Deadline for Submission: [Time (am/pm), 26th April 2017] Submit this coursework through the Student Portal with a Turn-it-in Report Word Limit: 2000 words (Plus or minus 10%) Learning outcomes assessed: 1. Analyse methods of determining the size and structure of markets and of segmenting particular markets. 2. Evaluate methods of promoting sales at different product types and services and identify the interrelationship to broaden company strategies. 3. Produce a marketing plan for a company given its resources and objectives. This coursework is worth 100% of the total marks for this module. Coursework Instructions Please read carefully • Carefully read the module handbook, the marking criteria and the grade descriptors. Academic Misconduct You are responsible for ensuring you understand the policy and regulations about academic misconduct. You must: • Complete this work alone except where required or allowed by this assignment briefing paper and ensure it has not been written or composed by or with the assistance of any other person. • Make sure all sentences or passages quoted from other people’s work in this assignment (with or without trivial changes) are in quotation marks, and are specifically acknowledged by reference to the author, work and page.
MARKETING MANAGEMENT Executive Summary The report is conducted to examine current environment and prepare a marketing plan for Sheraton Hotels. An analysis regarding the macro and micro environmental factors is conducted with Porter's five force model and SWOT analysis to identify the strengths, weaknesses, opportunities and threats of the organisation. Improving the weaknesses and giving importance to the strengths can be a controllable measure which can help to achieve the marketing objectives of the company. Marketing objectives can give a clear plan while targeting a specific group and positioning the products and services in the market. A marketing plan is prepared while considering STP strategy (Segment, Target and Position) to position the brand among its target consumers. Contents TOC \o "1-3" \h \z \u HYPERLINK \l "_Toc477279013" Introduction PAGEREF _Toc477279013 \h 3 HYPERLINK \l "_Toc477279014" 1. External and Internal analysis PAGEREF _Toc477279014 \h 5 HYPERLINK \l "_Toc477279015" 1.1 External analysis PAGEREF _Toc477279015 \h 5 HYPERLINK \l "_Toc477279017" 1.2 Internal analysis PAGEREF _Toc477279017 \h 8 HYPERLINK \l "_Toc477279019" 2. Objectives PAGEREF _Toc477279019 \h 10 HYPERLINK \l "_Toc477279020" 3. Segmentation, targeting and positioning PAGEREF _Toc477279020 \h 11 HYPERLINK \l "_Toc477279021" 4. Marketing mix 7P’s PAGEREF _Toc477279021 \h 14 HYPERLINK \l "_Toc477279022" Conclusion PAGEREF _Toc477279022 \h 17 HYPERLINK \l "_Toc477279023" References PAGEREF _Toc477279023 \h 18 Introduction Sheraton Hotels and Resorts started its first hotel in the year 1937. The hotel chain specialises in providing premium customer experience and has developed a chain of hotel across the globe. The hotel chain is currently owned by hospitality conglomerate, Starwood Hotels. Sheraton was sold to Starwood in 1998 by ITT. Sheraton Hotel is resilient and...
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