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.
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
2.1.3 Environmental Analysis – Summary by SWOT Analysis
3. Marketing Mix
3.1 Product
3.1.1 Product Development
3.1.2 Branding
3.2 Pricing
3.3 Distribution
3.4 Promotion
4. Marketing Research
4.1 Research approach
4.2 Justification of research strategy
4.3 Data Collection
4.3.1. Observation
4.3.2 Semi-structured interview.
4.4 Further possible marketing research
5. Strategic Marketing options & implementing costs
Objectives and Core Themes
This marketing plan aims to evaluate the current market position of the Tavistock Roker Hotel in Sunderland and to suggest strategic marketing improvements to enhance profitability, competitiveness, and brand awareness while maintaining the hotel's core objective of achieving perfection in hospitality.
- Environmental analysis (micro and macro environment)
- Comprehensive SWOT analysis
- Evaluation of the marketing mix (Product, Price, Distribution, Promotion)
- Strategic assessment of competitive advantages
- Cost-effective implementation of strategic marketing options
Excerpt from the Book
2.1.1.2 Competitor Analysis
Porter (1985, cited by De Witt and Meyer, 2004, p.258) states that “competition is the core of success or failure of firms”. Therefore, a company must search for its most favourable position in order to sustain competitive advantage in their industry by considering the factors ‘where to compete’ and ‘how to compete’.
Competition for the Tavistock Roker Hotel comes in various forms including other hotels, B&B, restaurants and bars. According to the interview with the Managing Director (2007), the hotel uses a benchmarking strategy, where they measure themselves against the main competitor, the Marriott, which is the ‘best-in-class’, in order to improve the hotel’s performance. (Hooley et al, 2003)
The Marriott hotel offers its guests a four-star accommodation, including satellite TV and Internet access. Furthermore, it provides facilities for balls, weddings and special events for up to 250 people, but also an indoor fitness centre with swimming pool, a bar and the Promenade Restaurant. (Sunderland Marriott Hotel, 2007) Other competitors are the Pullman Lodge Hotel, which is close by and the Travelodge in the city centre. In terms of banqueting, the Marriott and the Stadium of Light build the main rivals. The Italian restaurant ‘Luciano’s’ and the newly opened ‘Angelo’s’ are according to the managing director (2007) the only competition for the Tavistock Italia, as the ones on the seaside are not in the same league.
Summary of Chapters
1. Executive Summary: Provides an overview of the marketing plan's objectives, the research methodology employed, and the intended strategic focus for the Tavistock Roker Hotel.
2. Situation Analysis: Examines the company's background and conducts a detailed micro and macro environmental analysis, culminating in a SWOT summary.
3. Marketing Mix: Evaluates the four elements of the marketing mix—product, price, distribution, and promotion—within the context of the hotel's current operations.
4. Marketing Research: Outlines the research approach, justifies the use of a case study methodology, and details the data collection processes, including interviews and observations.
5. Strategic Marketing options & implementing costs: Proposes specific, actionable strategic initiatives and estimates the associated implementation costs within the hotel's existing marketing budget.
Keywords
Marketing Plan, Tavistock Roker Hotel, Hospitality Management, SWOT Analysis, Competitive Advantage, Micro Environment, Macro Environment, Marketing Mix, Product Development, Branding, Pricing Strategy, Distribution Channels, Promotion, Customer Satisfaction, Market Research
Frequently Asked Questions
What is the primary focus of this marketing plan?
The document serves as a strategic marketing plan for the Tavistock Roker Hotel, aiming to improve its market position, operational efficiency, and overall brand presence in the Sunderland area.
Which specific areas of the marketing mix are analyzed?
The plan evaluates the product range (including restaurants and dining), pricing strategies, distribution methods, and current promotional activities such as direct marketing and sponsorship.
What is the core objective of the Tavistock Roker Hotel?
The hotel's primary strategic objective is to "aim for perfection in hospitality," which drives their service and operational decisions.
Which research methodology was utilized for this work?
The study uses an inductive research approach and a qualitative case study strategy, utilizing documentary analysis, primary interviews with management, and physical observations.
What does the main body of the text cover?
The main body covers the situational context, detailed environmental scanning (PEST and SWOT), a critical review of current marketing practices, and recommendations for future strategic growth.
Which keywords best describe this study?
The study is characterized by terms such as marketing plan, hospitality management, competitive advantage, SWOT analysis, and customer satisfaction.
How does the hotel perform in terms of branding?
The document identifies a lack of continuity in the branding process across the different facilities (hotel, R-Bar, and restaurants) and suggests investments to harmonize the brand identity.
What impact does the smoking ban have on the hotel?
The smoking ban is viewed as a threat that impacts all facilities, though the hotel plans to mitigate this by potentially providing outdoor smoking areas with heaters.
What is the recommendation regarding the hotel's outside appearance?
The report strongly recommends a refurbishment of the building's exterior to better align with the modernized interior and to attract more spontaneous "chance" customers.
How does the hotel utilize digital technology?
The hotel currently uses the global distribution system (GDS) for travel agencies and is looking to expand its online presence and database access to attract private customers directly.
- Quote paper
- Miriam Mennen (Author), 2007, Applied Marketing Strategy - The Rocker Hotel Sunderland, Munich, GRIN Verlag, https://www.grin.com/document/145662
