MARKETING PLAN FOR HOTEL KAKSLAUTTANEN
Yu, Yueyuan (2011)
Savonia-ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011060210764
https://urn.fi/URN:NBN:fi:amk-2011060210764
Tiivistelmä
The objective of this thesis was to make a marketing plan for Hotel Kakslauttanen to increase its sales and profit, to improve the satisfaction of customers and to promote popularity and reputation.
The quantitative research method was considered to be the most appropriate for this research. In the theoretical part, the study was focused on internal and external marketing environment analysis, marketing strategies management, planning, marketing mix and segmentation. The empirical part included questionnaire research among Hotel Kakslauttanen’s 200 accommodated customers and 100 co-operative travel agents. A marketing plan was made by summarizing the survey results and analyzing the marketing environment.
Consequently, until March 2011, this marketing plan has been helping to attract more clients and to obtain 4 % higher profit compared with March 2010. Apart from this, Hotel Kakslauttanen’s reputation and popularity have grown due to trade fairs, exhibitions and advertising in magazines and newspapers. More and more customers who come from worldwide would like to accommodate and experience different service types in Hotel Kakslauttanen. In addition, more and more travel agencies try to build co-operation with Hotel Kakslauttanen.
In the long term the objective is to provide a positive hotel experience for customers, to improve the customer’s satisfaction, to promote the popularity and the reputation of the hotel worldwide and to accomplish 2 - 5 % sales profit growth with the given budget every year. The study provides suggestions for realizing the marketing plan, which will hopefully help to achieve these goals in the future.
The quantitative research method was considered to be the most appropriate for this research. In the theoretical part, the study was focused on internal and external marketing environment analysis, marketing strategies management, planning, marketing mix and segmentation. The empirical part included questionnaire research among Hotel Kakslauttanen’s 200 accommodated customers and 100 co-operative travel agents. A marketing plan was made by summarizing the survey results and analyzing the marketing environment.
Consequently, until March 2011, this marketing plan has been helping to attract more clients and to obtain 4 % higher profit compared with March 2010. Apart from this, Hotel Kakslauttanen’s reputation and popularity have grown due to trade fairs, exhibitions and advertising in magazines and newspapers. More and more customers who come from worldwide would like to accommodate and experience different service types in Hotel Kakslauttanen. In addition, more and more travel agencies try to build co-operation with Hotel Kakslauttanen.
In the long term the objective is to provide a positive hotel experience for customers, to improve the customer’s satisfaction, to promote the popularity and the reputation of the hotel worldwide and to accomplish 2 - 5 % sales profit growth with the given budget every year. The study provides suggestions for realizing the marketing plan, which will hopefully help to achieve these goals in the future.