You are a Marketing Consultant at SA & Co. Your client, The Hilton Downtown, is a re-known 4 star hotel located in downtown Vancouver. They have asked you to redesign their marketing strategy as their business has been hit badly by the Covid-19 outbreak and had to shut down operations for 3 months. Additionally, they have to deal with room, conference rooms, and banquet cancellations for the entire 2020. As BC government is gradually encouraging the hospitality industry to resume business, there will be a lot of changes to the way the hotel operates post Covid-19. You are aware institutions that reinvent themselves to make the most of better insight and foresight, as preferences evolve, will succeed tremendously. Keep in mind the aftermath of the pandemic will also provide an opportunity to learn form a plethora of social innovations and experiments, ranging from keeping a social distance to gatherings of no more than 50 at any one time, and/or large-scale surveillance.

You have been tasked by your manager to make a marketing report to submit to the hotel on how they should develop and market their brand and marketing strategy back to a world-class segmentation strategy they have previously adopted for the hotel to be back in business again. In this report, you will apply the theories you have learned on Segmentation, brand positioning, consumer behaviour, analyzing social responsibility, marketing campaign concept, global marketing, etc., using relevant examples and recommendations where necessary.

Use the following steps:

1. Research, identify, and analyze the target market.

2. Perform a SWOT analysis.

3.Develop goals/objectives for increasing current sales of the product in current markets. Be sure they are measurable, achievable, realistic, specific, and can be tracked, and that they are in line with the organization's mission statement.

4. Select the marketing mix for product, price, place, and promotion. Include necessary resources.

5. Develop a budget.

6. Identify tactics/activities for implementation.

7. Make an evaluation plan with measurements and milestones.

Present the written plan, and conduct an oral presentation to the Director of Marketing for the Hilton Downtown. Your marketing plan will be evaluated based on the content, appropriateness of the strategies based on your recommendations, your ability to communicate the plan to your audience, how you structure and organize the flow of your marketing plan.