Sales and Marketing
SALES & MARKETING PLAN (For 2011 – 2012)
THE IMAGERY HOTEL,
XYZ CITY, INDIA
The presented sales and marketing plan has been worked upon while covering the theoretical knowledge gained during the duration of module. The sales and marketing plan covers only the rooms division strategy due to word count limitation (Revenue aspects such as Food & Beverage outlets, other revenue etc are not being discussed). Glossary at the end of appendices features the key industry specific terms used in the plan.
Executive summary
The Imagery hotel is an established luxury hotel located in the XYZ city of India. The hotel is part of a renowned chain of hotel. The hotel has been an industry leader in the city since its inception in 1991.
The hotel follows the objectives that are consistent with the company’s goals and mission statement. In the year 2011, The Imagery Hotel is targeted to contribute sales revenue of INR 165 Million against a projection of INR 140 Million. The Imagery Hotel, has to further maintain its market leadership in the city by achieving the highest RevPAR Premium.
The marketing plan addresses following major attributes: • Growing need to increase the high rated businesses • Increasing the market share • Segment wise in depth analysis to gain competitor’s business • Channel wise in depth analysis to gain competitor’s business • Laying down the processes to ensure the customer is satisfied
Introduction
The Imagery hotel located in XYZ city offers breathtaking views of the sea perched on the shore of Bay of Bengal. Imagery hotel is a part of renowned hotel chain of India that has been a domestic market leader closely competing with 2 more major players. The brand recall among the travelers is high and customer perception is of high service standards at a high price.
Imagery is the first five star hotel to have appeared in the city in year 1991 followed by two additional competitors following similar price guidelines
THE IMAGERY HOTEL,
XYZ CITY, INDIA
The presented sales and marketing plan has been worked upon while covering the theoretical knowledge gained during the duration of module. The sales and marketing plan covers only the rooms division strategy due to word count limitation (Revenue aspects such as Food & Beverage outlets, other revenue etc are not being discussed). Glossary at the end of appendices features the key industry specific terms used in the plan.
Executive summary
The Imagery hotel is an established luxury hotel located in the XYZ city of India. The hotel is part of a renowned chain of hotel. The hotel has been an industry leader in the city since its inception in 1991.
The hotel follows the objectives that are consistent with the company’s goals and mission statement. In the year 2011, The Imagery Hotel is targeted to contribute sales revenue of INR 165 Million against a projection of INR 140 Million. The Imagery Hotel, has to further maintain its market leadership in the city by achieving the highest RevPAR Premium.
The marketing plan addresses following major attributes: • Growing need to increase the high rated businesses • Increasing the market share • Segment wise in depth analysis to gain competitor’s business • Channel wise in depth analysis to gain competitor’s business • Laying down the processes to ensure the customer is satisfied
Introduction
The Imagery hotel located in XYZ city offers breathtaking views of the sea perched on the shore of Bay of Bengal. Imagery hotel is a part of renowned hotel chain of India that has been a domestic market leader closely competing with 2 more major players. The brand recall among the travelers is high and customer perception is of high service standards at a high price.
Imagery is the first five star hotel to have appeared in the city in year 1991 followed by two additional competitors following similar price guidelines
Bibliography: International Monetary Fund, 2010. World Economic Outlook 2010, Chapter 2. Washington DC: International Monetary Fund. STR Global, 2010. A Guide to our terminology [Online]. Available from http://www.strglobal.com/Resources/Glossary.aspx#R [Accessed: 1st January 2010] Wikipedia, 2010. Average Daily Rate [Online]. Available from http://en.wikipedia.org/wiki/Average_daily_rate [Accessed: 1st January 2011] [pic]