By the end of this chapter, you will be able to:
These skills will help you create effective marketing plans that drive business success in the real trade.
Compiled by: Bonface Ochieng
Developing a marketing plan is a fundamental skill for professionals in Catering and Accommodation Management. In Kenya’s competitive hospitality industry, a well-structured marketing plan helps businesses identify target markets, allocate resources effectively, and position themselves strategically to attract and retain customers. This chapter explores essential concepts such as marketing objectives and SWOT analysis, equipping learners with the tools needed to design actionable marketing strategies that respond to dynamic market conditions.
Understanding key marketing terms gives a shared vocabulary for planning and discussing marketing activity in a catering and accommodation establishment.
Marketing is the set of activities an establishment carries out to identify, attract and retain guests by offering services that meet their needs at a profit.
A market is the group of actual and potential guests who may buy an establishment's accommodation, food or event services.
Needs are the basic requirements a guest must satisfy, such as a place to sleep or a meal, regardless of brand or style.
Wants are the specific form a need takes, shaped by a guest's preferences, such as wanting a sea view room rather than any room.
Demands are wants backed by the ability and willingness to pay, such as a guest who is ready to book a specific suite at its quoted rate.
Value is a guest's assessment of the benefits of a service against its price, which influences whether the guest chooses one establishment over another.
Exchange is the act of giving payment in return for accommodation, food or event services, which is the basis of every hospitality transaction.
Transactions are the actual trades that take place between an establishment and a guest, such as a booking, a meal order or an event contract.
Relationships are the ongoing connections an establishment builds with guests over repeated visits, aimed at keeping them loyal rather than treating each visit as a one off exchange.
Marketing resources are the people, funds, tools and materials an establishment uses to plan and carry out its marketing activities.
Marketing objectives are the specific, measurable goals a marketing plan sets out to achieve within a stated period.
A marketing objective may aim to raise the satisfaction guests report after their stay or event, measured through feedback forms or review scores.
A marketing objective may aim to make more potential guests recognise and recall the establishment's name and services.
A marketing objective may aim to gather more information on guest preferences and competitor activity, so future decisions rest on better evidence.
A marketing objective may aim to raise room bookings, catering contracts or event hosting revenue within a set period.
A marketing objective may aim to introduce a new offering, such as a themed dinner or a conference package, and build demand for it.
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Create a free accountThis chapter explored the essential components involved in developing a marketing plan, starting with the definition of key terms such as marketing objectives, which provide clear goals for what the marketing efforts aim to achieve. The concept of SWOT analysis was examined as a critical tool for identifying internal strengths and weaknesses alongside external opportunities and threats, enabling informed strategic decisions. The importance of conducting a thorough SWOT analysis was emphasized, highlighting how it helps organizations anticipate challenges and leverage advantages in the marketplace. Understanding the target market was discussed as a fundamental step in tailoring marketing activities to meet the specific needs and preferences of selected customer segments. Finally, the development of marketing resources was addressed, focusing on the allocation and management of financial, human, and technological assets necessary to implement the marketing plan effectively. Together, these topics form a comprehensive framework for creating a strategic and actionable marketing plan that aligns with organizational goals.
At the start of this chapter we promised you would be able to:
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