Comprehensive Marketing Plan and Analysis for Sheraton Hotel

This report provides a comprehensive analysis of the marketing plan for Sheraton Hotel, a prominent international hotel chain. It begins with an introduction to the hospitality marketing context and outlines the business and marketing objectives, such as attracting a large customer base and increasing market share. The core of the report details a marketing plan focused on the wedding division, including an overview of the company, its objectives (e.g., increasing wedding bookings and revenue), and a detailed SWOT analysis to assess its strengths, weaknesses, opportunities, and threats. The report then delves into the marketing strategies, including segmentation, targeting, and positioning, followed by an action plan with budget allocation, product considerations, pricing strategies, placement, and promotional activities. It also includes financial forecasts for sales and profit. Furthermore, the report examines Sheraton's marketing mix (7Ps), covering product, price, place, promotion, people, process, and physical evidence. The analysis highlights how the marketing plan aligns with the organization's objectives, offering insights into the strategies and tactics employed to achieve its goals.

Hospitality Marketing
Essentials

Contents
INTRODUCTION...........................................................................................................................1
1 Basic marketing plan for travel and tourism organisation to meet with marketing objective
................................................................................................................................................1
2 Marketing mix of Sheraton hotel:.......................................................................................5
3 The ways by which marketing plan meet the marketing objectives...................................7
4. Comparison of marketing mix of two different organisation of same sector.....................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

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. 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.
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:

It has glamorous infrastructure which are situated at a best location of the cities with a
beautiful view which attract the various customers. All basic facilities are provided with the
rooms such as Wi-Fi, air conditioner and many more. The website of Sheraton is user friendly
and easily accessible for the customers.
3 The ways by which marketing plan meet the marketing objectives
The marketing plan is very necessary for the organisation to execute various strategies
according to the customers needs. It also defines the various roles and responsibilities of the
employees which they need to perform in the organisation so if workers of the organisation are
well aware about their responsibilities and the task which they have to perform then it will
become very easy to perform their task and duties more effectively and efficiently. It also helps
in achieving overall goals and objectives of the organisation (Suchada and et. al., 2018).
4. Comparison of marketing mix of two different organisation of same sector
Marketing mix is the procedure through company apply various methods or techniques to
attract more and more customers towards their product and services. In this compare marketing
mix of two hospitality companies that are Sheraton and Hilton hotels and identify about their
7P's implementation.
Basis Sheraton Hilton
Product Sheraton is a international hotel
chain which provide
differentiated products with
uniqueness such as hotels, resorts,
spa and manage vacations and so
on which are not easily offered by
their competitors.
Hilton famous for its hotel chain
which provide restaurants, deluxe
rooms and bars. They focuses on
the business guests and travellers.
Delicious drinks and food are the
plus point for the hotel.
Price Sheraton set their price high and
provides more benefits to the
customer to attract more market
share and maintain brand loyalty.
Hilton adopt premium pricing
strategy to maintain their market
reputation with the top class
individuals and also to maintain
luxury status.
Place These hotels are spread in over It provides services in more than

the world which covers almost
1200 hotels. It presents in almost
all the major countries of the
world.
84 countries in world wide. Hilton
hotels are mostly founds nearby
airports, etc. to makes easily
reachable for the business people
and travellers.
Promotion As almost customers of Sheraton
are high class individuals so it has
used newspaper and magazines
advertising techniques and also
partnered with many airlines for
their promotion.
Hilton uses various marketing
techniques to promote its products
and also provides membership
facilities to the regular customers.
People Sheraton has almost more than
180000 efficient employees.
These all employees are well
trained for the working of the
hotel and provides better service
to the customers.
To maintain brand loyalty among
customer's Hilton focuses on the
skilled staff and the quality of
services which they provide to the
customers. It also provides
effective training to the staff.
Process It includes the procedure through
which services is delivered to the
customer's and it is done by both
the ways online booking, offline
booking and also with the help of
travel agent.
The process of booking is done
with the help of different web
portals which increases the overall
revenue of the organisation.

Physical evidence Sheraton has great luxurious
infrastructure of its building
which are situated at a prime
locations in the cities with
excellent quality of services and
facilities that are provided to the
customers.
It has global reach presence in the
world wide. The Hilton groups are
very famous among the people for
their location, infrastructure and
type of services which they
offered to the customer's.
CONCLUSION
From the above report it can be concluded that there are various business and marketing
objectives which are need to be accomplish by the Sheraton. The marketing mix is the tool which
is used by the Sheraton to determine their position against its competitors and this is also
necessary to fix the price of different services and products offered by them to fulfil the needs
and demand of the customers. A marking plan is formulated by a company to spread their
business in all over the world by conducting appropriate research.

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