Analyzing Sonder's Marketing Strategies for New Zealand Expansion

This report examines the marketing strategies that the Sonder hotel chain can use to enter the New Zealand market. It begins with an executive summary and an introduction outlining the business strategy of Sonder, followed by a market examination using PESTEL analysis to understand the external influences, including political, economic, social, technological, and environmental factors impacting the hotel industry in New Zealand. The report then proposes innovative marketing strategies, including promotion and inbound marketing, to increase brand awareness and customer reach. It also explores B2B partnerships with companies like Green Cab and DailKiwi Cab and other not-for-profit organizations. The report analyzes the impact of these strategies on Sonder's financial performance, identifying key performance indicators to measure their effectiveness and offering recommendations for successful market entry and growth in New Zealand. The report also includes a plagiarism report showing 67% similarity index.

Executive Summary
This paper discusses the marketing campaigns that the restaurant's Sonder chain provides
payment services which can be used to screen the New Zealand industry. Market techniques
are framed by an assessment of the external and internal situations. To grasp New Zealand's
environment, the pestle examination is completed, going forward it units the two optional
strategies that the business can use to spread the customer and raise brand awareness in the
new market.Such policies also provide the policies regarding elevation including incoming
marketing. Such initiatives also include linking up with some New Zealand-based companies
such as homeway.com even booking.com, and supporting facilities with the aid of posters,
advertising, and conventional ads. The company must also move forward to conglomerate
with the b2b channels such as Green Cab but rather DailKiwi Cab for development and pick-
up. This was based on making marks or plunders the customer earns by both receiving the
order. B2B station business is more supportive than nonprofit organizations. Eventually, the
effect of these plans on the enterprise's monetary presentation is analyzed and main
presentation points are identified as assistances in gaging the presentation of these plans.
Table of Contents

Executive Summary...............................................................................................................................1
1. Introduction...................................................................................................................................3
2. Market Examination......................................................................................................................3
3. Innovative and Contemporary market strategies............................................................................5
3.1 Promotion Strategy......................................................................................................................5
3.2 Inbound Marketing......................................................................................................................6
4. B2B and not for profit partnership and alliances...........................................................................8
4.1 Business to Business Partnership.................................................................................................8
4.2 Not for profit organization partnership........................................................................................9
1. Conclusion...................................................................................................................................11
2. References...................................................................................................................................11

1. Introduction
The business strategy is considered to be extended as method custom by the businesses in
order to advance the reasonable edge. The policies are made by examining the market
condition in the present for the strategic examination significantly different tools can be used
such as PESTEL analysis, SWOT analysis, Porters five force and Resource-based review
(Jaworski, 2018). In instruction to comprehend the thought about business plans as well as
the practices. Case education is drawn from "Sonder-A luxury hotel chain." Francis Davidson
persisted corporation in 2012, and it seeks provide rental services to customers and to be a
market leader. At present, Sonder has enclosed 18 cities across Europe and North America
with over 2,000 lodgings connected to additional hotels. A strong market place evaluation of
the New Zealand hotel series industry is carried out next to the sections utilizing PESTEL
evaluation (Carson, 2019). Additional, for upcoming development of the business the
examination of B2B Company and not for Profit Company is done to know the finest
conceivable choice. At last, influence of dissimilar policies is analyzed on the monetary
presentation of business.
2. Market Examination
In order to investigate the appeal of the New Zealand (NZ) market to site Sonder
PESTEL examination tool is accepted. PESTEL is used to analyses the outside influences
that can touch the corporate. These issues can generate intimidations and chance for the
corporate.
2.1 Political and Legal Factor - Political influence has a huge outcome on the
presentation of all the commercial, counting the portable and travel manufacturing.
Political method accepted by the administration has an influence on the itinerant of
native and global companies everywhere in the nation. NZ has involved a great
amount of worldwide sightseer, and its steady direction had assumed much stress on
consolidation the travel by capitalizing on the substructure, excellence of facilities and
the attractions of the tourists (Mbie, 2018). As these regulations insure the employer
does not take advantage of the employees and exploit the actions to obtain more
profits The hospitality industry promotes eco-friendly ways and provide
accommodation to people supported by the government as well as similar alternate
days of travel ships employed to create fewer leftover in the setting The new
administration is established every three years and thus the reforms and the overview
of the rule are completed by the administration which also helps to keep the rate of
crime at a low level in the country. Besides this, fraud is also regulated so that society

can appreciate and make use of the government's basic facilities. NZ has a very
stringent regulations and rules that the company had to follow to make it a career,
such as fair trade, date and information privacy, employee safety and health, and food
registration. GST trademark registration and are important to save business in the
marketplace (Business.govt.nz, 2019).
2.2 Economic Factor – founded on the report of travel, the sector of tourism is leading
and pushing the growth of economy of the country that also results in increasing the
number of hotels, spas and resort which are around the country. Moving ahead the
ministry of business, employment and innovation of the forecast of NZ states that 5.1
million international tourist by the year 2024 in the NZ which will increase th wants
and the needs of accommodation for the tourist in NZ. Moreover the economy of the
country continue to grow at suitable scale over various years and the people also have
the power of purchasing to buy the services and the products available to them (Mbie,
2018). Which means that the industry of hotel is not only depending on the
international travelers, but also the locals have equal contribution to the growth in of
tourism sectors in the country as NZ choose to travel within NZ only instead of the
other countries
2.3 Social Factors – NZ is a multi-religious with the populace of 4.78 million projected in
2019. Being a mix cultures country the people have various different kind of
preference towards the accommodation. Some of them are like Airbnb’s, which is one
of cost effective, location and homely atmosphere of the properties while others prefer
the hotel.
2.4 Technological Factors – there has remained as rise in the technical advancements
within NZ which is developing their way of serving the customers and also retaining
them for a long period of time. The technological interventions has developed the
practices within the CRM in the industry and interrelationship among the sellers as
well as the buyers. Like the companies have started using the technology in order to
get the feedback from the customer in order to develop the relation and maintain the
understandings about their expectation from the company
In order to progress a relative and uphold sympathetic about their anticipation from the
society. The imbursement schemes lengthways with confidentiality of individual
particulars of the clienteles are also achieved correctly with the assistance of internet

facilities and inherent initiative schemes (Nwakanma, Asiegbu, Ubani, & Nwokonkwo,
2014).
2.5 Environmental Factors –
The issues of environment damagingly impact the manufacturing of hotel. The hotel
also represents in the NZ setting which also require great land of scales in order to
build hotels. However, the companies adventure the capitals that generate negative
influence on the setting. Also, shortage of capitals is also making trouble for the
businesses current in this business to pledge their commercial doings and content the
persons. Rising worth of the business is also cumulative their request to use usual
capitals which is creation it is problematic for communities to custom it efficiently
(Mfe, 2018).
3. Innovative and Contemporary market strategies
Sonder is a boutique chain working in manufacturing of hospitality and presently they
propose their facilities finished website like Airbnb’s, exedra and booking.com. In order to
contest in New Zealand marketplace the business will have to board global and indigenous
travelers and relations collection reservations. One of the advertising plan that Sonder can
select is “Promotion Strategy” to entice extraterrestrials Further the business can select
incoming advertising that will attract clienteles finished social broadcasting advertising,
gratified advertising, marking and exploration engine optimization (SEO).
3.1 Promotion Strategy
Promotion plan is expressed to effect mark spectators in instruction to type persons conscious
nearby the business facilities and creation contribution. Promotion policy mention to
participation of all the doings that produce the consciousness of the creation, service or brand
and entice the persons to make acquisition (TheEconomicTimes, n.d.). Actual raise policy
plays an vital role in achievement of a businesses by emerging a brand duplicate of a
company to superior spectators. The advertising plan assistances to attach clienteles with
client captivating an instance of; Airbnb’s shape its robust brand double all above the
ecosphere finished operative raise strategy. Airbnb’s endorse its standards and product
through all the likely styles digital marketing, ads, transportation publicity, TV and radio by
accepting contained plan. This designates that in advertising strategies, a proper elevation

strategy can assistance trendy gaining modest benefit. Effective raise plans drive success,
long term achievement and client gratification for businesses (Schlissel, 2015).
As facilities are imperceptible and it is problematic for businesses to endorse services
since one cannot see rather knowledge can be felt. Due to that promotion of facilities is quite
problematic (Eloranta & Turunen, 2015).
3.2 Inbound Marketing
Inbound marketing policy is valuable for steering new marketplace; inbound
advertising is a strategy that, through emerging gratified, attracts further clients. The site
gratified is industrialized and in command updated as per the board marketplace to attract
customers. For instance, Sonder offers rental services, but the business can also offer
excellently-equipped, unique projects and luxury studios to those consumers who are truly
anxious about living and feeling isolated, but customers are not informed of it and to attract
more customers using Incoming advertising tools like correspondence ads, blog training,
SEO policy can be beneficial (Weinstein & Winston, 2016).
Inbound marketing policy aids in attracting by interacting with others and interacting
with clients or spectators. This guarantees lengthy-term connotation with the board audience
and recognition for customers. One of the greatest advantages is a robust association between
business and customers as the business will consider the client's wishes and expectations and
achieve this by any other competitor before. Inbound marketing plans are mandatory for the
facility industry and the tourism industry, provided that better facilities are chosen for their
customer by managing fillings, comments, complaints and reacting to them in a suitable
manner. Sonder will recover being gratified on platforms where the company provides its
facilities such as Airbnb's and booking.com and home away to spread to or impact audiences.
In addition, inbound advertising requires different skills to work on website development,
forums, social media and SEO, which provides huge savings and it takes time to show the
effects.
B2B and not for profit partnership and alliances
The Conglomerate or planned association is the best way to expand the trade, as it is a
contract for shared advantage between double businesses. Among any gatherings, the
expected association can be full whether commercial to business firms, not for profit

community, company to consumer firms or with establishments seeking profit. Strategic
partnership includes mutual agreement between two or more meetings to work towards a
common purpose. This association is a legitimate collaboration between businesses to gain
their neutral use of the assets and properties of one another. New Zealand is doing business-
to-business model analysis in this unit to determine the company's chances and disadvantage
with b2b firms.
4.1 Business to Business Partnership
B2B ecommerce is equipment procurement and marketing, which provides a linked
portal between trades. DialKiwi and Green cab facilities are B2B locations where companies
in New Zealand can join in. The company will mark the use of B2B's expected partnership
with the administrations specified overhead. This enterprise would be focused on the
allocation of auctions and profits. This strategy is one of the most positive practices for
attracting the clientele. The businesses would make use of each other’s capitals and brand
appearance to imprisonment the attention of end operators in the NZ setting. The above stated
two administrations would assist the association in incoming in the NZ market with high
trademark value and entice clienteles by sharing the image of the brand. The potential
persons would originate to their places from wherever they will get to know about the
association; further, they would contact the group or initiate active sales directly. These
business partnerships can help Sonder to attract customers who are travelers or tourists. This
assists in the attainment of additional clients, as rental services can also be used by the
persons targeted by B2B businesses. To expand in New Zealand, Sonder can tie in with these
staff. Some of the benefits that the company can benefit from b2b partnership are combined
portion of the market, advantage over rivals, and network of superior supplies. Partnership
via b2b platforms offers links to win - win conditions for the meetings together. (Cortez &
Johnston, 2017).
The disadvantage behind the Sonder by such kind of alliance is that it not cost effective and
by other organizations makes duplicates cumulative the expenditure of the company, then
This Company would classify the association in the section where other administrations also
exist. This would make the clienteles to associate between the makes lose its capability as
well.

4.2 Not for profit organization partnership
Not for profit group are the administrations that do not make incomes and the quantity
they produce are contributed or charity for expansion of society. Partnership with nonprofits
firms can demonstrate to be helpful and transport chances such as structure network with
other commercial associates, portion for the profit of society and with that can attain the
commercial objectives and goals. Additional, company with nonprofits assistances in
cumulative brand gratitude, receiving more television attention and to industrialized earned
revenue chances.
In the nutshell for the Sonder as it is helpful to tie up or the conglomerate with the
commercial to the businesses of the business in New Zealand as in instruction to enlarge in
the nation it is vital for Sonder to tie up with famous places in the republic that can aid in
directing the correct clienteles. B2B sites like Daily Kiwi cabs and Green cabs deliver
chances for Sonder by contribution the business facilities on their places.

1. Conclusion
It is determined since the report that the advertising plans are important to be effective
in the market. An operative advertising policy assists in achieving modest benefit and to
positively present amenities and formation in the marketplace. In the report, marketing
policies for Sonder are expressed for directing New Zealand travel and marketplace. The
company proposal rental facilities, in instruction to express advertising plans firstly
marketplace examination is done by PESTEL inspection tool. After that it is recognized that
tourism commercial is rising in New Zealand and administration is captivating many
creativities to deliver healthier knowledge to travelers. This can demonstrate to be a
inordinate chance for Sonder to enter keen on New Zealand market. Sonder is previously
doing well in the manufacturing and in instruction to board New Zealand the business can use
elevation advertising policy and inbound advertising policy. Elevation plan helps in
attainment to clienteles through authorizations, old-style publicity technique and tie ups with
varieties like home away and inbound advertising plan is obliging in purchasing more
marketplace part and brand consciousness finished correspondence marketing, gratified
advertising, SEO plan and consuming communal sites. Additional, it is also decided that B2B
company policy is more appropriate for the businesses like Sonder as it assistances of
cumulative client base, cumulative or attainment more client and brand consciousness. (An,
2018).

References
An, T. B. (2018). Guest satisfaction in New Zealand luxury hotels: A study of reviews from
TripAdvisor (Doctoral dissertation, Auckland University of Technology).
Barreda, A. (2017). Financial marketing decisions in the hospitality industry. In Routledge
Handbook of Hospitality Marketing (pp. 132-147). Routledge.
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Buhalis, D., & Mamalakis, E. (2015). Social media return on investment and performance
evaluation in the hotel industry context. In Information and communication
technologies in tourism 2015 (pp. 241-253). Springer, Cham.
Business govt.nz (2019). Guide to starting a business. Retrieved from
https://www.business.govt.nz/getting-started/taking-the-first-steps/10-step-guide-to-starting-
a-business/.
Carson,B., (2019). Sonder becomes travel’s newest billion dollar brand after raising $225
million for its Airbnb style hospitality business. Retrieved From:
https://www.forbes.com/sites/bizcarson/2019/07/11/sonder-apartment-airbnb-hotel-
business-billion-valuation/#6daf037550f9
Cortez, R. M., & Johnston, W. J. (2017). The future of B2B marketing theory: A historical
and prospective analysis. Industrial Marketing Management, 66, 90-102
Eloranta, V., & Turunen, T. (2015). Seeking competitive advantage with service infusion: a
systematic literature review. Journal of Service Management, 26(3), 394-425.
Gilfoil, D. M., & Jobs, C. (2012). Return on investment for social media: A proposed
framework for understanding, implementing, and measuring the return. Journal of
Business & Economics Research, 10(11), 637-650..
Jaworski, B. J. (2018). Commentary: advancing marketing strategy in the marketing
discipline and beyond. Journal of Marketing Management, 34(1-2), 63-70.

Mfe. (2018). Climate Change Response Act 2002. Retrieved from
https://www.mfe.govt.nz/climate-change/climate-change-acts-and-regulations/
climate- change-response-act-2002
Mbie. (2018). Tourism projects. Retrieved from https://www.mbie.govt.nz/immigration-
and-tourism/tourism/tourism-projects/
Mintz, O., & Currim, I. S. (2013). What drives managerial use of marketing and financial
metrics and does metric use affect performance of marketing-mix activities?. Journal
of Marketing, 77(2), 17-40.
Moorman, C., & Day, G. S. (2016). Organizing for marketing excellence. Journal of
Marketing, 80(6), 6-35.
Nwakanma, I. C., Ubani, E. C., Asiegbu, B. C., & Nwokonkwo, O. C. (2014). Factors
affecting the adoption of ICT in the hospitality industry in Imo State. International Journal of
Computer Science Issues (IJCSI), 11(4), 170.
New Zealand Population 2019. (n.d.). Retrieved from
http://worldpopulationreview.com/countries/new-zealand-population/.
Nussbaum, M. C. (2010). Not for profit: Why democracy needs the humanities (Vol. 2).
Princeton, NJ: Princeton University Press.
Palmer, A. (2018, December 3). The 10 Best Places to Study Abroad in 2019. Retrieved from
https://www.gooverseas.com/blog/10-most-popular-study-abroad-destinations
Schlissel, M. R. (2015). Promotional Strategy in a Service Industry: A Case Study.
In Marketing Horizons: A 1980's Perspective (pp. 335-335). Springer, Cham.
Seggie, S. H., Cavusgil, E., & Phelan, S. E. (2007). Measurement of return on marketing
investment: A conceptual framework and the future of marketing metrics. Industrial
Marketing Management, 36(6), 834-841.
Spiller, L., & Tuten, T. (2015). Integrating metrics across the marketing curriculum: The
digital and social media opportunity. Journal of Marketing Education, 37(2), 114-126.
Weinstein, A., & Winston, W. (2016). Defining your market: winning strategies for high-
tech, industrial, and service firms. Routledge.

Wirtz, J., & Lovelock, C. (2016). Services marketing. World Scientific Publishing Company.