Marketing Plan of Hyatt Sample

Assignment Code: 9441
Date of Completion: 25th
May 2012
Words: 2242
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Contents
Introduction ............................................................................................................................................. 1
Current Market Situation: ....................................................................................................................... 2
Marketing Information: ........................................................................................................................... 3
Customer Segments: ............................................................................................................................... 5
Competitor Analysis: .............................................................................................................................. 5
Key Opportunities: .................................................................................................................................. 5
A Promotional Plan : ............................................................................................................................... 6
Objectives and issues : ............................................................................................................................ 6
Marketing Mix Strategy: ......................................................................................................................... 7
Action Programme: ................................................................................................................................. 9
Evaluation and control : .......................................................................................................................... 9
Conclusions and Recommendations: .................................................................................................... 10
References: ........................................................................................................................................... 11

1
Introduction
History:
The company was established upon purchase of the Hyatt House, at Los Angeles
International Airport dated 27th
September 1957. Owner of the Hyatt were entrepreneurs,
Hyatt Von Dehn and Jack D.Crouch. Later, Von Dehn decided to get out of the hotel
business. His share was sold to the hotel Jay Pritzker. Jay’s younger brother Donald Pritzer,
undertaken the responsbility of hotel operation and acquired motels and hotels. Under
Donald’s leadership, Hyatt Corporation became the greatest growing chain of hotels in the
United States until his death in the year 1972.
Hyatt is a global corporation with broadly recognised, industry. Mission of the hotel is
to provide benchmark services by creating a difference. Hyatt key properties by region
includes North America, Europe/Middle East/Africa, Latin America, Asia Pacific, Southwest
Asia (Hyatt Investor relation,2012).
Fig 1.1: Hyatt location (Source:Hyatt Investor relation, 2012)

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Hyatt Andaz is located in the heart of the city. It was opened in the year 1884, which
is housed in a beautiful redbrick Victorian building. It transforms into 21st
century
masterpiece, with 267 modern guest room. Five restaurants and bar within this East London
hotel. Japanese cuisine restaurant is Miyao, seafood available at Catch, brasserie grill menu
in Eastway, and english pub fare in George (Andaz,2012).
Economic Factor, It covers interest rate, infrastructural and financial terms provided by the
government for early setup. 9/11, many people were scared to fly, and to its worse, in the
United States, airplane were cancelled for three days. This had an adverse effect on the hotel
as well.
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Social Factor, Attitudes such as health, environmental consciousness, Hyatt has done this by
preserving the natural environment through Hyatt Earth, Hyatt Community, Family of
Responsible and Caring Employees (F.O.R.C.E.). Hyatt Earth- encourage a culture of
environmental awareness. Hyatt Community- it improves the environment. F.O.R.C.E.
(Family of Responsible and Caring Employees) - This program allows Hyatt to volunteer
worldwide to participate in local.
Technological Factor, with the advancement in the technology hotel industry is also taking a
new pace. Through technological advancement, it has made possible to customers and travel
agent to directly access the Hotel reservation system’s database.
Environmental Factor, It is necessary to study the factors to identify whether equipments
which are supplied can bear up the environmental conditions or not. Guests in the hotel
consume usually 300 litre a day This condition endangers the availability of water for local
people. For this reason, steps should be taken to minimize the wastage of water i.e. install
water meters, causes of high consumption, eliminate leaks, repair defective seals and damage
water pipes.
Legal Factor, The macro legal environment is closely related to the political environment. It
includes court decision such as liability compensation etc. Hyatt cleared all legal policies, as
a result it is running all over world (Pest Analysis of the macro environment, 2007).
Marketing Information:
Marketing managers mainly rely on the management information system (MIS), and these
reports generated for the same is used to create marketing plans. Marketers follow three
sources of information market research, internal information, marketing intelligence. These
information sources can be into two main categories i.e. primary data and secondary data.
Here, Hyatt focusses on the internal component of marketing information. It is very valuable
to management as it gives a wealth of information. Management has three main sources of
internal marketing information which are management staff and employees, guest history and
sales, customer feedback. This kind of marketing information system consumes less time and
money as compare to externally generated marketing information (Diamond and Oppenheim,
2004).

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Fig 1.3: (Source :Sources of Marketing Information, 2007)
Customer feedback: Here, the information is generated by the manager talking with
customers or having service personal check with the guests. Other method which is very
effective is comment card. These cards are placed in the hotel rooms or are given at the time
of check out by the guests. Even it is used in the restaurant, presented at the time of finishing
meal. It seeks their opinion and comments in relation to the operation’s quality (Sources of
Marketing Information, 2007).
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Customer Segments:
Hyatt Andaz has varied customer from corporates-small meetings to leisure guests.
Segmenting-Full service / upper upscale. Marketing Information system is providing a strong
information about the guests likes and dislikes. On these data Hyatt is improving its services
and facilities. Usually corporate travellers tend to stay midweek, whereas leisure guests tend
to stay more at weekends and during holidays. Leisure guests are a lot into price sensitive,
and they make a reservation in advance whereas corporate people generally stay in a hotel
according to their scheduled meetings. Hyatt render diverse facilities such as relaxing and
entertaining facilities for instance, spa, health club, casino, bar, sauna bath, pool side dinner
to leisure guests.corporate guests avail the facility of wi-fi, conference room (Tsiptsis and
Chorianopoulos, 2011)
Competitor Analysis:
As shown in the below fig 1.5, comparing the hotel’s rates and reservation, customer
satisfaction and customer quality of the competitors with the Hyatt Andaz. The main aim of
any company through this analysis is to identify the services being offered by competitors
and their promotional policies (Withrow, 2006).
Sheraton (Sheraton
Heathrow Hotel,
2012)
Claridges
(Claridges, n.d)
Premier Inn
(Premier Inn, n.d)
The Hyatt
andaz
Prices
Comparison
15,724 68,545 6,820.47 $540
Customer
satisfaction
High High High High
Service quality High High Low High
Key Opportunities:
Figure shows the briefing of Hyatt corporation SWOT analysis. Hyatt has significant
competitive strength. Having a world class brand, deep culture and experienced management
team, high quality hotels situated in desirable markets. It is attracting guests because of its
focused services and outstanding facilities. Its globally spread and recognized for family,
leisure and business travellers. Its main weakness is the dilution of brand name and monetary
pressure. Hyatt has to look ahead competing effectively not only through its premium

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products and services but also by using competitive prices along with special offers. Threats
of the hotel which are major players Hilton family hotel group, Starwood, Claridges, Ritz.
Secondly, it is the development of low cost airlines and low cost travel. There are a lot of
opportunities for the corporation to gain advantage on its competitors.The most prominent
opportunity for the hotel is the potential from the road trips trends. There are an increased
number of road travellers. Hyatt is offering striking discounts to the people who travel by
road (Fine, 2009).
A Promotional Plan :
Successful promotion is a trustworthy process about the solution to the problem. Key factor
here is to be confident enough about the marketing plan and to tell others with enthusiasm.
There is a positive response by the people who shows enthusiasm about products and services
(Williams, 2012)
Objectives and issues :
The main aim of this plan is to achieve an increase in sales by 20% in the coming year. This
plan can be formulated by using SMART acronyms (Specific, Measurable, Attainable,
Relevant and Time Bound).
Specific – Hyatt wanted to accomplish a sale of 20%. which focus on customer i.e. corporates
and leisure guest.
Measurable - targeting 20% of increase in sales
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Attainable – Hyatt Andaz is famous worldwide for its services having five star luxury will
definitely achieve its target.
Relevant - Plan is not only an indistinct statement; it is based on policies to be adopted and
actions to be prepared by everyone in the hotel.
Time Bound – Time is framed from mid 2012 to 2014 (SMART objectives, n.d. ).
Marketing Mix Strategy:
Building up a strong marketing strategy that goes beyond the strategies of the competitors.It
is to assure that they have an exceptional advantage over the other.
Product/service: 10% off on your second week stay or your return visit” and “Free dinner,
bed and breakfast for conference organizer. This will attract the leisure guest to come again
for their second stay and more and more corporate meeting will be held as the organizer has
an advantage.
Price:
Rate in UK Dollars: Fig 1.6: (Source: Andaz, 2012)
Promotional Plan: “10% off on your second week stay or your return visit”. For Leisure
Guest,

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First visit for to Hyatt Andaz, twin charging 340.00 per day. On a second visit, giving a
discount of 10% that comes to around 306.00 per day.This plan will definitely magnetize
clients.
Free dinner, bed and breakfast for conference organizer. For increasing the corporate
meetings or small meetings, as per above fig 1.6, pricing strategy will attract organizer,
which will in turn bring business to the firm. It will result in more occupancy.
Promotion- Internet Campaign, the world wide web which opens a new rank of potential
customer tariff. Website makes it possible to advertise the schemes and discounts to the
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Action Programme:
Fig 1.7: (Source: About hotel hierarchy, when to change and how to change ,2008)
First approval will taken from Board of Directors for implementation of the plan. It will pass
onto the IT department for promotion and other areas i.e. RM, F&B, Entertainment,
engineering, purchase, M&S, Financial and HR. It is to mandatory for every department to be
aware of the promotion plan. Action of the plan will be taken by the marketing department. In
IT department, visualiser will design and work on internet.Finance people will take care of
the discounted rates.As shown in fig 1.7, the process will go from up to bottom. This plan
will be effective from 1st
July 2012.
Evaluation and control :
Plan should be properly implemented and circulated within the hotel. Managers must be
given authority. Sustain a friendly relation with corporate organizer. As there is no expenses
in other areas, proper promotion through internet and business magazine would be made to
make regular customer aware. This plan can face a problem if the customers doesn’t stay for
the second week or visit again. Hotel has to bear the expenses of the organizer if he brings a
very small group of people to the hotel.

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Conclusions and Recommendations:
Based on the above promotional plan, it can be concluded that by putting efforts hotel can
increase its sale by some percentage. Upon implementation of the marketing plan, Hyatt
Andaz will gain increased market shares and claim its targeted situational position of market
leader in a luxurious hotel. It will keep its consumer recognition
for innovative and successful services. Apart from leisure guest and corporate people Hyatt
can also avail special packages to students, who visit different places on an educational tour.
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References:
About hotel hierarchy,when to change and how to change. 2008. [Online]. Retrieved from:
<http://www.hotelmule.com/forum/viewthread.php?tid=116>. [Accessed on 25 May
2012].
Andaz. 2012. [Online]. Retrieved from: <http://www.andaz.hyatt.com/en/andaz.html>.
[Accessed on 25 May 2012].
Claridges Luxury Hotel In Mayfair, 2012. [Online] Available at:
<http://www.claridges.co.uk/>. [Accessed on 25 May 2012].
Competitive Strategy of the Global Hyatt Corporation-Tran Kim Thuyen_Kyly . 2011.
[Online]. Available at: <http://www.docstoc.com/docs/14859301/Competitive-
Strategy-of-the-Global-Hyatt-Corporation--Tran-Kim-Thuyen_-Kyly>. [Accessed on
25 May 2012].
Diamond, W. and Oppenheim, M., 2004. Marketing Information: A Strategic Guide for
Business and Finance Libraries: Routledge.
Fine, L., 2009. The SWOT Analysis: Using Your Strength to Overcome Weaknesses, Using
Opportunities to Overcome Threats: CreateSpace.
Hyatt Investor relation. 2012. [Online]. Retrieved from:
<http://investors.hyatt.com/phoenix.zhtml?c=228969&p=quarterlyearnings>.
PESTEL analysis of the macro-environment. 2007. Retrieved from:
<http://www.oup.com/uk/orc/bin/9780199296378/01student/additional/page_12.htm>
. [Accessed on 23 May 2012].
Premier Inn, n.d. [Online] Available at: <http://www.premierinn.com/en/london-
hotels.html>. [Accessed on 25 May 2012].
Robinson, S., 2012. Marketing Techniques for Hotels. Retrieved from:
<http://www.ehow.com/info_8091811_marketing-techniques-hotels.html>. [Accessed
on 25 May 2012].
Shennu, B., 2012. Pricing and Promotion Strategy. Retrieved from :<
http://www.ehow.com/about_6752112_pricing-promotion-strategy.html>. [Accessed
on 24 May 2012].
Sheraton Heathrow Hotel, 2012. [Online] Available at:
<http://www.sheratonheathrowhotel.com/?PS=EAME_aa_Starwood_NWE-
293_Google%20IN_heathrow%20sheraton%20hotel_071411>. [Accessed on 25 May
2012].
SMART objectives. n.d. Retrieved from: <http://www.learnmarketing.net/smart.htm>.
Sources of Marketing Information. 2007. Retrieved from:
<http://hotelmule.com/forum/viewthread.php?tid=660>. [Accessed on 23rd
May
2012].

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Strategic Planning Pt. 3: Expanding Your Business Toolbox. 2011. Retrieved from:
<http://ignitestrategicsolutions.com/2011/07/10/strategic-planning-expanding-your-
business-toolbox/>. [Accessed on 23 May 2012].
Tsiptsis, K., and Chorianopoulos, A., 2011. Data Mining Techniques in Crm: Inside
Customer Segmentation.2:John Wiley & Sons.
Whitehead, L., 2008. How to Create a Promotional Plan. Retrieved from:
<http://www.adbase.com/Blog/Marketing-Planning/PromotionalPlan>. [Accessed on
25 May 2012]
Williams, J., 2012. How To Create A Powerful Promotional Plan For Your 50+ Business .
Retrieved from: <http://www.startupnation.com/business-
articles/3849/1/promotional-business-plan.htm>. [Accessed on 23 May 2012].
Withrow, J., 2006. Competitive Analysis: Understanding the Market Context, [Online]
Available at:
<http://www.boxesandarrows.com/view/competitive_analysis_understanding_the_ma
rket_context>. [Accessed on 24 May 2012].
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