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Marketing Plan Essay

3601 words - 15 pages

MKT2SMA
Service Marketing
Semester 3, 2011

Coogee Sand Hotel & Apartment

Qian Yi
STU ID: QIYIF113
You Liang
STU ID: YOLIF111
16 January 2012

Table of Contents

1. Acknowledgements 3
2. Executive Summary 4
3. Coogee Sands Hotel & Apartment’s corporate and marketing objectives
5
4. Situation Analysis6-10
5. Customer Analysis11-12
6. Service Product Analysis13
7. Current Pricing Strategies 14
8. Current Promotional Strategies 15
9. Service blueprint and problem allocation16
10. Analysis of Customer Quality, Satisfaction, Perceived Value and Customer Retention Efforts17-18
11. Internal Marketing19
12. Marketing Strategy20 ...view middle of the document...

We also came up with the budgets plan, Implementation timeline, as well as the evaluation and control plan.

We found that Coogee Sands Hotel actually is doing a quite well business. The whole business is organized well, with clear instructions for employees and customers to follow. Coogee Sands has built an employee reward system to motivate employees, and also very considerate to customers. Coogee Sands conduct surveys continuously to gain feedback and recommendations from customers, make customers being “heard”, so as to build good relationship with customers.

The new market strategy which developed by us is for Coogee Sands to improve the business. In conclusion, managers must be adapt to the industry environment quickly and be careful when apply the industry information based on the real situation that they faces.

3. Coogee Sands Hotel & Apartment’s corporate and marketing objectives

Coogee Sands Hotel and Apartments is an accommodation style hotel which offers comfort and great service with affordable price. The marketing objective is not only attracting overseas visitors, offering them a sense of home, build good relationship with customers, but also gains repeat customers within Australia by providing them unforgettable memory and experience.

4. Situation Analysis

4.1 SLEPT analysis
SLEPT refers to the Social, Legal, Economic, Political, and Technological factors which will influence the company.

Social: People want healthier life, they want to be close to the nature. And people nowadays like to travel, the development of tourism bring opportunities to hotel industry. (Charles, K. Ayo, et al, 2008)

Political: The local government supports the development of tourism.

Economic: During large 1980s there was a large investment in hotel industry. But the national average hotel room occupancy rate was only 49%, less than a half. To manage the demand, there was a 5.7% reduction in hotel tariffs. Exchange rate will affect the overseas visitors to choose Australia as destination.

Industry Competition: A lot of hotels exist in hotel industry, result in supply over demand. E.g. Dive Hotel, Coogee Bay Hotel

4.2 Internal environment: the internal strengths and weaknesses
Strengths:
Locational advantage: The Coogee Sands is within walking distance. Fantastic cafes, pubs, and restaurants are around, with medical centre and banks, creating a convenient living environment.
Price advantage: Its price advantage compared with other 5 star hotels and the hotels around Coogee beach.
The unique type of hotel or apartment can make tourist feel something different. E.g., fully-equipped kitchenettes with microwaves

Weakness:
There are a lot of hotels in hotel industry
Will be largely dependent on travel–based tourists (Edralin & Castillo, 2001)

Hotel industry will be highly affected by overseas visitors to Australia, or locals in Australia. Besides, the price of air tickets, the price of fuel,...

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