Contemporary Hotel Marketing

CHM601 Assessment 2C Group Marketing Plan Due Week 10 Page 1 of 15

AssignmentTutorOnline

CHM601 Assessment 2C Group Marketing Plan Due Week 10 Page 2 of 15
Task Summary
Students in groups of no more than three (3) within a common tutorial, will be required to select ONE
hotel within the CBD of the city in which they are studying and prepare a 12-month marketing plan
that targets ONE market segment (choice of segments provided in this Brief).
The Structure and Content of a Marketing Plans will be workshopped in tutorials (Assessment 2A)
and a marketing plan template is included with this document. Tutorials will be critical in developing
your marketing plan so attendance as an active group member is essential. Please note
participation Weeks 4-7 and Wk 9 are critical to 10% of your mark.
Groups will be formed in Week 2 and all lecture content and tutorials will address elements that
comprise the final marketing plan.
Hotel choices must be determined collectively by the Group and advised as soon as possible to the
Learning Facilitator.
Your Target Market can be any of the following and needs to be appropriate to your hotel and its
product and services.
• MICE Market
• Millennial Traveller
• Ethical Traveller
• Family Travellers
• Bleisure Travellers
• Luxury Travellers
• Corporate Travellers
• Leisure Travellers
Context
Hospitality organisations prepare annual marketing plans for every Strategic Business Unit within their
operations. The ability to deliver ‘business ready’ marketing plans within a corporate context will be
integral to hospitality students industry knowledge and career advancement. This assessment will
move the student through each stage of the marketing planning, strategy development and plan
evaluation process, omitting only the requirement to provide a budget.
This process should advance students ability to identify, source and apply marketing intelligence in the
development of appropriate strategies to effect business advancement targeting a specific market in
a collaborative team environment.
A marketing plan serves several purposes within any hospitality company. It forces marketing
managers to review and think through objectively all steps in the marketing process. Assists in the
budgeting process to match resources with marketing objectives and creates a process to monitor
actual performance against expected results. It is important to the hospitality professional to be a
contributing member of the planning process.
CHM601 Assessment 2C Group Marketing Plan Due Week 10 Page 3 of 15
Task Instructions
Your Group is to select one (1) Hotel and one (1) appropriate Target Market Segment and prepare a
marketing plan for the next twelve months to achieve your stated marketing objective. Your group’s
selected hotel and target market to be agreed upon by Week 4.
You will then prepare a marketing plan in accordance with the prescribed template at the end of this
Assessment Brief.
1. This is a business document formatting, grammar and spell check are critical.
2. Please use hotel logos, images and any infographics you identify that aids your marketing
plan information and remember to cite the source. Images you may chose for your
presentation PPT (Assessment 2 B) will also be acceptable within your marketing plan.
3. Please follow template provided, write in third person and substantiate with a source any
information presented.
4. The preparation of a marketing plan will draw on information from very broad sources if
done correctly. Your reference list should represent this broad range. Students must refer,
to a minimum of 12 academic and professional articles, plus other sources as required, in
order, to show competency in the assessment.
5. All referencing must be in accordance with APA 7th Edition Referencing and Academic
Writing Guide.
6. You can apply paraphrased sections from your Assessment 1 to your marketing plan.
7. A school assessment group cover sheet needs to be attached with your paper.
8. See marking rubric and remember you do not need to attach this rubric to your
submissions.
9. Students must be present during tutorials Weeks 4-7 & 9. Non attendance at a tutorial, will
cost 2% of your overall marks.
10. Students are able to submit a Special Consideration form if their circumstances meet the
prescribed policy to schedule a supplementary assessment. Receipt of Special
Consideration forms MUST be prior to the Assessment Date.
Referencing
It is essential that you use appropriate APA style for citing and referencing research. Please see more
information on referencing here in the Academic Writing Guide found via the Academic Skills website.
• APA 7th Ed. Referencing Guide https://library.torrens.edu.au/ld.php?content_id=49180373
• Referencing Tool https://library.torrens.edu.au/academicskills/apa/tool
Essential Text and Materials: Reid, R.D., & Bojanic, D.C., Hospitality Marketing Management, 6th
Edition, Wiley Publishers Available online in the school library. https://ebookcentralproquestcom.ezproxy.laureate.net.au/lib/think/detail.action?docID=5106232
CHM601 Assessment 2C Group Marketing Plan Due Week 10 Page 4 of 15
The Weekly Lectures will provide supplementary texts on Blackboard for that week’s topic and
should be reviewed and applied to the development of your marketing plan.
Recommended Subscriptions and sources:
The following are acceptable references for your Assessment Work:
eHotelier – https://ehotelier.com/
Tourism Australia – https://www.tourism.australia.com/en/news-and-media/news-stories.html
Amadeus Asia Pacific – https://amadeus.com/en/insights
Roy Morgan Research – www.roymorgan.com
Skift Research – https://research.skift.com
Reserve Bank – https://www.rba.gov.au/publications/smp/2020/may/economic-outlook.html
Travel Weekly – https://www.travelweekly.com.au
Travel Daily – https://traveldaily.com.au
Hotel Management Magazine – www.hotelmanagement.com.au
Tourism Research Australia – www.tra.gov.au
Australian Bureau of Statistics – www.abs.gov.au
Please also stay up to date with general media and news items throughout the term.
Group Contract and Peer Evaluation Instructions
At the beginning of the term/project:
• All students taking part in a group assessment should draw up and sign a group contract using
the template provided on Blackboard, in the Assessments section. This step should be completed
at least two weeks prior to your assessment due date. Your Learning Facilitators may ask to
review the contracts when deemed necessary (for example, when there is a lack of progress or
conflict among group members).
During the project:
• You should keep records of communication and drafts. Any serious concerns about individual
group member’s contribution should be brought to the attention of your Learning Facilitator as
soon as they occur or at least two weeks before the due date, whichever is earlier.
At the end of the project/assessment submission:
• When submitting your group assessment, you are required to attach the group contract as an
appendix of your submission. You are reminded not to ‘recycle’ (self-plagiarise) contracts from
other assessments. Sections on deliverables, timeline and expectations, in particular, should be
unique to each assessment or project. Self-plagiarism constitutes a breach of Academic Integrity
and can lead to penalties to the assessment or subject.
• The group contract accounts for 10% of your assessment grade, as indicated in the marking
rubric. The group contract will be assessed based on its effectiveness in stipulating targets, plans
and expectations. It should be clear, realistic and appropriate for the nature of the project.
• A peer evaluation form is available on Blackboard in the Assessments section. This can be used
when you feel there was unequal or unfair contribution from other group member(s) which you
would like to raise with your Learning Facilitator. You must provide clear supporting evidence
(e.g. records of communication and drafts) and email it to your Learning Facilitator together with
CHM601 Assessment 2C Group Marketing Plan Due Week 10 Page 5 of 15
a completed peer evaluation form by the assessment due date. Otherwise, the allegations will be
dismissed.
• If you have been accused of not contributing equally or fairly to a group assessment, you will be
contacted by your Learning Facilitator and given three working days to respond to the allegation
and provide supporting evidence. If there is no response within three working days of contact,
your Learning Facilitator will determine an appropriate mark based on the evidence available.
This may differ from the mark awarded to your group members and would reflect your
contribution in terms of quantity and quality of work.
Submission Instructions
Your final marketing plan should be submitted by midnight on Wednesday of Week 10 by ONE
member of your group. Submissions should be loaded on Blackboard under Assessments on the link
provided. Team contracts should also be submitted as Part 2 of your online submission.
Academic Integrity
By attempting this assessment, you agree to adhere to the full policies and procedures on Academic
Integrity prior to, during and following this assessment.
Work presented for this Assessment can draw on content earlier Assessments for this subject
without penalty. However, do not cut and paste. Paraphrasing is recommended.
Diagrams, graphs and visuals can be directly converted from external sources and from the
PPTs prepared for the Marketing Plan Presentation applied and cited in your final Marketing
Plan submission.
All students are responsible for ensuring that all work submitted is their own and is
appropriately referenced and academically written according to the Academic Writing Guide.
Students also need to have read and be aware of Torrens University Australia Academic Integrity
Policy and Procedure and subsequent penalties for academic misconduct. These are viewable
online.
Students also must keep a copy of all submitted material and any assessment drafts.
CHM601 Assessment 2C Group Marketing Plan Due Week 10. Page 6 of 15
Learning Rubric

CHM601 Assessment 2C Group Marketing Plan Due Week 10. Page 7 of 15

CHM601 Assessment 2C Group Marketing Plan due Week 10. Page 8 of 15
CHM601 MARKETING PLAN PRESCRIBED TEMPLATE
BMIHS Cover Page – Group Sheet
Remember this is a plan, formatting and consistency of expression go towards your grade. It needs
to be business ready. Consider using corporate logos and company colours in your plan. Diagrams
and images are acceptable within this document to explain ideas. Please cite source or author.
Marketing Plan Outline
Your Executive Summary
Start with Marketing Audit – Where are we now?
o Corporate Connection overview of your organization (mission /vision)(multi national /national), the
hotel, age, positioning, branding, size, location and range products & services.
o External environment
o Political & Legal
o Economic
o Social & Cultural
o Technological
o Environmental
o Competitive Analysis
o Commercial Partners
o Market & Consumer Research
o Target Market
o Internal environment
o SWOT analysis
o Internal Research
o Organisational structure audit
o Segmentation & Targeting
o Marketing Objective – Where do we want to go?
Acton Plan – How do we get there?
Overview of strategies and tactics
-Action plan (template provided)
Identifying priorities
Evaluation & Contingency plans. – these are your KPIs
CHM601 Assessment 2C Group Marketing Plan due Week 10. Page 9 of 15
Details & Guidelines to help in preparing your Marketing Plan
The plan should flow as follows:
EXECUTIVE SUMMARY
This is written last and should be the basis of your Marketing Plan Presentation in Week
8.
The executive summary is the part of your marketing strategy that outlines the most
important findings from your research. It is a summary of the entire marketing
strategy. It offers a high-level overview of your overall brand objectives, marketing
goals and marketing activities. It’s succinct, yet clear. We will workshop this section and if
repaired correctly, your Executive Summary and your Marketing Plan Presentation script
should be interchangeable.
INDEX
Number all pages and linked to each major heading and sub headings.
Remember it is no use presenting an index if you do not number your pages.
CORPORATE CONNECTION this section refers to an Organisational Overview your hotel.
This section relates to an examination of the specific hotel. Logically you review the business in
respect of its corporate focus – brand, positioning – mission and vision statements. You give an
overview of the business its age and presence in the market and what products and services it
has to offer and how it promotes itself. Logically the review of your hotel should start with a
statement of the corporate mission and vision but do not give the history of your company – it is
your hotel that is the focus of this marketing plan. Consider page 8 suggestions you can insert
examples of promotional activities being done by your hotel at the present time.
Environmental Analysis
A marketing environmental analysis helps a business understand external forces that can affect
it. The environment, or external forces, are often factors that a business cannot control, yet it is
important to be aware of environmental concerns when preparing a marketing plan or
introducing a new product to the market.
Environmental Scanning is keeping a watching brief on factors that may be issues that lay
outside of the organisations direct control however, you need to be aware of them and the
potential impacts. Without extensive research and analysis, a marketing campaign cannot be
successful. The analysis focuses more on external factors, which influence the business’
progress, hence making it more reliable. As the analysis is done from a macroeconomic
perspective, it can be used for planning and strategizing, helping businesses chart a course for
CHM601 Assessment 2C Group Marketing Plan. due Week 10 Page 10 of 15
the future. The Political, Economic, Social, Technological, Legal and Environmental factors allow
firms to get an extensive understanding of the trends.
Political & Legal visas, taxes, government support for tourism
Economic – interest rates, CPI, exchange rates
Social & Cultural – lifestyles, cultural diversity Technology- new technologies affecting
business.
Technological – new technologies affecting business.
Environmental – more attention is being paid to environmental issues-efficient use of
resources, energy management or pollution control; can have a direct impact on the
organisations bottom-line and its reputation. Please note this element could also be
addressed under political and legal as governments and councils are being more
proactive in regulating on such issues.
Competitive Analysis present an overview of supply and demand in your City. Number
of rooms in the CBD and direct and indirect competition. The purpose of the competitive
analysis is to determine the strengths and weaknesses of the competitors within your
market, strategies that will provide you with a distinct advantage, the barriers that can
be developed in order to prevent competition from entering your market, and any
weaknesses that can be exploited. You then look at your competitive set. You can use a
competitor analysis chart or perceptual mapping as your tool for expressing this. Your
competitive set normally is 3 other properties you consider direct competitors.
Commercial Partners – suppliers and distributors of the business – things like additional
government funding for say Tourism Australia or Destination NSW, Tourism Victoria or
South Australian Tourism, may result in more funds for cooperative campaigns. This
refers to the practice of two or more brands collaborating via strategic marketing
campaigns to help each other achieve their objectives. What brand/s could your hotel
work with and do not forget Week 2 the role of the government – DMO.
CHM601 Assessment 2C Group Marketing Plan due Week 10. Page 11 of 15
Market & Consumer Research Who is visiting your
city and where are they from and why are they
coming? There are a number of organisations
undertaking research into the industry, market
segmentation in general and new product
developments. State and Federal governments, City
Councils, industry associations to name a few.
This section needs data and stats as current as
possible to assist in identification of any key trends
or growing target segments.
What are the key market segments visiting your city?
What new products or experiences are emerging in the market and what key market
segments are showing strong growth?
Target Market
The target market you have chosen for your Hotel – ONE TARGET SEGMENT.
The target market should be the central focus within a marketing plan that determines
strategies for the product, distribution, price, and promotion efforts. Prepare a Target
Market profile and make sure your Market & Consumer Research supports this
segment as a growing or viable segment for you to target.
What do you know about them? Use of infographics, imagery graphs etc in
encouraged citing source or author. In understanding the Target Market you are
seeking to influence them to engage withyour hotel.
The recommended subscriptions may yield some great intelligence.
Internal Environment
This focuses on the organisation itself and the issues over
which it has direct control.
SWOT Analysis
Prepare a SWOT analysis. It is a straightforwardmodel
that analyzes an organization’s strengths, weaknesses,
opportunities, and threats to create the foundation of a
marketing strategy. Video posted on Blackboard.
SWOT Analysis acronym for strengths, weaknesses,opportunities and threats.
Listing all things the organisation does well – good location, experienced
staff, a unique building –its strengths.
CHM601 Assessment 2C Group Marketing Plan due Week 10. Page 12 of 15
Weaknesses are problems that affect the business’s success – an old building,
poor parking in the immediate area, high
staff turnover. Draw strengths & weaknesses
from your Corporate Connection and your
Internal Environment.
Opportunities are things that could happen,
either by reacting to external forces or by
addressing weaknesses (some of these will be
drawn from your PESTEL analysis.
Threats are those things internal and external that could have serious detrimental effect
on the business e.g. a new property opening nearby, a downturn in visitor numbers
Draw strengths and weaknesses from your organisation overview. Draw Opportunities
and threats from your environmental analysis.
Internal Research
You will not have access to this information – so please address this section from a
theoretical perspective.
What sources of data and market intelligence are available internally t othe marketing
department of a hotel. e.g.sales reports, revenue and yield from various segments,
advanced bookings, customer surveys and feedback, sesonality, average length of stay
and seasonality are just some
Organisational Structure
How complex is your business?
Audit Organisational chart,
interdepartmental relationships and the
marketing information systems (MIS). It
shows the complexity of your hotel.
https://www.orgcharting.com/hotelorganizational-chart/
CHM601 Assessment 2C Group Marketing Plan due Week 10 Page 13 of 15
Segmentation & Targeting
An analysis of the customer segments for your hotel. e.g. corporate, leisure,
conference etc.
o Who is the organisation targeting?
Business, leisure, domestic,
international.
o Who could you potentially
target? In this case is your target
market a fit for the organisation?
o Who do you wish to keep as
customers and what niche
opportunities are available to you?
OBJECTIVES & GOALS
(One objective for your hotel targeting your
specific to your chosen target market)
Example:
To increase average length of stay of corporate
busiess by 20% through Bleisure experiences in
the next financial year.
Objectives measures can include:
Guest numbers
Occupancy
Length of stay
Gross sales
Average room rate
ACTION PLAN
Strategies & Tactics
An overview (one or two paragraphs) of the priority strategies and tactics you will apply to
achieve your stated marketing objective.
Strategies and tactics to be adopted.
Marketing Mix elements.
Are you defending your position or trying to grow your business?

CHM601 Assessment 2C Group Marketing Plan due Week 10. Page 14 of 15
Action Plan
You have a downloadable template for the action plan on Blackboard. When you get to this
section insert a page break and format your pages into landscape format for ease of
completion and layout of the ActionPlan
On the top state your objective and your target market.
MARKETING OBJECTIVE: State your objective?
TARGET MARKET: State who you are targeting?
The following are examples rather than prescriptive.

Key Performance Indicators.
Priority column: number your activity
1 for has to happen,
2 would be good to happen &
3 can afford to dispense with this activity if required.
Resources column: what will you need to undertake the strategy
• Manpower
• Budget Funds
• Collateral Material: brochures, display material etc.
CHM601 Assessment 2C Group Marketing Plan due Week 10. Page 15 of 15
Key Performance Indicators (KPIs)
Key Performance Indicators (KPIs) are the critical (key) indicators of progress toward an
intended result. If you are not achieving your outcome goal, what is the problem?
Typical Indictors are:
• Consumer use of websites and flow of bookings achieved
• Other flows of bookings against planned capacity
• Enquiries and sales response related to any advertising
• Customer awareness of advertising messages measured by research surveys
• Sales response to any price discounts and sales promotions
• Sales response to any merchandising efforts by travel agents
• Customer satisfaction with product quality measured by customer satisfaction
questionnaires
NB: These are not normally quantified.
REFERENCES.
Cite all references used in the development of the
plan.
Annexures
Should you wish to include additional information
that supports your marketing plan please add it as a
Annexure. Although not required, a well-structured
appendix can go a long way toward convincing your
reader you have thoroughly thought through your
plan
.
PLEASE VIEW PAST
EXAMPLES POSTED TO
BLACKBOARD.