Marketing Plan for Savoy Hotel's Birmingham Expansion Project

This marketing plan outlines the strategies for the Savoy Hotel's expansion into Birmingham, UK. The report begins by establishing the hotel's objectives, including capturing market share, increasing sales, and boosting profits. A SWOT analysis identifies the hotel's strengths, weaknesses, opportunities, and threats, providing a comprehensive overview of its position. The plan defines the hotel's unique selling proposition (USP) as luxury and leisure services, targeting a high-class clientele. It then details the marketing mix, including people, physical evidence, and process. The plan also assesses the competitive landscape, highlighting the InterContinental Hotel as a major competitor. Segmentation, targeting, and positioning strategies are discussed, focusing on geographical segmentation and targeting high-class customers. Pricing strategies, including premium and psychological pricing, are outlined for different room types. Promotional strategies include direct marketing, social media, and advertising. The report also covers public relations, advertising, and communication strategies. Finally, it establishes success metrics, critical success factors, and controlling measures, including KPIs and benchmarking, to ensure the plan's effectiveness and monitor performance.

MARKETING ESSENTIALSMARKETING ESSENTIALS
HOSPITALITYHOSPITALITY
(TASK 4)(TASK 4)
MARKETING PLANMARKETING PLAN
Your Name
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Current situation andCurrent situation and
Company ObjectivesCompany Objectives
 The main objective of Savoy Hotel is to
successfully capture the market share by 30% in
the next 6 months in Birmingham.
 To induce sales by 10% in next 12 months.
 To increase profits by 20% in next 12 months.
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Current situation andCurrent situation and
Company ObjectivesCompany Objectives
SWOT Analysis
STRENGTH
 Well established brand identity helps in expansion.
 Customer loyalty will help Savoy Hotel to build its unique brand in the
new place.
WEAKNESS
 Risk of investing huge cost for new hotel can be a key weakness for Savoy
hotel.
 Dependence on tourism, season and holidays.
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Continued...
OPPORTUNITY
 Millennials are the new target audience of every hotel industry.
 Huge scope for technology has increased the hotel's innovative
technique to attract customers.
THREAT
 The rise in cheap hotels has become a threat to luxury hotels.
 Change in consumer behaviour directly impact the hospitality sector.

Product DefinitionProduct Definition
The Savoy Hotel has been planning to
expand its operations in Birmingham, UK.
 Its Unique Selling Preposition is the luxury
and leisure service it offers to the people. It
has only 1 hotel so full focus is given to a
particular hotel in order to provide efficient
service to all its customers.
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Marketing mix
4P's discussed afterwards...
People- The expansion of the hotel shall have a highly skilled
and knowledgable staff who shall be given regular training so
that its status is maintained.
Physical evidence- The infrastructure shall be of high
quality interior so that its luxury is reflected into its interior.
Process- The process used in operations of the hotel shall be
fully automated so that customers feel comfort and easy in
availing the service.

CompetitionCompetition
 The competitive landscape
 The inter continental hotel may be the
major competitor of Savoy Hotel which
offers luxury services like Savoy would
give.
 Strength- its brand value which is
established globally.
 Weakness- it is a big hotel chain
established at global level so it is unable to
handle its all operations.
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Comparison with Inter
Continental hotel
Inter Continental hotel has a goodwill and
brand value globally which is its strength
where as Savoy hotel has only brand
value in London.
Inter Continental hotel has a big hotel chain
where as Savoy has only single hotel
established in London.

Segmentation Targeting andSegmentation Targeting and
PositioningPositioning
Segmentation- The new Savoy hotel
shall focus on segmenting the customers
according to the geographical area.
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Segmentation Targeting andSegmentation Targeting and
PositioningPositioning
Targeting- The target customers for new
Savoy Hotel shall be high class and elite
people who are willing to avail high quality
luxury service.
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Segmentation Targeting andSegmentation Targeting and
PositioningPositioning
Positioning- The brand of this hotel
speaks about itself. The promotional
strategy for new Savoy Hotel can be to
focus on its commitment to provide best
experience to the guests and fulfilling
customer's demand on time.
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Segmentation Targeting andSegmentation Targeting and
PositioningPositioning
 Consumer promise
– The customers shall be given the services of Savoy
Hotel in Birmingham, UK. Services include
accommodation, food and beverage and recreational
activities.
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PricingPricing
 Pricing
The pricing strategy adopted by the organisation shall be
premium due to its established brand identity.
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PricingPricing
 Pricing of the different rooms
 For deluxe room, price shall be
psychological pricing strategy.
 For suits, price shall be premium pricing
strategy
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PackagingPackaging
 service packaging- the Savoy hotel shall
provide accommodation with
complimentary breakfast.
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Promotion (strategies)Promotion (strategies)
 Direct marketing
 Through newspaper advertisement,
 social media
 Advertisement in Television
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Products/ Service LaunchProducts/ Service Launch
The Savoy Hotel expands its business into new hotel in
Birmingham with high quality interior and luxury
services
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Public RelationsPublic Relations
 Strategy
 The Savoy hotel shall build the Public
Relation through conferences schedules
and holding media event.
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AdvertisingAdvertising
•The advertisement shall be done through
newspaper and television where services
offered by the hotel shall be displayed.
Further new offers and discounts shall also
be published in order to attract potential
customers.
•Brand awareness shall be done through
posters or pamphlets.
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Communication StrategiesCommunication Strategies
 The hotel shall communicate with the
target audience through its promotional
strategies and through emails and
messages.
 Target customers for Savoy Hotel are
elite high class people who has
willingness to spend on luxury services.
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Success MetricsSuccess Metrics
 First year goals- to increase sale by 10%
and profit by 20% in next 12 months.
 This shall be achieved by continuous
promotions and new offers such as
discount to initially capture target
market.
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Critical Success FactorsCritical Success Factors
(CSFs)(CSFs)
Strength and weakness of Savoy Hotel
 Strength- its brand value
 Weakness- it is a big hotel chain established
at global level so it is unable to handle its all
operations.
This can be used and overcome through
controlling and monitoring tool, Benchmarking.
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Success MetricsSuccess Metrics
Measures of success/failure
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Key focus Product/
Service
Customer
potential
customers
benchmarki
ng
Increased
Market share
Loyalty
(repeat
purchase)
Communica
tion
Service
Repositionin
g
Brand
recognition

Success MetricsSuccess Metrics
Controlling is a measure used by the companies to compare the actual
performance with planned performance. Monitoring refers to checking the actual
performance of plan. It is done to check the opportunities and problems existing
in the market so that there can be chances of modifications in the plan
The Savoy Hotel can use Key Performing Indicator as a measure to create a
analytical base for making any decision which will help in focusing on important
matters. Another measuring tool can be bench marking which will help the
organisation to compare its performance with one of the competitor so that it can
capture the opportunity well in advance to provide better service.
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