Marketing plan:

Organization: Glacier Heights (Hotel and tourist guide)

Submitted by: Ramzan Razzaq

(131066)
MBA6 (3.5)
Submitted to: Dr. Arif Saleem

Executive summary
Introduction
Glacier Heights Guest House is located in Rawalakot. The guesthouse is situated near the
beautiful Banjosa Lake. Each room is well ventilated and fitted with a fan, a TV, tea making
facilities, sofas, and rugs. The rooms feature en suite bathrooms, and balconies and terraces
which overlook the premises.
Breakfast is surcharged. Guests can order meals from the on-site restaurant which serves
Pakistani and Chinese dishes.
Laundry, car hire, and newspaper delivery service are provided at a surcharge. On-site and
nearby parking are available and the premises are guarded by security personnel.
Glacier Heights Guest House is a 1-hour drive from Toli Peer and a public transport park.

Mission
To provide memorable holidays at Glacier Heights, socially and environmentally responsible,
satisfying the needs of our clients and always exceeding their expectations.

Vision
To become the leading ground operator in the region and our clients best partner, always
providing the best possible product, with the highest quality of services, and demonstrating
faithfully

our

commitment

towards

social

and

environmental

responsibility.

Market discretion
The target market will be the middle and upper middle class of Pakistan, students of the schools,
colleges, universities and the organizations that plan employees tours. The rationale for choosing
this market segment is; because its quite affordable. These people can be tempted to pay for this.

Product/service review

The business is providing the rooms for night stay, they also renting the rooms on monthly basis
for the tourists. They are providing three times meal to their customer. Apart from this they also
provid the facility of event management, like, weddings, conferences and other parties.

Competitive review
There are hotel and restaurants serving for last many years but none of them is providing the
services of tourist guide. Moreover, the facilities they are providing are not sufficient; facilities
are not compatible with the beautiful place. The owners of those ventures just want people to
come so that they can earn money. They are not giving any value to their customers. At many
times, these hotel owners try to loot the tourists, as they know these people come from the far off
places and they will give whatever amount of money.

SWOT analysis
The following analysis highlights the internal strengths and weaknesses of the organization and
the opportunities and threats facing the company in external environment. We must work to
improve our areas of weakness.
Organizational strengths must be leveraged in order to capitalize on external opportunities as
they arise, and contingency plans formulated in order to deal with threats presented by the
environment.

Strengths

Established differentiation strategy.

Flat, decentralized structure.

Diverse range of service skills within management and staff.

Strong, participative culture.

Specialized and experienced staff that is motivated and highly skilled. A well trained
team who are proud of their hotel and respect and promote the brand values.

Brand values well represented engendering brand loyalty amongst existing and new
guests.

Weaknesses

Differentiation strategy needs to be more clearly communicated externally, within local

and national markets.

Work inefficiencies.
Seasonal turnover requires ongoing training and orientation of new staff.
Certain rooms require renovation and upgrade as regards technical equipment, such as
high speed Internet access and laptop links.

Opportunities

No such competition exists at present.

Strong, long-term relationships established with suppliers.
New services, they have a big opportunity to start new, highly personalized services in

order to build a sustainable competitive advantage

New markets, they can open the hotels in other different such beautiful places as well.

Threats

Potential for a competitive brand to enter the market with a similar product.
Fully furnished and serviced business apartments offering lower daily rates.
Guest houses, people in that area have started renting their homes as guest houses.
Political affairs, things are highly politicized in Kashmir, so is to the hotel industry.

Marketing Objectives

To continue to communicate our strategic objectives to our target markets effectively.

To provide a positive hotel experience to all our guests.
To accomplish our growth targets within the given time and budget.
Expand our markets and identify new markets for our product and services.

Marketing strategy
Their marketing strategy should be to communicate the unique set of services that they offer to
discern hotel guests. They should attempt to direct the focus of their guests to the issues of
quality and value for the money as opposed to simply the bottom line costs associated with their
stay.
Their marketing strategy will allow them to communicate their brand values, develop close
working relationships with their customers and suppliers and to identify the needs of their guests
in an effective manner. Continued differentiation and growth are two goals they have to set for
themselves. Growth will take place by targeting new areas of business within both local and
national communities.

Positioning
The Glacier Heights is positioned as a traditional home style hotel and restaurant, strategically
located and offering a high level of personal service. Their focus will be on offering their guests
added value and differentiating themselves in their personal services. They will provide a quality
hotel experience where guests are valued, respected and their business is truly appreciated.

Product strategy
High-quality facilities accompanied by exemplary personal service, differentiated from

competitors, in line with the overall brand strategy has proven to be a successful approach
generating high levels of repeat business.
The products they are providing; is the comfortable, beautifully furnished bed rooms the menu,
consists of more than 50 dishes, line of averages and dessert along with the highly personalized
services.

Pricing strategy
Pricing strategy has been consistent with the differentiation objective, to provide added value for
a reasonable rate as opposed to discounting and devaluing our products and services. The prices
of the rooms in the hotel are as follows.
Single bed room: Rs 2000
Double bed room: Rs 3000
Family room: Rs 5000
Wedding hall: Rs 40000
Conference hall: Rs 10000
The prices of the rooms are on daily basis. Apart from this there are prices of food that typically
ranges from minimum 300 of a single person that gets increased with the number of people and
with the level of the food ordered.

Distribution strategy
The owner of the hotel Mr. Saleem has several connections in the market with the wholesaler and
with the retailers as well. So, they never faced any difficulty regarding this. Since they are not
any manufacturing concern, so what all they need in distribution is; the food items.

Marketing communication strategy

Glacier heights promotional plan is diverse and includes a range of marketing communications.

We will have a Grand Opening to be scheduled upon construction completion which will be
advertised in local newspapers and local radio channels. To support expansion efforts, the hotel
considers using popular media, such as local TV, radio, newspapers and the Internet to advertise.
It appears that the most successful hotels / resorts spend a percentage of net sales revenue for
promotion and advertising. Glacier Heights plans to do likewise with a portion of net sales on a
yearly basis. Based on this decision, advertising and promotional possibilities were prioritized in
order of probable effectiveness.

Processes
The process involved in the operation of the hotel will be very smooth. They have to keep a
balance between the operational efficiency and the effectiveness. They have to understand the
typical nature of the business, as its a sensitive type of services business relatively. Secondly
tourism and hoteling are very different type of businesses, in which owners have to be extra
conscious. So, the processes of the organization will be highly smooth.

Physical evidences
The interior and exterior design of the hotel will be at par with the amount of money paid by the
customers. It will be a kind of thing which makes customers feels special and valued. A proper
color scheme, the layout of the furniture, the color of the curtains, and the height of the TV will
be consider very sensitive in arrangements. The size of the washroom, dryness and neatness will
be taken care of. The reception area will be beautifully designed, decorated with the natural
indoor plants, properly placed in corners and along with the walls in steels pots. Beautiful
paintings will be fixed on the walls. The lightening of the dining area will be dimmed, the seating
will be highly comfortable and the length and width of the table will be very appropriate that
there will be some space after putting all the food on the table. The light air fresheners will be
used that will not caused of allergy to any guest.
Parking facilities will be their own. Parking lot for cars to accommodate a full capacity
conference gathering

People
The contact personnel who will involve into the business will be trained and developed. There

will be internal marketing so that the employees can get motivated. Because its the employees of
the organization upon whom the satisfaction of the customers depends. So, employee will not be
the least respected in the organization. There will be special workshops of 5 days for the waiters
and the security guards; in which they will be trained about the customer satisfaction and the
sensitivity of their behaviors. Further they will also be motivated and be given high self esteem.
Moreover the person who will hold the responsibility of tourist guide will be a highly educated
person; minimum qualification for that person will be masters in business administration with
majors in tourism and marketing.

WOW Process
Glacier heights Diner's WOW process includes the following elements:

Customers will be asked to name and rate their server on the survey card provided to each
table. This will not be seen by the server directly. Customers will drop it into a box as
they leave. These cards are dated so that the experience can also be tied to that night's
kitchen staff.

Manager will review the survey cards each night and flag any unsatisfactory remarks for
discussion with the server and kitchen staff. They will review how to handle the situation
in the future.

Three problems with the same server in one month period will call for discussion with the
manager and then a period of supervision to determine how to rectify the situation.
Servers who don't have their heart in it will generally quit rather than being subject to
observation of this type. Servers who are eager to improve will accept feedback, and
managers will be able to spot specific areas they can improve from this observation
period.

Manager personally stops by each table as they are finishing their meals to ask about the
food and experience.

Written cooking and preparation guidelines for each item on the menu are given to all
kitchen staff and posted in the kitchen at the preparation stations.

Servers and kitchen staff with consistently excellent results will be rewarded with a
monthly bonus, as well as consideration for promotion from within as positions open.