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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