Marketing Communication Plan Manhattan Hotel Rotterdam

Pages: 43 (16431 words) Published: September 23, 2014
MARKETING*
COMMUNICATION)PLAN!
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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

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Executive)Summary)
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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.!

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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.!! !

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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.)!!

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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! business!guest!we!came!up!with!a!highXclass!business!package,!for!the!millennial!or!generation!Y! target!group!we!came!up!with!a!highXtech!tablet!menu!for!the!Brasserie!of!the!hotel!and!finally! for!the!local!corporate!business!we!have!a!program!called!“meet!the!neighbors”.!! !

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Next!we!address!all!target!groups!in!a!multi!criteria!matrix!in!chapter!5.!The!target!groups!are! compared!in!terms!of!realistic,!profitable,!maintenance,!image,!and!innovative!criteria.!The! target!group!and!its!solution,!which!was!given!the!highest!chance!of!being!valuable!to!the!goal!of! the!consultancy,!is!the!millennial!generation!of!The!Netherlands.!! !

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In!chapter!6!the!solution!for!the!chosen!target!group!is!worked!out!in!detail.!The!solution!is! described!carefully!in!a!marketing!and!communication!plan.!Here!we!show!how!the!product!is! going!to!be!promoted!to!the!target!group.!For!this!we!have!used!the!DAGMAR!model!and!the!Six! C’s!model.!!

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!!!!!!!!!!!!!!!!!!!The!Manhattan!Hotel!Marketing!communication!plan!

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Preface!
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For!making!this!assignment!possible,!we!would!first!like!to!thank!the!management!team!of!the! Manhattan!Rotterdam!Hotel!for!giving!us!the!opportunity!to!take!a!look!behind!the!scenes!and! providing!us!with!all!the!information!needed!to!complete!our!task.!Also!a!special!thanks!goes!out!to! Ms.!Dewi!Sander,!the!sales!and!marketing!manager!of!the!Manhattan!Hotel,!who!gave!us!an! extensive!presentation!about!the!hotel!and!answering!all!our!questions.!! Furthermore!we!would!like!to!thank!all!our!lecturers!at!the!NHTV!Hotel!Management!who!helped!by! providing!us!with!very!useful!lectures!and!information!about!how!to!tackle!this!assignment.!! Next!to!this,!our!special!thanks!goes!out!to!Mrs.!Wendy!van!Dijk!for!escorting!us!to!Rotterdam,! helping!us!with!the!sales!lectures!but!also!answering!all!our!questions!during!the!feedback!sessions! concerning!the!theme!assignment.!!!

We!thank!Mr.!Olaf!Hermans!for!guiding!us!in!the!right!direction!and!helping!us!to!think!outside!the!...

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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