Marketing audit- Park Grand Hotel, Paddington, London

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University Of Wales

Ealing Hammersmith & West London College Campus

Management in Business Administration

in

Hospitality (Condensed Course June 2010)

MARKETING PLAN of the Park Grand Hotel

Faculty: Mr. John Twomey

Student: Shakti Chaudhary

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Table of Contents

Introduction                                                                                Page-3

Rank Ordered SWOT analysis                                                         Page-4

Improved Mission/Vision statement                                                Page-4

Marketing Objectives by the end of year 2011                                        Page-4

E-Marketing Objectives by the end of year 2011                                Page-4

Marketing Strategy                                                                        Page-5

Segmentation                                                                        Page-5

Targeting                                                                                 Page-6

Positioning                                                                                 Page-7

Marketing Strategy: Ansoff Matrix:Positioning                                         Page-8

Marketing programme                                                                Page-10

Schedule of Promotional activity for year 2011                                        Page-11

Key performance indicator                                                                 Page-12

Contingency plan                                                                        Page-13

APPENDICES                                                                        Page-16

FEPSOS-                                                                                Page-16

STEEPLE                                                                                Page-17

Productivity                                                                                Page-17

Systems                                                                                Page-17

Organisation                                                                                Page-18

Strategy                                                                                Page-18

Marketing Effectiveness Rating                                                        Page-18

BIBLIOGRAPHY                                                                        Page-19


Marketing audit- Park Grand Hotel, Paddington, London

Introduction

Park Grand London Paddington belongs to the Shaftesbury Hotel Group. Location 5 min. walk from Paddington tube and 7 min. walk from Lancaster Gate tube station. It has one bar called the Atlantic Bar. Restaurant called Atlantic restaurant. The 157 room hotel is quite new and as a part of the Shaftesbury Hotel group it shares the experience and advantage of the management and administration of the hotel group. The hotel offers guests premium quality lodging and related amenities at a competitive price of a four star hotel. The hotel also offers complimentary high speed wireless internet access to its guests. As for the business guests it offers a secretarial service, airport shuttle services and a limo service. The hotel although new yet has regained the prestigious Victorian style of architecture. There is also a fitness facility available and for the global travellers the hotel makes sure to keep multilingual staff handy. Moreover 40 inch plasma television with high speed internet access and iPod docking station is a standard in all the rooms The hotel  though built in the year 2009 has proved to be one of the tough competitors in the hospitality business in the area.

Summary- Park Grand London

Total rooms- 157

Target market- leisure and business guests

Source of attraction-


Strength Weakness Opportunity and threats of the Park Grand Hotel

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An improved Mission and Vision statement for Park Grand Hotel

The Park Grand hotel in Paddington is dedicated to availing its guests all the luxuries and comforts of four star luxury property by providing excellent customer services and value for money. The hotel is looking forward to establish its name in the international hotel market as one of the dependable brands which will grow with time as the trust of its investors grows upon it.

Marketing Objectives of Park Grand Hotel by the end of year 2011

Increase the hotel profits to 8% more than the last fiscal ...

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