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Namra AmirNimisha KapilRowena SaldhanRachita PassiAlok A TripathiM00558947
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!ec"ti#e S"mmar$
Targeting the Dubai Expo 2020, we have come up with a new premium4-star hotel product
Analyses and assessed the industry, internal and competitiveenvironment to devise a mar eting plan
!ecommendations are made based on the industry assessment and datacollected through various sources
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%"rrent Sit"ation and Marketer#iew
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%"rrent Sit"ation and Marketer#iew
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'nd"str$ en#ironment(Porters )i#e *orces
!istin+%ompetitio
n"argaining
power o#"uyers$
Threat o#%ubstitutes
Threat o# newentrants
"argainingpower o#%uppliers
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&ndustry environment
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%ompetiti#e en#ironment
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Positionin+ Statement
,A-orda.le /"!"r$Slo+an
12 3"meirah Sta$ i-erent
62 a$a A-orda.le /"!"r$
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'ositioning %tatement ()ont*
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+ey Target ar ets
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Marketin+ Mi! Strate+$
Marketin+Mi!Strate+$
Prod"ctuality
%ervices.ariety
PriceDiscounts
'eriod o# 'ayment
/ ers
istri."tion)hannels1ocation
Transportation
Promotion'ersonal %ellAdvertising
"usiness 'romotions
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'roduct
• )oreproduct
• acilitating'roduct
• %upporting'roduct
• Augmented'roduct
'rice
• Economy
• 'enetration
• % imming
• 'remium
'romotion
• Advertising
• 'ublic!elations
• 'ersonal
%elling
• %ales'romotion
'l
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%"stomer ac "isition tar+ets and a marketin+."d+et
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Recommendations
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ar eting "udget 3 "rea Even
ospitality industry on an average dedicates 56-706 o# their totalbudget on mar eting and sales () / %'E8D %9!.E:, 207;*,
;6 o# its total budget on mar eting andsales
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ar eting "udget "rea up
"d+et reak"p
Mode o* Marketin+ 6 o# Total "udget
i+ital ad#ertisin+ 7=6
&nline istri."tion %hannels:&TA;< S= 726
>e.site 746
S & :search en+ine optimi?ation= 726
Social media 26
ill.oards@ Print Ad#ertisements 706
irect Mailin+@ Newsletter =6
P".lic Relations 746
Sales personal sellin+ 56
!tra %"shion 46
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ar eting "udget "rea up
The mentioned budget brea up will be applicable #or the next ? years
There will be continuous monitoring, changes will be made a#teranalysing the mar et situation
The social media budget is li ely to increase which will be satis@ed bytrans#erring budget #rom print advertising and personal selling
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"rea Even Analysis
reak(e#en Anal$sis Res"lts
No o* rooms :per da$ =Minim"m occ"panc$ re "ired :Per
a$=
6B0 1B628888889
ProCt mar+in Total 'ro@t (&n case o# #ull occupancy*
15D AED;B>B illion
Total Ann"al occ"panc$ inimum annual operating charges Total operating cost (#ull occupancy*8B950 AED27>5 illion AED?=>= illion
ProEected A#+ Room rate :A =
450
&peratin+ %ost per room
6F0