Marketing plan Aro Palace 5 Stele Brașov

Executive summary:

Aro Palace hotel 5*, is one of the five hotels owned by Aro Palace group.

Having a history for more than 70 years, being opened back in 1939, the hotel is the only one having 5 * in Brasov.

In 1963, he was extended by constructing a new building and in 2005, he was raised to a 5 * standard. The hotel has a privileged position, being situated in the old city of Brasov.

The hotel offers 312 double rooms, singles, apartments, studios, 1 presidential apartment, 1 room for people with handicap, 6 restaurants, 4 conference rooms, 1 spa, all of which being equipped with the latest features.

Our marketing planning process will be made upon the diagram as shown.

First of all, we are looking to find out the hotel’s target market, the consumer behavior, and its vision & mission statement; we will also make a SWOT analysis followed by external environment.

Relation to corporate goals:

Our mission as a 5 * hotel is to constantly show our preoccupation for ensuring high quality standards to our customers, trying to constantly exceed their expectations. As for our vision, we have short terms goals and also long terms goals.

We are constantly ensuring high quality standards by trying to adapt ourselves to present time trends. For example, we can implement as room facilities Plasma TV, high WI FI internet connection, small attentions in the room like favorite wine bottle, personalized cards like welcome to our hotel Mr. & Miss. Smith etcetera.

Regarding our visions, we have short term achievable goals for the upcoming year, and also long term goals, which can be achievable in 3 to 5 years.

Short terms goals (upcoming years):

• Improve customer loyalty

• Increase our brand awareness

• Extend our reach of communication to 90 % of target customers for each advertising campaign

• Gain as much as possible new customers in the chosen market segment per quarter

• Achieve a high level of customer satisfaction among 95 % of target customers.

• Increase market share in the chosen market segment by 5% this year

• Reduce marketing costs by 10% over next 6 months

Long term goals (3 to 5 years):

- We must establish specific and measurable long term goals that express desired level of sales, market share, brand variables, ROI etc., over a general time frame and geographic sales market:

• Become the number one brand in our market by year 5

• Acquire 30 % of our competitors’ costumers by year 4

• Reduce cost per general acquisitions by year 4

• Increase profit margin by 25 % by year 3

• Secure partnership with all major distributors

Situation analysis and trend forecasting

The six external environments that are affecting hospitality business are: the economic factor, social factor, competitive, political and legal, technology and ecological factors. Next, we take each factor one by one and explain them.

ECONOMIC factors

Include the inflation, when the increase in the price of goods and services affects the business itself and the economy as a hole. Since our country despite of being part of EU still uses local currency, the exchange rate between local currency and EURO can be considered as an economic factor.

The income per capita in our country dramatically dropped in the past 2 years, so this can be considered a very important factor which cannot be overlooked. Unemployment is reaching new records day by day, big multinational companies have to move their businesses elsewhere (see Nokia, they moved to Asia)