Executive Summary
The fundamental objective of this essay is to investigate the opportunities available for the tourism business in the market of Hangzhou, China. The fundamental objective is further divided into different vital objectives, including assessment of internal and external marketing situations together, the establishment of viable marketing plan for Huaji Hotel on the grounds of its applied settings, identification of customers’ preferences and comparison of Huaji Hotel’s services with their expectations, and ultimately findings ways to ensure revenues to be availed by Huaji Hotel. In order to achieve the stated objectives, the key strategy involves alignment of marketing actions with Huaji Hotel, and there are dissimilar sub-strategies associated with the main one, incorporating ways to improve services for customers, to determine smooth functioning of Huaji Hotel, to appeal prospective customers, form an effective association with customers, and management of influential customer relationship management.
Background
In the year 2003, the foundation of Huaji Hotel was made by Jin Guangfu. The hotel is blessed with single, dual, and triple accommodations along with separate washrooms; air-condition amenities, and procurement of crystal fresh drinking water whole of the day and they all are managed with 3 floorings having thirty-two rooms. The hotel appears in the category of small and medium sized guesthouses, headquartered in the Hangzhou city of China, and is the second greatest economy and a south section of the financial, logistics, and national hub in the Yangtze River Delta city. Initially, Huaji Hotel availed the appealing geographic status in the industry. During that period, the hotel was distant from the East Bus and Railway points of about two kilometers. On daily basis, the influx of customers was significant in terms of arrivals and departures. Nevertheless, the Bus Point of East transferred to different destination from the last quarter of 2009 which is quite associated to Huaji Hotel if compared with past. The hotel focused on the ideology of “first customer, first service” in the hotels industry and is functioning for more than a decade in the tourism sector. Huaji Hotel has enjoyed effective revenues in the tourism industry since it was established. The future goals of the Huaji Hotel are to establish its exclusive presence on the web in order to concede clients to execute booking online and as well pay for the services digitally. Moreover, the hotel has plans to collaborate with few financial institutions to have the facility of credit cards to their customers so that they may not carry heavy amount of currency. Hotel also has the strategy to innovate its functions for the purpose of delivering best services to the customers.
External
The marketing environment situation of company is divided into micro and macro factors. Micro environment factors, including the organization, vendors, marketing mediators, customer marketplaces, challengers, and general public. Whereas, the organization’s macro-environment factors, including demographic, economic, natural, technological, political, and cultural are composed of the greater societal powers that influence the microenvironment . Noticing demand, market’s competition is an additional element of the exterior marketing situation. While establishing marketing judgments, an organization needs to emphasize on the competitive scenario and its functions. In order to overcome the challengers, it is the responsibility of an organization to investigate its fundamental challengers and to be very alert with their functions . The main competitors of Huaji Hotel are in different destinations, including La Paz, Mecapaca, and Achumani as they are close to the Huaji Hotel. The major competitors are Camino Real Aparthotel & Spa, Suites Camino Real, Ritz Apart Hotel, DM Hotel Andino Resort & Spa, Bolivian Suites, and Hotel Rio Selva Aranjuez.
The population of China is approximately 1.3 billion of individual and is ranked the largest populated country in the world. The citizens of China are not permitted to possess more than exclusive citizenships that is if any individual is interested to get the nationality of China, he or she must not have any other citizenship. The present levels of inhabitants in China impact the expenditure tendencies. In contrast with additional economy, the comment of China induct an extensive amount of capital in advancing technologies, and at the same periods, the purchasing strength of individuals based in China is very strong also. The mean yearly development of China is approximately six percent and is expected to develop a high income economy in the coming two decades.
The political context for China encompasses twin leadership network and is practiced with the help of the China’s collectivist party and the Central individuals’ administration. The Congress individuals of China at the nation level are chosen through supporters. In the meantime, for the State Council are to be chosen by the Congress individuals also. Comprehensively, the leadership and structures of the government of China are effective and the political tendencies appeared influential before the rebellion.
The demographics extended inhabitants issue of China shows numerous economic problems, including meal deficiency, water, consumption trends and additional fundamental facilities. The alteration in the demographics of China resulted in the policy of one baby for each family unit by the government in order to control the issues of extended individuals in China. The policy of one baby for each family unit reveals the ethical issue when it comes to the family planning.
China experienced stiff contests when it comes to the conservation of significant natural reserves and sustainability and the contests incorporated two segments. Initially, the China’s per capita reserves appeared unimportant. The per capital hygienic water (28.1%), agricultural properties (32.3%), prairie (32.3%), and woodland (14.3%) of China were in the year 1989, nevertheless the values of per capita reserves and environmental worth inclined towards reduction. The second aspect uncovered the improved deficiency of natural reserves, water reserves in North China, Countrywide deficiency of agricultural properties and the deterioration of mud altogether appeared due to the surge of individuals and beyond reliance on economic growth on reserves, and appeared an insignificant barrier to the sustainable, instant and appealing growth in the China and its society.
Internal
The target markets of Huaji Hotel are the individuals of Northeastern China, Hebei, Jiangsu, Shandong, Zhejiang, Guangdong, Fujian and Yunnan Provinces. Additionally, dissimilar clients, tourists, and corporate individuals are the vital focused clusters, particularly youngsters and central-aged individuals. The market positioning is made through researching the market condition and rivalry to help the bright comprehension for prospective market in Hangzhou. Further, the counseling of different marketing individuals is made through conduction of sessions and provision of pertinent literature in order to enhance adequate delivery of services to customers as a market positioning objective.
The positioning statement refers to the declaration of business an organization is engaged, provision of advantages, and the need to choice the exclusive one among competitors. The positioning statement of Huaji Hotel is that “The service of Huaji Hotel is unique in terms of image, benefits, and differences” and the slogan is “a unique and loyal hoteling”.
Strengths and Weaknesses
Huaji Hotel’s strengths are unique, including attractive geographic location, in line with the schedule of people, appealing market value, viable prices, services beyond expectations, customers at first as the objective, organized administration and skilled workforce, extreme flow of individuals, suitable transport, and location closed to East Bus, Railway & Large Cloth Market Points.
Huaji Hotel’s weaknesses include the leadership of an individual running first time the hotel company, deficiency in the expertise of administration and application of tools, unable to communicate vernacularly, unawareness of the market situation.
Opportunities and Threats
Huaji Hotel’s opportunities are appealing in terms of different factors, including the ancient infrastructure of few hotels which require major maintenance, conversion of few giant hotels into small hotels, and the exposure of East Railway Point is to be reflected in an innovative and extensive presence and the East Railway Point is capable enough to communicate more individuals than before.
Huaji Hotel’s threats are the existence of numerous small and average guesthouses having similar reflection of Huaji Hotel in the particular district, aggressive rivalry, the element of decoration is missing for the competitors of Huaji Hotel to get it out of the market, the choices of hotels for guests in abundance and expertise of competitors management in running the hotel business.
Marketing Objectives
The marketing objectives of Huaji Hotel are to undertake the marketing investigation, provision of guidelines to the independent employee, and to achieve marketing communications. The marketing investigation is about researching the market situation and rivalry in order to comprehend the existence of possible marketplace in Hangzhou, whereas the duration would be from January 2016 to April 2016. The second marketing objective is associated with the counseling of staff members through conducting sessions and delivering related stuff in order to ensure the compliance of regulations effectively when it comes to servicing customers, whereas the duration to achieve this marketing objective is wrong May 2016 to August 2016. The last objective is related with the compliance of marketing communications in terms of newspaper advertisement in Hangzhou, utilizing of BAIDU website, distribution of six-hundred flyers, establishment of public associations like presenting chums and families of multiple clienteles to stay, enjoy promotion of sales, for instance, receiving special discounted packages during winter, particularly in the off-season. The duration to achieve the objectives of marketing communications is from September 2016 to December 2016.
Marketing Strategies
Target Market Identification
The marketing mix refers to a bunch of manageable and tactical marketing instruments which an organization amalgams to manufacture the feedback it expects from the target market. The marketing mix is composed of everything an organization is able to undertake to impact the product’s demand. The numerous abilities may be gathered into four clusters of factor called four Ps as product, price, promotion/distribution, and place. As already briefed, the target markets of Huaji Hotel are the individuals of Northeastern China, Hebei, Jiangsu, Shandong, Zhejiang, Guangdong, Fujian and Yunnan Provinces. Additionally, dissimilar clients, tourists, and corporate individuals are the vital focused clusters, particularly youngsters and central-aged individuals.
Product Strategy
The product refers to the blend of goods and services offered by an organization to the target market. The product strategy of Huaji Hotel is the provision of bed and comforter for the room, cleanser, bathing cloth & foot covers, bathing space, toothpaste, toothbrush and hairdresser for the hygiene. Moreover, the intangible products provided by Huaji Hotel are space booking, left baggage, travel review, cleaning and neatening up, and other different relative components. The development of the provided products is updated through undertaking feedback of guests that have used the services of Huaji Hotel and incorporate them as much as possible in order to improve the product strategy.
Pricing Strategy
Price is about the amount guests are required to pay in order to acquire the product. Numerous investigations showed significant association between cost leadership approach and the performance of an organization ; . The pricing strategy of Huaji Hotel is the consideration of cost leadership strategy where it ensured the distinctive competency in organizing the inventories and the cooking processes, appealing product design, decrease in input expenditures, and involvement of advanced technologies at the hotel.
Promotion Strategy
The promotion is an element of marketing mix which ensures positive achievements for a company. The establishment of effective customer association requires beyond the product, price as appealing and making it accessible to aimed clienteles. Huaji Hotel employs four different methods for its promotional strategy, including the price adjustment to instigate demand, get ready to take action frequently if deemed essential, valuing the workforce of hotel, and pay commissions to each worker of hotel against achievement of performance.
Distribution Strategy
The judgments of the organization’s channel influence openly to every additional judgment in marketing. When it comes to pricing, the organization exerts efforts in ensuring series of discounts, utilizing extensive quality specialty outlets, or trading openly to clienteles through the World Wide Web. According to , the distribution channel judgments regularly incorporate strategic devotions to additional organizations. Thus, administration needs to shape its channels sensibly and focus on forthcoming predicted trading setting also today’s. The distribution strategy of Huaji Hotel is related with the delivery of the products to target market and the Huaji Hotel does so through updating the senior administrators and junior staff about the advanced growth, addressing the emerging content provisions of mediators, establishing accurate anticipations from social and mobile media, and focusing on the Google Hotel Finder by the clients.
Evaluation and Control
The control in marketing incorporates assessing the outcomes of marketing plans and to execute remedial action for the purpose of reaching the objectives. There are four stages involved in the marketing control. The administration initially establishes particular marketing objectives, then the measurement of performance in the market is done, next the assessment of the factors of variations between anticipated and real performance is made, and ultimately administration carries on the remedial action to address the variations between the objectives and the performance . There are different probable occasions that may influence marketing plan of Huaji Hotel to achieve its goals, including paradox of a provisional economy, government interference, policy obstacles and interest clusters, supremacy of the state possessed guesthouses, and comparison between varied possession forms.
Conclusion
The fundamental aspect of this essay is to establish an applied marketing plan for the growth of Huaji Hotel in Hangzhou. The goal of this thesis is to investigate influential techniques for Huaji Hotel in order to streamline the functions while attaining the fulfillment of guests as much as likely. This essay summarized the facts through undertaking different stages including background, environmental analysis, marketing objectives, marketing strategies, evaluation and control, and then the conclusion of the findings. This essay covered the theoretical aspects in order to establish a viable and sensible development plan for Huaji Hotel in Hangzhou, China. The conduction of different marketing plan aspects enabled the author of this essay to produce effective marketing plan for Huaji Hotel and the author is able to understand the competitive benefits and limitations of Huaji Hotel in Hangzhou, China. To be very frank, the production of this essay was not as easy as the subject appears. On one aspect, the author interacted with the theoretical bases related to the subject and it appeared very complex to judge the right selection of the stuff available on that. Entirely, this essay provided different appealing exposures to the author. Though, the author faced few complexities while the procedure of this essay, the essay enhanced the author’s skills to address the issue. During the author’s academic life, the production of the marketing plan of Huaji Hotel is a remarkable achievement and extensive knowledge was detained during the study process and the author learned ways to merge academic facts with the practical situation.
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