The paper "The Anatomy of Marketing Positioning Strategy" is a great example of a Marketing Case Study. Heathrow Marriott hotels the UK is owned by the Marriott international inc. of America. There are a number of Marriott hotels in the United Kingdom offering guestroom accommodation, fine dining, car rentals, fitness center, pools, conferences, and entertainment. The 393 bedrooms Heathrow Marriott are fitted with internet, plasma TVs, luxury bedding, heated indoor pools and access to leisure clubs. Executive rooms have access to airport and city views, evening canapé s and complimentary breakfast. This marketing plan will explore market audits and provide key issues affecting the strategic growth and sustainability of Marriott hotels in the UK.
It establishes the marketing objectives, segmentation, targeting and positioning of hotel customers. The plan also assesses branding issues and makes recommendations on the marketing mix as well as social responsibility approaches in the organization. 1.1 Strategic Marketing Plan 1.1.1 Summary of Marketing Audit Marketing audit of Heathrow Marriott hotel will be undertaken using three audit tools preferably SWOT, PESTLE and Five forces analysis. The market audit assesses the macro- and microenvironment to unravel the strategic and marketing mix with consideration of efficiency and risks (Cardell, 2009).
Firstly, SWOT analysis explores the strengths, weaknesses and opportunities and threats faced by the London Marriott hotel. Secondly, PESTLE analysis explores the political, economic, socio-cultural, technological, and environmental aspects of Heathrow Marriott hotel. Lastly, Porter's five forces establish supplier power and buyer power. It also assesses competitive rivalry, the threat of substitutes and the threat of new entrants to the London hotel industry. Further details on SWOT, PESTLE, and Porter's five forces are available in the appendices section of this report (Appendix I, II and III).
Marriott hotels Heathrow has higher recall and brand recognition, superior reservation system but faces limited target market segments. Brand expansion and innovation in various parts of the UK is an essential opportunity to be capitalized (Graser, 2014). However, vulnerability to terrorist attacks and recession has minimized the spending of customers. Regulation and introduction of duties on wine have increased costs by 10% and the attempt to lower energy costs by 60% is driving the hospitality industry into sustainability (Marriott International Inc.
2014). The UK economy has stabilized in terms of inflation, and interest rates and employment which has made the hotel industry register good returns in 2013 and 2014 (Moore, 2015). Supplier power is high while the threat of substitutes remains low. On the other hand, likelihood of new entrants and buyer power remains moderate but competitor rivalry is high. 1.1.2 Key issues The key issues identified in the marketing audit are sustainable savings on costs, staff retention, branding and targeting. Marriott hotel strives to reduce production costs while staff morale is lower compared to other franchisees within the hotel chain.
Branding remains a challenge owing to presence of 18 hotels within the same location and targeting similar segments. Finally, targeting business customers and tourists limits the client base for the hotel. The hotel will have to extend its client base to include tourists. 1.1.3 Marketing objectives To reduce staff turnover to 35% within the next two years To save 40% of the total energy and water costs within the next one year To improve brand recognition by 30% within the next two years To extend target market to include tourists in the next one year To grow the number of customers by 20% in the next one year 1.1.4 Segmentation, targeting and positioning
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