Marketing Plan fix

Port D’ Hiver is a bed and breakfast luxury hotel located in Melbourne Beach, Florida. It is situated across the Atlantic Ocean thus offers stunning ocean views. The hotel, equally, offers expansive private porches and a brick path that meanders through a private estate and has lush tropical landscaping. Guests who stay at the hotel enjoy privacy, comfort and could participate in various activities such as surfing, fishing, turtle watching, and fine dining. The hotel has ten bedrooms that are themed with names and décor which reflect the old days if Florida and France. The current marketing strategy of the hotel is targeted at middle-aged adults who are either out on a business getaway or romantic getaway. There are also different pricing plans including the four honeymoon packages starting from $550 per night and services at $199 per night.

Situation Analysis

Environmental Scan

In the microenvironment, the hotel is managed by the owners, Walter Brown and his wife Ella Belle. There are trained professional employees in hospitality and are knowledgeable about customer service. The customers to the hotel are majorly couples who are either out on their honeymoon or looking for a romantic getaway. The primary competitors of Port D’ Hiver are Holiday Inn Express Hotel and Suites, Wyndham Hotels, and Hoosville hotel as they have an ocean view and provide bed and breakfast services. The suppliers of most resources used in the company are from the surrounding area for freshness and authenticity. The public is also involved in the company through various events held by the company.

Similarly, in the macro-environment, the company has adopted different technologies to help in managing guest data, booking of rooms and maintaining security and privacy of information about the guests. The socio-cultural environment consists of different cultures from various parts of the world as Florida has people from different cultural backgrounds brought together by beach vibes. The natural environment is comprised of the ocean, sandy beaches, Loggerhead turtles, flowering bougainvillea, and swaying palms. The political-legal environment is comprised of different federal and state laws controlling the business such as the minimum wage requirements.

SWOT Analysis

One of the strengths that the business possess is its location. The hotel is hidden in the barrier island of Melbourne Beach with a 200 feet distance from the Atlantic Ocean. This gives it a competitive advantage over other hotels as it is closer to the ocean and hidden giving guests the privacy they seek. The other strengths are having a private compound of four island-style buildings accessed by brick paths and the fact that the hotel is located in the oldest beach giving it a historic feeling. These are its unique features that other hotels do not have. The weakness in the business is that the rooms are smaller compared to other places. This could be a disadvantage to guests who prefer larger spaces and opt for other hotels.

Opportunities for growth in the business are the evolution in dietary hence the incorporation of different types of diets in the menu for guests with different preferences. These could be vegan, vegetarian, and gluten-free diets. The hotel could also introduce special events to celebrate its employees and their frequent guests as this would increase the customer relationship in the business and employee relation to the business. The threats to the business could be from natural disasters such as tsunamis as it is closer to the ocean which could affect the existence of the business. The other threat could be from the legal environment like an increase in the minimum wage which could mean changing the budget of the business.

Goals and Objectives

The objective of the marketing plan is to increase the revenues and profit for Port D’ Hive hotel. The aim will be to attract many guests to the hotel for various experiences. This could also mean that the number of wedding events, private parties, and ceremonies will be increased to generate higher revenues. The other goal of this marketing plan is to increase awareness of the hotel provision and services to its target market and capture a large market share. Through making the experiences great, most guests are likely to come back and refer their friends or family to the hotel. The hotel has been among the top three in Florida and with the unique features and great customer service, the last objective of the marketing plan is to have a competitive advantage over its competitors.

Strategies and Tactics

The product strategies that will be increasing the range of services offered to guests that come to the hotel. The hotel already offers free snacks and drinks to guests at any time in addition to this the limited service will be unlimited for accessibility at any time to the guests. The events held at the hotel will be supplemented by free meals. These increased services are likely to attract more people to the hotel.

The pricing strategy of the services provided in the hotel is premium. This is because the services offered at the hotel are great and the management ensures quality in everything provided to customers. This pricing strategy is also fit for the target market for this marketing plan which is the middle age couples who earn above the average national income. The promotion will be mainly through advertising with YouTube, Instagram, and Facebook ads as they tend to reach a global audience and are cheaper. The marketing plan will also work with people from any part of the world who want a honeymoon experience in Florida.

Budget

The resources that will be required in implementing the mentioned tactics will be primarily financial resources to cover the costs of ads and meals for events. There will also be the need to increase human resources for unlimited spa services and meal preparation for special events.

Budget plan

Evaluation and Effective Assessment

The expected results from the implementation of the tactics are to increase revenues and profits and increase return on investment. Through advertising on different social media platforms, the hotel is likely to receive more customers at different times of the year from around the world. This is because of the increase in technology and widespread internet coverage around the world. The increased services offered in the hotel are likely to attract more guests to the hotel since other hotels do not have such services. A system will be designed to measure the success rate of the tactics. A risk management plan has also been designed to cover the results in case they are greater or less than anticipated.

References

Alizadeh, T., Farid, R., & Sarkar, S. (2018). Towards understanding the socio-economic patterns of sharing economy in Australia: an investigation of Airbnb listings in Sydney and Melbourne metropolitan regions. Urban Policy and Research, 36(4), 445-463.

Bærenholdt, J. O., Haldrup, M., & Urry, J. (2017). Performing tourist places. Routledge.

Khatter, A., McGrath, M., Pyke, J., White, L., & Lockstone-Binney, L. (2019). Analysis of hotels’ environmentally sustainable policies and practices: Sustainability and corporate social responsibility in hospitality and tourism. International Journal of Contemporary Hospitality Management.

Saura, J., Reyes-Menendez, A., & Alvarez-Alonso, C. (2018). Do online comments affect environmental management? Identifying factors related to environmental management and sustainability of hotels. Sustainability, 10(9), 3016.