Boonyaphilad Boonrak BSBMKG417 Task 3

15994

Implementation plan

Relevant marketing objectives and goals Relevant organizational documentation

(e.g. Marketing plan, policy)

Goal 1: - Marketing Plan
- Increase Market Share and number one in - Strategic Plan
Social marketing - Marketing Budget
Objective : - Policy and procedure SOP service operational
- Firm increasing in profitability that relate to - Firm implemented and launch implications and contingencies
Online marketing
- Increase Sales
Goal 2:
- Decreased gap between customer and
sale representative
- Associates more professional in service
delivery
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Plan

Activity, including description, rationale and relevant policy Timeframe Resources Responsi
ble
Social Media Strategy: Invest in some sponsored campaigns - 90 days - 1 computer - Marketing
through Facebook Ads and Instagram Ads to reach out more Manager
- from 22/5/21 to 22/08/21 - Internet
people, such as friends of regular customers. Be more active on Boonrak
- $ 900,00 for the
social media and post more often, so they can increase both
sponsored Ads
number of followers/likes and the Ads views and hence the
probability of expands regular customers. Campaign period is
restricted due to marketing budget.
Advertising on local magazines: advertising on local magazines - 90 days - $ 500,00 - Marketing
that are published and distributed on Eastern suburbs. Both are Manager
- from 22/5/21 to 22/08/21 Investment on AD
distributed for free on Eastern suburbs and have a significant Boonrak
number of readers. Also, includes a brief interview to present
the Cafe Brazil’s specialties and a quick review on their
gastronomic section in one of the editions advertised.
Campaign period is restricted due to marketing budget.
Improve brand awareness and remain the service quality - 3 months - Social media Outsource
- Budget collaborati
- Marketing on with
material sale team
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Activity, including description, rationale and relevant policy Timeframe Resources Responsi
ble
Improve consequence and use sage data on the social media - Every six months - Action plan IT
by implemented methodology every half year - KPI manager
- Budgeting Manager
on duty
Increased customer experience and loyalty program for - 6 months - Data IT
returning customers to using application - Software manager
- Research and Sale
questionnaire manager

Monitoring success of convergent marketing activities

Objective How measured When measured/by whom?

- Increase Market Share
- Increase Sales
Fullerton Hotel’s total revenue divided
by Industry’s total market sales (This
information can be reached through
monthly meeting for stakeholder
Compare number of sales made during
the campaigns vs number of sales
made 90 days before the campaigns
- Measured at the end of the
campaigns (on 01/12/21) by
Fullerton Hotel’s owner and
Marketing Manager
- Measured at the end of the
campaigns (on 01/12/21) by
Fullerton Hotel’s owner and Marketing
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Manager
- Decrease barrier between Compare number of feedback that - Manager on duty and sale
customer and associates return to Fullerton Hotel’s daily marketing Weekly
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Written Reflection

Based on the action plan that we have carried out which was on how to
create friendly-culture environment and services, there were various knowledge and
skills that we are able to learn and improve for our future career opportunity. The
action plan was designed in order to provide service and friendly-culture appropriate
to the culture of native, indigenous in areas of infrastructure, skills training and
entrepreneurship development, religion, literacy and loyalty program. There were
several strengths and weaknesses that we could found during the process of
designing the action plan.

Outcomes and Possible Improvements

By the time the campaign was launched, the agency was expecting a growth of
20% on the Fullerton Hotel Sydney’s market share and the results at the end of the
marketing campaign were even better growing 24%, from 0.20% to 0.25%. The
agency was expecting an increasing on sales on a rate of 20% and the results
showed us an increasing of 21%. (Fullertonhotels, 2021).

The campaign was successful and we recommended a follow up for the next few
months to reevaluate the strategies.

We have created a Fullerton Hotel Sydney’s for this assessment since we love to
service delivery we’ve studied a several property - mostly of them high end
business - to understand how a hotel could increase sales and market share
through a marketing campaign using convergent tools and techniques. It was very
challenging, but at the same time very interesting, learn and comprehend
convergent marketing strategies, tools and techniques and how it can be applied for
a variety of business.

Furthermore, the overall task for this project taught me about unity which
relate to my future plan which is to be a great team. Government has designed
policies and taken measures to ensure a harmonious relationship among the
various groups thus associates have important roles to play to realize these goals.
We realized that associates should take up the challenge to create a diversity and
thus create a harmonious relationship among the ethnic groups. In order to
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accomplish this role, associates themselves must believe in the importance of

creating a healthy multicultural environment which treats everyone as equals. It is
crucial to be instilled among teams as we are one of the future man power.

References

https://www.fullertonhotels.com/fullerton-hotel-sydney