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Marketing Communication Plan Manhattan Hotel Rotterdam

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Marketing Communication Plan Manhattan Hotel Rotterdam
MARKETING*
COMMUNICATION)PLAN!
!

NHTV Hotel management
Sibelicious Consultancy 2012 of The Manhattan Hotel

Deria Frank
Christel Pieters
Laurine van der Moot
Leonie van Essen Vrysiotou
14.4.2012

!

!

Executive)Summary)
!
The!main!purpose!of!this!report!is!to!analyze!The!Manhattan!hotel!and!her!environment,!define!the! problems!they!are!facing,!and!offer!a!new!solution,!which!will!increase!the!amount!of!visitors!to! Rotterdam!and!the!Manhattan!hotel!in!particular.!!
Our!task,!as!consultants!of!Sibelicious!Consultancy,!is!to!come!with!a!solution!for!a!problem!of!The!
Manhattan!hotel.!For!this!we!have!executed!extensive!research!on!the!hotel,!it’s!environment,!and! trends!in!the!hospitality!sector.!We!have!used!models!and!theories!provided!by!the!lectures!of!the! NHTV!International!University!of!Breda,!as!well!as!articles,!books!and!websites!to!which!we!refer!to! in!the!bibliography.! !
!
In!chapter!2!of!this!report!the!research!process!and!results!are!explained.!This!chapter!contains!a!
SWOT!analysis!of!the!hotel.!The!4!p’s!model!of!Kotler!and!the!DESTEP!model!have!been!used!in!
order!to!point!out!what!the!strengths,!weaknesses,!opportunities!and!threats!for!the!hotel!are.!
The!outcome!of!our!research!serves!as!input!for!the!next!chapter;!creating!target!groups.!!
!
!
In!chapter!3!there!are!3!potentially!new!target!groups!addressed.!They!have!been!chosen!after! analyzing!the!SWOT.!They!are!explained!based!on!segmentation!criteria!such!as!norms!and! values,!income,!age,!gender!and!nationality.!The!target!groups!that!are!addressed!are:!Chinese! individual!business,!the!millennial!generation!of!The!Netherlands!and!local!corporate!business! (Unilever!inc.)!!
!
!
Chapter!4!provides!solutions!for!all!three!target!groups.!Every!solution!is!described!in!terms!of!
relevance!to!the!target!group,!cost!and!benefits!and!liability!consequences.!For!the!Chinese!


Bibliography: Chekitan,!S.,!Dev,!J.D.,!Buschman,!Bowen,!J.T.,!2010.!Hospitality!Marketing:!A!Retrospective!Analysis!(1960X2010)! and!Predictions!(2010X2020)!Published!by!Cornel!Hospitality!quarterly!November!2010!vol.!51.!PX459X469.! City!Of!Rotterdam!Regional!Steering!Committee!(2009),!“The!City!of!Rotterdam,!The!Netherlands:!SelfXEvaluation! Report”,!OECD!Reviews!of!Higher!Education!in!Regional!and!City!Development,!IMHE,!
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