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Marketing Strategy of Pebgetgket Manor - Assignment Example

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The object of this assignment is the Pengethley Manor Country Hotel (Manor), Hertfordshire, a privately owned country hotel with 25 bedrooms, golf, and spa facilities and 15 acres of parkland. The Manor is in the rejuvenating stage and they need to revolutionize their marketing strategy…
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Marketing Strategy of Pebgetgket Manor
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Download file to see previous pages By utilizing the natural surroundings and the parkland, Manor can promote eco-tourism. Short breaks have become popular in the UK and domestic tourism is on the rise. Hence Manor can promote short spa breaks thereby penetrating into the leisure segment that is being created in the UK. Competitors should not be viewed as a threat but Manor can overcome competition by offering authentic English country experience which very few can. Even the weaknesses can be turned into opportunities by refurbishing and renovating the property. This would enable them to meet the customer needs. Most importantly, they need to adopt innovative marketing strategies in line with the opportunities and technologies available today. They need to recreate a positive brand image through an interactive online presence. Hotels today need a strategic direction in the face of competition and changing customer demands. Strategies have to be determined by events that are beyond the company’s control. Decision making gets complex when a firm wants to increase market share amidst competition. To arrive at a strategic decision, any firm must assess its strategic position. This requires an evaluation of past performances, assessing the strengths and weaknesses, reputation for quality products and all of these require strategic planning (Lackman, Saban & Lanasa, 2000). Strategic marketing planning can be done either at the strategic level or the tactical level. At the strategic level, it is visionary and typically long-term while at the tactical level it is generally for short-term covering perhaps a period of one year. Consequently, its promotions and campaign are focused as well. Strategic level marketing typically follows Porter’s theory of competitive advantage or evaluates the strategy and direction based on the Ansoff’s Matrix. ...Download file to see next pagesRead More
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