This website uses cookies to ensure you have the best experience. Learn more

Marketing Plan Essay

3601 words - 15 pages

Service Marketing
Semester 3, 2011

Coogee Sand Hotel & Apartment

Qian Yi
You Liang
16 January 2012

Table of Contents

1. Acknowledgements 3
2. Executive Summary 4
3. Coogee Sands Hotel & Apartment’s corporate and marketing objectives
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
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

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,...

Other Papers Like Marketing Plan

Marketing Plan Essay

878 words - 4 pages Marketing Research Information Resources: Behavior Scan Jocelyn Garcia Keiser University MBA 531 Dr. Seay 3/14/12 Introduction Once a marketing plan has been created and instituted, marketing research must obtain information that helps in the decision making. It may be best to observe the five purposes of the research process. This paper will explore J.D. Power and Associates a company that provides a quantitative

Marketing Plan Essay

2560 words - 11 pages Marketing Plan: HUH Surgical Service Center of Excellence Submitted October 31, 2011 Marketing Plan: HUH Surgical Service Center of Excellence 0.1 Company Overview A private, nonprofit three hundred fifty-bed hospital, the institution is the nation's only teaching hospital located on the campus of a historically Black university. The rich tradition of leadership

Marketing Plan

1626 words - 7 pages Company G ------------------------------------------------- 3-Year Marketing Plan MKT1 Kathy Macellari-Solis 216139 October 8, 2012 INTRODUTION 3 Mission Statement 3 The Product 3 Target Market 4 Marketing Objectives 4 Analysis of Competition using Porter’s 5 Forces Model 5 SWOT Analysis 6 Marketing

Marketing Plan - 3647 words

3647 words - 15 pages MARKETING PLAN PREPARED FOR ‘ALICE ART’ COMPONENTS OF THE MARKETING PROCESS AND ITS APPLICATION TO THE ‘ALICE ARTS’ BUSINESS A Marketing plan is a written document which shows details of the current situation of customers, competitors and the external environment, and providing guidelines for objectives, marketing actions and the allocation of resources over a specific period of time for a marketing offering (existing and proposed) (Oyedijo

Marketing Plan - 1609 words

1609 words - 7 pages Marketing Plan: Phase I Kelly Addis, Jillian Caldwell, Kristen Kobyluck, Jaclyn Portugal, & Honey Spoon MKT/421 April 24, 2011 Matt Rosenberg Marketing Plan: Phase I During week two, Learning Team B will take a thorough look at the Olive Garden Italian Restaurant chain. Team B has decided that a new appetizer item should be added to the restaurant menu. The appetizer item being considered is cheese filled breadsticks served with

Marketing Plan - 5437 words

5437 words - 22 pages Ambassador MARKETING PLAN Prepared for: Western International University MKT-646: Strategic Concepts in Marketing Professor Theodore Framan August 24, 2010 Prepared by: Linda Stallard Table of Contents EXECUTIVE SUMMARY Not Required For This Assignment 1. SITUATION ANALYSIS 3 1.1 Industry Analysis 3 1.2 Competitive Analysis…………………………………………………………………………………… 5 1.3 Customer Analysis 5 1.4 SWOT Analysis 7 2

Marketing Plan - 793 words

793 words - 4 pages 1. Explain in detail the purpose of the Marketing Plan A marketing plan is a prerequisite for an investment, a product launch or start a business where, among other things, detailed what you hope to accomplish with this project, costing, time and resources to document use for their achievement, and detailed the steps to be taken to achieve the proposed analysis purposes. You can also address other than the purely economic, technical, legal and

Marketing Plan - 1482 words

1482 words - 6 pages Social Media Marketing Plan Sa Vang Pamela Zipfel BU 216 Social Media Herzing University January 29, 2016 Week 1 (Group 4) Purpose of Social Media Marketing Campaign for the Apple IPhone 6: * spread word about how the Apple IPhone 6 is thinner, bendable, and larger through users' existing social networks - networks work * Promote public discussion of the Apple IPhone 6 in slightly more friendly format. * Draw attention to

Marketing Plan - 791 words

791 words - 4 pages Sweet Treats marketing plan includes three strategy options to get our product to our customers faster, fresher and with great service. These options are: product position strategy, value marketing strategy, and pricing strategy. Focusing on our market mix of product and place, Sweet Treats first strategy option to getting our product to market is product position strategy. The location of Washington D.C was chosen to launch our food truck

Marketing Plan - 1962 words

1962 words - 8 pages other social networks like twitter, MySpace etc these are very valuable ways because these are most popular among the female users, companies in fact all category is available on these social networks and we can also make our fan page and it will be added by our friend. V. Monitoring Techniques For the success of this marketing plan different monitoring tools will be used. Monitoring techniques are used in different ways to control the

Marketing Plan - 1827 words

1827 words - 8 pages Peacock Enterprise Marketing Plan Date prepared: April 6, 2014 Prepared by: Muhammad Akid Bin Ahmad Manager

Related Essays

Marketing Plan Essay 2154 Words

2154 words - 9 pages MARKETING PLANNING PLANNING A marketing plan ensures a systematic approach to developing products and services to meet and satisfy your customers’ needs. When you are writing a marketing plan you need to be clear about your objectives and how you'll achieve them. A good marketing plan sets clear, realistic and measurable objectives, includes deadlines, provides a budget and allocates responsibilities. A plan can consist of these

Marketing Plan Essay 1002 Words

1002 words - 5 pages Final Project Part 2-Marketing Plan Cathy Williams South University Online 5/09/16 Dr. Cale Final Project Part 2- Marketing Plan Introduction The Doggy Land Daycare marketing plan consist of all matters from pricing to implementation strategies. Utilizing a marketing dashboard will assist in understanding performances and assess the efficiency of a marketing plan. Budget estimates will include estimated forecasted

Marketing Plan Essay 2332 Words

2332 words - 10 pages organization’s objectives and conduct a risk assessment. Estimate the returns of each option. Successful marketing initiatives require a disciplined approach that balances objectives with the management practices and tools to develop expectations, plan expenditures, and monitor key activities. A multi-tiered platform of business objectives, performance indicators, risk factors, and control factors should be developed in concert with the traditional

Marketing Plan Essay 2498 Words

2498 words - 10 pages Marketing Plan MKT/421 June 18, 2014 Abstract This paper will demonstrate a successful marketing plan for our product the one and only “Beats by Dre”. It will attempt to demonstrate the importance of a marketing plan and the need for one. Our promotional strategy for our headphones will include the following: advertising, public relations, digital marketing, sales promotion, direct marketing, event marketing, and outdoor. Also being