Paris Charles de Gaulle Airport Hotel: a Market Action Plan
Every business is subject to factors that affect the firm’s function as a whole. These factors are the ones attributed for the success or even the failure of a business. In the light of this, there are certain ways or techniques that can be considered in order to emerge and continue to be competitive within the market place. This paper aims to discuss the market action plan of Paris Charles de Gaulle Airport Hotel for 2007. Specifically, it will point out the crucial role of Internet advertising.
With the given case study and the facts presented, the focus of the action plan is on marketing communication. Marketing is communication (, 1991, 1). This premise constitutes the suggested product and promotional vehicles to be used by the hotel management for the nest year. According to estimation, 90% of marketing involve the process of communicating, usually from the sender (the organization) and the receiver (the consumer and relevant public) and 10% comprises other relevant marketing functions and techniques. Thus, in order to reconcile the difficulties encountered by the hotel and its management, the following market action plan focusing on marketing communication functions and techniques is implemented.
Primarily, the hotel management must conduct a marketing research centering on the marketing mix. Marketing mix, according to (pp. 43-44), is “the set of controllable marketing variables that the firm blends to produce the response it wants in the target market.” The marketing mix is composed of 4Ps known as product, price, place, and promotion. It is a fact that even a new, improved, and perfect product (or service or idea) can’t sell itself if people don’t know about it. But (1973) and (1990) have a good point. Selling and promoting are a big part of marketing, but only one part of four in the marketing mix. Thus, this will be the foundation of the marketing plan to be applied.
In promotions, as the fourth variable of the marketing mix, it will be based on the integrated marketing communication functions and techniques. The process of promoting the hotel will overtly work on together with the three remaining variables. (1991) indicated that promotion, as the fourth P and the coordinating function that integrates and unites the other three P’s, is the heart of marketing. This is perceived as the immediate and might be the ultimate solution to the recent difficulties of Paris Charles de Gaulle Airport Hotel.
In dealing with the promotional strategies, planning, and its implementation, the management may use various marketing communications mechanisms and integrate them together. Advertising, sales promotions, public relations, and direct marketing are among the relevant techniques to be used. The hotel management may use every technique mentioned but granted with the relativity of planning and the organization’s objectives. As one of the sales executive, I would want to recommend the integration of all these mechanisms. The Integrated Marketing Communications (IMC) methods will be implemented in order to gather more effective and immediate impact favoring the welfare of the management and the business operations but for the meantime, internet advertising is highly prioritized.
First, advertising (2001, p. 525) is being utilized to be able to impart to the consumers the availability of a particular product or service. In a way, advertising is also able to provide critical information regarding the hotel. When an advertising campaign is achieved effectively, this can lead to an increased demand for the hotel services. Since hotel management is a segment of the hospitality industry, the most appropriate medium to be used, aside from the traditional print and broadcast means, is the internet. Internet advertising (IA) or sometimes called, as web advertising is a type of advertising in which a person can control or customize the information according to his/her interest with the use of internet (2001). It provides instant interaction and connection to the consumers since the buyers or the audiences are the one who decides on what ad to view favorable to the field of their interest. The consumers are given the power to control the opportunity in establishing an on-line participation through the use of internet (1997; 2001). The hotel management uses IA by using banner ads, pop-ups, micro-sites, and other ad formats. The effectiveness of the internet advertising to the hotel increase on sales and clients is guaranteed.
For instance, should the hotel use popup ads and email ads as marketing communication tools, there will be a significant effect. The fact that most advertising firms have also started to exert efforts to make their advertisements appealing to the public ( 2001), creation of ads using the internet is cheaper and easier to make as to compare with any other media. It saves more time and money since it includes a matter of programming and formatting the ad’s layout. The products or the services reached a wider target market using the internet. Since advertising the hotel on a less strict medium, the services are being viewed with different type of users. This contributes on the success of promoting the hotel’s services and features since it obtain a larger user’s share.
The effectiveness of the medium ( 1997) as utilized by the hotel management can be measured by the level of success being attained in meeting the desired goal to create changes on the consumers’ attitudes and behaviors after the exposure to the advertisement. Illustration of these changes are manifested by the consumer’s heightened awareness to the products or services, increase in sales and profitability, growth of target market base, positive feedbacks from the consumers and an increase of the public agreement with the advertisement message.
The nature of advertising is to successfully convey the brand’s message to the consumers and effectively established the products and/or services being rendered. Primarily, advertising is used for the purpose of increasing the products sales, enhance the product’s image, and develop the trust of the consumers in the product or service being advertise.
Thus, improved and elevated internet advertising must be the first marketing action plan of Paris Charles de Gaulle Airport Hotel management for the next year to come.
References
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