Market Plan

Principles of Marketing

Report on:

EVER GREEN HOTEL

Prepared by:

Aisha Akhlaq (17453)

Ghazala shadab (15435)

Narender kumar (17590)

Sana Sharif Siddiqui (19125)

Submitted to: Ms. Shafaq Habib ( 28th July, 2012)

Table of Content:

Executive Summary 3

Questionnaire's Analysis.................................................................................................4-8

Hotel's Description 9-10

Mission/Vision 11

Organization Structure (Emphasizing the Marketing Function) 12

Product Mix (with PLC Analysis) 13-17

Target Market & Segmentation 18-19

Promotion Strategy (& Positioning) 20-21

Pricing Strategy 22

Our suppliers 23-24

SWOT Analysis 25

Competitor Analysis 26-28

Sales/Financial Data 29-33

Conclusion & Recommendations 34

Executive summary:

The report is prepared to elaborate marketing plan of a hotel established at Cantt. Karachi named Ever Green hotel in the year 2012 near Cantt. station. The report represents the company’s objectives by describing the mission statement of the company and its brief description. Then the mission statement provides the complete information about the hotel business. . The product mix of a restaurant is to accommodate people according to their needs and its menu and the menu is described in the detail with prices and descriptions. The menu is kept simple because dining out is a recreational activity that should not put customers into complexities. Our target market is the upper middle class and middle class (focusing especially business oriented) people from all around the Pakistan. Looking to the target market and their trends, an account of promotional strategy is given in the report and it also mentions the strategies...