Sun Plaza Hotel Group Marketing Plan: Expansion and Strategies

This report presents a comprehensive marketing plan for the Sun Plaza Hotel Group, a hotel chain aiming to expand its business geographically and widen its customer segment. The plan includes a SWOT analysis identifying the company's strengths, weaknesses, opportunities, and threats, as well as marketing strategies based on the 4Ps (Product, Price, Place, Promotion). The report also addresses potential risks associated with the company's objectives and proposes tactics to mitigate these risks. Key strategies include value-based and competitive pricing, market penetration, and digital marketing. The plan outlines specific tasks, responsibilities, and costs associated with implementing these strategies. The ultimate goal is to enhance the brand image, increase sales, and establish a strong presence in both domestic and international markets. Desklib provides access to similar solved assignments and past papers for students.

MARKETING PLAN
1

Introduction
Marketing plan is an operation of defining the market objectives of the firm and making strategies to
accomplish organization goals and implement tactics to reach the target market. This report is
based on The Sun Plaza Hotel Group that started their business in 1998 in a small property near
Sydney Olympic Park. The 2000 Sydney Olympics gave its business operations the much needed
cash for further expansion. Over the following 15 years it has grown to a chain of 20 hotel
properties across Australia, targeting basically international & local market and customers.
Furthermore, the company currently dealing with 850 workers in full time and causal position
along with that firm has employees, government entities, suppliers and investor as their
stakeholders. The manager of Sun plaza keeps them satisfy so that they contribute more in the
enhancement of the business. The organization mainly focuses on the youth demographic because
they enjoy more leisure time that result in increase of overall sales.
Moreover, the purpose of the report is to expand the business geographically and also widen the
customer segment by using the appropriate strategies such as SWOT, Marketing P’s, Performance
indicators and ethical requirement followed by organization. Further, the study discussed on the
what are the risk associated with the company goals and how they are affecting organization.
2

Executive Summary
The aim of the report was to investigate on the marketing planning that can be defined as the strategies
use by the organization to achieve the objectives of company. The purpose if the report was to know the
marketing strategies use by Sun plaza such as Marketing P’s, SWOT analysis and key performance
indicators use by organization to control the marketing tactics. Further, the result of the strategies
indicates that the company is expanding its business at international level and focusing on youth
demographic to increase the sales of organization. Overall in this report will generate the marketing plan
to meet the objectives and goals and expand the business internationally of the Sun Plaza Hotel Group.
Also, will discuss the marketing strategy and tactics to overcome the risk. Further, will recommend that
social media strategy is the fastest way to promote the services.
3

Table of Contents
Introduction ............................................................................................................................................................3
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Executive Summary .................................................................................................................................................4
Analysis....................................................................................................................................................................7
Part A – Risks.......................................................................................................................................................7
Part B – SWOT Analysis........................................................................................................................................8
Part C – Marketing Strategy...............................................................................................................................11
Part D – Plan Marketing.....................................................................................................................................12
Conclusion: ...........................................................................................................................................................17
Recommendations: ...............................................................................................................................................17
References: ...........................................................................................................................................................17
References (examples)...........................................................................................................................................17
4

Analysis
Part A – Risks
Organizational
Goals/Objectives
(There are 5)
Risks associated
with the plan
and details.
H / M / L ( High
/Medium/Low )
Increasing the market share in
developing towns such as
Western and South Australia
through segmenting potential
customers on basis of
geographical.
Financial risk is associated with
the objective due to lack of new
market understanding.
High
Increasing the sales of the
company by organizing Direct
Marketing Campaign within 6
months.
Compliance risk is associated
with company as they have to
conduct the event according to
rules and regulation abided by
the government.
high
Recruit, select and retain high
quality personnel and Offer
professional development
opportunities via internal career
paths and promotions.
An operational risk is related
with this objective as ineffective
process and strategies related
to motivating people will result
in causing barriers in recruiting
programs.
medium
Providing the world class
facilities to the customers by
develop organizational guidelines
for all relevant staff.
The company will face
competition risk as they have to
invest more in the innovative
services to attract the targeted
customers.
high
Launching the differentiated
marketing campaigns for each
market segment with help of
industry partner along with
company website.
Fraud /security and economic
risk is associated with the
company due to constantly
change in the market which can
reduce the sales of the hotel
and high risk of social media
negative comment can reduce
the reputation of the firm.
high
5

Part B – SWOT Analysis
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
 The
company have a
good brand image.
 The company
mainly focuses on
younger
demographic.
 The
company is can
cover the
international
market.
 Sun plaza face
high competition.
 Strong
relationship with
customer and
employees
 They have
high rates of rooms.
 Organizatio
n can launch a
loyalty programs.
 High price can
be threat as customer
prefer low price
services.
 Believe in
team work that is the
key to success.
 The company
have limited market
share as they only
operate in Australia.
 Sun plaza
can launch
differentiated
marketing
camping’s.
 The business is
using 50%
teleconference to
conduct deals that can
threat for an
organization.
 Sun plaza
operates within the
appropriate
legislations and code
of ethic.
 They only
hire the professional
people due to that
there is increase in
the recruitment
process.
 They can
take use innovative
technology to
enhance the
productivity of the
firm,
 The
company is also
6

targeting for
expanding business
in international and
local market.
A How can the hotel leverage its strengths:
❖ The company can enhance high delivery of customer services like wise solving the
consumer problems as it will help the company in increasing their sales and
attracting the future audience thus, build the strong relationship with them.
❖ Sun plaza can increase their sales with the help of digital marketing platform as it
will allow company to expand their business thus, result in enhancement of
business (Abdel-Basset, M.,. and et.al., 2018).
B How can it eliminate / minimise its weaknesses:
❖ Firm can reduce their hospitality services cost that will allow organization to attract the large
customer because customer prefer low cost services.
❖ Sun plaza can eliminate the market share weakness by expanding the business to
international market as well as collaborating with joint ventures as that will result in increase
of firm profitability.
C How can it exploit the opportunities
❖ The organization can make full use of innovative technology opportunity such as following
new trends likewise free Wi-Fi services, robot staff as this will result in attracting the future
audience.
❖ The company can grab on opportunity such as innovative marketing camping such festival
discount and seasonal offers as it will result in enhancing the brand image of organization
(Vlados, C., 2019).
D How can it deal with the threats
❖ The organization can deal with the threat like high competition by launching new innovative
services such as turning into custom lodging and enhancing cyber security.
❖ Firm can reduce the rate of hotels services by offering discount and deals that will contribute
in the increasing the sales because customer prefer services at low price.
7

Part C – Marketing Strategy
STRATEGIES
Price
1A Sun Plaza Hotel Group will use the value based pricing strategy to set
the prices according to what customer thinks about the services is worth.
This strategy adjusts the price on its perceived value rather than on its
existing price. It also increases volume in terms of sales.
1a
1b Company will use the competitive pricing strategy to set the price
according to the what competition is charging. This will be the good
strategy in the right circumstances (Al-Shakhsheer and et al., 2017). This
help to know about the competitors and how to overcome the unknowing
risks.
1b
Place
2A The hotel is established in Australia and should open across the
Australia. Market penetration strategy will help to expand the existing
business in the new market.
2a
2b Now the company need to initiate the head office and hotel in New
Zealand to manage the new team from that location. It divides work
among many of them so it work smoothly.
2b
Promotion
3a Promotion strategy will follow by cited firm through advertisement
via travel magazines and prominent business, Posters in Airports,
brochures in the hotel these activities helps to increase the reach of the
company.
3a
3b Organization will promote via digital marketing for booking through
websites, Customers can also share there experience from social media
such as Instagram, Facebook, Watsapp etc.
3b
Product
4a The company will expand the business by providing many Hotel
services such as outside catering services, poolside bar, 100 seating
capacity restaurants, 24 hours security for the staff and Disable &
interconnecting rooms.
4a
4b Some guest services which company will provide to their customers
are tour & concierge, Meeting services, Airport transfers, babysitting on
request and complimentary use of bicycle nearby hotels.
4b
8

Part D – Plan Marketing
TACTICS
Price
1a Company will choose the value based pricing because it can help to
easily penetrate the market also proves the real willingness of payable
amount (Nair, 2019). It will develop high quality of products with
promotes customer loyalty. The brand value of hotel will increases.
1a
1b When cited firm will execute competitive pricing strategy it can help
to control the competition without losing the market share. Also, this
increases the customer base.
1b
Place
2a The allocation of resources will be easy because of the nearby areas of
existing places which is already known to everyone. To enter a new
market it helps increases the reach and also increases the customer base.
2a
2b Apart from the Australia the company will establish hotel in New
Zealand which helps to make new customer base in new market.
2b
Promotion
3a Advertisement with Hoarding and posters create impressive exhibition
and also build the visibility, it only accesses the targeted audience. On-
site vehicle advertisement are eye-catching and help to build the
reputation of the company.
3a
3b Social media will help company to reach easily without much time
and also connect anytime and anywhere. This will help to generate the
traffic online. There are many sources of social media marketing such as
website, Instagram, Facebook, YouTube etc.
3b
Product
4a Organization will improve the services of the hotels which directly
helps to increase the customers as well as revenue. Quality of product
helps to engaged more customers and also increases the efficiency and
productivity of the services.
4a
4b To provide the best services are the important factors of sustainable
competition advantages, Also build the confidence towards customer and
quality of the service. Quality of services increases the satisfaction of
employees as well as customers.
4b
9

2. TASKS
Tactic name # Name of Task Completed
by when
Person
Responsible
Approximate
Cost ($)
Communication
Mechanism
1a
Price
Low price task can be
implement by reducing
the paid promotion as it
requires large budget.
Along with that company
can take advantage of
economy of scale as it
will contribute in
attracting large customer.
31/10/21 Manager 7000 Email meeting
and conference
of lower and top
management is
used while
communicating
the plans and
ideas
1b Competitors price
task can be
implemented by
monitoring the
cost of the other
organization and
after according to
that company
fluctuate their
market price.
01/11/21 Manager 5000 The company
can organize the
board meeting
of top
management
discuss about
budget and
plans .
2a
place Deciding location
task can be
implemented by
opening the new
hotel at attractive
site as it will result
in attracting the
large tourist and
help in improving
the brand image
15/11/22 Project
manager
10000 The company can
communicate by
video conferencing
and organizing the
meetings of senior
staff and
subordinates.
2b Planning
infrastructure task
can be
implemented by the
organization create
the disaster
recovery plan and
more importance is
given to the
demands of
business as it results
in managing the
other function of
organization and
increase the
growth.
30/12/21 Project
manager
15000 The company can
communicate
through writing
letters and memos
to the top
management.
10

3a
Promotion
Market camping’s
task can be
implemented by
organizing the events
as it will result in
attracting the large
customer.
1/1/ 2022 Sales
manager
5000 Blogs and
audio
conference
will be used to
communicate
d the plans
3b Advertisement task
can be implemented
by utilizing the digital
marketing and
providing seasonal
offers as it will
contribute in covering
the large market area
(Chandra., 2020).
04/11/21 Sales
manager
3000 Organizing
meeting and
teleconferenc
e will be used
to
communicate
the budget
and ideas of
the camping’s.
4a
product
Product quality task
can be implemented
by testing the units
and determining if
there are any
changes is required in
the specification. As it
will result in meeting
demands of
customers.
10/12/21 Food
manager
2000 Organizing the
board meeting
will be
effective in
telling the
new policies
to the
employees
4b Organic food
production task can
be implemented by
growing the organic
product as it reduce
the health risk that
contributes n
attracting the
customer.
15\10\21 Food
manager
2000 Teleconferenc
e can be used
to
communicate
proper
policies of
food
department to
staff.
11

Ethical requirements
Tactic name # Legal & ethical requirements
1A Value based
pricing Strategy Legal requirements of this strategy are to set the price on the basis of
number of factors that lookout the situation of the specific customers.
The general ethical requirements are to support with the values such as
transparency, autonomy and honesty.
1b Competitive
based pricing
strategy
Legal constraints are to fix the price without occurring the illegal
activity (Baek, 2019). Restrict the competition in results of higher
prices. Ethical competitive pricing strategy involves fixed pricing which
do not vary according to the customer it might change according to the
competitor.
2A Market
penetration To create the budget for legal marketing services and recognized the
certain action plans that not to be taken along with the business. Ethical
practices that analyzes the target market and how many service customer
likely to buy in a particular place.
2b Diversification It refers to the strategy where company will invest their purchases which
secured by government laws to diversify the risk. Ethical diversify of
market helps to improve the internal as well as external relationship with
customers and employees of the company.
3a
Offline
Advertisement
The legal requirement of offline marketing is not to use the illegal picture
or slogans in advertisement which defend any community. Such ethical
practices a company should follow to sustainability in human rights and do
not allow making false comparisons.
3b Social media
marketing Social media marketing are not supposed to expose the data and privacy of
the customer (Michopoulou and Moisa, 2019). It can be transparent as
online platforms. No unfair practices should be done under competition.
4a Solid Services
Strategy Legal practices regarding hotel industry are to construct the building of
restaurant and guest houses will be under the Industrial Licensing Policies.
Also, not to misinterpret or mislead about the competitors and other
industry.
4b QMS(quality
management
system)
Legally the company should provide the best quality service for which a
consumer are willing to pay. According to the quality management the
organization should ensure about the ethical conflicts which are going to be
arisen in the future.
12