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Marketing Plan for the Thistle Hotel

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HPM205 Marketing Plan

The Thistle Hotel
Gloucester Road
GL51 0TS

Period of plan: 2011-2012

Executive Summary
This plan has been created to show the development of marketing techniques to improve weddings at the Thistle hotel, from January to December 2011. The marketing plan will explain how the improvement of promotional techniques can lead to a higher percentage of weddings being booked throughout 2011, including the quiet months (October 2011-February 2012). Brief overviews of the external factors that may impact upon the Thistle hotel during this period include economic downfall, local competition, celebrity influences, the time 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 further 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 meeting our main objective, for example a programme of Wedding Fayres has been created to demonstrate this, APPENDIX #9.


Table of figures Page 3
Mission statement Page 4
Environmental Scanning Page 5
Internal Environment Page 7
External Environment Page 11
SWOT Analysis Page 12
Marketing Objectives Page 13
Target Marketing Strategy Page 14
Marketing Mix Strategy Page 18
Tactics and Programmes Page 22
Method Evaluation Page 23
References Page 24
Appendices Page 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 special event, with memorable service, superb food and a luxurious...

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"Marketing Plan for the Thistle Hotel". Anti Essays. 11 Dec. 2018


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Marketing Plan for the Thistle Hotel. Anti Essays. Retrieved December 11, 2018, from the World Wide Web: http://parimatch-stavka7.com/free-essays/Marketing-Plan-For-The-Thistle-Hotel-347947.html

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