INDEX - A1. Characteristics of the Westin Palace Hotel -A2.Commercial planification of the hotel -B1.Basic elements of the marketing plan and SWOT analysis - C1.Why is important a marketing plan for our hotel -D1. Marketing plan of other company -D2. Comparation between our marketing plan and the marketing plan of D1. -E1. Identificate environmental factors that affect our marketing plan -F1. Analysis of competitors and potential market -G1. Objectives and strategies -G2. Resources to develop the objectives -H1. Action plan -J1. Valoration of environmental implications
a.1 El/la alumno/a ha definido las características que tendrá el hotel que elige para su plan de marketing.You can choose either an existing hotel or a fictional hotel. You must make decisions over its category, number of beds, types of rooms, services, location, target market (clients segments) and intermediaries.
The hotel that I choose is the Westin Palace of Madrid that is currently part of the Westin hotel chain, managed by Starwood Hotel & Resorts Worldwide. This hotel was declared monument in 1999.
Location The Westin Palace Madrid is a luxury hotel located in Madrid, Spain, on the Plaza de las Cortes, 7, 28014 , with exteriors to Plaza de Cánovas del Castillo and Calle del Duque de Medinaceli. Is located at the heart of Madrid’s cultural, historic, artistic and retail center. Four of the city’s most prestigious art institutions - the Prado, the Thyssen-Bornemisza, the Reina Sofia Museum and the Caixa Forum exhibition space - are all within easy walking distance, making The Westin Palace, Madrid the perfect base for art lovers. Category Is a luxury hotel of 5 stars.
Number of beds In this hotel we can find 470 rooms (51 suites). Rooms There are three different types of room and three different types of suites. -Deluxe Room
About This Room •
Marble Floors
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Large Work Desk
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Elegant Wall Coverings
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Cocktail Table
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Molded Plaster Accents
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Armchair
Recharge in our Deluxe Rooms, where a marble foyer combines with classic dark wood furnishings, creating a tranquil, regal space. Throughout, elegant wallpaper in soft yellow tones and complementary patterns frames our signature Heavenly® Bed. Select either one queen or two twin beds, and recline onto layers of crisp cotton linens, sumptuous down duvets and an inviting collection of plush pillows for an unparalleled slumber. Quietly energize anytime of day by settling into the armchair and catching a show on the 32inch TV with an Internet and keyboard system featuring Movies On Demand. Easily connect at
the spacious work desk with the dual-line speakerphone and High Speed Internet Access. When it comes time to turn in, take advantage of the welcoming marble bathroom, where a bathtub and dual vanities harmonize with exclusive bath amenities and plush bathrobes for the ultimate unwind. -Premium Room (165 rooms) 312-323 Square Feet / 29-30 Square Meters
About This Room •
Neptuno Fountain Views in Premium View Rooms
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Silver Fabric Wall Coverings
Delight in the extra space, Belle Époque furnishings and thoughtful amenities of Premium Rooms. All rooms feature soothing yellow and blue tones, ornate silver wallpaper and plush gray carpet, while Premium View Rooms also overlook Neptuno Fountain. Choose either one queen or two twin signature Heavenly® Beds, each topped with layers of crisp cotton linens, sumptuous down duvets and an inviting collection of plush pillows. Unwind before turning in with a movie on the 32-inch TV with Internet and keyboard system featuring Movies On Demand. For instant rejuvenation any time of day, take advantage of the welcoming marble bathroom, where a bathtub and dual vanities harmonize with exclusive bath amenities and plush bathrobes. -Executive Room (123 rooms) 312 Square Feet / 29 Square Meters
About This Room •
High Floor
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High Speed Internet Access
Give in to comfort in Executive Rooms. Outfitted in elegant Belle Époque style, their soothing light hues harmonize with smooth wood furnishings, including a spacious desk ideal for utilizing the High Speed Internet Access. Or enjoy complimentary Movies On Demand on the 32-inch TV. The signature Heavenly® Bed, featuring delectable layers of crisp cotton linens, sumptuous down duvets and an inviting collection of plush pillows, provides the perfect viewing space. Additionally, an armchair with reading lamp offers a comfortable place to settle in with a book. Relax before heading to bed in the welcoming marble bathroom, where a bathtub and dual vanities harmonize with exclusive bath amenities and plush bathrobes for the ultimate unwind. -Junior Suite (32 suites) 538-646 Square Feet / 50-60 Square Meters
About This Room •
Molded Plaster Accents
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Armchair
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Double Glazed Windows
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Marble Flooring in Entrance and Bathroom
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Insulated Doors and Curtains
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Separate Shower
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55" Flat Screen Television
Experience rejuvenating refinement in Junior Suites, where a marble entry hall leads you to the lounge. Throughout the suite, soothing neutral tones underscore energizing pops of color and classic wood furnishings, while elegant plaster accents and wall coverings showcase the ambiance of our historic hotel. Relax and soak up the rich atmosphere on the sofa or armchair—or enjoy a movie on demand on the flat screen TV. Select suites feature a TV in both the bedroom and the lounge. In the separate bedroom, a king-size Heavenly® Bed features delectable layers of crisp cotton linens, sumptuous down duvets, and an inviting collection of plush pillows. In the large bathroom, a marble floor houses a bathtub and, in select suites, a separate shower. Exclusive bath amenities and plush bathrobes add to the nourishing scene. -Executive Suite (18 suites) 969-1,023 Square Feet / 90-95 Square Meters
Indulge in the extra space and refined Belle Époque décor—including elegant reading lamps and wall hangings—of Executive Suites, where calming white walls harmonize with regal blue and yellow details and dark wood furnishings, including a sofa and armchair. A large desk invites you to connect with the High Speed Internet Access and fax machine/copier/printer. Select suites also house a six-person dining area. Retreat to the calming blue and white bedroom, where a king, queen or two twin beds await. Each is a signature Heavenly® Bed featuring delectable layers of crisp cotton linens, sumptuous down duvets and a collection of plush pillows. Settle in for a restful night’s sleep—or enjoy a movie on the flat screen TV with On Demand Movies. An additional desk and chair create a private space for reflection or communication. In the large bathroom, a marble floor houses a bathtub, along with exclusive bath amenities and plush bathrobes. -Royal Suite
(1 suite) 1,722-2,422 Square Feet / 160-225 Square Meters
About This Room •
Sauna
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Library/Office
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DVD Player
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Dining Room
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Kitchen
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Jetted Tub
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Two Bedrooms
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Original Oil Paintings
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Marble Fireplace
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Top Floor
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Fax/Copier/Printer *
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Marble Floors
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Built-in Bang & Olufsen Stereo
Discover total renewal in our Royal Suite, where sumptuous carved wood furnishings combine with gold accents and ornate Belle Époque décor—from rugs to bronze lamps to original oil paintings. Unwind after an active day in the living room. Here, plush chairs and a coffee table invite you to recount your inspiring day. Across the room, mahogany pocket doors open to the impressive library, where luxurious rugs and a marble fireplace crowned by a gilded antique mantel clock set the scene for a rejuvenating moment. Select a book from the shelves stacked with giltedged, leather-bound volumes, turn on the flat screen TV with DVD and On Demand Movies, or take care of communication using the High Speed Internet Access and fax machine/photocopier/printer. Additional in-room technology includes a Bang & Olufsen stereo. Nearby, an eight-person dining room and kitchen promise a nourishing, memorable in-room meal. When it comes time to unwind, the master bedroom features a dressing area while both bedrooms house a signature Heavenly® Bed topped with delectable layers of crisp cotton linens, sumptuous down duvets and a collection of plush pillows.
Prepare for bedtime in the master bathroom, where smooth, dark marble with golden touches frames a sauna and Jacuzzi. Exclusive bath amenities and plush bathrobes add to the revitalizing setting while an additional powder room ensures plenty of privacy. Services : Your room card is your key to the WestinWORKOUT® Fitness Studio. Located on the 7th floor, you'll find it is perfectly equipped with a modern gymnasium, sauna, massages on request and a solarium. MAIN FEATURES & SERVICES • • • • • • • •
3 restaurants and 1 Bar Museum 24 hours free fitness center 20 multifunctional meeting rooms with capacity up to 800 persons Wellbeing center Parking 39€ per day 24 hours "Let´s Chat" service available Dogs up to 18 kilos are allowed Gift Vouchers
Accessibility Services •
Disability Accessible Facilities
Business Services •
Business Center
Guest Services •
Laundry/Valet Service
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Service Express®
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Luggage Storage
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Safe Deposit Boxes
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Floral Service
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Packing/Unpacking Service
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Photography Service
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Currency Exchange Service
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Concierge Desk
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Beauty/Barber Shop
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Internet access
Recreation & Entertainment •
WestinWORKOUT® Fitness Studio
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Sauna and massages on request
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Solarium
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Segway Tour
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Golfing Nearby
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Bicycle Tours
Shopping •
Shopping Nearby
Transportation •
Limousine Service
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Self- and Valet Parking Facilities 38.77 EUR per day
Accessibility This hotel is committed to making our facilities, amenities and services accessible to guests with disabilities. Accessible Public Spaces •
Public entrance
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Service animals welcome
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Accessible route from public entrance to registration
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Accessible route from public entrance to guest rooms
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Accessible route from public entrance to restaurant
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Accessible route from public entrance to meeting room/ballroom
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Accessible route from public entrance to fitness center
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Restaurant
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Valet parking
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Self-parking area for cars
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Self-parking area for vans
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Fitness center
The hotel also offer a service of organization meetings and events. It is an elegant setting for any type of meeting or celebration. From intimate spaces to the large expanses of grand ballrooms, our hotel’s inspiring atmosphere is ideal for conducting business, hosting a dazzling social event, or celebrating one of life’s milestones. The latest technical facilities—including audiovisual options, wireless High Speed Internet Access, and sophisticated lighting—can easily be arranged.
- Target market :
The hotel do a market segmentation depending on the different type of customers that are going to stay in the hotel and the different needs that each segment needs . The main amenities that the hotel offer are based in the needs of the different customers that are going to use our product.
The main segmentation that they do is : - ‘Standar customers’ : They offer traditional services like bar, room service, internet and luxury rooms that are not too much expensive, for people who want quality but not paying a lot. - Luxury : There are rooms with a complete equipment of the best quality for people that is going to spend more money in our accommodation. -Families : The hotel organise activies and packages specially for families. - Business people : We can find conference facilities and business centre with internet access, for people that is making congress tourism for example. - Active people : We can find a fitness centre with gym and workout room. - Leisure : There are some activities that we can do like bicycle tours or golfing nearbing. There are a lot of places to shopping near to the hotel too, that is an advantage for people that want to make shopping tourism. - Health / Relax : The hotel offers a spa, a beauty center and a solarium. - Languages : There is a multilingual staff, adapted to the customers that can arrive from different countries.
-Intermediaries
Booking
Trivago
Tripadvisor
Expedia
Agoda
Hotels.com
http://www.starwoodhotels.com/westin/property/rooms/index.html?propertyID=79&languag e=es_ES http://www.starwoodhotels.com/westin/property/overview/index.html?propertyID=79
a.2 El/la alumno/a ha conceptualizado su planificación comercial estratégica en función de la empresa turística elegida en el punto a.1.
The hospitality industry is perhaps one of the most personal, at its most basic, providing travelers with a place to sleep - "putting heads in beds." A well-designed strategic plan will enable the hotel to effectively put the optimum number of those heads in your beds. So, our planning determines where our company will go over the next three to five years, how it is going to get there and how are we going to assess the achievement of our goals. Oftentimes in hotel operations, we become so preoccupied with immediate issues such as guest complaints and maintenance issues that we lose sight of our ultimate objectives. That is why the developing of this strategic plan is a virtual necessity, to keep an organization focused in order to ensure its long-term profitability and ultimate existence
Marketing Plan of the Westin Palace Hotel The marketing plan of our hotel is going to be focus in the main elements of a commercial strategy that are the product, the price, the promotion and the place.
The product
The product that we are offering the accommodation in the westin palace with the differentservices that we offer, adapted to different types of customers.
The price The prices of our rooms are adapted to the different target market that we are working in. With the variety of prices and the different characteristics of each room for example, executive rooms, suite, rooms with special views..etc, we are satisfying the different needs of the customers that are goint to use our product . We stablish this prices because we make a market research and we know that the customers are going to pay this price in this area, because the competitors offers the same product with more or less the same prices . Apart of that, the characteristics of the hotel, the location and the facilities that we offer are according with the prices of our product. Here we have the different prices of the rooms in our hotel :
The promotion These are the main ways that we are going to use to promote our hotel in the marketing plan, in the point B2 I explain each one more detailed. Webpage of the hotel Each action of hotel marketing online starts in the bases, is precise have a quality webpage where we can find all the marketing characteristics and tools that we need to a correct functionality. Nowadays, a lot of people starts the search of their hotel through the Internet. In EEUU 6 of 10 people start the search on the Internet, and 8 of 10 who at the end make a booking, do it through the webpage of the hotel. So, the webpage is going to be a key element of our marketing plan. In our webpage we are going to transmit the design and the differentiation of the hotel product , that is the first place where start ‘the experience ‘ that our hotel is offering to the customers. Is important that we keep a strong coherence between the hote and it webpage. The way of communication that we are using in our webpage is different of that we can see in TV, brochures or any technique of communication. Our webpage is the most complete as is possible and offer quality contents with the relevant information that the customer need. Renevue management and sales policy Our hotel have to offer to the customers advantages that the intermediaries can’t offer, so the hotel is getting value in the direct relationship with the customer To differentiation our direct offert with the intermediaries like Expedia or Travelocity , we introduce the polity of the better price guaranteed : trough this sales policy the Westin Palace guarantees that the price that the customers are going to see in our webpage is the better and that there isn’t any intermediarie that can offer them better condition (and if the customer find a better price,the hotel will provide him an aditional discount). Offering the best price in our webpage strengths the relation with thre customers, giving them confidence and credibility. Appart of that, our hotel is going to make a differentiation in the way of selling,offering in the webpage offers and special packages that the customers can’t find in other channels of booking. Is an incentive that transmit to the customers the feeling of deal directly with the hotel where they get a personalized offer. Positioning strategy on the Internet and Advertising An important advantage that the Internet offers to our hotel is can interact directly with the potential customers without intermediaries. To do that, the hotel have to be able of be found by the surfers. The search engines represent the main source of traffic for each web page, and when more visibility get a hotel in the search results (researchs related with the services that the Westin Palace offers), more bigger is going to be the capacity of selling online . For this reason, is important to our marketing plan invest strategicay in online advertising, buying the key words in the different research engines.
With the advertising on the Internet, appart of get a bigger traffic and visibility for our webpage, we are going to obtain valuable information about what and how search the potential customers of the hotel (that is important to programm marketing onlain campaigns) Hotel marketing, Direct marketing and CRM Our hotel is using the new technologies to make a differentiation of the competitors and to contrast the overcrowding of the hotel offer that involve unavoidable a lost of the value perceived by the customer and consequentially less incomes. Is very important that the customers think that the hotel is able to recognise and satisfy their needs. With the new technologies is easier, we can know our customers better and their activities, the reason of the travel, the spending power.. etc. Internet helps us with the communication and the management of the relations with the customers, offering the posibility of improve the knowledge in a direct way. Through the Internet is posible get data to improve the knowledge of the hotel about the tastes and preferences of our customers. The Customer Relationship Management helps us, among other things, to group in segments the different customers, provinding them personalised offers. It helps us to know the spending power of our customers, an important data to decide the type of marketing action more suitable for each one. Ir our marketing plan we are working in know what to offer to the customers before, during and after their stay in our otel. The new technologies can helps us to improve the total experience of the customer through services like the electronic check-in, personalised sending information.. Definitely, these ways of promotion are going to help us to improve the general perception of our brand and the incomes.
The place Some of the distribution channels that we are going to use are : -Hotel website, from the website we can make inquiries or search offers and book rooms, with real – time online booking. -Merchandsing, it serves to prevent intermediaries and not to have to pay commissions, the hotel offers a point of sale direct in its web page. - Phone, the customer can call the hotel directly to make their holiday reservation, the phone number is listed on the hotel official website. -Email : Doing direct marketing - Central of hotel reservations -GDS,the information of the Westin Palace Hotel is found in the Global Distribution Systerms of Amadeus, considered the most important in the world, or Galileo,Expedia..etc.
GDS provide pricing, availability, and reservation functionality to a world-wide market of consortia, who can book airline, car, hotel, and other travel arrangements for their customers. It is important for our hotel to ease the booking process for travel agents by including the right type of information and rates in the GDS, and by keeping hotel information current, including all attractions and points of interest that attract guests.
-OTA’s : The advantage of this distribution channel is marketing exposure. If a hotel is incapable of filling certain days using other channels, even higher-cost OTAs would be considered a benefit. Some of the OTA’s that our hotel use are Booking,Trivago,TripAdvisor..etc. -Social networks : Social networks in our marketing plan play different roles, it are a way of promotion and a distribution channel. Facebook Sharing potos,opinions..
Instagram Promoting for example the food that we serve in the restaurant or with photos of the hotel.
Youtube Here we can find different videos of the hotel.
So in our plan we are going to develop new business lines that would reflect that vision and serve as our guideline going forward. With this as our vision, our goals are to increase revenue streams and enhance brand equity by forming strategic alliances with other service providers in the luxury marketplace to serve our base clientele as well as other luxury hotels and hospitality companies. http://www.hotelblog.es/internet_hotel_marketing/marketing-hotelero-de-exito-starwoodhotels-explica-sus-trucos/ http://www.westinpalacemadrid.com/rooms
b.1 El/la alumno/a ha descrito los elementos bรกsicos que conforman el plan de marketing para la empresa elegida en el punto a.1. Se deberรก incluir un ANร LISIS DAFO del hotel. DAFO Analysis of the Westin Palace Hotel -Strenghts Location : A lot of cultural attractions and shopping areas near The brand is popular Disability Accesible Facilities Parking Wellness center 3 Restaurant with a wide variety of food Spa High Speed Internet Addapted to different customers as business people,holidays,families,couples.. etc. Business center Beautiful views Luxury rooms with the best equipment One of the hotel with the best prices in the area Different lounges for the celebration of events and meetings Concierge staff Room service Working in ecological facilities Awards : 2016 Global Business Travel Association (GBTA) Project ICARUS Supplier Gold Medal 2015 TripAdvisor Certificate of Excellence For the hotel as well as La Rotonda. 2014 TripAdvisor GreenLeader Award: Bronze Level TripAdvisor Certificate of Excellence For the hotel as well as La Rotonda.
Awards : 2016 Global Business Travel Association (GBTA) Project ICARUS Supplier Gold Medal 2015 TripAdvisor Certificate of Excellence For the hotel as well as La Rotonda. 2014 TripAdvisor GreenLeader Award: Bronze Level TripAdvisor Certificate of Excellence For the hotel as well as La Rotonda.
-Weaknesses Very business oriented and not so much family oriented No special transportation shuttle The bad personal attention from our staff that can suffer a customer sometimes High prices in the most luxury rooms can be a weakness or a strenght as a symbol of quality.
-Opportunities Near from metro station and bus stops Near from the Triangle of Art of Madrid Located in an area with a vibrant nightlife Rising income of the tourism industry Madrid receive a lot of tourists -Threats : Late night noises from the street At busy times parking can be so busy Increasing competition
Marketing Plan The main elements of the marketing plan for the Westin Palace are : 1.Market research In this market research we are going to collect information about the -Hotel market The hotel market is growning and evolutioning each day. Spain is the second country of the world that receive more tourists each year, so if millions of tourists are going to visit our country, most of the are going to need accomodations that is our product. During the first half of 2014, 724 million euros was injected into the Spanish compared to 665 million euros in all of 2013. . During the first seven months of 2014, 36.3 million foreign tourists visited the country and spent 35 billion euros, both record highs. Why invest in the hotel market? Spain’s tourist industry is on an upward trajectory and brimming with optimism. So far, the figures for 2017 show a hike in numbers on 2016, which was already a record-breaking year. According to data gathered by the Deloitte consultancy firm, 67% of company directors within the sector believe 2017 will bring more tourists, higher hotel prices and improved services. Seventy executives from the sector were approached for the Deloitte survey – 58% managing hotels, 15% distribution, 13% transport and 14% miscellaneous. They said recreational and business tourism are areas that will experience as much or more growth than 2016. According to the survey, three, four and five star hotels are predicted to put their prices up by 10% on last year, which will increase turnover and revenue. “According to the National Institute of Statistics, (INE), last year’s occupancy grew by 3%, bringing it to 63%. The index of hotel prices also shows continual growth in all categories, with 10.5% year-on-year growth in the last two years,” says the report. Refurbishments and other improvements to hotels have influenced this upward trend: in 2016, the hotel sector attracted more than €2 billion in investment for the second consecutive year. Spain has shattered its own tourism record for the seventh year in a row: 75.3 million foreign visitors made their way to the country in 2016. That’s 7.2 million more than in 2015, for a rise of 9.9%, according to early figures from Spain’s Energy and Tourism Ministry. The lion’s share of foreign visitors to Spain came from the UK, France, and Germany. A total of 16.9 million Brits made their way to Spain last year, 12.3% more than a year earlier, evidencing that Brexit is not denting visitor numbers at all. We want to invest in onlin booking, so doing a research we cheack that the percentage of hotel online bookings keep growning each year.
-Seasonality
In summer, is the season where we are going to have more incomes, so we have to do special marketing and make special packages and promotions for all of these customers that are goint to be interested in our product in these months.
2. Target Market Geographical segmentation Domestic tourism : Spanish customers that are going to use our product. International tourism : International customers. Some of the most importants customers come from UK, France and Germany. Demographical segmentation
-Age : Children, Teenaged, Middle-aged and Older population -Sex : Male or Female -Size of family : Affects to the size of our packaging -Income level : Our consumers are grouped in three categories: high, middle and low income. -Occupation -Marital status - Company : On vacation alone ,On vacation with the family ,On vacation with friends.
-Psychographic segmentation : -Interests : community, family, interests.. -Activities : hobbies, entertainments -Opinions : social issues, politics, economics.. -Lifestyle -Motives/ Reasons of travel : The customers can travel for differents reasons like : Comfort, Cultural tourism, Business Tourism, Health Tourism, Leisure Tourism, Green and Rural Tourism, Sun and Sand Tourism, Sports Tourism, Spa Holiday… Other way of group them is : -‘Standar customers’ : They are going to spend money in our hotel but they want the basic facilities in a luxury environment, but without paying so much. -‘Luxury customers’ : They want the best quality and the best services and products that we can offer them -Families : Deserve special packages and promotion -Business people : They can find executive rooms in our hotel with the equipment that they need for work -Active people : We have a Fitness Center in the hotel -Leisure/Fun : We can provide them different services and recreational activities -Health : Our hotel offer a spa and treatments. -Behavioral segmentation
We can analyse the frequency of travel of the potential customers, the special campaigns for special days for example San Valentin or the behaviour of the target when they share their experiences, both negative and positive. 3. Product
The Westin Palace is a luxury hotel, located at Centro in Madrid, Spain, in the heart of the city and near from a variety of cultural attractions like Neptuno fountain. Known for its hospitality since 1912, the iconic hotel is conveniently located in the ‘’Triangle of Art", within walking distance of the city's most prestigious museums: Prado, Thyssen and Reina Sofia Museums, among others. Because of its location in Las Letras neighbourhood, it is also the place to enjoy gastronomy, leisure and shopping in Madrid. Madrid is the capital of Spain and attracts a lot of tourists, so studying the market, we know that a lot of tourists are going to need accommodation. The hotel was developed by Belgian entrepreneur Georges Marquet by personal suggestion of Alfonso XIII, and the building involved a new material: reinforced concrete. It was constructed over a period of eighteen months, and opened to the public on 12 September 1912. At the time of its construction, the Hotel Palace was the largest hotel in Europe. The hotel is currently part of the Westin hotel chain, part of Starwood Hotels and Resorts Worldwide. Facilities of the hotel include : 3 restaurants and 1 Bar Museum, 24 hours free fitness center, meeting rooms, wellbeing center,parking, business center, service express, laundry, packaging service,beauty/barber shop… among others. 4. Competition Our main competitors are : -Villa Real Hotel: A luxury 5 star hotel located in Plaza de las Cortes, so is really near from our hotel. It includes 115 rooms and suites. - Ritz Hotel : A luxury 5 star hotel located in Plaza de la Lealtad with 167 rooms. -InterContinental Madrid Hotel : Is a luxury hotel that has been chosen Best Business Hotel in Madrid by readers of Global Finance magazine has 307 guest rooms (including 28 Suites), 17 conference rooms. - Villa Magna Hotel : A luxury hotel located on Paseo de la Castellana with 150 luxurious rooms and suites. All of these hotels can compite with us because they are luxury hotels but our hotel is which have the lower prices of all of these 5 star hotels, and the best relation quality-price.
The Westin Palace offers amazing views, and have something that distinguish it from the other hotels. Apart from all the luxury services that can offer the other hotels too, our hotel have 3 differents restaurants that offers types of food that the other hotels can’t offer. In our hotel we can find more variety of rooms, adapted to the different segmentes that we study in the target market and we develop a lot of special packages and offers that make our hotel highlight. The main cultural attractions that we can find near of our hotel are Puerta del Sol,Plaza Mayor,Retiro Park,Congreso de los Diputados,Correos,Fuente de la Cibeles and Puerta de Alcalá. 5. Mission Statement The misión statement of the Westin Palace is to provide outstanding accommodation facilities to our guests. Our hotel is focused in different groups of customers like families,business people, couples.. etc. We offer high quality rooms and food and beverage in our 3 different restaurants. Our mission is to completely delight and satisfy our guests. We are committed to making a difference every day; continually getting better to keep us the best. We will strive to understand our client and guest needs by listening to their requirements and responding in a competent, accurate and timely fashion. We will design and deliver our services and products to address their needs. In fact, we are committed to exceeding their expectations by surprising them with our ability to anticipate and fulfill their wishes. Some of our rules are : -Offer safety and security -Clean,comfortable rooms, bathrooms and publica reas. -Professional and polite staff - Adecuated maintenance of facilities and equipment’s of the hotel 6. Market Strategies The marketing and promotion strategies that we are going to use are : -Webpage of the hotel : Is the most important way of promotion with direct booking and direct selling. -Blogs : It attracts more qualified customers and sharing the blog articles in our webpage and the social media, the customers will have to visit the website t oread the blog article. -Social networks : Social networks connect us with a world of potential customers that can view the product from a different perspective. -Mobile apps : . We have to develop a mobile app because nowadays the potential customers spend a lot of time ussing mobile apps, so create a useful and loyal app is a convenient, userfriendly and personalized option. -Direct marketing : TV, email, letters,brochures,flyers
-Customer Relationship Management -Training programms : To increase awareness. -Contests : The idea is to promote our brand and the logo and name in front of the public rather than make money through a hard-sell campaign. People like to win prizes. Sponsoring contests can bring attention to our product without company overtness. -Customer Referral Incentive Program : With free products,big discounts and cash rewards. - Trade shows : A good place to promote our hotel could be FITUR, one of the most important Tourism Trade Shows. -Causes and Charity : Giving customers a sense of being a part of something larger simply by using products they might use anyway creates a win/win situation. We get the customers and the socially conscious image, the customers is goint to get our product with the sense of helping a cause. - Branded Promotional Gifts -Customer Appreciation Events - After-Sale Customer Surveys : For example, contacting our customers by telephone or throug mail after sale. 7. Pricing, Positioning and Branding
We develop the pricing of our hotel looking for information in different sources. First, we look for some information about how much spend the European tourists in the accommodations and we find that they spend on average of 135 euros in a day. We found this graphic about the spending power of the people who travel for leisure and recreational holidays and business professional customers that are some of the most important parts of our target market, and we set our prices with the euros that they use to spend.
Other important fact, is check the prices of some of the competitors. -Villa Real Hotel
-Ritz Hotel
-Intercontinental Hotel
After look for this information we decid to use this pricing strategies for the different rooms -Pricing at a Premium : For our best room with the most luxury equipment we are going to sets costs higher than our competitors. In the early days maybe we are going to lose money,but the customers are going to have the sense that they are buying the best service, that’s a value perception. - Pricing for Market Penetration : For the rooms with the basic equipment but in a luxury atmosphere, we are going to attract customers offering lower or the same prices that they are going to find in our competitors. Some strategies of positioning and branding that we develop are : -Offer the best prices in our website, without intermediaries. -Offer special packages and discounts that the customer only can fin in our website - When the customers look for information about our page, the first website that is going to appear is the website of the hotel - Quality Positioning Strategy : We are going to focus in a quality strategy as way of differentiation from the competitors, with the best experience before, during and after the stay in the hotel. - Flexibility Positioning Strategy : Is another way of differenciate ourselves from the competitors. With this strategy we are able to produce a wide variety of products, introduce new products or modify old products to respond to the different needs of our customers. 8. Budget -Maintenance of the hotel : 500.000 euros -Develop and equipment a ecological room : 5.000 euros -Branding : 12.000 euros -Website : 10.000 euros -Social Media : 9.000 euros -Advertising : 15.000 euros -Content : 2.000 euros -Events : 5.000 euros
-Saved money for special cases : 10.000 euros Our budget is going to bea total of 566.000 euros 9. Marketing Goals
-Offer the best prices in our website -Develop a mobile app for January of 2018. -Add a ecological service for December of 2017. -Build trust with our customers -Ilustrate benefits each day 30 of each month -Overcome objections in a 100% -Attract at least 5 strategic partners that help us with the promotion -Develop at least 2 new business ideas that can attract different customers. -Build reputation with search engines being the number one of the searchs online -Sell the 80% of our rooms online. -Customer's satisfaction.
10. Monitor The Results We search opinions on the Internet
-We check the visits in our website and the number of bookings made trough this way -We check our incomes and we can see if our marketing campaigns are effective -Surveys of satisfaction of the customers that stay in the hotel
http://study.com/academy/lesson/positioning-strategy-definition-examples.html http://www.copyblogger.com/content-marketing-goals/
http://www.100plandenegocios.com/ejemplo-de-plan-de-negocios-para-hotel
c.1 El/la alumno/a ha valorado la importancia del plan de marketing para la empresa elegida en el punto a.1. We develop a marketing plan for two years and we include a set of decisions about what the hotel wants to achieve and how its going to achieve it. There are many benefits of using a marketing plan for our company. First, a marketing plan makes that everyone in our company has a clear image of the goals and all the employees can actively be part of achieving that goal. This eliminates confusion and misunderstandings and coordinates the resources of the company. Our marketing plan presents an analysis of where the company is now, where we want to go and how to get there, that help us to know how to develop our strategies. The marketing plan helps the hotel to take advantage of potential growth markets and other new marketing opportunities and demand problems during low-season periods. These very much affect the profitability of the hotel and therefore having a marketing plan, even though it does not guarantee success, it eliminates many risks as well as makes the company more prepared and less vulnerable There are certain daily challenges that we as hoteliers, must inevitably face. These include renting rooms, satisfying guest demands, and achieving business goals. Such business goals should not come into being randomly or just by gut feelings, so our marketing plan is our guide to face these challenges. The market research helps the hotel to identify opportunities in the marketplace, for example the location, and the market information helps us to identificate if the marketplace is saturated with the type of service that we are offering. The market research uncovers and identifies potential problems. It's important to know, for later comparisons, the position of our business at particular moments in time. Ongoing market research allows the industry to make comparisons against benchmark measurements as well as chart of progress between research intervals (such as successive annual surveys). It helps our company in developing and modifying marketing and sales planning and help us to plan how to attract and retain customers, the most crucial aspect of a business. It determines demand for product,aids in design of products that fulfil consumers needs,outlines measures for generating the cash for daily operation, to repay debts and to turn a profit and allows for test to see if strategies are giving the desired results It help us to structure and shape the proposed marketing programmes and activities of the organisation. Success depends on a lot of things, but when you having information about a particular market segment, a geographic area, or customer preferences, we are going to be better prepared to make the decisions that can make or break our business. https://www.ukessays.com/essays/tourism/marketing-plan-for-hospitality-and-tourismindustry-tourism-essay.php http://www.customer-alliance.com/en/articles/hotel-marketing-plan-2/
d.1 El/la alumno/a ha elegido un plan de marketing de otra empresa turĂstica de similares caracterĂsticas a la elegida en el punto a.1 como referencia para su plan de marketing.
How to succesfully open a hotel : The Martin Soler Way
Martin Soler and his team WIHP mastermind some of the most succesful hotel openings in Europe,such as Hotel Sevel. The focus of this article will be the marketing approach he uses during the crucial months surrounding a hotel opening. Know your purpose Clarify what are you trying to achieve with your pre-opening marketing.Defininf your brand positioning is critical during the early stages of planning. Your brand positioning will affectt the messaging and tactics you use at each step Showcase the designer Design plays a huge role for the hotels that Martin typically works with. For many hotels, the link between design and revenue is closer than it may appear. The reality is that if you have a unique product, the chances of people talking about your brand increase dramatically. Great design always generates more buzz. Martin believes that at least 40% of a hotel’s marketing value comes from its design. Because of this,he asks who the designer will be before taking on any hotel opening project. The bigger concept here is to showcase the inventors,artists,and builders behind the product.What makes your brand unique? Is it the concept?The way in which it was build? Each of these areas can play a role in differentiating your property,making it stand apart from the competition. Start early It takes time to build an engaged,authentic online community in order to have a substantial group of fans and followers by the time you open,starting to build this community early is important.
Martin tries to build online pre-opening buzz at least 6 months before opening. With Hotel Seven,this took the form of using Facebook as an exclusive content distribution channel.The community building approach you use will go back to the positioning goals for the brand,but getting an early start is beneficial regardless of plattform. Build a next-generation website Just as beginning to build an online community early is important,creating a compelling website as early ass possible,is important as well.For hotels,the website is their professional presentation,while social media acts as the more informal communication channel. Both channels play important roles that complement one another. A next-generation website is comprised of several key elements.Martin believes in the extensive use of photos and rich visuals.At the same time,the website must be fast and accesible on a wide range of devices. The hotel site needs to be social, integrated with many other relevant networks as possible. Guard first impressions While some social media agencies have experimented with showing construction in progress as a way to build pre-opening buzz,Martin typically advises against showing the work in progress.Showing an unfinished product could give your community the wrong first impression. Instead,the primary objective in the pre-opening phase should be to sell the dream of what property will look like.This is best done through building a prototype of your design or concept,and then realising previews of that. Use social media to get attention offline Hotels that generate a lot of buzz in social media tend to be covered by journalists writing stories for offline publications and traditional media.The media is always looking for stories that will interest their audience.If a blog post is generating hundreds of tweets,for example, that indicated strong story potential. For this reason,Martin sees social media playing a key role in obtaining crucial media coverage during a hotel’s opening period Give away a lot of rooms Giving away room nghts is a key pre-opening strategy that Martin recommends.Letting journalist and bloggers stay in the rooms of a soon-to-be-opened hotel helps them experience the product,which is crucial for building early online buzz and back links. This strategy is not limited to journalists.The owner of Seven Hotel even gave away room nights to staff members and other key people involved in the project.Everyone had to experience what it was like to be a guest at the hotel so they could do a better job og selling it and providing service.
Whether you decide to give away rooms or not,they key lesson here is to involve as many media producers as possible in your project at the beginning.Generating some early buzz is crucial for building awareness and your web presence. Set up distribution partnerships Instead of viewing distributors as adversaries,Martin recommends setting up as many smart reseller partnership as you can.But there are two things to keep in mind as you set these deals up : 1.Make sure you only pay a commisision on reservations.Avoid websites that charge a large fee up front to list your hotel,unless you know they have the huge potential they are promising 2.Make sure you are generating enough direct bookings through your website.Marking 20% of sales through online travel agencies,but if 80% of bookings are coming through third parties,that could be a danger sign. Measure and track everything Martin and the team WIHP make a point of tracking a wide range of numbers : from the website traffic to social media activity to online reputation.Performance metrics are extremely important to guide the direction you take during the hotel opening process.Don’t be afraid to abandon whole sections of your strategy if you see it isn’t bringing qualified visitors that buy room nights. If you can’t measure it,you can’t track it and if you can’t track it, you can’t manage it.
d.2 El/la alumno/a ha comparado las similitudes del plan de marketing para su empresa y el plan de marketing elegido en el punto d.1 We are goint to compare the main elements of the marketing plan of Martin Soler with the marketing plan of our hotel. -“Know your purpose” Martin says that is really important to know the purpose of our product, and then the positioning and the branding of it. In our marketing plan we do a market research too, checking if the sector is profitable or not,studying the competitors.. etc In our marketing plan we define our purpose, that is offering a luxury service of accommodation, we positioning in this market and develop branding strategies too. -“Showcase the designer” The design of the hotel is one important part of our product in our marketing plan too. The design of our hotel transmits to the customers a luxury atmosphere that is what they are paying for. The hotel is located in a privilegiated area, that is a good point for us too. One of the thing that differenciate us, is that the hotel offer one of the most beautiful views of Madrid . Inside the hote we can find a luxury design too, with completely equipment rooms and a wide variety of services. -“Start early” Our hotel was already created, but a way of using this Martin Soler strategy in our marketing plan is with special promos in determinated period of the years. For example, we know that in Christmas we are going to receive more customers so in our marketing plan we develop a promotional strategy 3 o 4 months before this period, so we have time to check mistakes or change something. -“Build a next-generation website” In our marketing plan we give a lot of importance about build a website too. We develop a quality website,well structured, with all the information that the customers are going to look for about our services and facilities. The website is for us, our professional presentation, where we offer the best prices, and the special packages and promotions that the customer can find in the intermediaries. So the website of our hotel is one of the hey elements of our comercial plan. Guard first impressions Our hotel was already opened so it can’t be compared to our marketing plan. But if we are developing a new product or package in our marketing plan, we are not going to promote it until the develop of it is ended too, because we can show any mistake. Use social media to get attention offline The social media is an important part of our marketing plan too. We use the social networks to promote our product and get information about the prices,new services... We have more than 2.000 followers in some of our social networks, so include when we are not posting anything about our product, can be potential customers checking our social media
and sharing opinions among other things. If we post something innovative maybe we can be a trending topic and the journalists are going to talk about our product. Give away a lot of rooms We don’t include it in our marketing plan, but we are developing the construction of a new green room, so we can try this strategy when we finish the construction of the room, and check if it is profitable and comfortable for the customers. Set up distribution partnerships We set up different distribution partnerships in our marketing plan with different intermediaries like Booking, Agoda, Hotels.com,TripAdvisor.. etc. But we make sure too that the 80% of our bookings are coming through our main official website. Measure and track everything A part of our marketing plan is monitor the results, some of our strategies are with surveys of the customers that stay in our hotel or looking for information in different websites and intermediaries where the customers that have already use our product share opinions and critics. It help us to know what are we doing bad in our marketing plan and what we have to change.
e.1 El/la alumno/a ha identificado los principales factores del entorno con incidencia en su plan de marketing. The main 6 factors that we can find are : - Competition: As we analyse in our marketing plan, our competitors are the hotel that we can find near from our hotel and that offer similar services and prices.Our hotel don’t have a direct influence on them, but we must make a research of their activities that will help us with our strategies. - Governmental policies: It refers to the laws and legality that affect our hotel, like restrictions in the importation in some products that maybe we can need to develop some of our services. -Natural forces: That’s about the physical environment, for example if a tourist is coming to Spain to do sun and sand tourism they are going to come in a sunny day, and not a rainy day. this refers to the physical environment, it comprises of the available or lacks of natural resources that can vacillated or hinder your production output. -Social and cultural forces: The structure and dynamics of the customer and their behaviours,believes,lifestyles.. etc. These elements help us to develop our marketing strategy. - Demographic factors: Such as age, sex, marital status, occupation, family size etc. Demography is uncontrollable but accurate forecast of it goes a long way to enabling the hotel as a marketer forecast future trend and consumptions of your product. -Technological changes : Nowadays, is one of the most important. It affects to the kind of product that we can offer, we have to adapt to the changes and offer the most innovative.
Apart of that, we can find another important factors : -Economic : The economy affects our hotel in terms of taxation, goverment spending,general demand,interst rates,exchange rates and European and global economic factors. -Ethical : What is regarded as morally right or wrong for our business. -Consumer trends : We have to adap our product to the different trends that appear each day and the different new needs that the customers are developing. -Is important to staying ahead of rising energy costs -Nowadays,the customer requires green practices in the accommodation, a sustainable hotel is a factor of buying decision of a lot of customers.
f.1 El/la alumno/a ha analizado la competencia y el potencial de mercado en su plan de marketing. Main competitors of the Westin Palace : -Ritz Hotel Is a luxury 5 star hotel with 137 rooms and 30 suites located in Plaza de la Lealtad.
We check the website and comparing it to the website of our hotel, the website of the Ritz Hotel is not really good organised. For example, we can find the special packages that they offer but the services and the facilities of the hotel are not included in their oficial webpage. When a customer check the webpage of a hotel, some of the most important thing that he want to find are the services and facilities of the hotel, so they can see if it satisfy their needs. So, if the website of the Ritz Hotel doesn’t include that information, it can be a competitive advantage for us because the website of our hotel include all our services and facilities.
If we check the prices, we see that the prices are higger than the prices of the rooms of our hotel. If we compare the rooms, apart of that, we see that the hotes of our rooms have a better equipment and offers more quality and facilities in the rooms. That is another competitive advantage for us. Our hotel offer better rooms,more variety in the types of rooms and suites, and all our prices are cheaper.
One good thing about the hotel is that they do a great segmentation. If we check the offers and packages, we can see that are adapted to differents target markets for example art experiences,family experiences, special suites for people who want to spend more money..etc
About the search engines,we check that when you look for Ritz hotel 2 of the 3 first websites that appear are the oficial website of the hotel, that is a good point.
-Villa Real Hotel Is A luxury 5 star hotel with 115 rooms and suites located in Plaza de las Cortes.
The website of this hotel is effective and have a good distribution, for the customers is easy to get the information that they are looking for.
We check the packages and the services that they offer and we realised that they don’t do a complete market segmentation. They offer breakfast or food packages, but they don’t offer any product for families,business people among others. The gym of the hotel is very simple while the gym of the Westing Palace is a really equipment and luxury Fitness Center.
But one competitive advantage of the hotel is that they offer a rental car service, and a shuttle bus that tahe the customers to the airport. The customers can’t find these services in our hotel,so in this aspect the Villa Real Hotel is winning.
The prices of the rooms are very similar than the prices in our hotel, maybe about 7-8 euros cheaper, but the rooms of our hotel have a best equipment, the size is bigger and we can offer better characteristics, for example we have best views.
Finally, in the research enginess, when you look for information about the prices of the rooms the first websites that appear are intermediaries like Booking,Kayak,TripAdvisor..instead of the oficial webpage of the hotel. That is a disadvantage because if the customers are looking for information and the first websites that appear are the intermediaries they are going to visit this place first instead the webpafe of the Villa Real Hotel.
-Villa Magna Hotel Is a luxury hotel located on Paseo de la Castellana with 150 luxurious rooms and suites.
The webpage of the hotel is a really good strategy, is really explicit and the customers can find all the information that they want to know, all the services and facilities that they offer are good explained, the design of the webpage and the photos included are great too and visual attractive.
About the rooms, they offer a wide variety and the equipment and facilities of each room is really similar to that we offer in the Westin Palace hotel. But if we check the prices,for example the most basic room of this hotel is 350 euros while in our hotel is about 170 euros. So the price of the rooms can be a competitive disadvantage of this hotel.
They do a really good target market segmentation,because they offer services for a wide variety of target markets that can come to the hotel, that is a really good advantage. They offer a business center,special activities for kids and families,a well equiped wellness center and a fitness club,a boutique, and some interesting services that our hotel don’t offer like airport transfer.
Finally, when when look for information about the hotel in the search engines the first website that appears is the webpage of the hotel, and the next websites are the intermediaries, so is an adventage of the hotel
-InterContinental Madrid Hotel : Is a luxury hotel located in Paseo de la Castellana with 307 rooms,28 suites and 17 conference rooms .
The webpage of this hotel is really good, is clear, well organised and is easy to look for all the information about the facilities and the services of the hotel. A good point of the webpage is an interesting introduction talking about the history of the hotel (that can a cultural factor attraction) and the awards that the hotel receive, to give a image of quality to the webpage.
Comparing the rooms and the prices with our hotel, the rooms of these hotel are most expensive than our hotel. They offer less amenities and services too, but have a good equipment specially for business people
About the services of the hotel, they do a god market segmentation and offer services for different segments. We can find a business center, a wellness centera,special packages for families.. One advantage that this hotel offer is that it was declared Best Business Hotel in Madrid.An important target market of our hotel is the business people, so this hotel can offer better services in this market than our hotel.
The research engines show us that when you look for information about this hotel, the first website that appears is the webpage of the hotel and then, the intermediaries, so is a competitive advantage.
Potential Market According to a Recent Market research report published by Transparency Market Research, the global hotels market is estimated to expand at a CAGR of 4.0% during the period between 2015 and 2021. projects this market to be worth US$702.74 bn by 2021. The overall market stood at a valuation of US$534.02 bn in 2014. The global luxury travel market recorded strong growth in 2011–2012, after a significant decline in 2009 and modest recovery in 2010. One of the key drivers of this growth was the increasing number of high net worth individuals (HNWIs) globally, primarily in the BRIC countries. This growth in global luxury travel is expected to continue over the forecast period to 2017. So,the hotel industry and the global luxury trave keeps growning that is an important opportunity for our hotel, if the tourism continues growning maybe we can reach a 100% of the benefits selling all the products of our accommodation.
http://www.hotelvillareal.com/en/the-hotel/ http://www.villamagna.es/es/index.html http://www.mandarinoriental.com/ritzmadrid/ http://madrid.intercontinental.com/en/
g.1 El/la alumno/a ha definido objetivos y estrategias para conseguir dichos objetivos de una manera clara en suplan de marketing. -Financial Growth : Increase a 10% our annually sales. To increase our financial growth, some of the stategies that we are going to follow are : Offer more discounts and special packages Do a better market segmentation, and see if we forget any segment and develop new products for it Do a better promotion in the social media Held customer appreciation events, so they can see that are important for us. - Financial Efficiency: To decrease expenses by 5%. Check the bills and see if there are something that we can change to save money Investigate new channels of distribution cheaper than that we use -Get that the customers make the 80 % of their booking in our official webpage To achieve this goal, the strategy that we follow is putt the- better prices and the special packages and promotions in our webpage. Other strategy is that when the cutomer look for information about our hotel in the internet, the first websites places that are going to appear are official places of our hotel,instead of intermediares. Develop a direct and easy way of booking in the webpage -Develop one mobile app for our hotel To develop a mobile app of our hotel the first strategy that we are going to do is a market research, checking the trends Check if the competitors have a mobile app and how is it Make a planning for the develop of the app Develop a budget
-Develop a project of construction of an ecological area Do a market research to know if there are enough customers that would like a green area Develop a budget Look for examples in other hotels and check if it is a profitability option
- Ilustrate benefits each day 30 of each month At the end of each month, we have to valorate the benefits, checking how much are our incomes,our expenses , with graphics and comparing with the other months. It help us to know if our is efficient.
- Attract at least 5 strategic partners that help us with the promotion We can held special events in our hotel and request the company of some important people, that are going to use our accommodation. For example,when we finish the construction of the green space that we are developing, we can held a special event to inaugurate it and invite the mayor of Madrid. After the mayor comes to our hotel, maybe he is going to talk about positive aspects of our hotel, that will help us to promote a quality service
g.2 El/la alumno/a ha definido los recursos necesarios para conseguir lo recogido en el punto g.1.
Financial Growth : Increase a 10% our annually sales. -4.000 euros to invest in promotion in the social media,website and different campaigns of advertising (print,radio, TV,direct mail..) -5.000 euros to investigate the market and develop strategies for new products -2.000 euros to held customer appreciation events and provide them gifts,food and beverages‌ etc Total : 11.000 euros - Financial Efficiency: To decrease expenses by 5%. -10.000 euros to contract new staff to investigate our incomes,check the bills and develop strategies for save money -5.000 euros to investigate and develop strategies for new distribution channels Total : 15.000 euros
-Get that the customers make the 80 % of their booking in our official webpage -5.000 euros paying for appears the first in the search enginess -2.000 euros to develop special promotions and packages only in the website - 2.000 euros in contract staff that check the design of our website Total : 9.000 euros
-Develop one mobile app for our hotel -2.000 euros to do a market research -10.000 for the develop of the app -3.000 euros for staff that help us to investigate and develop strategies -5.000 euros for the promotion -2.000 euros for a special campaign of a free night in the hotel for the first 20 customers that download our app Total : 17.000 euros
-Develop a project of construction of an ecological area -15.000 euros for the materials that we are going to need to build this space - 20.000 euros for the equipment that we are going to need to decorate this space -5.000 euros for the staff that is going to colaborate in the construction -2.000 euros for a market research and check the competitors -3.000 euros to held an special event in our hotel to inagurate this new space -4.000 euros for a special campaign promotion of our new facilities Total : 49.000 euros
- Ilustrate benefits each day 30 of each month -2.000 euros for contract staff that check the benefits and the incomes -500 euros for business material (paper,pencils..) Total : 2.500 euros
. - Attract at least 5 strategic partners that help us with the promotion -10.000 euros to held formal events in our hotel including catering, an orquest, -3.000 euros to contract additional staff for the event -1.000 euros for special gifts for the customers and the strategic partner Total : 14.000 euros
h.1 El/la alumno/a ha realizado un plan de acciรณn claro con estrategias y tรกcticas claras.
i.1 El/la alumno/a ha establecido mecanismos de control y de calidad en su plan de marketing.
Some of the quality controls that we develop in our marketing plan are : - Competence : We must check the experience and qualifications of our staff to see if they are effective or not, if their knowledge is not enough we can teaching them some things. We can check other things like the motivation or the team spirit, and we can motive them with incentives, so they are going to work better. -Customer feedback : With surveys or checking opinions in the different websites. We can ask them some specific questions about our marketing plan or our services,and after that we can addapt our product. For example, if we offer a special room with a sauna inside, but the customers don’t use the sauna maybe we must choose other option. -Target market sales : We can check the most important target market that use our product, and check the emergent market that can appear . If a new market appear we have to adapt our product, and if we see that it is profitable we can introduce new strategies and services. Other example, if we see that we invest a lot of money in business people, but there isn’t enough customers of this type that use our product, maybe we must invest in a different market segment. -Budgeting : Is the balance between the costs of marketing and the incomes. If we see that the budget that we use in our planing make us lose money, we have to change it for the next year and put higger prices or invest in new strategies to stop losing money. -Market share : It helps us to know the position of our hotel in the market, and if for example 500 tourists use the accommodations of Madrid one night, how much of these tourists use our accommodation services.
Other examples of quality controls that affects to our hotel and can help us to check if our strategies work are :
Control charts
Determine process control status; maintain statistical control.
Pareto diagram
Select most promising opportunities for improvement. Rank-order problems.
Histogram
Group data and display graphically. Visually evaluate empirical distribution of process.
Scatter diagram
Display change in one variable as another variable changes.
Flow chart
Organize information about a process in a graphical manner. Show how inputs combine to create outputs.
Cause and effect diagrams
Display all possible causes of a particular problem in an organized graphical fashion.
Check sheet
Delineate important items and characteristics, direct attention to them and verify they were evaluated.
Design of experiments
Proactively improve processes by evaluating the effect of carefully planned and controlled changes to input variables
http://asq.org/learn-about-quality/seven-basic-quality-tools/overview/overview.html
j.1 El/la alumno/a ha valorado las implicaciones medioambientales de la implementación de su plan de marketing. - Competition: Starting with the competition, our hotel can highlight from the hotels that surround us. We offer similar services, but our hotel offer the best prices adapted to the target market . We have the wide variety of rooms with different services for each other, one of the better gastronomy in the area and some special services like meeting rooms or special launges that the other hotels can’t offer. - Governmental policies: Our hotel don’t have to solve any problem with the governmental policies,because there isn’t any law that affects to the product that we want to offer. If we need to import any restriction product, we will try to find other posibility. -Natural forces : We can’t controlate the natural forces but we can try to adapted our product.We Know that the best weather is in the months of summer, and is the time of the year that attracts more customers, so we can adapt offering special packages and offers for this months. Other example,if it is a rainy day all the plans that the tourists are goint to have in the city these day are going to fail, so we can offer an additional service. These rainy days the customers maybe are not going to go outside so we can programm different activities in the hotel like cinema or a cultural event inside the hotel. -Social and cultural forces: With the target markets that we study in the marketing plan, we develop different options for the customers that are going to using ur product with different behaviours or lifestyles, among other things. We offer leisure options, sport and wellness center for these people that care about their health and that have an active lifestyle, romantic packages for couples that looking for some privacy, family activities and packages..etc. - Demographic factors: We can make a differentiation in the product that we offer to the different groups of age, sex or marital status with services that can’t satisfy their different needs. The family size or the number of people that are going to use our product are important factors too,because depending of the number we can do bigger or smaller packages, and when more people are going to use our product the offer that we can make to them is going to be better. -Technological changes : We adapt our product to the technological changes in different ways. To start we include technological facilities in our hotel like free wifi, computers for business people,telephone in the rooms..etc. To promote our product, we study the trends in the online marketing and we adapt our strategies. We use some of the main options like website,social networks, mobile apps,blogs.. If a new social network or a new way of promotion online appears, we should develop a new strategy to be always updated.
-Economic : Depending of the factors that affects to our hotel like taxation or government spending we can decide the prices of our product, so we don’t lose money The economy affects to the buyin decisions of the customers too, if Spain is in a economic crisis we must put cheaper prices if we don’t want to lose all our customers, but if the country is in a good way for the general economy we can adapt our prices too. -Ethical : Is difficul to adapt our product to this factor, because each person have a different morally values, so we must be polite and respectful with all the customers, and be clear and transparent in our policy of sales. -Consumer trends : Each day appear different trends and we have to adapt our hotel to it,for example if know all the competitors include a prívate jacuzzi in their rooms because the consumers demand it, we will have to put jacuzzis in our rooms too, if we don’t want that our potential customers choose the competitors. Another example, nowadays there are a lot of vegetarian people, and something most innovative, vegan people. If we see that there are enough vegetarian or vegan people to develop new strategies we should, a good option would be include a wide variety vegan menu and not only the typical salad that other places offer. -Is important to staying ahead of rising energy costs, and if we are spending so much money in this factor maybe we can think about other alternatives like solar panels, that at first is really expensive but in the future we can save a lot of money. - Ecological factor is on the mind of a lot of customers, so we must develop some green practices in our hotel. We are working on the construction of a new room made with ecological materials.