Marketing Essentials: Spectrum Hotel Analysis and Marketing Plan

This report analyzes the marketing essentials for Spectrum Hotel, focusing on its potential expansion into the UK market. It begins with an introduction to marketing, outlining various marketing processes like content, inbound, product, and target marketing. It details the roles and responsibilities of a marketing manager in the context of a hotel business, including enhancing customer awareness, conducting market research, building customer relations, and promoting facilities. The report explores the influence and relationship of marketing with other functional departments such as HR, operations, and finance. A comparison of marketing tactics used by Spectrum Hotel and Hilton is provided. The report then produces and evaluates a basic marketing plan for Spectrum Hotel, incorporating SWOT and PESTEL analyses. The marketing mix strategies (product, price, promotion, place, people, process, and physical evidence) are discussed in detail, providing recommendations for the hotel's successful entry into the UK market. The report concludes with an analysis of the significance of effective interrelationships between functional departments within the hotel.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Different marketing process .......................................................................................................1
Roles and responsibilities of marketing manager in context to hotel business ..........................1
The influence and relation of marketing with other functional departments of Spectrum hotel.
.....................................................................................................................................................2
The value and importance of marketing roles.............................................................................2
Conclusion based analysis of significance effectively interrelationships between functional
department...................................................................................................................................3
Comparison of different tactics applied by organisations ..........................................................3
Produce and evaluate a basic marketing plan for Spectrum hotel .............................................3
TASK 2...........................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is a technique to reach to the customers and make people aware about the
product and services offered by business unit. It is the step by step methodology which helps in
promoting brand and attract more buyer. Marketing is among the most important part of business
for the growth and development. Proper and effective marketing plays a major role in the success
of a business. Present study is based on a company Spectrum hotels, which is going to expand its
market in UK. Current study we will discuss about the marketing process, roles and
responsibilities of Marketing manager. It will also show the overview of different marketing
process.
TASK 1
Different marketing process
Marketing is the process of promoting the products of company through various channels like for
example social media website, television, radio, newspaper and many more. (Chandiok and
Sharma, 2017)
Content marketing process: Hotel Spectrum can make use of this process while expanding
their market in United Kingdom. This marketing process will help them to know about desire of
their customers.
Inbound marketing process: In this marketing process Hotel Spectrum all the information hotel
need to come up with the strategies to meet the customer's need and overpower competitors
Product marketing process: This can be used by hotel Spectrum to promote their products and
services through product campaigning in UK. This will help them in growing.
Target marketing process: In this process hotel Spectrum can target the customers who they
want to attract. They will implement the strategy to engage and attract new consumers so that
they would be able to grow.
Roles and responsibilities of marketing manager in context to hotel business
Enhance customer awareness : One of the major role of Marketing manager in Spectrum
Hotels is to maximize awareness among the customers. This will ultimately lead in increase in
revenue generation of hotel.
Conducting marketing research : Conducting marketing research helps the hotel to get
information about the trends and customers needs and competitors strategies, which helps in
decision making for implementation of new strategies and services.
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Build Relations with customers : Building relation with customers helps the marketing
manager of hotel to increase the loyalty of customers, this can be done by providing consumers
high quality services and also creating value for customers.
Promoting facilities : Promotion of hotel facilities to the customer, this will increase the
customer satisfaction and increase the sales of hotel. Like for example hotel Spectrum can
provide free wi-fi services to their consumers.
The influence and relation of marketing with other functional departments of Spectrum hotel.
Marketing and HR Department : HR department and marketing department works together for
effective working of Spectrum hotel. Marketing department will tell about the consumer need
and the market situational and all other necessary information, then HR department will work on
the training and development programs of existing employees or the HR department will hire
new skilled candidates according to the need of situations.(Dileep and Mathew, 2017)
Marketing and Operational Department : Marketing department will guide the
operational/production department about the needs of products according to the customers and
will set a deadline to produce or modify the product. It is these areas that are responsible for
specifying what is produced, how it is produced and actually delivering goods and services to
customers.
Marketing and Finance Department : Marketing and finance department is inter-related with
each other. As marketing can help making consumers aware about the product, which will help
them in increasing the cash flow of goods. (Biełuszko and Marciszewska, 2018)
The value and importance of marketing roles
Marketing roles are very important for a business as marketing helps to reach to the
customers and communicate with them and their needs . It also help the firm to make people
aware about the product and services offered by their business unit. It also helps in increasing
the awareness among people which ultimately enhance the revenue generation of the hotel.
Furthermore it also helps to increase the customer satisfaction level as well as it enhance the
growth and development of the business. It lead to increase in goodwill and market-share of the
hotel. In modern approach after sales services and taking feedbacks are also the parts of
marketing, good after sales services and collecting feedbacks helps the firm to increase in the
loyalty factor of customer.
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The ultimately role of marketing of product and services is to increase the goodwill and
the market share of the firm, this will lead to enhancement in revenue generation and profitability
of the firm.
Conclusion based analysis of significance effectively interrelationships between functional
department
From the above study it has been summarised that the effective relationship between the
functional department of Spectrum hotel is good for the business activities and operations of
Spectrum hotel . Interrelationships of department helps the firm to work as a whole (Baker and
Magnini, 2016). It increase the effectiveness of the employees and helps the department to
communicate with each other, this helps the hotel to come up with better strategies and plan to
overcome dynamic situations like change in taste of consumer, increase in competition and etc.
Effective interrelation of the functional department of the hotel helps the business to enhancing
the business operation activities, growth and developing of the firm as well as the employees it
also increase the productivity of the departments as they are inter depend on each other this
ultimately increase the profitability and effectiveness of the Spectrum hotel.
Comparison of different tactics applied by organisations
BASES SPECTRUM HOTEL Hilton HOTEL
PRODUCT Hotel and Resorts services, it
offers spa, food, gym etc.
many products to consumers
which has made the brand
unique in this industry.
It focuses on branding and
designing of its products gain
attention of consumers.
PRICE Penetration Pricing strategy
used by business which help
the firm in attracting more
consumers which supports in
raising sales of enterprise.
Scheming Pricing strategy is
used by Hilton hotel which
helps the firm in gaining
competitive advantage.
PROMOTION Promotion through
Newspapers and magazine.
Social media, media
advertisements etc used by
company which helps in
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attracting new consumers
towards the brand.
PLACE It will use direct and indirect
both distribution channel
which makes it capable to deal
with consumers well.
It uses only direct distribution
strategy hence consumers
sometimes find issues in
getting home delivery.
PEOPLE High Salary will be provided
to the employees which makes
the person positive towards the
brand.
Incentives are provided to
employees in order to motivate
them so that they perform well.
PROCESS Costumer can easily
communicate with the staffs
this increase the retention rate
Not so easy to communicate
with the consumers, as staff
members do not give proper
time to consumers.
PHYSICAL EVIDENCE Their infrastructure are more
attractive
Their designing, logo is more
attractive
Produce and evaluate a basic marketing plan for Spectrum hotel
Executives summary : Marketing plan of the business gives overview of all the marketing
activities of business (Fairley , 2019). It is a step by step methodology which helps in deciding
the strategies and implement them. Spectrum hotel is among the worlds largest and best hotel
chain. It provide hotel and resort services.
Mission : Mission of Spectrum hotel is to became the first choice of the customers.(Ariffin And
et.al, 2018)
Vision : Vision of Spectrum hotel is improve their hospitality in every possible way.
Objectives : To open new branches and to generate 20 percentage more revenue still the end of
2019 are the main objective of Spectrum hotel
SWOT Analysis of Spectrum hotel
Strength
 Globally recognised
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 Quality services
 Customer retention rate
Weakness
 Shortage of raw material
 Lack of resources
Opportunities
 Further international expansion
 Formation of alliances
 Enhancing Market share
Threats
 Political instability in UK
 Terrorist threats
 Ethics related issues
 Loss of key talents
PESTEL analysis of Spectrum hotel
Political factors: This can affect working of spectrum hotel. Before expanding their business in
UK, they need to have proper understanding of the all rules and regulations implemented by UK
government.
Economic factors: If labour rate in UK is high then hotel Spectrum will face problems. This will
increase their operational cost.
Social factors: Before expanding market in UK company needs to have an idea about culture,
value, beliefs and attitude of people. This can help firm in growing.
Technological Factors: Spectrum hotel in order to expand its market
Environmental factors: Climatic Changes affects a lot, hotel is good in waste management and
support environment
Legal Factors: Hotel follow all the acts and laws which gives them a competitive advantage and
strict laws in USA protect their IPRs
Marketing Mix Strategies :
It is very important for Spectrum hotels to implement effective and proper marketing mix
strategies, this will help the hotel business to meet their objectives of the business (Kooli and
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et.al, 2016). As organisation which wants to increase the branches and revenue by 20 percentage
till the end of 2019, the company should implement various strategies like
 Product : Spectrum is going to provide various services like spa, gym, restaurant,
cafeteria and many more. This will help the hotel business to attract new customers and
retain the existing customers. As they are targeting high class customers, the priority of
these customers are service quality. This will help the hotel to easily attract them.
 Price : They will make use of skimming pricing method. In this they will first set price of
products and services low. This will help them in establishing their market in UK.
Spectrum hotel should introduce some low budget services for students and low budget
customers this will increase the revenue generation because it can target new customers
from different income scale.(Ariffin And et.al, 2018)
 Promotions : Company will promote its products through social media Spectrum hotel
willdo their promotion by collaborating throw other companies from different sector.
Providing great experience to the customers . The hotel can also do their promotional
activities through social media like Facebook, Youtube , Instagram . Spectrum can also
organise events or sponsoring events, sports team etc
 Place : The hotel is among world leading hotel chain , they have more than 500 branches
all over the world but most of the branches are in USA itself. The firm can open their
new branches in countries like India, Malaysia, Singapore, Paris etc as they are tourist
attracting countries. This will help the business in growth and increase their profitability.
 People : The firm should focus on training and development of their employees that will
bring motivation to them and increase their level of confidence and increase their level of
skills this will make them more productive, it will ultimately increase the sales of the firm
 (Kotoua and Ilkan, 2017).
 Physical Evidence : The hotel should also work on their structure of hotel bring new
structure in the market can increase the new customers rate and also the retention rate of
customers.
 Process : Since the brand is globally recognised and having some many brand the
company. If the customer can easily communicate with the staff of the hotel that increase
loyalty level of the customers.
STP
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 Segmentation : Among all the segmentation strategies Demographic segmentation
strategy is the best strategy for hotel chain. This will target people bases on their gender
and age , this will lead to increase in their revenue generation
 Targeting : Spectrum hotel can use differentiated strategy . In this strategy the hotel
target all type of customer. It is beneficial for companies who want to target mass
audience and reach new markets by decreasing the price of their services.
 Positioning : Spectrum can reposition its product by using the cost positioning strategy.
By using this strategy this Spectrum can make their services more reasonable this will
boost their sales.(Pantelidis, 2016)
Budget :
BASIS EXPENSES
Advertisement expenses 10000 Pounds
Rent 15000 Pounds
Salaries 35000 Pounds
Administration Cost 20000 Pounds
TOTAL COST 80000 Pounds
Monitoring and Controlling :
Spectrum hotel cam monitor and control its new branch why using some methods like cost
analysis and sales analysis this will help the company to analysis about their total cost and total
sales of the company. Spectrum can also analysis the performance of all department individual
this will help them to improve the quality of the company.a.(Pike, 2015)
CONCLUSION
From the above report it has been concluded that marketing plays an crucial role in
hospitality industries. There are different marketing processes which help out the industries to
develop different strategies towards the growth of the firm. The file include role and
responsibility of marketing managers for the organization and how they influence different
departments of the organization. Further the report conclude critical analysis of significance of
effective relationship of different functional departments. This report also concludes value and
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importance of marketing role in context of the organization. In this report a strategic marketing
plan which include 7 P's have been design and this also includes different measures for
monitoring and evaluating marketing objectives.
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REFERENCES
Ariffin, A.A.M. And et.al, 2018. Exploring the influence of hospitality on guest satisfaction in
luxury hotel services. e-Review of Tourism Research, 15(1).
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management, 28(8). pp.1510-1534.
Biełuszko, K. and Marciszewska, B., 2018. Room Rate Parity vs. Rate Fences in the Context of
Price Discrimination Theory: the Case of the Polish Hospitality Market. Argumenta
Oeconomica, (2 (41)). pp.113-133.
Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Dileep, M.R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing Services
through Marketing Mix Elements. In Strategic Marketing Management and Tactics in
the Service Industry (pp. 304-329). IGI Global.
Fairley, J., 2019. Turnaround Strategies in Destination Marketing Organizations. In Tourist
Destination Management(pp. 227-239). Springer, Cham.
Kooli, K.and et.al, 2016. Better together? A hospitality case for umbrella branding. Journal of
Business & Industrial Marketing, 31(8). pp.1004-1016.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management, 6(2). pp.127-135.
Pantelidis, I., 2016. Hospitality management: a brief introduction. Tourism Management, 57.
pp.311-311.
Pike, S., 2015. Destination marketing: essentials. Routledge.
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