Marketing
Introduction
The essence of the report is outlining a suggested marketing strategy for Best Western Westley Hotel Birmingham (Westly Hotel). The essential difference from previous work Section A is focusing in detail on target markets, for the future marketing direction of Westly Hotel in dealing with the marketing issues and problems. The main motivation is developing Westley Hotel’s marketing share, customer satification and making revenue. The challenges involves increased VAT, weak finance support as an independent owned hotel, and the limit marketing share or advertisement in Birmingham compare with its competitors. The methodology to choose marketing strategy is based on the findings on TOWS analysis (Please find it attached), in addition, target customers, product development, image management, brand position and relationship building. The final choice of main marketing strategy to Westley Hotel is focus on business travelers, due to its location, internationally recognized brand name Best Western (BW), worldwide reservation system provided by BW and medium price. The essence of approach guests is stated suitable strategic choices and marketing plan, which come from 7Ps: promotional and communication mix activity, place, product, price, physical environment, people and process, e-marketing is noted as an specific area to explore. The rest of the report is organized by flow of ideas which are focusing on critically discuss short term and long term implication of chosen strategy, develop an appropriate tactical marketing mix plan for strategy with integrating proper models and theory to justify discussions and responses which include product and market expansion grid to market development. * * Strategy Alternatives
This report recommends a few alternative strategies through TOWS theory. Under SO strategy, this report suggests market development, which high quality with 2012 Olympic international travelers; and market penetration, which
The essence of the report is outlining a suggested marketing strategy for Best Western Westley Hotel Birmingham (Westly Hotel). The essential difference from previous work Section A is focusing in detail on target markets, for the future marketing direction of Westly Hotel in dealing with the marketing issues and problems. The main motivation is developing Westley Hotel’s marketing share, customer satification and making revenue. The challenges involves increased VAT, weak finance support as an independent owned hotel, and the limit marketing share or advertisement in Birmingham compare with its competitors. The methodology to choose marketing strategy is based on the findings on TOWS analysis (Please find it attached), in addition, target customers, product development, image management, brand position and relationship building. The final choice of main marketing strategy to Westley Hotel is focus on business travelers, due to its location, internationally recognized brand name Best Western (BW), worldwide reservation system provided by BW and medium price. The essence of approach guests is stated suitable strategic choices and marketing plan, which come from 7Ps: promotional and communication mix activity, place, product, price, physical environment, people and process, e-marketing is noted as an specific area to explore. The rest of the report is organized by flow of ideas which are focusing on critically discuss short term and long term implication of chosen strategy, develop an appropriate tactical marketing mix plan for strategy with integrating proper models and theory to justify discussions and responses which include product and market expansion grid to market development. * * Strategy Alternatives
This report recommends a few alternative strategies through TOWS theory. Under SO strategy, this report suggests market development, which high quality with 2012 Olympic international travelers; and market penetration, which
References: Lai, L, Tan, Z, Li, Z & Kaur, H. (2010) Group presentation. Birmingham Baker, M Johnson, G, Scholes, K. (2005) Exploring Corporate Strategy, 5th Edition, Prentice Hall, New York Keller, K Hudson, S. (2008) Tourism and Hospitality Marketing. Sage, London Aaker, D.A Middleton, V, Fyall, A & Morgan, M. (2009) Marketing in travel and tourism. 4th Edition, Butterworth-Elsevier, Oxford Hooley, G, Piercy, N & Nicoulaud, B Kotler, P, Bowen, J & Makens, J. (2003) Marketing for Hospitality and Tourism. 3rd Edition (International Edition), Prentice Hall, New Jersey Grönroos, C Grönroos, C. (1990) Service management and marketing managing moments of truth in service competition. 1st Edition, Lexington Books * O’Connor, P. (2004) Using Computers in Hospitality. 3rd edition, Thomson, UK Kotler,P , Keller, K, Brady, M, Goodman, M & Hansen, T