Marketing plan for a hotel in Bali

Abstract

The purpose of this thesis research was to create a marketing plan for a start-up hotel in Bali called “Sunrise Paradise”. The idea of creating a strategical marketing plan was to assist the company to find a potential target market, and choose the right marketing tools to develop an action plan and moreover become a successful business. The theoretical framework for the thesis was gathered by analysing several marketing related literature suitable for tourism and hospitality. From the theory suitable methods were selected to implement a strategical marketing plan that would support the partner company’s objectives and goals. The author decided to use an eight-step process which explains how a marketing plan is implemented. The empirical part of the thesis includes an introduction of the company and its environment as well as the actual marketing plan for the company. By following the guidelines in the eight-step process, the author was able to make appropriate assumptions for the marketing plan. In addition to the gathered theory, a marketing research survey was implemented to gain a diverse view of the market. The purpose of the survey was to study the target market and their traveling preferences. The results of the thesis show that creating a reliable marketing plan for a start-up hotel requires a lot of background research since there is no previous data of the company. The marketing plan gives the company the possible tools to make strategic decisions for their marketing. Contrary to the expectations the requirements for a reliable research were not attained, because of the scarce sample size for the survey. For a complete analysis the company needs to make further studies to conclude their marketing plan.