Develop a Marketing Plan/Strategy
Executive Summary
The slogan at Gaza Hotel, Lounge, and Restaurant, “A whole new experience”, focuses on availing the guests of services more than just a Hotel. Our Restaurant features an outstanding European menu coupled with a touch of Indian influence in place with a cosy atmosphere. The menu of Gaza Lounge has inspiration from different cuisine specialities. The business appeals to a variety and extensive clientele. In addition to the regular menu, the Restaurant offers prix fixe dinner in a three-course fashion; business lunch is also provided with the same offer. The marketing strategy focuses on delivering quality services and a rich menu at affordable prices. This aims to get the customers to market the Hotel by word of mouth. The product mix includes food, drinks, and hotel rooms. The promotion that the business will major in is personalized emails and messages. Other media, such as television and radio, will be used.
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The Challenge
The guests who visit our Restaurant get the best service values in the Notown market. The Restaurant not only offers a stay-in just outside the business district, but it also has multiple amenities throughout the Restaurant. The design for the Restaurant features drawings and paintings from notable artists. Every month, the Restaurant showcases an upcoming artist and their corresponding work of art. The objective of this is to allow the artists around the community to show their talent and work and to create an atmosphere that is exciting and friendly. Unique invitations will be sent before the talent show by the artist to attract more customers and newspersons. Only the lounge will be used for this event so that the Restaurant’s activities are not disrupted; people can still sit and relax. Those are some of the services offered in Gaza Lounge and Restaurant that make it unique.
Some strategies the Restaurant will leverage are as follows: when all bars and restaurants are closed on Mondays, the Gaza restaurant will have a Restaurant Night. Here the owners of other restaurants and their employees can come and socialize on the night off; the effect will be a sense of community in the local industry. The Restaurant will also feature a memorable evening for wine tasting, and it will be a five-course meal that will feature new wines that willing distributors will sponsor. Customers may come out and learn about food and wine during this event.
Sales figures that are targeted by the end of the year are as follows:
| Item | Amount | Type |
| Sales from food | $5000 | Income |
| Sales from drinks | $3000 | Income |
| Cocktail Sales | $1000 | Income |
| Sales form booked rooms | $5000 | Income |
| Tips | $500 | Income |
Situation Analysis
Company Analysis
Goals
Gaza Hotel, Lounge, and Restaurant offer value and benefits to its clients that are over and above the market standards and at affordable rates. The Hotel aims to provide the guests and customers with exemplary personalized service. The Hotel and Lounge seek to give the customers a level of recognition that they can always rely upon. The customers are provided with a luxurious and relaxed environment where they can carry out their different tasks.
The environment of Gaza Hotel is more significant and personalized, unlike our competitors. Gaza Hotel aims to make the customers aware that they can develop a fruitful relationship with the Hotel to make their time and stay better, reliable, have plenty of support and have value for money. Because the Hotel operates in an environment with a strong sense of community, it aims to stay the society’s integral part.
Focus
Our business focuses on the slogan “A whole new experience” to avail our guests of services more than just a restaurant. Our Restaurant features an outstanding European menu coupled with a touch of Indian influence in place with a cosy atmosphere. The menu of Gaza Lounge has inspiration from different cuisine specialities. The business focuses on appealing to a variety and extensive clientele. In addition to the regular menu, the Restaurant offers prix fixe dinner in a three-course fashion and a business lunch with the same offer.
Culture
The culture at Gaza Hotel, Lounge, and Restaurant is a communal culture which appreciates hard work and art. Such can be seen in the restaurant design, which features drawings and paintings by notable artists. Every month, the Restaurant showcases an upcoming artist and their corresponding work of art. The objective of this is to allow the artists around the community to show their talent and work and to create an atmosphere that is exciting and friendly. Before the talent show by the artist, unique invitations are sent to attract more customers and newspersons. This event is hosted strictly in the lounge so that the Restaurant’s activities are not disrupted; other uninterested customers can still sit and relax.
Strengths
Our Hotel has multiple strengths, some of which include the following:
- Competitive edge in the menu, the environment and the Chef (Wagner, 2018).
- Good Service in a friendly place
- Local and international menu with fresh ingredients.
- An elegant and comfortable environment with warm and relaxing decor.
- Proper management and satisfactory service.
- Online ordering and delivery capability of the Restaurant.
- Classy hotel rooms with exceptional service delivery at affordable prices.
Weaknesses
Like with any business, Gaza Hotel is not without its weaknesses, which include:
- The possibility of poor service by some staff.
- Inadequate training of the employees, some may not know how to attend to tables.
- Inconsistent supply may cause menu items to be unavailable.
- Possible disadvantages due to no economies of scale.
Market Share (Mplans, 2016)
| Variable | 2015 | 2016 | 2017 | |
| Revenue from Industry | $100,000,000 | $110,000,000 | $115,000,000 | |
| Gaza Hotel Market Share | 0.2% | 0.2% | 0.3% | |
| Revenue of Gaza Hotel | $20,000 | $22,000 | $34,500 | |
| Industry Variable Costs | $70,000,000 | $80,000,000 | $80,000,000 | |
| Gaza Hotel Variable Costs | $150,000 | $170,000 | $270,000 | |
| Industry Gross Contribution Margin | $30,000,000 | $30,000,000 | $35,000,000 | |
| Gaza Hotel Gross Contribution Margin | $50,000 | $50,000 | $75,000 | |
| Expenses incurred for Marketing | $30,000 | $35,000 | $65,000 | |
| Gaza Hotel Net Contribution Margin | $20,000 | $15,000 | $10,000 |
Customer Analysis
Many arguments and reasons have constantly been stated in support of customer analysis. Yet, most organizations fall victim to believing that they understand their customers since they interact with them daily. However, The reality is often different, as can be seen by how organizations are caught off guard when their major market sectors decline. Because of this, there is a genuine requirement for regular assessment and re-assessment of what the customers want, their satisfaction level, and the scope for creating new services and products that customers may wish to.
Gaza Hotel values its customer and carries out customer analysis. The average number of customers the Restaurant serves daily ranges between 80 and 100. Most of the customers are business persons, executives, and families. For hotel reservations, most customers are usually couples and their number ranges between 30 and 50 per day. The value drivers increase the quality of the services or goods that are provided by our business. The value drivers expected to hook the customer are exceptional customer service, the cuisine at the Restaurant, affordable costs and five-star treatment.
Most of the purchase decisions of customers are due to habit more than brand loyalty (Cuellar-Healy & Gomez, 2013). This is especially visible in the low-cost goods and services, such as the lunch Prix fix. Most of those staying at the Hotel do so due to the excellent customer service and loyalty to the brand. On some occasions, the buying decisions are due to a variety-seeking nature. The concentration of customers that purchase regularly is usually grown people, business executives, or families.
Competitor Analysis
Market Position
Some of the businesses that compete directly with Gaza Hotel are listed below:
Hilton, Notown, a five-star hotel which exerts a lot of pressure on Gaza Hotel
Glendale, Notown – these are furnished apartments which have about 10% better facilities than in Gaza
Hyatt Residence has five-star apartments with rates of almost 125 for Gaza Lounge.
| Growth and Share | |||
| Competitor | Price | Growth Rate | Market Share |
| Hilton | $106 | 5% | 21% |
| Glendale Apts | $106 | 5% | 6% |
| Hyatt Residence | $122 | 5% | 11% |
| Gaza Hotel | $106 | 7% | 22% |
| Average | $110.00 | 5.50% | 15.25% |
| Total | $440.00 | 22% | 61.00% |
Hilton, Notown Analysis
Strengths
The Hotel is evident from the interstate.
Have a complimentary hot breakfast buffet.
The Hotel has proximity to an international airport.
Has a strong convention and visitor bureau.
Weaknesses
Unavailability of meeting space.
The management of the Hotel is lax.
No company vehicle is available for the transportation of customer goods.
Opportunities
There is a new mall under construction a few miles from the Hotel
Threats
Road construction will cause the main highway to the Hotel to be closed.
The sporting event that takes place annually will move to a different city.
Another hotel is being constructed one mile closer to the airport.
Collaborators
Gaza Hotel, Lounge, and Restaurant will receive a subsidiary from the government for food expenses. The subsidiaries will be up to 20 per cent of the costs incurred. Being a hotel, we have ties with many distributors to keep our stocks fresh and available. The most valuable distributors are the grocery distributors since these need to be new to give the food the taste customers seek. Additionally, Gaza Hotel has joined forces with the Hilton Hotel to start an initiative of community development to see that the local communities have higher living standards.
Climate: PEST ANALYSIS
Political factors
The performance of Gaza Hotel partly depends on the political forces in its external environment. These are the effects of government action on a firm’s external environment. In our case, the political factors include:
- Complex policies on the environment (opportunity).
- Policies on animal rights (option).
- Political stability or significant markets (chance).
In the political dimension, Gaza Hotel has a chance to grow with little market disturbances. It can also improve its policies to surpass the policies in place.
Economic factors
This area of the PEST analysis focuses on the factors external to a firm that influences its economic viability. Gaza Lounge and Restaurant must align itself with the financial situation. The notable economic factors here include:
- The slow growth of the U.S. market (threat)
- A higher number of international trade agreements (opportunity).
- The fast growth of developing markets (opportunity)
Socio-cultural factors
This dimension focuses on the external cultural and social factors that might affect consumption patterns and employee behaviour. Such elements in the case of Gaza Hotel include:
- Rising demand for business social responsibility (opportunity)
- Trends in animal rights (threat)
- Environmentalism (opportunity)
Technological factors
This dimension of external business analysis focuses on how technology and technological innovations affect firms. The significant technical factors that affect our firm include:
- Increase the number of transactions in e-commerce(opportunity)
- Progressing levels of business process computerization (opportunity)
- The speedy pace of innovations (opportunity)
SWOT Analysis
SWOT Analysis
Market Segmentation
One of the integral parts of the marketing strategy at Gaza Hotel is targeting and positioning. Segmentation divides a population into different groups by different features, while targeting is when we select the identified groups from segmentation to sell our products. Positioning refers to choosing the market mix most suitable for a target customer segment (Appelroth, 2015). The product positioning that we should use should be adaptive to the changes. Our company periodically repositions its services and products to cater to any segment changes.
When the market is segmented, a large number of the customers fit the criteria that will be described below. Due to the airport, the customers that frequent Gaza Hotel are domestic and international. Most are between 25 and 45, and both genders are equally represented. The customers mainly come from urban areas. Business persons make up a significant portion of the customers. The level of loyalty varies, whereby international customers are the most loyal. The benefits that the customers seek are efficient prices, quality service and a rich menu. Reaching these customers requires proper marketing through personalized emails to inform them about offers. Another way to get them is through affiliate marketing.
Alternative Marketing Strategies
One strategy is to conduct customer analysis to ensure the successful implementation of the objectives. A statistical research survey will be able to identify factors that influence the buyers’ purchasing behaviour. This will ensure that the marketing strategy changes with the revolution of social status and buyer designs. A lot of focus must be placed on the behaviour of the buyer. Such market research focuses on specific questions to understand what the market wants or needs regarding what they want to buy, where they want to buy and when they want to buy. The study must focus on the many different segments of the target consumers. Everything that might influence the patterns of purchase will be considered. An influence on the purchase choice may not be the element itself but a more ample reason. When we understand their customers to a deeper level, we can strategically achieve our set objectives quite easily.
Selected Marketing Strategy
The strategy at Gaza Hotel will be simple. The intention is to succeed by giving the customers excellent food coupled with an appealing environment which will attract a variety of successful people. The quality of services and food will be of utmost importance. Increasing awareness in the surrounding communities will be the primary focus of the marketing strategy. All the tactics and marketing programs will be aimed at explaining who we are and what we are here to do. The standards at the Hotel will remain high to successfully attain marketing through word of mouth. The environment will be unbeatable, appealing, entertaining and with exceptional quality and affordable prices. The friendliness of the staff will be the talk of the town.
Marketing Mix
Product
The primary products of Gaza Hotel are food, drinks, and hotel rooms. The product mix of Gaza Hotel has the following product lines: chicken, cheeseburgers, beef, whiskey, wine, fries, desserts, coffee and soft drinks, and hotel rooms; we will expand our product mix with time by innovating new products to reach a more extensive customer base.
Price
Gaza Hotel offers affordable rates for its service, yet at the same time, not a very low process. The strategy used here is price bundling to promote the purchase of a package instead of single items. The bundled items, such as a night room and food, are cheaper for the entire stay.
Distribution
Currently, Gaza Hotel only has one branch but is projected to expand. We reach our customers directly. Another way to reach the customers is through an online ordering platform where customers around the neighbourhood can order food, which gets delivered for free.
Promotion
The tactics used by Gaza Hotel in the promotion include advertising, sales promotion, direct selling and public relations. The most notable promotional tactics are advertisements. The advertisement media we use include radio, TV, online, and print media. Occasionally we carry out sales promotions to attract customers to the Restaurant.
VIII. Short and Long-Term Projections
The short-term projection for the marketing strategy is to increase sales and attract customers to the business premises. The long-term goals are to develop an undisputable brand name that is rightfully earned and must stay. This will foresee many international customers coming to the Hotel. The customers of the class will also be attracted as a result. With continued growth, the Hotel has projections to open other branches.
Conclusion
Gaza Hotel, Lounge, and Restaurant has a robust strategy in the market and is likely to succeed due to its exceptional cuisine, rich menu and excellent customer service. The affordable prices offered are also part of the marketing strategies. Compared to its competitors, the business has a chance to succeed in the competitive market. Most of the Hotel’s clientele seeks to attract business persons, happy couples, singles, and families.
Similar Post: Adaptive Structures
References
Appelroth, E. (2015). Marketing plan for a restaurant. Retrieved from https://www.theseus.fi/bitstream/handle/10024/101013/Appelroth_Erica.pdf?sequence=2
Cuellar-Healy, S., & Gomez, M. (2013). Marketing Module 2: Customer Analysis (No. 186560). Cornell University, Department of Applied Economics and Management.
D’Alola, L. (2017). A Restaurant Industry SWOT Analysis. Retrieved from https://tdn2k.com/uncategorized/restaurant-industry-swot-analysis/
Mplans. (2016). Hotel Marketing Plan Riverview Hotel. Retrieved from https://www.mplans.com/hotel_marketing_plan/situation_analysis_fc.php
Wagner, N. (2018). Sample of a SWOT Analysis for a Restaurant. Retrieved from http://smallbusiness.chron.com/sample-swot-analysis-restaurant-73526.html
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Question 
Week 8 – Signature Assignment: Develop a Marketing Plan/Strategy
Assignment
Due August 5 at 11:59 PM
In this assignment, utilize the information from the previous weeks in the course. Develop a marketing strategy and plan based on the opportunity you identified earlier. As you develop the project, keep in mind that in addition to innovation in ideas, processes and products, innovation is needed in communication with the market. You should review the trends that are now referred to as Web 4.0.
Develop a Marketing Plan or Strategy
To complete this assignment, review the outline of a marketing plan found @ http://www.quickmba.com/marketing/plan/. The system explains what is included in each of the marketing plan sections.
Support your paper with a minimum of four (4) peer-reviewed articles published in the last five years. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.
Length: 10-12 pages, not including title page and references
Your response should demonstrate thoughtful consideration of the ideas and concepts presented in the course and provide new thoughts and insights relating directly to this topic. Your response should reflect scholarly writing and current APA standards.