Marketing Plan Presentation: Sofitel Hotel, Darling Harbour, Sydney

This presentation provides a comprehensive analysis of the marketing strategies employed by the Sofitel Hotel, Darling Harbour, with a specific focus on attracting corporate travelers. It begins with an executive summary, followed by an introduction to the hotel and its location. The presentation delves into the marketing environment, including a PEST analysis and a detailed SWOT analysis, highlighting the hotel's strengths, weaknesses, opportunities, and threats. The target market is identified as corporate travelers, and the presentation outlines the marketing objectives, which include increasing occupancy rates. Key marketing strategies are proposed, such as leveraging social media, creating video tutorials, starting a blog, and maintaining a user-friendly website. A budget and control section is included, detailing promotional activities and associated costs. The presentation concludes by emphasizing the importance of these strategies for improving occupancy and attracting customers. References to relevant marketing and tourism resources are also provided.

SOFITEL
HOTEL,
DARLING
HARBOUR

EXECUTIVE SUMMARY
• The organization is having the most effective and suitable working function
within the market
• They are developing their marketing plan for the development of working
process within the firm
• The marketing strategy of maintain online promotion and also various sales
strategy are being provided in the paper
• The planning for increment of the occupancy for the development of
corporate travelers is being provided

INTRODUCTION
This presentation is based on the corporate
travelers in the Sofitel Hotel, Darling Harbour which
is in the way to improve their marketing strategies.
The presentation will provide the view on the
various marketing strategies for the improvement
of the firm operational function within the market.

ORGANIZATION
• Sofitel, Darling Harbour is the exotic five-star
hotel that is present in Sydney
• It is one of the luxurious hotel in Sydney
• The hotel is just five minute walking from the
central business district of Sydney
• It has 590 stylish guestrooms which also
include 35 luxurious suites

MARKETING ENVIRONMENT
PEST analysis
• The government of Australia is very supportive
for the hotel and tourism industry
• Economic condition of the country is quite
uneven that create issue for the low income
people
• People in Sydney are very much conscious about
their lifestyle as well as social status
• Technology is eventually used by the hotel
industry to increase their business
SWOT Analysis
Strength
• A reputable global brand
• Strategic physical location of the hotel, making preferable to visitors to Sydney
• An extensive, highly qualified human resource
• High quality of services provided to the target markets
Weaknesses
• Limited investment and thus access to technology
• Poor investment in technologically enhanced marketing strategies
• Poor online presence
• Poor inventory management
Opportunities:
• Growth in Asian countries
• Usage of the national broadband network
• Achievement of the tourism industry potential
• Investment in the new products
Threats:
• Highly competitive market
• Rise in the value of the Australian dollar
• The reduction in the international market share of the firm

TARGET MARKET AND
OBJECTIVE
• Primary target is the corporate
travelers
• Corporate travelers are the
significant source for the
increment of accommodation
demand
• They also require accommodation
that also in the short notice
• To increase the percentage of
occupancy for the corporate
travelers by 15%

MARKETING STRATEGIES
• The product as well as the service needs to be specific for the corporate
travelers
• The organization need to use social media for promotion of their room that
will attract corporate travelers
• The organization can effectively use the video tutorials for attracting their
customers by providing them view on the hotel rooms and services

CONTINUED…
• It is also essential for the hotel to start their blog for
providing new and updates news regarding their hotel
service
• They also need to maintain the website of the hotel so that
customers get the clear view about room booking and other
facility available in the hotel
• They also need to have the mobile-friendly website so that
any corporat6e travelers can easily book their room with the
help of mobile
• The hotel need to provide their leverage on various
metasearch for the corporate travelers to get suitable rooms

BUDGET AND CONTROL
Element Price
Promotional activity 20000
Television advertisement 5000
Paper advertisement 10000
Room decoration 20000
Website maintenance 5000
Total 60000

CONCLUSION
• The hotel have to maintain their marketing strategies for the improvement
of the occupancy
• Marketing strategies used by the firm help them to attract various
customers
• The entire service and the products provided by the firm is based on the
marketing strategies

REFERENCES
• AustralianGovernment. (2018). Tourism 2020. Retrieved from http://www.tourism.australia.com/content/dam/assets/document/1/6/w/u/3/2002107.pdf
• Boone, L. E., & Kurtz, D. L. (2015). Contemporary Marketing. New York : Routledge .
• Camilleri, M. A. (2018). Travel marketing, tourism economics and the airline product an introduction to theory and practice. Cham Springer.
• Dobson, C., & Hooper, K. (2015). Insights from the Australian Tourism Industry. Economic Analysis Department.
• Enelow, S. (2017 ). The Future of Corporate Travel and Twelve Other Trends.
• Ferrell, O. C., & Hartline, M. (2013). Marketing Strategy, Text, and Cases. New York: Routledge.
• Fleisher, C. S., & Bensoussan, B. E. (2015). Business and competitive analysis: effective application of new and classic methods. Pearson Education:
Upper Saddle River, New Jersey.
• Goyal, A. (2014). Innovations in services marketing and management: strategies for emerging economies. Hershey PA Business Science Reference.
• Hoffman, K. D., & Bateson, J. E. (2016). Services Marketing: Concepts, Strategies, & Cases. New York: Routledge.
• InternationalVisitorsSurvey. (2016). Destination NSW: Darling Harbour Visitors Profile. Retrieved from
https://www.destinationnsw.com.au/wp-content/uploads/2013/01/Darling_Harbour_Visitor_Profile_YEDec_2016.pdf
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