Summer Lodge Hotel Marketing Plan: Strategies & Customer Value

This report outlines a supporting marketing plan for the Summer Lodge Country House Hotel, focusing on strategies to attract customers post-COVID-19. It includes a marketing mix analysis, SWOT analysis to capitalize on strengths and address weaknesses, and a PESTLE analysis to leverage opportunities and mitigate threats. The plan details strategies for creating customer value and engagement through various marketing channels, including effective use of digital marketing. The report emphasizes safety measures and promotional tactics to enhance customer attraction and loyalty, aiming to improve the hotel's profitability and market position.

Supporting Marketing
Plan

Table of Contents
Introduction......................................................................................................................................3
The Marketing Mix..........................................................................................................................3
SWOT analysis................................................................................................................................4
Marketing strategy for capitalizing strengths.........................................................................5
Marketing strategies for addressing weakness.......................................................................5
Marketing strategies for taking advantages of opportunities ...............................................5
Marketing strategies for address threats.................................................................................5
PESTLE analysis.............................................................................................................................6
Marketing strategy for capitalizing positive impacts.............................................................7
Marketing strategy for addressing negative impacts..............................................................7
Creating customer value and Engagement.......................................................................................8
How will does the hotel create customer value? ...................................................................8
What benefit will it offer to current and potential customer?................................................8
How will it develop visitor engagement?...............................................................................8
Which marketing channel it will use?....................................................................................8
Effective use of digital marketing....................................................................................................8
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Introduction
Supporting marketing plan consists of strategies that companies use to market its
products or service in market. This plan helps business to identify their target audience and how
product and service can provide benefit to them, it also includes that how business attract new
customers from market and how it it influence existing customer to continue purchasing. In this
report, Summer lodge country house hotel is taking into consideration which is situated in United
Kingdom, England (Ahani and et.al 2019). This hotel was build in 1798 by Henry Fox
Strangways. This report will include different marketing plan a hotel will use to attract its
customer from market after COVID-19 pandemic and also different safety aspects which
company will use to attract customer from market. At the end of report, a detailed conclusion
will be made on the basis of relevant data (Chan, Okumus and Chan, 2020).
The Marketing Mix
 Product- In hotel industry, product is defined as set of satisfactions and dissatisfactions
which a customer receive from hospitality industry. Satisfactions and dissatisfactions can
be related in several ways such as good value of company, convenient location, status and
security and many more. In the terms of mentioned company, there are different facilities
offered by restaurant such as Swimming pool, Bar, Free parking, Free Wi-Fi and many
more. This attract customer to hotel so much (Gordon and et.al 2018).
 Price- This include monetary amount which is paid by customer for availing facilities of
hotel industry. In the terms of mentioned company, it offer trips to customer with
minimum deposit and in case of customer somehow cancel the trip management will
refund their money to them.
 Place- It defines as the location where company or hotel is situated. The hotel should be
situated in a location where it is easy for every customer to access the service of it. In the
terms of mentioned company, the hotel is situated in a heart of city which enable every
customer to visit the hotel without any problem. As it is situated in middle of city
therefore customer from every corner of city can easily come to hotel and access its
service (Gupta, 2019).
 Promotion- This include various set of communication tools use by companies to
promote or advertise its products in market. In the terms of respective company, it has its

own website and several pages on different social media platform through which its
promotes its brand among customer in market.
SWOT analysis
Strength
 Location- The location of hotel is in
the heart of city which enables every
customer to visit to hotel easily without
any problem from any corner of city.
 Varieties of rooms- Mentioned hotel
has variety of rooms such as cosy
double, Classic king, Superior family
king and many more, which facilitates
customer to book their room as per
their convenience.
Weakness
 Expensive rooms- Rooms of given
hotel are very expensive or costly, due
to which sometimes customer do not
prefer to do their booking in mentioned
hotel.
 High operational cost- The
operational cost of mentioned hotel is
very high due to which lot of money
get spend to run and manage the hotel.
Opportunities
 Technology- There are different
technologies which a respective hotel
can use in their operational
functionality such as blockchain
technology. Due to this technology
management of hotel can store large
quantity of data of customer without
the fear of loosing and hacking of data.
Threat
 Competition- There are lot of
competitors of mentioned company in
market. Therefore sometimes due to
high prices of products of respective
company, customer switch to their
competitors products which affect the
overall profitability of company.
 Corona virus pandemic- This virus
has completely shattered the overall
profit of hotel industry. Hence this has
affected the profitability of mentioned
hotel in market.

Marketing strategy for capitalizing strengths
 Mentioned company can keep the surrounding the of their location clean. Due to which
customer will attract more towards hotel for booking their rooms and can increase the
profitability of company (Gursoy and et.al 2019).
 Given Hotel is offering different variety of rooms to their customer. Therefore for
attracting customer more it can make their rooms more appealing by giving an option to
customer to make changes as per their requirement. Hence by this customer feel
respected and will attract towards hotel more.
Marketing strategies for addressing weakness
 The rooms of given hotel are very expensive due to which sometimes customer don't
prefer to do their booking in hotel. Therefore for addressing this weakness, management
of company can make it affordable by removing several additional expenses due to which
the operating profit of hotel will not affect and customer will easily do their booking for
that room (Inanc–Demir and Kozak, 2019).
 The management of hotel can reduce their operational cost by providing effective training
to their staff for optimum and effective utilization of their resources. Hence this will help
to reduce the operational cost of mentioned hotel.
Marketing strategies for taking advantages of opportunities
 For taking advantages of opportunities, management of mentioned hotel can adopt
blockchain technology. This technology will help manager to store large quantity of their
customer data without the fear of hacking or loosing it. Sometimes due to high work
pressure management looses their files or records in which they have stored their
customer data which created for management later on. By using this technology,
customer data can be stored without the fear of hacking or stealing (Kim, Barber and
Kim, 2019).
Marketing strategies for address threats
 For minimizing competition from market, mentioned hotel has reduced its prices and
make it affordable for their customer. So that customer can easily book their room in
hotel without concerning about their budget (Lai and Wong, 2020).

 To protect the consumer from corona virus infection, management of hotel can adopt
safety measures like keeping sanitizers in every room, should not allow any visitor
without wearing mask and many more. By adopting these measures mentioned hotel
ensure customer that they are safe while using service of given hotel.
PESTLE analysis
 Political- This factor include all the government policy and actions intervene in the
economy such as tax policy, trade restrictions and many more. In hotel industry,
government of United kingdom has reduces their taxes so as a result hotel owners have to
pay less tax. Due to reduction in tax liability, management of respective hotel can spend
more amount of for building luxury and high grade hotels for providing accommodations
to their customer. Which will improve the profitability of company (Lamest and Brady,
2019).
 Economic- It included various aspects of economy such as interest rates, growth rates,
inflation and many more. Hotel industry is highly benefited due to economic factor
because currency exchange rate of UK as comparison to another currency as decreasing
therefore UK dollar is becoming much more cheaper. As a result people can easily come
to UK for spending their vacation, an for staying they need hotel which will provide all
kind of facilities they need. Mentioned hotel provide all kind of facilities to their
customer therefore it will improve the financial position of given hotel.
 Social- This factor include cultural and demographic trends of society. This factor helps
in determining behaviour of consumer in market. Nowadays consumer prefer to stay in
those hotels which has more facilities like GYM, swimming pool, bar and many more.
Therefore mentioned hotel has equipped their hotel with more facilities like gymnasium
and many more. Due to this customer prefer to book their room in given hotel which will
lead to increase its profitability (Leung, Lyu and Bai, 2020).
 Technological- It include several technological changes taking place in industry. In the
terms of mentioned hotel, nowadays consumer prefer to do their booking online via
different platform. Therefore in order to address this problem mentioned hotel can launch
their app by which consumer can book their room.
 Legal- Given factors include pertains several legal forces that defines what a business
can do and what it cannot do. In European union there is a General Data Protection

regulation which collect high volume of consumer data due to which several customer
don't prefer to stay in hotel and it is mandatory for all hotel to store their customer data
other wise it would millions of dollar loss of hotel industry. Due to insecurity among
customer, mentioned hostel suffer as customer sometimes don't visit hotel therefore it
reduces profitability of company and can affect its financial position.
 Environmental- This factor include several things such as changes in temperature,
weather conditions and many more. In hotel industry, there is a high consumption water
and electricity which contribute shortage of these resources and can create pollution in
environment also. In mentioned hotel, management can reduce the consumption of these
things up to some extent which will be benefited for hotel (Li, Bonn and Ye, 2019).
Marketing strategy for capitalizing positive impacts
 As tax liability of hotel has reduced, therefore management of hotel can use that money
for making their services more appealing and attractive much more then it is right now
which will attract customer more towards hotel.
 It can increase their facilities much more than it is right now which will attract customer
more towards their service.
 Mentioned hotel is already equipped with gym components and swimming pool. For
enhancing this facility now management can equip newly design gym components which
will attract customer more towards service of hotel (Romero and Tejada, 2020).
Marketing strategy for addressing negative impacts
 For facilitating online booking for their customer, they can launch their own application.
 For removing fear from mind of customer regarding their data leakage, they can provide
security to their customer.
 For reduction the usage of water and other natural resources they can use it in minimum
order by which they can reduce the environmental problems.
Creating customer value and Engagement
How will does the hotel create customer value?
The hotel will create customer value by providing additional service along with the
services it is already providing, which will attract customer towards hotel.

What benefit will it offer to current and potential customer?
Several benefit it can provide such as:
 Online booking facility by launching their own application.
 By launching their membership card so that if customer is visiting to hotel frequently
they can get some financial benefits (Wang and et.al 2020)(Westwood 2019).
How will it develop visitor engagement?
 By providing all safety measures regarding Corona virus.
 By maintaining social distance among staff members.
Which marketing channel it will use?
It will use social media and Public relations marketing channel for promoting their hotel
among customer in market.
Effective use of digital marketing
Mentioned hotel can use digital marketing for doing promotion and advertisement of their
product in market. Several ways by which given hotel can use digital marketing such as.
 They can list their hotel in Google search list.
 Management can make their pages in different social media platform which will give
help to attract large quantity of customer and also help them to get know about hotel very
more (Yadegaridehkordi and et.al 2020).
Message for attracting new customer in hotel- Make you feel at home.
By making this as a tag line of their hotel, management wants to ensure that customer is safe and
secure while booking their room in hotel just as like they feel safe at their home.
Conclusion
On the basis of above report it is has been concluded marketing plan play a very vital role
in overall success of their organisation. It helps to identify target customer from market to
provide product or service to them. In this report it has been discussed the marketing mix of hotel
industry and SWOT analysis to find out how internal environment of business affect its
operational functionality. Moreover PESTEL analysis has also been discussed to find out how
external environment can affect the overall functionality of hotel business. It has also been
discussed how business can do effective use of digital marketing for promoting their product and
services in market.

References
Books and journals
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and travel choice prediction in Spa hotels through TripAdvisor’s online
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technologies: A quantitative study. International Journal of Hospitality
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Gordon, S., Tang, C.H.H., Day, J. and Adler, H., 2018. Supervisor support and turnover in
hotels: does subjective well-being mediate the relationship?. International Journal of
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Gursoy, D., Boğan, E., Dedeoğlu, B.B. and Çalışkan, C., 2019. Residents' perceptions of hotels'
corporate social responsibility initiatives and its impact on residents' sentiments to
community and support for additional tourism development. Journal of Hospitality and
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Kim, Y.H., Barber, N. and Kim, D.K., 2019. Sustainability research in the hotel industry: Past,
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Lamest, M. and Brady, M., 2019. Data-focused managerial challenges within the hotel
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Yadegaridehkordi, E., Nilashi, M., Shuib, L., Nasir, M.H.N.B.M., Asadi, S., Samad, S. and
Awang, N.F., 2020. The impact of big data on firm performance in hotel
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