Strategic marketing plan for Hill View Guest Centre, Abokobi
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.
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2019
SOSTAC planning model, Accra, guest house, hospitality industry, customers