Marketing Communications for a New Budget Hotel

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MARKETING COMMUNICATIONS FOR BUSINESS

M.SHIHAM GHOUSE
STUDENT NUMBER 4343
BOURNEMOUTH STUDENT NUMBER 4345950
BHT 10.

MARKETING AND COMMUNICATIONAL PLANNING FOR “THE GARAGE”

Contents Page
1. Executive summery........................................................................................05 2. Situational analysis
3.1 S.W.O.T analysis....................................................................... 05 3.2 PEST analysis........................................................................... 06 3.3 The competitive environment.................................................... 07 3. Marketing objectives

4.4 Qualitative objectives................................................................ 08 4.5 Quantitative objectives.............................................................. 08 4. Strategy Marketing planning

5.6 London hotel industry cluster performance............................... 08 5.7 Market Segmentation................................................................. 09 5.8 Target segments......................................................................... 09 5.9 The market postitioning strategy............................................... 09 5.10.1 Ansoff metrix...................................................... 10 5.10.2 Boston metrix...................................................... 10 5.10.3 Positioning maping related to compatitors......... 11 5.10.4 Porter’s generic strategy...................................... 11 5.10.5 Positioning statement.......................................... 12 5. Marketing mix............................................................................................... 12 6.10 Product analysis........................................................................ 12 6.11.6 Product specialisation.......................................... 12 6.11 Price........................................................................................... 13 6.12.7 Price Objective.................................................... 13 5.3 Place.......................................................................................... 13 6.12 Promotion/ Marketing communications.................................... 13 6. The intergraded marketing communications (IMC)...................................... 13 7.13 Communicational objective....................................................... 14 7.14 Promotional Strategy................................................................. 14 7.15 Marketing promotional tools

7.16.8 Advertising.......................................................... 15 7.16.9 Sales promotion................................................... 15 7.16.10 Public relations.................................................... 16 7.16.11 Direct marketing.................................................. 16 7.16.12 Personal selling.................................................... 16 7.16.13 Data base marketing............................................ 16 7.16.14 Word of mouth.................................................... 17 7.16.15 Sponsor ship........................................................ 17

Contents Page

7. Schedule....................................................................................................... 17

8. Evaluation and Control................................................................................ 18 9.16 Budget allocation..................................................................... 18 9.17 Cost breakdown for the communicational budget................... 18 9. Conclusions and...
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