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Running Head: STRATEGIC MARKETING PLAN FOR HOTEL STOTSENBERG HOLYANGEL IJNIVERSITY STRATEGIC MARKETING PLAN FOR HOTEL STOTSENBERG CLARK FREEPORT ZONE, PAMPANGA A thesis presented to the Graduate School of Business Holy Angel University, Angeles City In partial fulfillment of the requirements for the Degree Doctor of Business Management Mariber"6 May 2AD STRATEGIC MARKETING PLAN FOR HOTEL STOTSENBERG HOLYANGtrL TJNIVERSITY Abstract is study presents a strategic marketing plan for Hotel Stotsenberg to improve its iness performance through the enhancement of its marketing operations. It aims specifically to increase market share, maximize KX)m sales and maximize profit through developingand improvingthe following hotel aspects: product/servicesn pricing, distribution, hotel promotion, customer service, people and physical evidence. The researckr used the descriptive method of research in order to acquire relevant data for th€ study. The primary interviewees for this research were the six (6) functional of Hotel Stotsenberg and two (2) CDC Marketing Officers" Sources of data were library iournals, n€wspapers, internet websites and operations manual etc. To validate guest satisfaction @nc€rns, survey questionnaires were distributed to one hundred fiffy-five (155) guests who were booked in Hotel Stotsenberg from November 2011 to February 20l2.The results showed that overall guest satisfaction level is averag€ and the aspects that primarily needed improvement are customer service, people and facilities. Data were analyzed by PEST Analysis, Porter's Five Forces Model, bompetition Analysis and Market Annlysis in scanningthe external environment. Analysis of hotel marketing mix, operational areas' performance and financial ratios were used in scanningthe internal environmer$. All significant data gathered were validated through IFE and EFE Matrices. SWOT Analysis was used as a matching tool in developing marketing strategies ardthe QSPM was used in determining the relative attractiveness of the feasible alternative actions. To remain competitive in the hotel industry it is recommended that Hotel STRATEGIC MARKETING PLAN FOR HOTEL STOTSENBERG HOLYANGEL LINIVERSITY Stotsenberg reposition itself as a deluxe convention hotel and casino, improve its guest ices procedures, products and services, amenities and facilities and intensify its hotel promotions. The actual sales, actual expenditures, financial ratios, market share, occupancy rates and guest feedback will be evaluated to esablish confrol in the shalegic marteting implementation process. Keywords: hotel marketingmix, market share, room sales, guestfeedback