Khizar, N., Farooqi, S., Rehmat, M. and Naz, F., 2016. Effect of integrated marketing
communication components on brand awareness and customer loyalty in beverage
sector. Paradigms: A Research Journal of Commerce, Economics, and Social Sciences.
10(2). pp.64-73.
Kienzler, M. and Kowalkowski, C., 2017. Pricing strategy: A review of 22 years of marketing
research. Journal of Business Research. 78. pp.101-110.
Kwan, R. and Carlson, J. L., 2017. The ties that bind us: Examining relationship marketing
orientation and its impact on firm performance in the information systems outsourcing
services sector. Journal of Strategic Marketing. 25(5-6). pp.495-510.
Paul, J., Mittal, A. and Srivastav, G., 2016. Impact of service quality on customer satisfaction in
private and public sector banks. International Journal of Bank Marketing. 34(5).
pp.606-622.
Snyder, H. and et. al, 2016. Identifying categories of service innovation: A review and synthesis
of the literature. Journal of Business Research. 69(7). pp.2401-2408.
Tseng, S. M., 2016. Knowledge management capability, customer relationship management, and
service quality. Journal of enterprise information management. 29(2). pp.202-221.
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