Marketing Plan for Best of Brighton

Yunfu Zhang

2533688

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Contents
Introduction............................................................................................................................................2
Environmental Analysis ..........................................................................................................................2
PESTLE.................................................................................................................................................2
Porters Five Forces .............................................................................................................................2
SWOT ..................................................................................................................................................2
Marketing Plan .......................................................................................................................................2
Target Market.....................................................................................................................................2
Four P’s ...............................................................................................................................................2
Recommendations..................................................................................................................................2
Conclusion ..............................................................................................................................................2

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Introduction
This article is a marketing plan creation of Best of Brighton. Best of Brighton is a small company set
up by Richard T S Harris, owned by Original Cottle Company Limited. Best of Brighton Holiday
Lettings is an independent holiday letting company leading in Brighton. And it provides the selected
properties in Brighton and Hove and the nearby Sussex area. Best of Brighton focuses on hotels that
offer a full range of high standard facilities, offering three days to six months of vacation, conference
or business accommodation. And it also provides long-term rental of luxury apartments. So, the
marketing plan for Best of Brighton is about to increase the number of international students using
the Best of Brighton Holiday let service.

Environmental Analysis
PESTLE
PESTEL stand for Political, Economic, Social, Technological, Environmental and Legal. These are the
factors effect the market. For example, the COVID-19 cause the government issue full ban policy.
That is the political factors which impact the market of Best of Brighton.

Porters Five Forces

Bargaining power of suppliers: there are plenty of properties in the market. Customers have big
opportunity found a better in the other platformer. So, it has weak bargaining power of suppliers.

Bargaining power of buyers: although Best of Brighton is leading the properties market in Brighton.
But customers still have big opportunity found a better in the other platformer. So, it has strong
bargaining power of buyers.

Threat of new entrants: properties are the only matters for entering this market. The market barrier
is low. So, it has weak threat of new entrants.

Threat of substitutes: best of Brighton provide anther option than live in hotel. However, booking
hotels are still one of the biggest chooses compare to use in Best of Brighton. So, it has weak threat
of substitutes.

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Industry rivalry: although Best of Brighton is leading the propertied marketing in Brighton. But Best
of Brighton is for Brighton only. And there are many companies for holiday lettings worldwide, for
example Airbnb.

SWOT
Strength: Best of Brighton is the holiday letting company leading in Brighton. So, it has the best
properties sources in Brighton.

Weakness: the range of Best of Brighton is Brighton. But if the target market focus on international
students, they should know Best of Brighton first.

Opportunity: international students come to Brighton annually. It is an opportunity for best of

Brighton.

Threat: COVID-19 is a globalization threat. It causes the decrease of people coming to Brighton,
impact the market.

Marketing Plan
Target Market
The target market of Best of Brighton is the international students. The market plan is for increasing
the number of international students using the Best of Brighton Holiday let service.

Four P’s
Product: the product of Best of Brighton is properties. And the target customers are people who
want short term or long term living in Brighton. The product respectively into different type. Suitable
for different customers` commend.

Price: the price in Best of Brighton are basically decided by the product. For example, the number of
people live in the property. And it also has luxury homes for special needs.

Promotion: if the target market was focus on international students. Then the promotion should be
worldwide. Best of Brighton is famous in Brighton or even in the UK. But it is not enough for
attracting international students.

Place: the properties are the selection in Brighton.

Recommendations
 Recommendation 1: there is a recommendation for Best of Brighton is cooperate with
airways. It is a promotion using airways advertise the company to the world. Take the
market opportunities in the international student. In addition, win the public praise between
international students to achieve the target marketing plan.
 Recommendation 2: cooperate with universities can also achieve the target marketing plan.
Universities can connect international students directly. In addition, command the primary
market in the international student.

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Conclusion
This paper indicates the Best of Brighton in market. Making an environmental analysis of Best of
Brighton and then focus on international students for target market. In addition, making a marketing
plan of it. And provide two recommendation below.