Hospitality Marketing Plan: Sheraton Hotel's Strategies and Analysis

This report delves into the realm of hospitality marketing, utilizing the Sheraton Hotel as a focal point for analysis. It begins by outlining the roles and responsibilities of the marketing function, emphasizing market information, selling, storage, standardization, risk-taking, customer needs assessment, competitive monitoring, innovation, and communication. The report then explores the interrelationships between the marketing department and other functional units, including HR, finance, production, and research and development, highlighting the importance of cross-functional collaboration for achieving organizational goals. Furthermore, the report presents a basic marketing plan tailored for a travel and tourism organization, focusing on the Sheraton Hotel's marketing objectives, SWOT analysis, and strategies for attracting customers and increasing market share. The plan includes specific objectives related to weddings, revenue growth, and event bookings, alongside a situation analysis that considers internal and external factors. The marketing mix of Sheraton hotel is presented along with a comparison with other hotel chains. Finally, the report concludes by summarizing key findings and emphasizing the significance of effective marketing in the competitive hospitality industry.

Hospitality Marketing
Essentials

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
1. Roles and responsibilities of marketing function...............................................................1
2. Interrelationships between different types functional unit of organisation........................3
ACTIVITY 2....................................................................................................................................5
1 Basic marketing plan for travel and tourism organisation to meet with marketing objective
................................................................................................................................................5
2 Marketing mix of Sheraton hotel:.......................................................................................9
3 The ways by which marketing plan meet the marketing objectives.................................11
4. Comparison of marketing mix of two different organisation of same sector...................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
In a hospitality industry marketing refers to an activity which refers to a set of institution,
process of creating effective products or services, communicating and delivering of products that
offers specific value of customers. The main agenda for implementing marketing activities into
hospitality industry is for understanding and addressing the customers’ needs that provide
benefits to customers as well as organisation (Bhalerao and Kamble, 2015). Organisation chosen
for this assignment Sheraton hotel which is an international hotel chain that is operated by
Marriott International. This project highlights on marketing and business objective along with
marketing mix. For considering this in an appropriate manner marketing plan will also be
formulated that helps organisation to earn more amount of profits.
ACTIVITY 1
1. Roles and responsibilities of marketing function
Marketing functions is process which includes planning, framing, implementing and executing
all activities related to marketing of products. It also includes promotional activities, product
design, management of distribution channel, logistics, etc. which allows movement of
product from inventory house to end consumer. Yes of Marriot international marketing
function in walls promoting quality at different platforms, identifying current trends and
activities related to increase in satisfaction level of customers. Does this requires different
responsibilities of the organisation which are essential for the growth of the company. There
are different noses possibilities which marketing function performed in an organisation.
Some of them are as follows:
Market information: one of the most basic responsibility that marketing department perform in
an organisation is collecting and analysing information related to business environment. In
case of Marriot international, information related to customer and their behaviour is
analysed so that their expectations can be achieved.
Selling: the basic function of marketing department is to sell its products and services in the
market place. This includes supply chain management, promotional activities and
distribution network which helps in being effective (Fırat, 2013).
Storage: the another responsibility of marketing function in an organisation is to keep inventory
of raw materials and as well as storage of Finnish products. This requires analysis of

business environment so that demands of customers can be made. Marriot International well
keep inventory of facilities they provide in their hotel along with Raw Material for food
related services.
Standardisation: this is one of the important role of marketing function in any organisation and
set standards for quality and performance. In case of Marriot International the services they
provide in the hotel have a qualitative standard set by marketing Department.
Risk taking: this is one of the major role that marketing functions to perform an organisation by
taking a risk and strategies framing. This requires complete analysis of business
environment an estimation of future so that this can be reduced.
Listening to customer needs: in order to free marketing strategy one of the basic responsibility
that marketing department perform is collecting customer feedback (Jena, 2017). They
perform surveys and collect feedback so that services can be improved an Marriot
International can Achieve its objective.
Monitoring competition.: It is responsibility of marketing department to know the position of
competition in the industry. This will help Marriot International Make strategies according
to the competitor and have competitive advantage.
Innovation: this is one of the major role that marketing function does for organisation so that we
can improve its products and services. That leads to higher efficiency in production, increase
profit margin and enhance brand image in the market place. Marriott international needs to
come up with innovative services with the help of marketing department so that customers
expectation can be achieve.
Communication: there is a need that communication flows at every level of the organisation so
that each and every employee work in direction of achieving common objective. This is the
responsibility of marketing function to communicate about vision and mission of the Marriot
international.
Defining strategic marketing plans One of the most effective responsibility is to plan strategies
for long-term so that objectives can be achieved. These plants need to align with vision of
the Marriot International so that they are effective in bringing advantage for the hotel.
Creating sustainable advantage: this is one of the important role which needs to be performed by
the marketing department. In this operation the planned and managed in such a way that
they create sustainability and have competitive advantage in the industry. Marketing

department of Marriot International will create disadvantage by satisfying customer and its
expectations.
Identifying target markets: this is another role which is played by marketing department so that
promotional activities can be planned. In this that segment of market is identified which is
full of potential customers for the product or service of the organisation (Ragas and Culp,
2014). In case of Marriot International it is rich in military people who can afford services of
the hotel.
These are different roles in responsibilities of the market function which every marketing
department in an organisation plan and execute. It totally depends on the efficiency of the
manager and support from the management. In case of Marriot International it is equally
important to plan these rules in this possibility so that hotel can have competitive advantage
in the industry. Hospitality sector is full of competition and any organisation who feels to
meet customer demand will experience negative brand image.
2. Interrelationships between different types functional unit of organisation
Functions that any marketing department perform is not effort of this functional unit only.
Organisation objectives can be achieved only with the collective efforts of different
departments of the business in direction to achieve its goal. There are different departmental
goals that need to be aligned with the main objective so that collective actions are taken in
the organisation. Does this requires that marketing department have inter-relations with
different function units of the organisation so that objectives can be achieved. In case of
Marriot International it is equally important that marketing department have relations and
perform cross functional activities to increase satisfaction level of the customers. The into
relationships are as follows:
Marketing and HR department: human resource is the mean asset for any company which works
at ground level with customers to achieve organisational objectives. Does inviting and
selecting talented candidate is equally important to place right people at the right job. This
process requires advertisement of job profile on different platforms so that more number of
candidates can be attracted. For this HR department will lie on marketing department to post
a job positions of different social platforms and in print media so that potential employees

can be targeted. On the other hand marketing department rely on HR to train their workforce
so that their efficiency and productivity can be increase.
Finance and marketing Department: finance department is concerned with finding sources from
where funds can be collected and distribution of those funds in effective manner. Each and
every activity of marketing requires money so that it can be effective in order to achieve its
objective. Promotional campaigns, product launch, research and development Related
activities requires huge investment. For this marketing department relies on finance team to
disburse enough funds so that organisation can be effective in the business environment.
finance also relies on marketing department to be effective in their activities and companies
on higher profit so that retain earnings are more and growth and development strategies can
be framed accordingly (Soe, Moritaka and Fukuda, 2015).
Production and marketing department. Each and every activity in the organisation is concerned
with increase in satisfaction level of customer by offering qualitative products and services.
For this product need to be designed according to the customer specifications and Current
trends prevailing in the environment. Marketing department analyses internal and external
factor present in business environment and give this information to production unit so that
they can manufacture products accordingly. Election also relies on marketing department to
conduct research and come up with such a design which can be acceptable in the market by
the customers.
Research and development and marketing department: these are most into related functional unit
of the organisation as both of them are concerned with analysing business environment in
which organisation operates. Research and development department analyse environment so
that growth and development opportunities can be identified. Marketing department in walls
and research related to customer and their buying behaviour so that organisation can earn
higher profits. There should be into relationship between these two so that the work towards
the common goal of increasing Customer satisfaction so that company can earn higher
profit.
The above discussion shows that into relationship between different departments of the
organisation is equally important so that they were collectively in direction of achieving
organisational objectives. In case of Marriot International same relationship need to be
maintained and build so that satisfaction level of guest arriving in Hooghly can be increased.

This relationship can lead to growth and development of business and half sustainable
competitive advantage in the industry. Does into relationship is significant and equally
important like employee relation in the organisation as they bring success and growth for the
company.
ACTIVITY 2
Marketing objective
 To use different marketing strategies for attracting large number of customers.
 To capture market, share up-to 50% by launching............
Business objective
 To create a strong customer's base through providing quality services to them.
 To increase sales and revenue by motivating the employee's.
1 Basic marketing plan for travel and tourism organisation to meet with marketing objective
Marketing plan
marketing plan is very essential for the growth of the organisation as well as to support
the overall business plan of the organisation. This plan is very necessary for the Sheraton to
implement all the strategies to achieve organisational goal effectively. The marketing plan of
Sheraton are given as follows:-
Overview of the company:-
Sheraton hotels are the famous hotels chain in all over the world. The Sheraton resorts
and hotel are the brand of star wood which one of the oldest as well as biggest brand in the world
which survive in the market from last 70 years. It has more than 800 resorts and hotels in
different cities. The marketing plan of Sheraton is focusing on the weeding divisions. As
increasing royal weeding day by day become a great opportunity for the Sheraton to increases its
revenue (Viljoen, Kruger and Saayman, 2017).
Above given plan is is very important for the Sheraton to increase their revenue and
capture market share. It also plays an essential role apply all the marketing strategies which are
determined by the Sheraton according to their requirements (Björk, and Kauppinen-Räisänen,

2016). Now this hotel chain also decided to focuses on the different weeding divisions properly.
So the marketing plan of Sheraton is given as follows:-
Objectives:-
There are main objectives of Sheraton hotels are as follows:-
To increase the smaller weddings from ten to twenty per year in the resorts and
restaurants which contains only 50 to 60 members, to print and design the wedding brochure and
menu card which includes different varieties of packages with different cost, to increase the
overall revenue of the hotel by 10% with in 2 years, to boost the booking of event and
conference room by 10% with in 2 years, also to increase the sales of restaurants up to 5%.
Situation Analysis
SWOT analysis
SWOT analysis is done to determine the different strength and weakness present in the
internal marketplace or also find out various opportunities and threats of the market. From this
procedure Sheraton grab all the opportunities and overcome with their weaknesses and also take
corrective actions for the threats present in the external environment. SWOT analysis of Sheraton
are as follows :-
Strength:-
 Wide area of distribution network is one of the greatest strength for the Sheraton because
through this kind of distribution network organisation able to reach at every potential
customers present in the marketplace.
 Sheraton has skilled and talented manpower which are necessary of the success of every
business organisation. As it has invested large amount of financial resources in the
training and development of the employees which motivates them towards their goal
(Diffley, McCole and Carvajal-Trujillo, 2018).
 It has an opportunity to expand its business in the whole marketplace by implementing
new projects because it has free cash flow which is a biggest strength for the Sheraton.
 Sheraton has reliable supplier which provide raw material and other needed material on
proper time which will prevents from the stoppage of the work.
Weaknesses:-

 Financial planning of Sheraton is not so effective because it it not conduct in a proper
manner. The various ratios suggested that the company must use the cash in the
organisation effectively and properly.
 There is a huge difference in the product range which are offered by the company. The
lack of choice provides a chance to the competitor in the marketplace which need to be
overcome by the Sheraton.
 There are various problems and challenges faced by the Sheraton at the time of moving to
the different segments of product with its current culture.
 It is not so much good in the demand forecasting of particular product through which
Sheraton missed lots of opportunities in the market as compared to its competitors. So
company needs to overcome with this weakness by taking appropriate actions (Garay and
Cànoves, 2016).
Opportunities:-
 New upcoming trends in the user behaviour can bring different opportunities for the
Sheraton. It also provides various opportunities for the company to generate more profit
and change in product category.
 The transportation cost is decreasing which is a great opportunity for the Sheraton to
minimize the production cost because of decrease in shipping charges. So it also helps the
company to boost its profitability.
 Continuous increasing online channels also boost the sales of the company . As company
has invested lots of financial resources in the online platform which increase the various
fresh sales channels opportunities for the Sheraton.
 The various markets are introduced by the government agreement which one is the
biggest opportunity for the Sheraton to boost their revenue as well as profitability in the
new upcoming market (Kruja, 2018).
Threats:-
 lack of innovation is one of the great threat for the Sheraton because company introduced
only few innovative products over the years and also the supply of these products are not
regular in the marketplace.

 Lack of skilled manpower in the few areas of the world represent a great threat for the
company because whole success of the company is depends on the workforce which
provide services to the customer's.
 New and upcoming regulations of then government represents the threat for the Sheraton
because these regulations and rules that are formed by the government needs to fulfilled
by the company otherwise company is liable for huge taxes and palatines.
 The laws of different countries are different which represent big threat for the Sheraton
and company needs to prevent from all these threats by taking appropriate actions.
Strategies
Segmentation:- Sheraton divide whole the market into small groups or segments so that
company fulfil the needs and demand of the customers more effectively. It is done to understand
the buying behaviour of the individual customer. It is done by investigating the different
demographics, psycho graphic, geographic and behavioural characteristics of consumer (Mosca,
Youssef and Majd, 2017).
Targeting:- After dividing the heterogeneous market into small homogeneous market
Sheraton choose a specific target market which needs of the customers are matched which their
resources. Sheraton choose more than two segments according to the capabilities of the company
and needs of the customers.
Positioning:- After segmentation and selecting proper target marketplace Sheraton need
to set a particular positioning statement which provides a good image in the front of their
customers. Sheraton done is by providing qualitative products and services to the customers
against its competitors.
Action plan
Budget allocation:
The company has decided to fixed budget of € 10,00,000 for the promotional activities of
Sheraton. All the promotional activities must be performed with in the budget only. The Sheraton
make sure that all the invested amount in advertisement and promotional activities must be
recovered from the profit of wedding division as soon as possible. So that company will able to
generate profit after covering all the cost.
Product: The package of the wedding must be designed according to the customers
needs and demand even a single minute should be planned according to the customer extra

charges are applicable on the better offering. Sheraton has all the resources which are need to
organise weeding both restaurant for small weeding and for large wedding ballrooms are
available.
Price: Sheraton charges high price as compared to their competitors because it provide
excellent and luxury weeding service to attract all the valuable customers. Sheraton provides the
quality of service which is the main concern for the people during weeding (Purnama, and
Pralina, 2016).
Place: The weeding can only be organised at the restaurant and hotels of the Sheraton.
They are used for the both type of weeding small as well as big one. Sheraton provides rooms
better then their competitor after see the pictures.
Promotion: The already developed brand image of the Sheraton helps them to implement
this innovation plan effectively. Sheraton uses various techniques for promotion that are social
media marketing, create brochure,etc.
Forecast
Cost: Cost for the plan which is discussed below:
Particulars Amount (€)
Marketing 1000000
Workforce 200000
Equipments 2500000
Raw materials 2500000
Sale: The company is estimating to raise 5% of its sales of the restaurants which are achieved by
the new plan.
Profit: Company is calculating to boost almost 10% of its revenue.
Control: For controlling the activities of the organisation company used tools like key
performance indicators which helps them to evaluate the performance.
2 Marketing mix of Sheraton hotel:
The 7P's of Sheraton are given as follows:
Product:

Sheraton is largest hotel chain in all over the world which provides, manage and owns
hotels, vacations, resorts, spas and residences. It is a ozone-friendly hotel that have energy saving
lightning features. The additional features are offered with the living rooms are telephones,
television, Wi-Fi, private lounge and so on.
Price:
The economy of the country effected by the hospitality sector. It set their price high as
compared with its competitors and provide excellent service to attract maximum number of
customer's because for high class people price doesn't matter they only required best service.
Currently it uses product package strategy in which some products are joint together and sold at
least price.
Place:
Sheraton uses two marketing channels first they sells their products online and second
they sells to wholesalers which sell to the various retailers of different countries. The hotels of
Sheraton are situated at prime location of the cities with its beautiful infrastructure (Smolčić
Jurdana, and Soldić Frleta, 2017).
Promotion:
Sheraton adopt various effective promotional strategies to maintain brand image among
the customers. It uses various media channels like TV and radio which covers large area. It also
uses social media marketing such as twitter,Facebook,Instagram etc. which is less costlier and
most effective due to continuous increasing net users.
People:
Sheraton has various skilled and trained employees in its organisation which offer best
service to the customers according to their needs. It also provides training and guidance to the
staff members of different departments so that they can perform their each department duties and
task more effectively.
Process:
Sheraton makes available all the products at retail stores. It uses different online delivery
process in which includes whole procedure of order received to order shipped. All service and
products are delivered to the customers with the help of online booking as well as offline
booking also.
Physical evidence: