Assessment 1 – The Sun Plaza Hotel – pekkie

Assessment 1 – Sun Plaza Hotel

Part a

Risks

1.

SWOT Analysis

A) How can the Hotel leverage its strengths?

Increase partnerships

Increase Profit

Train staff

Increase advertising

Increase investment benefits

B) How can it eliminate / minimize its weaknesses?

Reduce the amount of younger customers

Inform the younger customers of what to expect

Give Customer offers and rewards to reduce impact of rising economy

Give winter specials to help reduce the drop of numbers in the winter months.

C) How can it exploit the Opportunities?

Invest in expansion to new markets

Target customers that are more mature and can afford to pay for more luxurious hotels.

Improve the quality of staff

Increase promotions and advertising

Try to increase investments

Increase rewards and prizes to increase repeat customers.

D) How can it deal with the treats?

Ensure that the market trends are identified and create ways of taking full advantage of the trends

Never forget about the current customer needs

Customer will always be the most important investors.

Treat customers as good as possible to make sure that they have the best chance of referring their friends, or returning themselves with a larger group of people.

Know the competitors every move and if possible plans for the future of their business. Once you can anticipate their moves, it is a lot easier to achieve a better strategy to gather more customers.

PlaceSun Plaza Hotel Group has more than 20 Hotels in many places in Australia. Its main goal is to increase the number of customers which will lead to an increase in the number of Hotels in Australia. Sun Plaza Hotel has the potential to grow into other markets around the world.

Promotion

The best way to promote a hotel would be through the internet. The internet has many websites which promote hotels and other accommodations. These websites can be anonymously reviewed or by professional. The hotels must be of high quality to satisfy the customers and make them give positive reviews.

Other ways are through discounts and promotional prices which will make customers happy.

Product The products that are available are actually the services of the Hotel. The rooms and services that the Hotel offers are of the highest quality available. The service staff are trained with professional programs and made sure that they are capable of satisfying all the customers.

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uct The products that are available are actually the services of the Hotel. The rooms and services that the Hotel offers are of the highest quality available. The service staff are trained with professional programs and made sure that they are capable of satisfying all the customers.

PriceThe price of the Sun Plaza Hotels vary from locations however they are considered to be expensive compared to other accommodations around the area. This is because the quality and service is world class and the Hotel strives of good quality. The price is well worth the extra luxurious experience that the Hotel offers over cheaper Hotels.

1. Promotional Strategies

Open Promotions – discounts

Closed Promotions – free breakfast

Offering companies promotions for their employees.

Website discounts

Anonymous Discount Websites

The target Market is for older mature business workers and High Class holiday customers. This means that the younger and less mature market should not be of concern to the marketing team.

2.

3.

Part D

PEST Analysis

Political

Environmental policies and rules

Tax policies

Contract Enforcement Law and Customer protection

Employment Laws

The political stability of a country

Economic

Growth or decline in the economy

Interest rates and monetary policies

The government spending their money in a controlled or uncontrolled manner

Unemployment

Inflation

Consumer Confidence

Social

Population growth

Age of population

Lifestyle changes

Education

Consumer Trends

Technological

Government research

New innovations and developments

Changes in resources.

IT system upgrade

Mission

Sun Plaza Hotel Group’s mission is

“to expand geographically, widen its customer segment & to provide quality accommodation in key business and tourist locations across Australia while maintaining its reputation for an exceptional personalized service”

This mission accurately describes the main goals and desires that Sun Plaza Hotel group wishes to achieve in the next few years. It means that Sun Plaza Hotel group is wishing to increase the number of sales and customers by making more hotels and more rooms available. Doing this can result in more buildings but the level of quality has lowered. Sun Plaza Hotel is trying not t let this happen.

Financial Planning

Budget

The budget would be $30,000 for the activities. The strategy was calculated to be about $25,000. Going over the budget will be due to unnecessary expenses which…

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