Assessment 1 – The Sun Plaza Hotel

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Assessment 1 – The Sun Plaza Hotel

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.

    ......

    Assessment 1 – The Sun Plaza Hotel
    Last updated: Sep 2023

    Page 1

    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.

    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

    For this promotional marketing strategy, the expenses were calculated to cost about $27,700 just for safety purposes, the budget will be around $40,000 This is however only for 1…

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    Assessment 1 – The Sun Plaza Hotel
    Last updated: Sep 2023

    Page 2

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