AbstractsBusiness Management & Administration

The aim of the bachelor’s thesis was to analyse the current situation in the small seacoast Italian hotel “Acquasanta” and to create a new strategic marketing plan which is able to solve current problems, fill out gaps and lead to more successful competitive business. Having had a varied experience of working in the hotel field, the newly devised marketing plan is based on personal experiences, theoretical framework and research results. The theoretical framework of the thesis contains information relating to marketing and marketing analyses in general and specifically in the hospitality industry. Especially experiences of working at the Hotel “Acquasanta” during the summer season 2013 have been taken into consideration. The current marketing situation was analyzed precisely. SWOT and PESTEL analyses were undertaken as well as target group and competitor analyses. The hotel was evaluated by taking two internal categories such as strengths and weaknesses and relating them against two external categories - opportunities and threats. To get a multifaceted view of the current situation, a customer satisfaction questionnaire was devised and circulated among hotel guests. The results of the questionnaire research were analysed by using a software program and the data were graphically formulated and generated. In addition to these measures, the hotel management interview was conducted to help further to clarify any vagueness or unique issues. Based on this marketing research a new marketing strategy was developed. Both marketing and additional communication strategy mixes were updated taking into consideration known existing and subsequent shortcomings. Focus was not paid on the budgeting of the marketing plan at the request of hotel management during this process. Seemingly the hotel management envisaged that the creative proposals would result in a fresh thinking and innovative marketing plan. The resulting marketing proposals are scheduled for implementation during the next touristic season 2014. Implementation of the new strategy is a mix of dynamic and long term processes. During the implementation of the roll out process it will be very important to keep an eye on any changing external and specific market factors such as economic trend shifting, fashion shifts in tourism generally and regionally and even global and regional political events.