People strategy (2.1) Required staff [Specify the job roles you may require] Job role Quantity Skills required Date required Recruitment: [How do you plan to recruit the required staff? Are there any potential skill shortages that may impact on your ability to recruit the appropriate people?] Training: [Is there any training required for staff?] Process strategy (2.1) [Outline your customer service and business processes that you will implement to ensure that your sales process is smooth] Budget (2.2) Budget [Provide details of your marketing budget] 13 Page Marketing strategies using the 4P's - Pricing, Product, Place, Promotion (2.1) Pricing strategy [Using the resources in the module notes, form a discussion on what pricing strategies would be suitable for your business]. Product strategy (2.1) [Where do your products/services fit in the market? How do they compare to those of your competitors? How do customers benefit from your products/services?] Place strategy (2.1) Channel Product/ services Sales Advantages Disadvantages (%) [Retail outlet, online, export, wholesale, etc] [List products/services to be distributed via this channel] 1% of overall [List advantages of this channel] [List disadvantages of this channel] sales via this channel] Promotional strategy (2.1) [Outline your promotional strategies such as online, networking, printed material, direct marketing, print advertising, content marketing, public relations, etc. Include the allocated cost or budget for each strategy] Promotional strategy Expected business improvement Cost Target launch ($) date Risk assessment (2.3; 2.4) Risk description [Description of the risk] Likelihood Impact [Highly likely, likely, possible, unlikely, highly unlikely] [High, medium, low Strategy [What actions will you take to minimise the potential risk to your business?) Briefly describe your monitoring strategy for the risks identified: SWOT analysis (1.7) Strengths - internal resources or capabilities of your business that are better than your competition The Ibis Styles hotel has a convenient location near the airport and the city centre, providing easy access to both business and leisure travellers. The hotel offers a variety of room types to suit the needs of different guests, including family rooms and suites. Ibis Styles hotel has a 24-hour reception desk, ensuring that guests can always check in and out when it is convenient for them. The hotel offers a free breakfast buffet for all guests, as well complimentary Wi-Fi. Opportunities - external factors or conditions that the business can exploit to build success as The hotel could capitalise on its location near the airport by offering a shuttle service to and from the airport. The hotel could partner with local restaurants to provide a discount for guests who eat there. The hotel could improve its website and online booking system to make it easier for guests to book rooms. Competitor Analysis (1.7) Weaknesses - internal resources or capabilities of your business that are less than those of your competitors . The hotel does not have its own restaurant, meaning that guests have to eat out if they want dinner. The hotel does not have a swimming pool or other leisure facilities. Threats - external factors that could adversely affect the success of your business The hotel could be affected by construction work taking place near the airport. The hotel could lose business to competitors who have better facilities or are located closer to the city centre. The Ibis Styles hotel's main competitors are the Novotel hotel and the Mercure hotel. Both of these hotels are located near the airport and offer a similar range of services to the Ibis Styles hotel. The Novotel hotel has a restaurant and bar on-site, as well as a swimming pool, a fitness centre, and a business centre. The Mercure hotel also has a restaurant and bar, as well as a swimming pool and a fitness centre. The Ibis Styles hotel has a more convenient location than the Mercure hotel, but the Mercure hotel has more facilities than the Ibis Styles hotel. The Novotel hotel has a similar location to the Ibis Styles hotel and offers more facilities than the Ibis Styles hotel.