Introduction
The name of the hotel is Dragon Den Hotel. It will focus on providing services to local and international visitors. It is a restraint offering services such as lodging. It forms the basis of this hotel marketing plan.
Mission statement
Dragon Den boutique and hotel strives to care and share with domestic and international visitors from various aspect of life. It aims to prove and improve a quality holiday experience leading to warm, lasting and memorial for both visitor and hosts.
Objective and strategy
The objective of the Dragon Den boutique and hotel is to ensure quality service to their customer in the competitive hospitality industry. This is to be fulfilled through practicing the strategies that the management sets on enhancing the visitor expectations are met. The strategies include:
Communication and promotion
In the marketing of the services that are offered in the Dragon Den, communication is devised on the mode that will attract many visitors. This is through use of the internet directly to the targeted visitors. The portal communication is one of the major communications that are attracting visitor whereby they sign in as the members. Through portal, promotion is done to the signed members so as to retain them. They are given priority in the services that are provided. The portal is used for communicating to the wider section of the audience for advertising the facility, product and the services offered.
Promotion of diversity and equality
The management of the Dragon Den will focus on the diversity and equality of all visitors regardless of their origin. It targets all the visitors and giving the equal opportunities in their services. This is to enhance the good reputation of the hotel. In the hospitality services offered such as, the lodging services will be at the choice of the visitor according to the class and the lifestyle. This will be priced differently where the high class has a high cost. The visitor will choose willingly to where they can fit. The targeted visitors are of diverse cultural backgrounds. Their accommodation and services will be provided with an equal measure considering their satisfaction.
Calendar of events
This provides the events planned for a year concerning the Dragon Den Hotel. This is as the result of the communication to the stakeholders and the visitors of the hotel. The hospitality industry is wider, and the Dragon Den must represent itself in an extraordinary manner that attracts tourist and viable visitors. To make it recognized, it has to plan for events that attract local and international visitors. This is one way of marketing their products and services. The calendar of events helps the visitors to plan in advance, visit the hotel and booking early enough. It should be at beginning of the year. This should also be having online booking procedures for those would like to book earlier for the positions.
Improving financial stability and operation efficiency
This helps in strategizing on the returns from the services that are offered. This objective is subjected to the pricing of the services in a manner that will ensure the flow of the operations in the hotel is efficient. This prevents the hitches that may cause a delay in the service delivery to the visitors.
Competitive market analysis
Hospitality industry is much competitive in nature. In order to penetrate, the Dragon Den Hotel must put strategies in place so as to secure a share in the industry. There are several competitive measures that can be applied. They include;
Services standard and performance
Capitalizing on the service delivered to the visitor in a presentable and attractive manner will send a signal to the clients of the high service quality delivered. This will sell the institution making it much competitive. Duties performance should be in a relation to the needs of the visitor. These needs require sensitivity precaution in handling and presenting.
Connecting to the performance, the Dragon Den Hotel must target in delivering the services across countries. This lead to competitive advantage in mobilization of the people on the product and the services it offers.
Differentiation of marketing offerings
In targeting the visitors from all parts of the world, the management should as much differentiate the products and the services provided. This will help to make the Dragon Den Hotel stand as an identifiable identity in the hospitality industry. These make it have a greater scope by giving services that are above their competitors. In additional, the differentiated services should be efficient in the delivery and of high quality. This makes the visitors to gain the confidence with the institution and be satisfied.
Cost analysis
The most sensitive part of the marketing is the cost evaluation. The new emerging hospitality institution in the industry has to be more sensitive on the cost as it sets the price of the services and the products provided. This should in the manner that is competitive bearing that they are after the profit and they are in competitive industry. The price should be less than the well established hospitality institution in the industry. Innovation of the offers should be another marketing strategy that should be employed. This is to select few visitors for free services. This help in keeping the mutual relationship with the loyal clients and enhancing the quick feedback of view of the visitor.
Competitive market position
Competitive market position should place the Dragon Den Hotel in strategic capability, in the hospitality industry. This will help the management to in selecting the area of their services as per the demand of the clients. They should decide on the competitive products and services using the following steps;
Choosing the path
The management should choose on the services and the products that the hotel will do well in. They should consider what is provided by the other hotels in the industry and what they can perform best. It is by deciding on the goals and fulfilling them.
Choosing the guest
The management should be in a position of choosing the right guests. This helps in not wasting the resources such as time and money marketing to the guests who may not be willing to know what is being offered. While choosing the guest, the location of the hotel should be a major consideration. Giving example, if the hotel is located near the hostel, the target should be the students and the young professional. If the hotel is located at convention centre, then the target is the business travelers.
Handcrafting marketing material
This takes time and the talent. It is a collection of the materials that are designed in a way of encouraging the visitor's stay. This has taken new dimension in the industry whereby crafting are done online in marketing. This is due to change of the hospitality marketing especially over one decade time. This has changed use of the directorates, magazines and the travel brochures. Online marketing has dramatically taken over no longer a reasonable marketing without internet.
Tracking return on investment
The management should be in a position of monitoring returns on investment. This helps to discover the best strategy that performs in the competitive industry and best suited in the marketing. It helps to discover profitable channels for the institution.
Running the business on the day to day basis
On the day to day basis, the Dragon Den Hotel management should ensure all the activities that are carried are accordance to the plan. It must review the plan regularly to ensure that the institution is operating close to the plan as possible. In solving and intermediating any disagreement among the employees and the clients, the management must be present in all the time. The other work of the manager is responding to all voicemail and email messages daily. This is accompanied by the responding to the customers, suppliers and employees inquiries promptly.
Reviewing the inventory on a regular basis helps in placing the new orders to the suppliers when the need arises. Additional to this is paying the suppliers and the debtors on the time and in the full amount that ensures for positive business credit rating. Finally, is following up with the customers in ensuring that they have received and enjoyed the product and the services to the maximum. This is done by enquiring for the feedback and their suggestion of the areas that should be improved.
References
Buuteeq.com. (2012, June 18). Hotel Marketing Plan. Retrieved from http://www.buuteeq.com/hotel-marketing-plan: http://www.buuteeq.com
Irish Hospitality Institute. (2010, February 8). Trade Directory. Retrieved from http://www.ihi.ie/pages/about/strategic-plan.php: http://www.ihi.ie
