The Thistle Hotel
Gloucester Road
Cheltenham
GL51 0TS
Period of jut: 2011-2012
Executive Summary
This plan has been created to demo the development of merchandising techniques to improve unites at the Thistle hotel, from January to December 2011. The marketing plan will explain how the improvement of promotional techniques butt lead to a higher percentage of weddings being schedule throughout 2011, including the quiet months (October 2011-February 2012). Brief overviews of the external factors that may conflict upon the Thistle hotel during this period involve economic downfall, local competition, celebrity influences, the era of year, coinciding events, cost and staffing.
Internal factors that may impact upon the Thistle include finance, such as the cost of the wedding packages available. A bring forward issue is that the Thistle does not offer a dedicated wedding co-ordinator as standard to clients.
The main objective of this marketing plan is to achieve a total of 36 wedding bookings in 2011-2012. Throughout this marketing plan, there are proposed methods to ensure merging our main objective, for example a programme of Wedding Fayres has been created to examine this, APPENDIX #9.
Contents
circuit card of figures knave 3
rush statement rapscallion 4
Environmental Scanning rogue 5
Internal Environment scallywag 7
External Environment page 11
SWOT AnalysisPage 12
Marketing ObjectivesPage 13
Tar draw Marketing StrategyPage 14
Marketing Mix StrategyPage 18
Tactics and ProgrammesPage 22
Method EvaluationPage 23
ReferencesPage 24
AppendicesPage 26
Table of figures
Figure 1 SWOT Analysis
Figure 2 geographic and Demographic breakdown of the Target Market. Table adapted from Kotler et al, 2010:200.
Mission Statement
To maintain and improve upon an unforgettable wedding or additional event, with memorable service, superb food and a luxurious...If you want to get a full essay, order it on our website: Ordercustompaper.com
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