Strategic Marketing Plan for a Hotel - 16235 Words

Maarit Karppinen STRATEGIC MARKETING PLAN FOR A HOTEL Hotel and Restaurant Business 2011 2 VAASA UNIVERSITY OF APPLIED SCIENCES Degree Programme of Hospitality Management ABSTRACT Author Title Year Language Pages Name of Supervisor Maarit Karppinen Strategic Marketing Plan for a Hotel 2011 English 59 + 2 Appendices Peter Smeds The aim of this thesis was to form a strategic marketing plan for Hotel X, a small privately owned hotel in Helsinki. The theoretical part of this thesis presents tourism and marketing from the hospitality industry’s point of view; what challenges the accommodation providers face when marketing their products and what kind of plans can be formed in order to keep their marketing actions up to date.†¦show more content†¦16 4. Marketing .................................................................................................................. 19 4.1 4.2 4.3 Marketing mix ..................................................................................................... 20 Market segmentation ........................................................................................... 21 Relationship Marketing ....................................................................................... 23 Different stages of customership .................................................................. 24 4.3.1 5. Marketing of Hotel Services ...................................................................................... 26 5.1 5.2 Internal marketing................................................................................................ 27 Distribution channels ........................................................................................... 28 6. Marketing Plan .......................................................................................................... 31 5 6.1. 6.2 6.3 6.4 6.5 6.6 7. Situational analyses ............................................................................................ 32 SWOT-analysis.................................................................................................... 33 Setting goals / marketing objectives .................................................................... 34Show MoreRelatedStrategic Marketing Plan- Hpl, Four Seasons Hotel8242 Words   |  33 Pagesvisitors to Singapore on average per year (Hotel Industry Background, 2010). A calculation made on the projected number of hotel beds in year 2000 showed that the country could accommodate up to 16 million visitors. 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