Hotel Strategic Marketing Plan
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Maarit Karppinen STRATEGIC MARKETING PLAN FOR A HOTEL Hotel and Restaurant Business 2011 2 VAASA UNIVERSITY OF APPLIED SCIENCES Degree Programme of Hospitality Management ABSTRACT Author Maarit Karppinen Title Strategic Marketing Plan for a Hotel Year 2011 Language English Pages 59 + 2 Appendices Name of Supervisor Peter Smeds The aim of this thesis was to form a strategic marketing plan for Hotel X, a small privately owned hotel in Helsinki.. Keywords Marketing, hospitality industry, marketing plan, accommodation services providers, customer satisfaction 3 VAASAN AMMATTIKORKEAKOULU Degree Programme of Hospitality Management TIIVISTELMÄ Tekijä Maarit Karppinen Opinnäytetyön nimi Strategic Marketing Plan For a Hotel Vuosi 2011 Kieli englanti Sivumäärä 59 + 2 liitettä Ohjaaja Peter Smeds Opinnnäytetyön tavoitteena oli luoda strateginen markkinointisuunnitelma Hotellille X, joka on pieni yksityisessä omistuksessa oleva Hotelli Helsingissä.. Strengths: - Location - Size of the hotel - No outsourced workforce - Privately owned family company - Transportation connection to the centre of Helsinki - Kiinko - Staff - Home-like feeling - Wireless internet - Regular customers - Individual service - Hierarchy among the staff 44 - Staff’s possibility to influence who gets chosen for a new employee - Hotel Vip club/ Hotel express All of the respondents thought that the location of the hotel is one of its strengths.. 46 Weaknesses: - Out-dated - Marketing - Homepage on the internet - Size of the hotel - Communication between employees - Utilizing of the employee’s strengths - Location - Slow seasons summer and weekends - Slow evening/nightlife All of the respondents thought that one of the biggest weaknesses that the hotel has is that it is out-dated, especially in its physical environment.. Tavoitteet /Mitä halutaan saavuttaa Minkälaisia tavoitteita asettaisit Hotelli X:lle - Lyhyen ajan tavoitteita - Pitkän ajan tavoitteita Uusien asiakkaiden hankkiminen - Yritykset - Uudet
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