Relais Christine Boutique Hotel - Market Need, SWOT Analysis, and Marketing Strategies - Example

INTERNET MARKETING PLAN Name Course Tutor Institution City Date (Word count 2415) Table of Contents 1.0 EXECUTIVE SUMMARY 3 2.0 Introduction 4 3.0 Relais Christine Boutique Hotel 4 4.0 Market need 5 4.1 Market Trend Analysis 5 4.2 Situational Analysis on strategic market plan 7 5.0 SWOT ANALYSIS 7 5.1 Strength 8 5.2 Weaknesses 8 5.3 Opportunities 9 5.4 Threats 9 5.5 Competition 9 6.0 Marketing Strategies 10 6.1 Financial objectives 10 6.2 Marketing objectives 11 7.0 Marketing Mix 11 7.1 Product 11 7.2 Price 11 7.3 Place 12 7.4 Promotion 12 8.0 Website strategies 12 8.1 Website Objectives 12 8.2 Implementing strategies 13 8.3 Using SEO 13 8.4 Use of social media 13 8.5 Emails and Newsletters 14 8.6 Pay per click (PPC) 14 References 16 1.0 EXECUTIVE SUMMARY Relais Christine Boutique Hotel is a member of Global Luxury hotels providing more than 51 rooms and suites. Relais was once an abbey in the 13th century and is situated in the flower-filled courtyard. The hotel has managed to retain historic features, delightful gardens, inviting spa and an atmosphere of bars as well as drawing rooms. Business service within Relais Christine Boutique Hotel is designed to attract and retain customers’ loyalty. The Hotel distinguishes itself from other rivals by offering lovely gardens as well as fitness centers to their clients (“Relais Christine Boutique,”n.d). Additionally, the contemporary fashioned rooms are ornamented in typical Paris styles. .Moreover, Relais Christine Boutique Hotel offers boating, hunting and winery tours activities to its customers. 2.0 Introduction Internet marketing plays a crucial role in aligning the ways clients make buying decisions. Internet marketing also facilitates building customers’ relation as well as prospects by enabling regular and low-cost communication. However, marketing experience dramatic variations as clients have varied their ways of researching and shopping for goods and services. Equally, many restaurants have turned to internet marketing to increase their success prospects by building on online presence. This internet-marketing plan seeks to explore Relais Christine Boutique Hotel marketing strategies. Specifically, the plan analyses the costs involved in each strategy. The main internet marketing strategies under consideration within Relais Christine Boutique Hotel include social media, PPC, email newsletter in addition to SEO. Additionally, the plan analyses the target mix, marketing strategies including marketing and financial objectives as well as the target market of Relais Christine Boutique. SWOT analyses are also carried out alongside analyzing the marketing trends to establish the viability of the hotel. 3.0 Relais Christine Boutique Hotel Relais Christine Boutique Hotel is located in Saint-German des Pres, about 700 meters from Notre Dame. The ownership of the hotel is associated with Baudelaire; Hugo coupled with Musset and later Eluard in addition to Sartre. Relais Christine Boutique Hotel is one of the international leading brands of hotels (“Relais Christine Boutique,”n.d). The hotel also prides itself in winning the world best Awards, for instance, The Best Boutique and Historic Hotel within Paris, The Best Kid Friendly Hotels in Paris awarded for taking the best care of the children and the Most Romantic Hotels in Paris award. 4.0 Market need Relais Christine Boutique provides customers with high-quality products as well as facilities at affordable charges. This ensures that clients are satisfied and loyalty is built. The main objective of Relais Christine Boutique is recognizing its brand and creating awareness of its existence to increase its sales volume. As a consequent, the hotel provides executive rooms, which meet current market, demand (“Marketing’s Four P’s,”n.d). Each room for instance, within the hotel, features air conditioning, free WiFi, flat screen televisions accompanied with satellite channels while some rooms have private terrace coupled with garden access. The hotel's amenities include access to the disabled, executive retreats and SPA facilities. The hotel has also incorporated a leadership development program that enables the growth and retention of competent staffs while the old one retire. As a result, services that meet the current market needs are offered. 4.1 Market Trend Analysis The demand of Relais Christine Boutique Hotel in Paris is affected by traditional attractions for example Eiffel Tower, museums, and the Arc de Triomphe. However, economic slumps have negatively influenced overnight since 2008 (Balekjian. and Perret 2010.p, 118). Moreover, the major sources of markets for instance USA coupled with the UK have also experienced overnights decrease of 20 % and 5 % in that order. Additionally, global visitors declined by 13 % in 2009. This has created seasonality in the hotel industry and Relais Christine Boutique has not been spared. However, the supply of hotels within Paris has been varying. A supply analysis based on customized samples of 20 hotels and 3,711 rooms shows a rising number of hotels that creates competition to Relais Christine Boutique Hotel. For instance, in 2009 Radisson Blue Le Metropolitan was opened as shown in the table (Balekjian. and Perret 2010.p, 118). Marriott also raised its share capital supply by opening Renaissance Arc de Triomphe in the same year while in 2010 Royal Monceau hotel was also reopened. There are other hotels undergoing rebranding and renovation yet to be opened implying that Relais Christine Boutique Hotel must adopt appropriate marketing strategies to survive the competition. Additionally, the uncertainty of France following recent terrorist attacks in January and November in 2015 has adversely affected the hotel sector including Relais Christine Boutique Hotel. Stagnation of RevPAR excl.taxes was experienced by the end of 2015. While provinces managed to maintain steady growth at the start of 2015, late end of the year became delicate. Initial forecasts of January 2016 provide a glimpse of the results, which continued declining in 2015. The terrorism hampered mobility implying that the demand for hotels reduced. Tourist also avoided visiting Paris citing security reasons. As a consequent, the trend of hotel demands in 2015 was declining. 4.2 Situational Analysis on strategic market plan Relais Christine Boutique is the most luxurious hotel in Paris. Using market research, situational analysis assists in identifying clients, projected growth, competitors within the market and assessing the viability of the hotel. Internal analysis of the hotel aid in increasing operational efficiency as well as capacity (Balekjian. and Perret 2010.p, 119). For example, the location of Relais Christine Boutique in Paris avails labor from urban dwellers and provides market by offering food to white-collar workers. This market gap and strategic location are identified through situational analysis.Moreover, Relais Christine Boutique faces external opportunities and threats, which can only be identified through situational analysis. 5.0 SWOT ANALYSIS 5.1 Strength • Relais Christine Boutique Hotel operates within a global industry that has high international markets • The hotel operates under innovative as well as respectful culture (Christina 2016). • The employees are passionate and skillful owing to their training on efficient operation • The distinguished services offered by Relais Christine Boutique Hotel has helped in building clients loyalty • Efficient marketing strategies have been adopted to market the hotel locally and globally • The hotel is also flexible and deals with changes easily • Relais Christine Boutique Hotel market is diversified by relying on local as well as foreign clients 5.2 Weaknesses • Relais Christine Boutique Hotel depends on tourists who are sensitive to politics • The hotel also experiences lower profit margins coupled with low-value addition • Relais Christine Boutique Hotel charge highly for their room facilities compared to their rivals (Christina 2016). • There are high rates of employees turn over due to low remunerations • The hotel is also reactive instead of being proactive with corporate social responsibilities and climate 5.3 Opportunities • Changes within the gender structure where women are joining the labor market imply there will be less cooking time. Additionally, the women will provide labor to the hotel. • The growing demand of high quality will add value to the hotel • Growing globalization is increasing international tourist particular from emergent economies • The mobility of people creates more demand for snacks and take always • Established clients provide constant markets to Relais Christine Boutique Hotel creating dependency • Aging population offers market for the hotel through outsourcing their catering service 5.4 Threats • Lacking sufficiently skilled employees jeopardize the quality of services offered • Recent terrorism cases coupled with political unrest are a threat to Relais Christine Boutique Hotel • Having an aging population makes it difficult to recruit workers (Christina 2016). • The hotel faces competition from other hotels who provide substitutes of what Relais Christine Boutique Hotel offers 5.5 Competition Relais Christine Boutique Hotel faces rivalry from a larger number of big hotels within Paris for instance La Maison Favart, Hotel Ares Paris, Paris Marriott Champs Elysees Hotel, Hotel Bradford Elysees-Astotel and Hotel Saint German. Many large hotel operators within the industry diversify their activities through operating casinos and shops giving them a competitive advantages of offering services and facilities at low cost. In an attempt of attracting and sustaining clients, these competitors within the restaurant industry offer complex packages as well as value addition services for example free breakfast, parking and even free forth night. This creates competition for local and international clients. As a consequent, Relais Christine Boutique Hotel must come up with marketing strategies, which enable it to command a higher market share. The strategies to be adopted must be cost effective to increase operational efficiency. Internet marketing strategies will assist in attaining this objective. 6.0 Marketing Strategies 6.1 Financial objectives • Increasing the growth of revenue is the main financial objective of Relais Christine Boutique Hotel through emphasizing on sales as well as marketing • Another object of the hotel maintains high-profit margins by reducing expenses and creating good relationship with suppliers to obtain favorable discounts and credit • The hotel is also concern with its going concern by attempting to ensure that the hotel activities remain sustainable in the future by collecting debts timely and keeping income levels constant • Relais Christine Boutique Hotel objective on return on investment is earning high margins from their investments 6.2 Marketing objectives • Increasing the market share through offering quality services to guests • Building on brand awareness to promote the hotel • Targeting new clients local and internationally • Enhancing customer relation to building good reputation • Launching new product and services for example casinos to diversify the hotel operations 7.0 Marketing Mix 7.1 Product High-quality rooms accompanied with our exemplary guest services that are differentiated from rivals’ quality in addition to our brand strategy are successful in generating repeated business (“Hotel marketing plan.” n.d). Our marketers have created the right mix of products needed by tourists (“Hotel marketing plan” n.d). They have also expanded our recent product mix through diversifying as well as increasing the product line depth. 7.2 Price Our pricing strategy is consistent with our differentiation objectives, to offering added value for affordable rates instead of discounting coupled with de valuing of our services. Our rooms’ rates are usually net of tax on every night, and we offer breakfast in the morning. Furthermore, our marketers consider neutral pricing, market skimming pricing as well as penetration in setting prices. Fair pricing strategies ensure that the hotel makes more sales as compared to its rivals. 7.3 Place Our services, as well as products, are sold to clients through personal selling. However, in an attempt of commanding a larger market share, Internet sales, direct marketing coupled with advertisements are in consideration to tap more guest internally (“Hotel marketing plan” n.d). Internet marketing strategies have been adopted to broaden the sales place. 7.4 Promotion Promotion incurs the high cost for an organization. As a consequent, the primary objective is focusing internet marketing to enhance mass communication within the Internet. Social media are a crucial tool in facilitating marketing of the hotel (“Hotel marketing plan” n.d). Furthermore, direct mailing campaigns on existing as well as protective customers will assist in attaining cost efficiency. Wide coverage will guarantee high sales. 8.0 Website strategies Website designers upgraded Relais Christine Boutique Hotel website with a modern interface, which facilitates quick access. The connectivity by users has also been simplified making the retaining of clients attention easier. 8.1 Website Objectives The main aim of the website is facilitating online booking in addition to communicating the comfort of outstanding as well as luxurious facilities offered by the hotel to guests. The website also aims at improving tourist experience through offering digital customer service (“Main Street ROI,” 2014). Additionally, the website is increasing sales through having an online presence. The website also aims at creating credibility to consumers through informing them about available products and services. 8.2 Implementing strategies 8.3 Using SEO Search Engine Optimization is key in commanding an online presence. The SEO will be targeting global tourist that prefer online booking. In order for the hotel to attain high search ranks, SEO will ensure that keywords, for example, the hotel names are included within the tittle page in addition to the page descriptions and are spread within a ratio of 3-5% on the webpage. Moreover, the website will be linked with other related websites to attain a better leap. SEO will be done between 13th November 2016 and 28 September 2017 (Wen,Chen, and Hwang 2001.p, 12). The cost incurred include 15$ per hour the cost of hiring SEO consultants which are negotiable depending on the length of improving the search engine (“Main Street ROI,” 2014). SEO improvement will guarantees clients satisfactions and an increase of traffic on the hotel website 8.4 Use of social media Facebook, Twitter coupled with LinkedIn are the main social media platforms in marketing. The hotel will use Facebook targeting the local client aged between 20 and 50 years. The youth spend most of their time online making Facebook a favorable marketing strategy. The aim of using social media is building on the hotel brand and marketing it through photos. This marketing begins on November 15, 2016, and will run for two years. The advantage of using social media is attaining a wider reach, facilitating clients networking and making the brand to be visible (“Main Street ROI,” 2014). Estimated cost is $ 198 per month according to professional package offered by Buzzbundle.com 8.5 Emails and Newsletters Moreover, Relais Christine Boutique Hotel will use email coupled with newsletters in reminding the existing as well as potential clients of the hotel's brands. Newsletter is cost effective and assists in creating a relationship as well as regular contacts (Wen et al., 2001.p, 10). Emailing the clients will be done monthly to increase awareness of the new products and services available in the hotel to customers(“Main Street ROI,” 2014). Although sending emails is free, this strategy is limited to previous clients only. Emails and newsletters will assist in complimenting the website. 8.6 Pay per click (PPC) PPC is another website strategy that the hotel is using in marketing. Google Adwords has been contracted to facilitate creating ads on the Google search engines. This initiative is projected to begin by 19 November 2016 until September 19, 2017, with an aim of building exposure of the hotel's website and creating a product as well as services awareness (Wen et al., 2001.p, 15). The estimated cost per month was $ 70 according to Hochman consultant in 2015. However, the cost need be adjusted for inflations in this year and may raise to $ 85 (Hochman Consultants 2015). The advantage of using PPC strategies in marketing is that the method facilitates tracking of transactions. Moreover, this method is cheap as it calls for smaller investment capital and is flexible. Conclusion Relais Christine Boutique Hotel operates in a dynamic marketing environment. According to marketing trends analysis, terrorism has affected the activities of the hotel adversely. However, the implementation of Internet marketing strategies is crucial for the hotel to remain competitive in the industry. Moreover, effective financial and marketing objectives assist the hotel in attaining its marketing strategies. SWOT analysis on the other hand reveals the areas of improvement and opportunities for the hotel. Improving Relais Christine Boutique website to facilitate marketing will help in creating more market demand. There is need to improve the marketing strategies by specifically focusing on improving the website SEO and PPC. Moreover, social media in addition to emails and newsletters need strategies need be considered alongside their costs. References Balekjian, C. and Perret, S., 2010. Paris, France—Upscale and Luxury Hotels Market Snapshot. Real Estate Finance Journal, 25(3), p.118. available at< https://www.hvs.com/Content/2901.pdf> Accessed November 2016 Christina 2016 SWOT analysis available at http://www.swotanalysis24.com/swot-l/64596-swot- analysis-les-hotels-de-paris.html> Accessed November 2016 Hotel marketing plan [online] Available at http://www.mplans.com/hotel_marketing_plan/marketing_mix_fc.php Accessed 10 November 2016 Main Street ROI 2014, [Online] available at < https://www.mainstreetroi.com/how-seo-ppc- email- social-media-all-work-together/> Accessed 10 November 2016 Marketing’s Four P’s: First Steps for New Entrepreneurs available at < https://www.extension.purdue.edu/extmedia/ec/ec-730.pdf> Accessed 10 November 2016 Relais Christine Boutique Hotel [online] Available at < http://www.relaischristine.com> Accessed 10 November 2016 Wen, H.J., Chen, H.G. and Hwang, H.G., 2001. E-commerce Web site design: strategies and models. Information management & computer security, 9(1), pp.5-12. Available at < https://pdfs.semanticscholar.org/5ea2/5711d52b7742253124fa7b9468bb49ceca04.pdf> Accessed 10 November 2016 Appendices Relais Christine Boutique Hotel website Read More