Marketing report on the ‘Orchard Country Hotel’
The marketing problems that the ‘Orchard Country Hotel’ have are; it is 3 miles away from Lyme Regis; families are not going to want to stay so far away from the main tourist place, they want to be in the main hustle and bustle of it all; its not a typical ‘sea side’ hotel and it attracts an older clientele.
The strengths are; Rachel is very keen and enthusiastic and also, luckily for Rachel, the hotel had a good reputation before she took over management. It was only due to the death of the previous owner that it was no longer in business when she bought it.
The weaknesses are; Rachel has no experience in the hotelier business and is over spending; the hotel is out of date and needs modernising and the customer list is not very big so she needs to start an advertising campaign to build on the list.
The opportunities are to attract new clientele by using the niche markets available, for example; sailing weekends; guided and non-guided countryside walks; historical weekends; family fun weekends; 50+ weekends and romantic weekends. There is so much history and things to do in and around the area like; literary connections with Jane Austen, Beatrix Potter and local author John Fowles; for the walkers there’s Golden Cap, Beer Head and many more coastal and countryside walks and views, fossils and wildlife; for country house’s and garden lovers there’s Forde Abbey, Mapperton and Abbotsbury; for shoppers there’s Lyme Regis, Sidmouth and Honiton, which is renowned for its lace making and many antique shops.