Concise Strategic Marketing Document for

HOTELS

Designed by: Uncle Ebo-TAYLOR BA/ECBA/MCIM/PMP

3 way approach to the business

• Pay attention to cross-cultural demands of prospects • Competitor monitoring within the hospitality industry • Trend analysis of holiday makers and corporate clients

Research

• Assist in the development of tailored-made products and services for clients and prospects

• Develop and implement productive customer service modules to boost customer acquisition and retentions

Product/Service Development

• Design, implement and monitor effective brand building plans to encourage top of mind awareness for Best Western Premier

• Use cost effective communication mediums to reach out

Communication &

Brand management

Marketing Mix Analysis

Product/Services 1. Ensure that products and services meet customer needs and demands 2. Advice on the use of modernized approach for service delivery 3. Develop products for some specific patrons; eg, honeymooners 4. Implement and monitor good customer service in all aspects: from welcome, room service, food & beverages etc..

Price

1. Offer the best competitive price within the competitions 2. Monitor and ensure that customers get value for money 3. Design special offers for selected periods; e.g., off-peak, 4. Special packages for conferences, strategic first-timers, loyal customers

Place 1. Market USP of the hotel to the corporate world including miners, bankers, professional bodies etc 2. Identify holiday makers 3. Solicit leisure patrons

Promotion 1. Use cost effective communication mediums; magazines, TV, radio, internet, billboards etc 2 Promote other facilities through events 3. Design in-house events for special occasions; Valentine’s Day, Mother’s Day, May Day, World Cup 2014 etc 4. Rewards for loyal customers on selected dates in the form of loyalty cards, discounted meals/drinks, souvenirs etc

Tel: (+233) 26 888 1234 E-mail: promoperf@gmail.com