The conducted marketing plan is hoping to achieve and support the hotel’s major objective, which is to “aim for perfection in hospitality.” (Tavistock Leisure, 2007)
After an environmental analysis considering the macro and the micro environment, strength and weaknesses as well as potential future opportunities and threats will be outlined. ‘The marketing mix in practice will be commented on, by focusing on the product in terms of branding and product development but also on the other elements of the marketing mix such as price, promotion and distribution. Move’ will furthermore illustrate the research design used as well as other possible research methodologies, which could not be applied due to scale and scope of this piece of work.
Finally, several strategic options and their approximate costs of implementation will be suggested, which could be realised by the Tavistock Roker Hotel.
The marketing activities remain a very important factor of success and are crucial for the company to sustain profitable. One of the major strength of the hotel is site next to sea, offering its customers a wonderful view.
Inhaltsverzeichnis (Table of Contents)
- 1. Executive Summary
- 2. Situation Analysis
- 2.1 Environmental Analysis
- 2.1.1 The micro environment
- 2.1.1.1 Customer Analysis
- 2.1.1.2 Competitor Analysis
- 2.1.1.3 Collaborator Analysis
- 2.1.2 The macro environment
- 2.1.1 The micro environment
- 2.1 Environmental Analysis
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This marketing plan aims to support the Tavistock Roker Hotel's objective of achieving "perfection in hospitality." It analyzes the hotel's current market position through a situational analysis, examining both the micro and macro environments. The plan then explores the marketing mix, focusing on product, price, promotion, and distribution strategies. Finally, it proposes strategic options for the hotel's future development.
- Environmental Analysis (Micro and Macro)
- Competitive Positioning and Benchmarking
- Marketing Mix Strategies
- Strategic Options for Future Development
- Customer Analysis and Satisfaction
Zusammenfassung der Kapitel (Chapter Summaries)
1. Executive Summary: This section provides a concise overview of the entire marketing plan. It highlights the hotel's primary goal of achieving perfection in hospitality and outlines the plan's structure, which includes an environmental analysis, a review of the marketing mix, a discussion of research methodologies, and suggestions for strategic implementation. The executive summary emphasizes the importance of marketing activities for the hotel's sustained profitability, highlighting the hotel's prime seaside location as a key strength.
2. Situation Analysis: This chapter delves into the background of the Tavistock Roker Hotel and its parent company, Tavistock Leisure. It traces the company's growth and acquisitions, emphasizing the Roker Hotel's transformation from a declining establishment to a flagship property. The analysis reveals that food and beverage revenue currently outweighs accommodation revenue (65% vs. 35%), despite a high occupancy rate (72%) compared to the national average. The chapter sets the stage for a deeper investigation into the hotel's micro and macro environment.
2.1 Environmental Analysis: This section undertakes a comprehensive analysis of the factors influencing the Tavistock Roker Hotel's performance. The micro-environmental analysis examines customer demographics and behavior, identifying key customer segments and their preferences. It also evaluates competitors such as the Marriott Hotel and other local establishments, highlighting benchmarking strategies employed by the hotel. Collaborator analysis explores relationships with suppliers, public relations firms, and other organizations. The macro-environmental analysis uses a PEST analysis to assess political, economic, social, and technological factors affecting the hotel, such as the smoking ban and changes in demographics and technology. This section provides a complete overview of the external and internal factors influencing the hotel's operations.
Schlüsselwörter (Keywords)
Tavistock Roker Hotel, marketing plan, hospitality, environmental analysis, competitor analysis, customer analysis, marketing mix, strategic options, benchmarking, profitability, sea view, Sunderland, UK.
Tavistock Roker Hotel Marketing Plan: Frequently Asked Questions
What is this document?
This document is a comprehensive marketing plan for the Tavistock Roker Hotel. It includes an executive summary, a situation analysis, objectives and key themes, chapter summaries, and keywords. The plan aims to support the hotel's objective of achieving "perfection in hospitality."
What are the key themes explored in the marketing plan?
The key themes include environmental analysis (micro and macro), competitive positioning and benchmarking, marketing mix strategies, strategic options for future development, and customer analysis and satisfaction.
What is covered in the Situation Analysis chapter?
The situation analysis chapter provides background information on the Tavistock Roker Hotel and its parent company. It examines the hotel's current market position, revealing that food and beverage revenue currently outweighs accommodation revenue (65% vs. 35%), despite a high occupancy rate (72%). It sets the stage for a deeper investigation into the hotel's micro and macro environment.
What does the Environmental Analysis section cover?
The environmental analysis section provides a comprehensive examination of factors influencing the hotel's performance. The micro-environmental analysis includes customer demographics and behavior, competitor evaluation (including benchmarking strategies), and collaborator analysis (suppliers, PR firms, etc.). The macro-environmental analysis uses a PEST analysis to assess political, economic, social, and technological factors impacting the hotel.
What are the main objectives of the marketing plan?
The main objective is to support the Tavistock Roker Hotel's goal of achieving "perfection in hospitality." This involves analyzing the hotel's market position, exploring the marketing mix (product, price, promotion, distribution), and proposing strategic options for future development.
What strategic options are considered for the hotel's future?
The marketing plan proposes strategic options for the hotel's future development, although the specifics of these options are not detailed in this preview.
What is the significance of the executive summary?
The executive summary provides a concise overview of the entire marketing plan, highlighting the hotel's primary goal and outlining the plan's structure. It emphasizes the importance of marketing activities for sustained profitability and highlights the hotel's prime seaside location as a key strength.
What are the key words associated with this marketing plan?
Key words include: Tavistock Roker Hotel, marketing plan, hospitality, environmental analysis, competitor analysis, customer analysis, marketing mix, strategic options, benchmarking, profitability, sea view, Sunderland, UK.
What is included in the Table of Contents?
The table of contents shows a detailed breakdown of the marketing plan, starting with an executive summary and progressing through a situation analysis (including micro and macro environmental analysis with subsections on customer, competitor, and collaborator analysis), and presumably concluding with sections on marketing mix strategies and strategic options for future development.
- Quote paper
- Miriam Mennen (Author), 2007, Applied Marketing Strategy - The Rocker Hotel Sunderland, Munich, GRIN Verlag, https://www.grin.com/document/145662
