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This sample marketing plan was created with Marketing Plan Pro software.

Our marketing strategy's objective is to communicate the unique set of services that we offer to discerning hotel guests. We attempt to direct the focus of our guests to the issues of quality and value for the money as opposed to simply the bottom line costs associated with their stay.

Our marketing strategy will allow us to communicate our brand values, develop close working relationships with our customers and suppliers and to identify the needs of our guests in an effective manner. Continued differentiation and growth are two goals we have set for ourselves. Growth will take place by targeting new areas of business within both local and national communities.

Value Proposition

Riverview Hotel offers the best, most personalized service for the corporate traveler. We include business essentials in every room, such as a nice desk, internet connection, wireless access, and provide easy to access meeting rooms with all audio-visual and technology needs as well as catering for longer meetings.

Critical Issues

We have many strengths including our differentiation strategy, our flat structure and highly skilled and well trained staff. Our weaknesses involve the need to communicate our strategy more clearly in the external environment, our high staff turnover and training requirements due to seasonal fluctuations.

Although there is a low to medium threat of a competitive brand entering the market, there are also opportunities as regards the high level of dependency of our guests for our particular service and our strong position within the community with both customers and suppliers.

Critical issues for the Riverview include:

  • Continuing to differentiate from our competition and offering added value to our guests.
  • Retaining our current levels of repeat business and developing further customer loyalty in a competitive market.
  • Attract new market sectors such as the Notown University-based business sector.
  • Continue to be perceived as a supportive member of the Notown community.

Financial Objectives

  • Increase overall room revenue by 10% on the past year.
  • Accomplish growth within the given budget of $250,000.
  • Increase corporate contracted rates to reflect the return of confidence in the corporate travel market.
  • Keep payroll expenses down and reduce the level of overtime within the workforce.

Marketing Objectives

  • To continue to communicate our strategic objectives to our target markets effectively.
  • To provide a positive hotel experience to all our guests.
  • To accomplish our growth targets within the given time and budget.
  • Expand our markets and identify new markets for our product and services.
  • Target Market Strategy

    Our primary targets continue to be professional visitors to the region  from the following industries, where annual corporate contracts can be entered into:

    • Travel trade;
    • IT industry;
    • Automotive.

    Local firms will be targeted for day use of conference facilities, room nights for visiting executives and long stay professional guests.

    Messaging

    It is critical to the success of the Riverview Hotel to make sure that the hotel is kept up to the highest level in order to keep the high quality branding that Riverview properties are known for. Our messaging will reflect this high standard that we want to be associated with. We need to print brochures with high quality photographs as well as on high quality paper. It will be important to spend a little bit extra on marketing materials to ensure that they keep our "high quality" message in front of our customers.

    Branding

    The Riverview Hotel, Notown USA, is representative of the five star brand within the 'Exclusive Business Hotels of the World' group. All Riverview Hotels are boutique properties, offering between 25 and 35 exclusive rooms.

    The Riverview properties are renowned for their convenient and strategic locations within major cities throughout the country. Also synonymous with the brand are the high level of personal service guests receive, and the extensive range of comprehensive business facilities available in  luxurious settings.

     

    Target Market Messaging

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    Target Market Messaging
      
    Market SegmentsMessaging
    TravelMost Luxurious Small Hotel
    IT IndustryBusiness Ammentities and Proximity to IT Industry
    AutomotiveBest Business Ammentities

    Strategy Pyramids

    Our marketing strategy is to focus customers' attention on the high quality of the services we offer. Within this strategy are three main points aimed at different market segments.

    We will provide:

    • The Best Business facilities
    • Personalized Services
    • Luxurious Amenities

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