Marketing Plan for the Thistle Hotel

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HPM205 Marketing Plan The Thistle Hotel Gloucester Road Cheltenham GL51 0TS Period of plan: 2011-2012 Executive Summary This plan has been created to show the development of marketing techniques to improve weddings at the Thistle hotel, from January to December 2011. The marketing plan will explain how the improvement of promotional techniques can lead to a higher percentage of weddings being booked throughout 2011, including the quiet months (October 2011-February 2012). Brief overviews of the external factors that may impact upon the Thistle hotel during this period include economic downfall, local competition, celebrity influences, the time of year, coinciding events, cost and staffing. Internal factors that may impact upon the Thistle include finance, such as the cost of the wedding packages available. A further issue is that the Thistle does not offer a dedicated wedding co-ordinator as standard to clients. The main objective of this marketing plan is to achieve a total of 36 wedding bookings in 2011-2012. Throughout this marketing plan, there are proposed methods to ensure meeting our main objective, for example a programme of Wedding Fayres has been created to demonstrate this, APPENDIX #9. Contents Table of figures Page 3 Mission statement Page 4 Environmental Scanning Page 5 Internal Environment Page 7 External Environment Page 11 SWOT Analysis Page 12 Marketing Objectives Page 13 Target Marketing Strategy Page 14 Marketing Mix Strategy Page 18 Tactics and Programmes Page 22 Method Evaluation Page 23 References Page 24 Appendices Page 26 Table of figures Figure 1 – SWOT Analysis Figure 2 – Geographic and Demographic breakdown of the Target Market. Table adapted from Kotler et al, 2010:200. Mission Statement “To maintain and improve

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