Strategic marketing plan for Hill View Guest Centre, Abokobi
Date
2019-04
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Abstract
Hill View Guest Centre, formally known as International Student Guest Centre, is a 3
star hotel located in Abokobi, Ghana. The expected outcome of increasing patronage
as a result of the change in name remains unaccomplished.
To help Hill View Guest Centre address this problem, a qualitative needs
assessment was conducted to identify the needs of the hotel which happens to be low
patronage; even after the change in their name. The data collection methods used were
semi-structured interviews, internet research, observation, and focus group interviews.
The study confirmed the challenge of attracting and retaining customers and the
resulting decline in the purchase of almost all of the hotel’s services including rooms,
and its effects on Hill View’s revenue. The study revealed the absence of a targeted
and appropriate strategic customer acquisition plan to match the new image of the
hotel after the name change. Secondary research conducted using scholarly articles
indicated that a strategic marketing plan is one key approach to controlling and
retaining 75% of an organization’s target market (Nwabuibe, 2014). Since Hill View
Guest Centre aims to expand its customer base and improve brand awareness for its
new image, a corresponding strategic marketing plan is needed.
The objective of the project was to use the outcomes of the needs assessment
conducted on Hill View Guest Centre to develop a strategic marketing plan based on
the SOSTAC planning model. The components of the proposed model are Situation
Analysis, Objective, Strategy, Tactics, Action, and Control. This model was selected
because of its ability to thoroughly address customer acquisition challenges as a broad
strategy within marketing and branding. Thus, the strategic marketing plan will serve
as a guide to enable the hotel to increase brand awareness, customer base and improve
sales.
Description
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2019
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Applied project
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Keywords
SOSTAC planning model, Accra, guest house, hospitality industry, customers