1. Develop a Marketing Plan

When understand the internal and external business environments the hotel will be operating in, you are required to develop a marketing strategy for the hotel and a Marketing Plan that will manifest this strategy.

Your Marketing Plan will need to begin by detailing the internal and external business environments that you been researching.

Your Marketing Plan should then set out your marketing strategies for the hotel.

This should include new and innovative marketing approaches.

The marketing strategies should be consistent with direction and values of the company.

They should involve current and emerging marketing technologies and the opportunities they present.

The sustainability considerations, opportunities and constraints inherent in the marketing strategies should also be explained. In particular, those related to:

• The cultural and social sustainability of the marketing strategy
• The economic sustainability of the marketing initiatives

When the marketing strategies have been established, the marketing plan should have a detailed, realistic implementation plan and monitoring program. This should clearly describe the marketing activities that will need to be undertaken. For each activity, establish the following:

• Priorities (high, medium or low)
• Responsibilities
• Timelines
• Budgets
• Benchmarks

Use the Marketing Plan Template to guide your work.

You will be revising your Marketing Plan following a meeting with stakeholders, so save this version of the document as Draft Marketing Plan.

Marketing Plan

Introduction Describe the purpose and objectives of the plan.

Internal business environment Hotel details Establish the location and position of the hotel

Owners' business values Describe the owners' business values and what direction they want to take the business in

Core activities Describe what the business' core activities will be

Customer base Discuss who the hotel's customer base could be considering the marketing strategies that you will describe later in this plan.

Current and past marketing Identify any current and past marketing that has been carried out and how effective it has been

Business performance Review the business performance of the hotel owners to identify what its strengths, weaknesses and critical success factors were

Capabilities and resources Identify the business' current capabilities and resources

Specialist assistance Discuss whether specialist assistance will be required for specific tasks

Communication Describe what the company's current communication capabilities are

This document is Marketing Plan Template. It is part of the supporting resources for Assessment Task 2 of SITXMPR007.

Sydney City College of Management Pty Ltd RTO: 45203 CRICOS: 03620C Date Revision date Versio n Page 2 of 5

File Name: SITXMPR007 Student Assessment July 2022 July 2023 1.0 E-business Establish what the company's experience with e-business has been and how they envision this moving forward

Equipment Describe the company's experience with the equipment that will be required to run the hotel and what the staff skill levels are

Financial resources Summarise what the company's financial resources are

Hours of operation State what the hotel's hours of operation will be

Human resources Establish what human resources are available to run the hotel

External business environment State of the market The expected market growth or decline, including local, national and international factors. Cite your references

Risk factors Associated risk factors and how they could be mitigated.

Anticipated external changes Describe projected changes in the labour force, population and economic activity of the city that the hotel will be operating in. Cite your references

Competitors Analyse information on at least three market competitors

Trends Describe industry and customer trends and developments. Cite your references.

Emerging technology Describe emerging technologies and innovations that could be relevant for the hotel

This document is Marketing Plan Template. It is part of the supporting resources for Assessment Task 2 of SITXMPR007.

Sydney City College of Management Pty Ltd RTO: 45203 CRICOS: 03620C Date Revision date Versio n Page 3 of 5

File Name: SITXMPR007 Student Assessment July 2022 July 2023 1.0 Legal requirements Describe at least five legal requirements for the hotel's marketing activities, including at least one for each of the following: Australian consumer law Copyright and intellectual property considerations The relevant parts of the Privacy Act 1988 Any issues arising from the use of new technologies described above

Ethical requirements Describe at least three ethical requirements for the hotel

Resource sustainability and waste minimisation requirements Describe at least three sustainability requirements for the hotel

Potential business impacts Describe at least three potential business impacts for the owners. They should include at least one for each of the following: short, medium and long-term

Best practice Summarise best practice in hotel marketing and management

Industry techniques Discuss the marketing and distribution techniques specific to the hotel market

Marketing issues Identify the relevant marketing issues relevant to the hotel

Marketing opportunities Identify and analyse opportunities for the hotel based on the market analysis. At least two creative marketing opportunities should be identified.

This document is Marketing Plan Template. It is part of the supporting resources for Assessment Task 2 of SITXMPR007.

Sydney City College of Management Pty Ltd RTO: 45203 CRICOS: 03620C Date Revision date Versio n Page 4 of 5

File Name: SITXMPR007 Student Assessment July 2022 July 2023 1.0 Marketing strategies Describe your marketing strategies for the hotel. These should include: At least two new and innovative marketing approaches The use of at least two emerging marketing technologies and the opportunities they present

Describe how the marketing strategies are consistent with the company's direction and values.

Describe the cultural and social sustainability of the marketing strategies.

Describe the economic sustainability of the marketing strategies.