ESSAY INSTRUCTION Essays typed, 4-5 pages long. Correct gramm.docx

ESSAY INSTRUCTION
Essays: typed, 4-5 pages long. Correct grammar and formal
organization are required. See essay example for organization.
See essay example for organization. Each essay must have at
least two scholarly sources from college data bases or library
books. MLA style with a Works Cited page.
Library Resources: find a list of databases: Academic Search
Complete, JSTOR, or Project Muse -
http://collin.libguides.com/britlit2
Do not use the Internet for your sources.
Primary sources:the text; that is to say, the
story/stories/poem/poems you are analyzing. A citation for each
of these must go on the Works Cited page.
Secondary sources:these are scholarly articles written about the
texts. A citation for each of these must go on the Works Cited
page
Knight Cite: this site helps you prepare your Works Cited page.
Just fill in the blanks and this machine orders correctly the
bibliographic information and provides the appropriate
punctuation.
Grammar errors: Review these before writing responses and
essays
Sample essay with sources
Sample response paper
YOU MUST INCLUDE YOUR OWN QUTATION AND
QUTATION FROM THE BOOK.
Conclusion : Literature your own EPIC world, your own
thinking.
Essay # 1. In Sir Gawain and the Green Knight, and in the story
of Sir Thomas Malory's Morte Darthur: "The Conspiracy against
Lancelot and Guinevere," "War Breaks Out between Arthur and

Lancelot," and "The Death of Arthur," the knights are faced
with grave moral dilemmas. Explain the moral choices they
must make and whether their choices are for the best. Right or
wrong, the knights have something to teach their society.
Marketing Plan - Wyndham Worldwide 3
Outline of the Marketing Plan:
Wyndham Worldwide
Name
School
Course
Instructor
Date
APA Format: 3433 words
Executive Summary Comment by Author: Each section is
described generally rather in context of the case.
Wyndham Hotels is focusing their attention on building brand
awareness, improving the quality of their products, and
increasing their overall market share. This plan focuses mostly
on their main market segment in consumer sales. However,

there is some focus on the secondary market in commercial
sales. The plan aims to improve every aspect of the guests’
experience and work to build overall brand awareness in the
community. The marketing goals will be to increase the sales by
15 % over the next year in areas where the sales are down from
last year and increase the regionally acceptable services by 10
% over the next year. This will make the quality of the services
increased and the regional acceptability increased as well. The
second goal is to communicate the brand’s value and this can be
done by increasing the company’s market share by 10% this
year and by 25% over the next two years and by increasing
brand recognition. Through training and proper monitoring, the
company can improve their services. And through the right
marketing mix, they can improve their brand awareness. KPI’s
will be used to measure the success of the initiatives.
Marketing Plan
A marketing plan offers an outline for how an organization
will combine pricing, product, promotion, and distribution
decisions to create an offer that the consumers will find
attractive (Ferrell & Hartline, 2013, p. 15). The idea is to
determine the marketing goals and objectives, the overall
marketing strategy, marketing implementation, evaluation and
control, and a contingency plan.
1. Marketing Goals and Objectives Comment by Author:
Comment by Author: Below is an example of what the
marketing goals and objectives should look like.
Goal - increase sales and profit
Objective 1 - increase awareness among millenials by 30%
Objective 2 - increase bookings for {hotel Y/segment y} among
millenials by {x %} by end of 2018.
Also, where is this information coming from? This is a research
paper and only has two references. Each section is described

generally rather in context of the case.
1.1. Marketing Goal 1
The marketing goal for Wyndham Hotel Group is to
increase the quality of their services and make them more
regionally acceptable.
1.1.1. Objective 1a: To increase their sales by 15% over the
next year in areas where Wyndham Hotel Group sales are failing
to capture a large share of the market or present services that
are of value to the area.
1.1.2. Objective 1b: To increase the amount of regionally
acceptable services by 10 % over the next year.
The idea is to provide services that cater to the needs of the
individuals in the area.
1.2. Marketing Goal 2
An additional marketing goal for Wyndham Hotel Group is
to communicate the brand’s value.
1.2.1. Objective 2a: Wyndham Hotel Group would like to
increase their market share by 10 % over the next year and by
25% over the next two years
1.2.2. Objective 2b: Wyndham Hotel Group would like to
increase consumer recognition of their brand.
The company’s strong reputation will allow them to have a
competitive advantage over the competition. Their corporate
social responsibility is important to us. The more services
Wyndham Hotel Group provide for their customers, the easier it
will be to build the brand’s value.
2. Marketing Strategy Comment by Author: Commentary
provided in first person and says nothing about Wyndham
Worldwide Marketing Strategy. Please refer to the document
"Wyndham Marketing Plan Example", which provides an
example how this should be addressed. This is good in regards
to what a Marketing Strategy is but it should state what
Wyndham's Marketing Strategy is.

This is a heading for this entire section. It is not meant to
provide the strategey. Please read the rest of the section. This is
not a research paper and therefore does not reference the
company’s already existing programs. Some of them may be
mentioned to give examples of the types of programs that need
to persist.
Their marketing strategy is designed to present ideas and
strategies that will accomplish their goals. It will relate to what
needs to be done in order to increase the quality of their
services and the recognition of their brand. It is an outline for
how the company will achieve their marketing objectives
(Ferrell & Hartline, 2013, p. 42).
2.1. Primary Target Market Comment by Author: I'm not sure
from reading this if it ties into the previous case or is a new
market opp. It is too broad and should speak directly to
Wyndham Worldwide.
Insert from the marketing plan template states
"Depending upon the opportunity you are pursuing, this
information may be similar to that listed in your first case, or
different if pursuing a new market opportunity. Insert your
ansWyndham Hotel Grouprs in paragraph form."
Nothing will tie into the old case since it was never given to
me. I simply started from scratch like I was told to do.
Through the use of behavioral segmentation, they will analyze
what the consumer is actually looking for in a hotel and use the
information to make adjustments to their current services.
Through the use of consumer surveys and online reviews.
Understanding the consumer’s needs and the extent of these
needs (Ferrell & Hartline, 2013, p. 139), will work to give them
the information that they need to express how their services can
meet them. For the consumers in the hospitality industry,
quality and value are important. Customers are looking to get

the most services and amenities they can for the most affordable
price. The market can be further segmented using demographic
features. Demographic segmentation divides the market into
factors regarding gender, age, income, and education (Ferrell &
Hartline, 2013, p. 140-141). There are two main market
segments that the company can focus on to achieve their goals.
The first market segment includes upper class, white collar men
between the ages of 26 and 34, who frequently look for hotel
rooms for business and earn incomes between $ 75,000 and
$100,000. The second segment is women between 26-34, who
are middle or upper class and married with young children.
Through psychographic segmentation, the company will
look to market to family-centered and workaholic individuals.
The idea is that families need places to stay on vacation and
working business men and women need to have a place to stay
when they are out of town on business. The marketing efforts
will focus on relaxation and convenience. They will work to
find a way to be the consumer’s home away from home. Those
consumers focus on finding hotels that have the amenities that
allow them to go on with their normal routines. They are
looking for places in good condition and where they can feel
safe.
2.2. Secondary Target Market
A secondary target market that the company will focus on will
be businesses in the area in need of conference centers. This
market consists of any businesses who would like to hold
conventions, meetings, or training sessions in a large banquet
hall or meeting center. They will focus their attention on
finding a way to appeal to this market segment. These
businesses hold seminars, large meetings, banquets, and other
large functions.
2.3. Product Strategy
The “design, development, branding, and positioning of the
product are perhaps the most critical,” (Ferrell & Hartline,

2013, p. 155) of the strategic decisions. The company’s product
is the room and their services include the amenities and
customer service they receive with the room. In the hospitality
industry, the product is composed of many elements. It includes
the tangible goods, such as the toiletries, and the services, such
as the cleaning services. The consumers are buying luxury and
convenience. They are looking for a place to stay when they are
away from their own home or they are looking for a place to get
away and enjoy a different experience. They are looking for
convenience or escape. They purchase a hotel room for the
convenience and comfort that it provides.
The company has captured the essence of relaxation with
the Wyndham Escapes program and the Bed & Breakfast
packages (Wyndham, 2016). The Wyndham Escapes program
allows Points members points towards one night and weekend
stays and they offer weekly savings on getaways and vacations.
The Bed and Breakfast packages combine the hotel stay with a
delicious breakfast. This gives the hotel chain a leg up on the
competition who are still including the continental breakfast in
the lobby in their pricing package. The idea of having a
delicious breakfast brought to the room in the morning, to start
the day off right, is a brilliant one for the market segments that
the company is focusing on. Business men can enjoy a hot
breakfast before working to close that big deal and mothers can
feed their children without having to disrupt the lobby. It also
adds to the customer service strategy to increase the regional
acceptability aspect of the business. Customers can enjoy the
local cuisine and get a taste of the local culture. It adds to the
overall experience and increases the brands recognition in the
industry.
Second Target Market
Wyndham Hotels aim to offer a meeting place for the
consumers. They offer “stunning spaces” to “accommodate
gatherings of all types,” (Wyndham, 2016). They pair their
meeting spaces with a service that works to plan the event and

ensure that it is successful. A concentration on variety will
continue to push them in the right direction. The hotel chain
needs to work on spreading the word about their capacity to
host “large-scale meetings and conferences”, “intimate
meetings”, and “social events” (Wyndham, 2016). That way
they can reach out to businesses that are large or small. By
marketing the variety, the company can increase awareness for
their brand as it is associated with the venue that different
businesses need. A supplemental service that can be promoted
with the event packages would be the “memorable meals” that
are offered (Wyndham, 2016). This adds an additional
marketing angle that can attract a different need within the
market segment. It increases the quality and overall usability of
the facility.
Pricing Strategy Comment by Author: Comment by
Author: This is a great overview of pricing strategy for any
business overall. However, it does not discuss Wyndham
specific pricing strategy or tactics. This probably will require
some research as any marketing plan/case study would. I have a
provided an example below as a point of reference.
Pricing is an important aspect of a company’s business. In
order for the company to grow their revenue, they either have to
increase their prices or increase the quantity sold (Ferrell &
Hartline, 2013, p. 162). Pricing can be a complicated process
that involves many factors. For businesses like the Wyndham
there are more factors to consider because of the mix of
products and services. They need to incorporate the value of the
intangible services they provide as well. Then, they need to
consider what their price point says about their establishment
and brand image. If they offer a price too high, they will lose
some individuals in their target market. They will reach the
upper class business man who can afford the luxury and make it
difficult for the middle and lower class individuals in the target.
However, if they go too low with the price, they will also have

to worry about turning these individuals away. Having a variety
of rooms available at different price points is a perfect solution.
The service and quality will be the same to warrant a higher
price than smaller motels and hotels with less amenities. With
the variety of room types, such as single rooms, double rooms,
and suites, they can alter the price point as well.
The cost structure has to incorporate the cost of producing
or offering the services and the cost of marketing it to the world
(Ferrell & Hartline, 2013, p. 164). The average daily rate
(ADR) is defined as “total revenue divided by the number of
room nights sold,” (Wyndham World Wide Corp, 2015, p. 5).
Since the U.S. lodging industry is based on chain scale
segments, it is important to determine the impression that they
pricing gives the consumers. An ADR above $ 210 a night, is
considered a luxury establishment. These usually incorporate
spas, restaurants, recreational facilities, room service, local
transportation, and business centers (p. 5). The Upper Upscale
facilities offer their ADR pricing between $ 145 and $ 210 for
many of the same amenities and extras without the first class
experience (p. 5). This is the price point range that the company
is looking for. They want to have a room range between the
upper upscale price point and the luxury price point. They want
to offer better quality and service to attract consumers who are
looking for relaxation and convenience. These customers will
pay the additional price to allow their stay to be one that is
stress free and an overall escape from the everyday life or just
like home. To stay competitive in this specific market segment,
they need to portray the services and expectations to justify
their pricing. They need to strive to offer first class service and
products, from the room, to the amenities, and to the service.
Vs.
Wyndham Worldwide use differentiation in pricing strategy,
because Wyndham Worldwide has 3 components, they are
Wyndham Hotel Group, Wyndham Vacation Ownership, and
Wyndham Exchange & Rentals. They have different price and
different facilities each other., also different reward for the

customer. For instance, Wyndham Garden offers library lounge
for customer comfort , while Knights Inn provides a free
continental breakfast.
Profit margin of Wyndham Worldwide can be described in the
graph below,
Profit margin is the percentage of revenue that a
company keeps as profit after accounting for fixed and variable
costs. It is calculated by dividing net income by revenue. The
profit margin is mainly used for internal comparisons, because
acceptable profit margins vary between industries. For
comapnies with significant fixed costs, wide profit margins
reduce the risk that a decline in sales will cause a net profit
loss.
Displayed as a percentage, profit margin can be
thought as the amount of profit that a company keeps per dollar
revenue. For example, if a company has a profit margin of 43%,
the company keeps $4.3 of each dollar of revenue.
To attract the customer, Wyndham Worldwide various
specific pricing tactis, included, customer will earn an
additional Gold Status Point bonus for every 20 qualifying
nights, up to 3 bonuses in calendar year. Customers will
continue to earn regular Rewards points on every qualifying
night they stay. Again, Gold Status Points may only be
redeemed for a free night; however, regular Rewards points can
be redeemed for free nights, gift cards, merchandise & more.
Distribution/Supply Chain Strategy Comment by Author:
Comment by Author: I have provided an example below of
what the professor is looking for in regards to the
Distribution/Supply Chain Strategy. This is a good overview but
it does not specifically provide a supply chain analysis for
Wyndham. Everything stated can also be applicable to any hotel

chain and not just Wyndham.
-Identify examples of supply chain strategies Wyndham can use
or uses;
-Provide examples and tie into Wyndham strategy.
***I have highlighted in green areas of opportunity to provide
further detail and examples to back up statements provided.
In order to be able to maintain solid connections and
relationships with their vendors. A hotel needs supplies
consistently to ensure that each of their customers have what
they need. {What distribution/supply chain strategy is
applicable to Wyndham in regards to how they ensure customers
have what they need}. They must turn over their rooms each day
and predict what their customers need. {What strategy or tactic
does Wyndham use to predict what their customers need} They
need to be able to replace linens that are too soiled to reuse.
They need to be able to offer the same quality food and
beverages to their customers. {What quality foods and
beverages does Wyndham provide versus their completion}. For
luxury and upper upscale facilities with additional built in
amenities, there are a lot of supply needs. The company has to
be able to continually to be able to offer their clients what they
need 365 days a year and 24 hours a day. Hotels don’t close and
that means that the staff needs to plan to have what they need
and what their patrons expect. It allows for a way to offer “a
sustainable advantage and true differentiation in the market
place,” (Ferrell & Hartline, 2013, p. 171).
Vs.
Wyndham Worldwide use distribution with supply chain
strategy. Wyndham Worldwide relies on strong, collaborative
supplier partnerships to provide goods and services for use
around the globe. Wyndham Worldwide’s Strategic strives to
obtain the highest quality products and services offering the
best possible value. Providing sustainable product and service
options is a key consideration of this process.
Wyndham Hotel Group, the world’s largest hotel company with

approximately 7,540 hotels and part of Wyndham Worldwide
Corporation (NYSE: WYN), announced that it will streamline
distribution of property photos for its global portfolio of hotels
to more than 6,000 leading global distribution channels and tens
of thousands of affiliated travel websites in nine languages in
an effort to better showcase properties to travelers.
Intermediaries that is used by Wyndham Worldwide are
franchised, businesses that operate a branded product (usually a
service) in exchange for a licence fee and a share of sales;
retailers operate outlets that trade directly with household
customers. It is included, type of service ( self service, etc),
ownership ( privately, public ), location (rural,city-centre),
brand ( local one-shop name ).
Wyndham Worldwide’s workforce evolves to reflect the
growing diversity of the communities and the global
marketplace, efforts to understand, value and incorporate
differences become more and more important. Wyndham
Worldwide offer a career with a company that offers people
with talent, passion and integrity a world of opportunity.
As a part of holistic approach to diversity, Wyndham
Worldwide maintains relationships with key community and
philanthropic organizations that support business objectives.
For example;The Women's Business Enterprise National
Council is the nation's leading advocate of women-owned
businesses as suppliers to America's corporations and is
dedicated to enhancing opportunities for women's business
enterprises. Wyndham Worldwide is a corporate member of the
WBENC and uses its membership to identify potential women-
owned businesses with which it could consider business
opportunities, so Wyndham Worldwide use guarantee to ensure
channnel support.
There are 3 types utility that Wyndham Worldwide use are time,
place, and possession utility. Time, is making sure that the
product is available when customer need it. The "social-cultural
environment" of customers in the current marketing climate is
one in which people often are quite impatient to take possession

of the product once they have made the final decision to buy.
It is important, in a competitive environment, to use every
opportunity to streamline your supply chain and distribution
channels to allow a customer to physically obtain the chosen
product as quickly as possible.
In Wyndham Worldwide, it uses welcome drink or welcome
snack to the customer if they are still waiting, while the room or
service is clean up, but Wyndham Worldwide try to always
cleans up after the customer leave from that hotel with
maximum checkout time.
The second, is place refers to having the product exist in a
location that is easily accessible to the customer at the moment
in time when their payment transaction is concluded. Sometimes
the final decision about whether to buy, or not to buy, is made
by the customer based on how they can physically get their
hands on the products as soon as possible. Wyndham
Worldwide placed their hotels in strategic place, they place
their hotel in popular city in the country and in the middle of
the city. ( Bali ) .
The third, is possession refer to the marketing utility that allows
the customer to physically access what they bought. Having a
variety of easy payment methods, cash, debit, credit card,
PayPal, etc. is part of facilitating possession as is the physical
location of the product and how it is delivered to the customer.
Wyndham can use this way to be the tactics of distribution,
customer can pay the payment use debit, cash, or etc. Wyndham
allowing for possession in an easy way and give some rewards
to the customers.
Integrated Marketing Communication (Promotion) Strategy
Promotions are important because they communicate the
benefits and features of a product that are relevant to the
company’s target market (Ferrell & Hartline, 2013, p. 182). It is
the way that the company shares meaning with the consumer.
Integrated marketing communication deals with “the strategic,

coordinated use of promotion to create one consistent message
across multiple channels to ensure maximum persuasive impact
on a firm’s current and potential customers,” (Ferrell &
Hartline, 2013, p. 182).
Overall IMC strategy, objectives, and budget
The IMC strategy has to take a complete view to recognize
every customer contact or relationship with the company (p.
182). Pull strategies will be used to motivate consumers and
stimulate demand for their products and services. The
coordination of the marketing efforts will provide a mixture of
promotional tools to help reach consumers in different
mediums. Brand awareness is an important part of the marketing
strategy.
Consumer promotion elements Comment by Author: Please
provide more detail as to what specific strategy Wyndham is
using in regards to pricing discounts and vacation package.
Support with how that strategy affects Wyndham Worldwide
and/or their consumers. I have provide an example below as a
point of reference.
- the example provided is in paragraph form and answers all of
the elements for consumer promotion elements. However, the
form you used is fine as long as it touches on the points I've
described above.
Pricing and amenities are the easy consumer promotion
elements. The use of pricing discounts or vacation deal
packages can draw customers to the hotel. Then, it will take
excellent services and a push for minimal issues. The focus
needs to be on getting the customer what they need before they
ask for it.
Vs.
Wyndham Worldwide use advertising through advertise in many
places, with special offer, and reward for the customer
Wyndham Worldwide use communication strategy to the

customer, and to managed the brands , reputation , management.
Based on that, they can attract the customer to join in Wyndham
Worldwide.
Wyndham Worldwide also use personal selling strategy in
consumer promotion elements. Personal selling is a strategy that
salespeople use to convince customers to purchase a product.
The salesperson uses a personalized approach, tailored to meet
the individual needs of the customer, to demonstrate the ways
that the product will benefit him. The customer is given the
opportunity to ask questions, and the salesperson addresses any
concerns he has about the product. Wyndham Worldwide
provide answer and question between the customer and the
salesperson, so the customer will understand about Wyndham
Worldwide and consider to use this service. Wyndham
Worldwide use consumer sales promotion, through pull strategy;
On markets the consumers usually "pull" the goods or
information they demand for their needs. So, the consumers of
Wyndham will search an information about the Wyndham
Worldwide if they want to stay for a view night in Wyndham
Hotel in that city.
Advertising strategy (please reference comments for Consumer
Promotion Elements)
Advertising is the most visible element of the process and
will be important for the marketing plan (p. 185). Television,
radio, and direct mailer are popular advertising techniques. The
consumers need to recognize the company logo and this can be
done through advertisements the easiest. That way when they go
to book a hotel or conference hall, they will think about the
Wyndham hotels.
Public relations/publicity strategy (please reference comments
for Consumer Promotion Elements)
The strong corporate social responsibility reputation can
be used to raise brand awareness. The more outreach programs

or other programs that enhance the community that are
associated with the company, the easier it will be to remain in a
positive light in the consumer’s minds. Social media is a great
way to gauge the customer’s overall opinion of their experience
and reactions to the decisions that the company is making.
Personal selling strategy (please reference comments for
Consumer Promotion Elements)
The company’s personal selling strategy will include
suggested upgrading and assistance through a concierge service.
The entire idea of having a concierge desk is to help individuals
connect with the services and activities that they are looking
for. The strategy would be to first make sure that there are
services and activities that the customers want. Then, the
personnel need to work hard to let the customers know about
them. They can discuss various packages that are available that
incorporate some activities that they may be interested in.
Comment by Author:
Consumer sales promotion (pull) strategy (please reference
comments for Consumer Promotion Elements)
Pull strategies like consumer sales promotion strategy
works to create a buyer incentive for the products. These can be
things like direct mailers. The company uses the Wyndham
Rewards program to track the sales and to give consumers a
reason to choose their hotel over their competitors. They can
receive points for their stay and these can be turned into
rewards. These loyalty programs offer benefits for using their
services. The more times the consumer stays at the restaurant,
the more benefits and rewards they will receive.
Trade ( channel ) promotion elements Comment by Author:
This section needs to be added as it has not been addressed and
should be per directions from the marketing plan outline.
- Please use this example I have provided and give a similar

account for Wyndham worldwide by using specific strategics,
tactics, examples, and support with logic and reasoning.
Wyndham Worldwide use advertising strategy in trade
promotion elements through Internet, it can show and offer the
trade/ channel to support the Wyndham Worldwide. Wyndham
Worldwide use trade sales promotion strategy, through push
strategy. Push strategy is the activities to create consumer
demand for a product. A push strategy tries to sell directly to
the consumer, bypassing other distribution channels. Wyndham
Worldwide promote themselves via tour, which is they have
collaborate each other. So, the tour will promote about
Wyndham to the consumers.
Wyndham Worldwide use public relation in promotion
themselves. Trade shows can lead to effective publicity if
public relations professionals complete the proper research and
preparation in advance, and work the show aggressively.
Wyndham Worldwide use personal selling in trade
promotion elements. They demonstrate that sales will increase
higher sales productivity when customers have already been
exposed to the firm’s product at a trade show. Overall profits
are shown to be greater when the trade show is used in
conjunction with optimal levels of sales effort. This is show
that the trade show generates positive effects on customer
purchase intentions. These results provide much-needed
accountability for trade show expenditures and also highlight
the valuable leverage they offer towards improving selling
efficiency.
Marketing Implementation
Marketing implementation is a process where the marketing
strategy is executed using specific actions designed on achieve
the objectives (p. 260). These include the specific actions the
company will take to ensure that they are headed toward their
goals. Management plays a very important role in this part of

the process. They will need to ensure that the employees are
working hard to create a great experience for their guests.
Structural Issues Comment by Author: This is a decent
overview of Structural Issues. However, provide examples of
how the controls stated relate to Wyndham and strategies used. I
have highlighted an area within the paragraph of an opportunity
to capitalize upon. Please refer to the example below as a point
of reference.
The current structure of the company is a vertical one.
There are managers in the upper levels that control the various
segments of the corporation. In order to become more in tune
with the customers, the structure needs to become more
horizontal in structure. A more compressed structure will allow
for changes to be made quicker. The managers within the
different localities can make changes that appeal to the
consumers in their area. The idea pulls away from the idea that
the location should look uniform no matter where you go. The
idea that they take on more of a cultural context from the region
that they are in is one that focuses more closely on the idea of
having differentiated products.
It will be important for the employees to buy-in to the
changes that need to be made to increase the overall value of
the products and services they provide. They will need to utilize
change methods to ensure that the employees are utilizing the
changes that work to better the customer experience.{Insert here
an example of a change method Wyndham can use}. A flattened
structure will make this easier because the connection between
the upper management and the front line employees will be
tighter.
Vs.
Wyndham Worldwide use advertising through advertisements in
many places, with special offers then they can attract the
customer to join in Wyndham Worldwide. Wyndham Worldwide

also use personal selling strategy in consumer promotion
elements. On markets the consumers usually "pull" the goods or
information they demand for their needs. So, the consumers of
Wyndham will search information about the Wyndham
Worldwide if they want to stay for a view night in Wyndham
Hotel in that city.
The changes to the firm’s structure is they should increase the
promotion on internet (social media), increase the quality of the
official website and add some Filters in the website because that
can help the consumers of Wyndham easily find the nearest
Wyndham hotel in the town. The consumers of Wyndham will
search information about the Wyndham Worldwide if they want
to stay for a view night in Wyndham Hotel in that city, they can
get the information from the advertising in the newspaper,
radio, television, and internet.
Tactical Marketing Activities
These are the everyday activities that the company will
focus on to be able to ensure that the products and services are
being handled effectively and efficiently.
Specific Tactical Activities
Product Activities
1. Conduct regular quality checks to ensure that the hotel is
clean and fully stocked.
2. Consult the customer at several interaction points to see that
everything was satisfactory.
3. Maintain a high level of training to ensure that quality is up
to par or exceeding expectations.
Pricing Activities
1. Study the ADR of luxury and upper upscale establishments
to ensure that the company is offering the right prices
2. Compare the pricing to other hotels in the area to ensure that
the prices are competitive with hotels with similar offerings.
3. Work to keep the overhead and costs down to be able to be
more flexible with pricing.

Distribution/Supply Chain Activities
1. Maintain a high level of care when dealing with vendors.
2. Inspect product deliveries to ensure the quality is up to the
company’s standard.
3. Make a habit of sending top vendors gifts on holidays and
paying invoices on time.
IMC (Promotion) Activities
1. Send regular email blasts to guests offering special
promotions for rooms that are not booked.
2. Working to provide proper training to staff to assist them in
upselling or cross selling.
3. Work to provide the services that the community what it
needs and continue to help to better the world around them.
Evaluation and Control
The implementation of the marketing plan is an essential part of
the process. Without a proper implementation, the marketing
efforts can be insufficient. The evaluation and control of the
marketing plan is important because it gauges the success of the
success of the marketing plan. It is used to “reduce the
difference between what actually happened and what the
company expected,” (Ferrell & Hartline, 2013, p. 276).
Formal Controls Comment by Author: Comment by
Author: This is a decent overview of Formal controls. However,
provide examples of how the controls stated relate to Wyndham
and strategies used. Please refer to the example below as a point
of reference.
The formal controls are the processes and activities that will be
implemented in a firm to ensure that the marketing strategy is
successfully implemented (p. 276). The input controls that the
company will use start with training or retraining the staff. The
company will also need to build the employee awareness of
what it will do to push the sales and overall guest experience

upward.
They will implement some process controls to help guide the
process of implementation with activities that will be used
during the process. The top one will be the commitment of the
managers to the success of the goal and the encouragement of
the staff to follow procedures and to give the guest exceptional
service. The company will need to go above their expectations
throughout their experience. The output controls are designed to
measure the success of the implementation of the marketing
plan. It is to see whether the decisions made in this plan are
working.
Vs.
There are 3 types of formal controls, are input controls, process
controls, and o output controls. In input controls of Wyndham
Worldwide, for example, additional research and development.
The company should do the research to find what the customer
need and what customer want, so they can fullfill the customer’s
need and after they know the need of customer the company can
develop the strategy. Fix the old strategy with the new one. The
second control is process control that will be needed during the
execution. For example, Wyndham Worldwide have training
program to the employee. The employee will be train to serve
the customer as good as possible, how to do the job, how they
solve the problem during working time, so Wyndham will has
good performance of their employee and customer wil satisfy.
The last control is output controls that will be used to measure
marketing performance and compare it to stated marketing
objectives during and after the execution.
Overall performance standards Comment by Author:
Comment by Author: I like the current statement, however
it needs to provide a lead in the performance standards and
strategies that are about to be presented for Wyndham. Please

refer to the example below and see how the two can be tied in
together possibly for a stronger overview.
Increase sales by 15 % in locations where the hotels are failing
to bring in a good profit. These are the places that the company
will need to work on increasing the sales and building more
brand awareness.
Vs.
Output controls will be divided into 5 performance standards,
which are overall performance standards (based on goals and
objectives), The company will see the performance is related
with the goal and objectives or not, if it is not related they
should make an evaluation and develop their strategy. For
example, customer satisfaction, Wyndham should see the goal
and objectives, is related with customer satisfaction or not, and
if customer satisfy with Wyndham, it means that Wyndham
success with their goal and objectives.
Product performance standards Comment by Author:
Comment by Author: Be specific in regards to what
strategy is being used here. The statement made gives logic and
reasoning, however support with an example.
Quality control checks will be made continuously to ensure
that every aspect of the guest’s experience is a good one.
Vs.
Example, experiential quality. The experiential quality of
Wyndham Worldwide, for example Howard Johnson chain
therefore include a family friendly environment and the ability
to stay in a classic hotel at reasonable price.
Price performance standards Comment by Author: Provide an
example of a pricing strategy that Wyndham can use. Is there a
target that they are trying to meet relative to other hotel. This a
great overview but there it is not specific to a strategy that can
be used.
The pricing will be gauged by industry averages and other

hotel pricing for similar services.
Example: revenue targets. Wyndham Worldwide has reach the
revenue 5.381 with market capital 11,325. It has fulfilled the
target they want to reach.
Distribution performance standards Comment by Author: Please
name the strategy that is being used and give an example,
backed with logic and reasoning. Use the example below as a
point of reference.
The quality of the relationships with the vendors will be
monitored to ensure that they are happy and working towards a
common goal of providing exceptional products.
Vs.
Examples: supply chain. Wyndham Worldwide use distribution
with supply chain strategy. Wyndham Worldwide relies on
strong, collaborative supplier partnerships to provide goods and
services for use around the globe.
IMC (promotion) performance standards Comment by
Author: Where are the KPI's???
Below is commentary given by the professor.
IMC strategy - increased web, mobile, SEM and social media
emphasis targeting millennial business travelers and corporate
business travel departments (OR leisure millennial traveler)
KPIs: click-thrus from search engine ads to (Wyndham website
or microsite); click-thru conversion (bookings); mobile ad
click-thrus; # of app downloads, bookings via Wyndham mobile
app, etc.
Check out the documents I posted for chapter 9 -- there are a
tremendous number of KPIs which COULD be tracked, you need
to figure out which are relevant for each objective.
So if your second goal was related to enhancing the brand name
and reputation of Wyndham . . . a KPI could relate to consumer

sentiment in social media; # of positive reviews posted in social
media, etc.
Essentially, the KPIs are trackable measures that relate to
specific aspects of your (in this case) IMC plan though of
course they can be applied to other areas of marketing. Each
CONTRIBUTEs in some fashion to achieving an objective
(which in turn helps to achieve the goal).
Comment by Author: Comment by Author: Provide an
example of what promotional strategy Wyndham uses to
increase new sales. Is it trade shows, print media, an internet
campaign, social media platform. Use the example below as a
point of reference.
Increases in new sales will help to test the brand awareness
and the focus towards building brand awareness.
Vs.
Example: Public Relations . Wyndham Worldwide use public
relation in promotion themselves. Trade shows can lead to
effective publicity if public relations professionals complete the
proper research and preparation in advance, and work the show
aggressively.
Marketing Audits / Contingency Planning
If the marketing efforts discussed in this plan fail to reach
the goals that have been set forth, then the contingency plan can
be utilized to ensure that these goals are met. The contingency
plan consists of adding more services to the consumers. This
can be more inclusive offerings and more amenities. This will
give the company a competitive advantage over the competition.
References
Ferrell, O.C., & Hartline, M. (2013). Marketing Strategy.

Cengage Learning.
Wyndham Hotels and Resorts. (2016). Retrieved from
https://www.wyndhamhotels.com/wyndham/hotel-deals
Wyndham World Wide Corp. (2015). Annual Report. United
States Securities and Exchange
Commission: Form 10-K.

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