HOTL1005 Assessment brief

HOTL1005 Assessment brief

Assessment name Assessment 3, Term 3, 2023

Assessment type Promotional Plan

Assessment mode Individual

Due date Week 6 Monday 11 pm

Length 1200 words using template provided.

Weighting 40%

Task Create a marketing plan for a new, sustainable product for an existing hotel. If your hotel already offers this product, zero marks will be awarded.

Marketing is about creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large (American Marketing Association). Your new product must deliver value.

The product needs to have a sustainability focus. It can be purchased by a hotel guest.

You will develop:

(1) a concept for a new or improved offering

(2) a marketing plan for the proposed offering to ensure it has the greatest chance of success.

What kind of sustainable offering? It must be an offering that can be sold.

You can create or choose a product that aims to help solve an environmental problem or a social problem such as:

an existing sustainable offering being marketed more effectively.Eg Hotel X introduced food trucks as a new method of distribution to collect and repurpose food for those in need.

an existing non-sustainable offering capable of being redesigned for sustainability. Eg hotel X restaurant replaced all ingredients with organic produce.

a new offering with a key sustainability benefit that overcomes an existing or latent problem. Eg Heathrow Airport introduced driverless electric vehicle shuttles for connection to longterm parking sites and the on-site hotel.

Please present your report using the template provided. A minimum of 3 academic references and 3 industry references is required. Each section must be referenced using marketing concepts and theory.

Marking criteria Please review the rubric on the attached page for further detail. To achieve a passing grade in this unit you must submit ALL assessment tasks and obtain a score of at least 50% of the total assessment marks for the unit.

Criteria HD (85-100%) D (75-84%) C (65-74%) P (50-64%) F (0-49%)

Background (5 marks) Provides clear and concise appraisal of the business Thorough SWOT analysis. Provides clear appraisal of the business environment Very good SWOT analysis. Provides good appraisal of the business environment Good SWOT analysis. Provides fair appraisal of the business environment Satisfactory SWOT analysis. Fails to adequately appraise the business and does not apply SWOT analysis to the scenario.

Objectives (10 marks) Clear and precise set of SMART objectives for all 3 objectives which are relevant to theory. Clear set of SMART objectives for all 3 objectives which are relevant to theory. Clear set of SMART objectives for all 3 objectives, but one or two lack relevance to theory. SMART objectives for all 3 objectives, but all lack relevance to theory. SMART objectives not provided for all 3 objectives. Uses strategies rather than objectives.

Target market (10 marks) Clear and concise description of the primary TMs. Adeptly uses key segmentation categories, with detailed explanation of appropriateness. Clear description of the primary TMs. Effectively uses key segmentation categories, with clear explanation of appropriateness. Good description of the primary TMs, with some explanation of appropriateness. Basic segmentation used with only basic connection to rationale. Missing, or very broad segmentation used without connection to rationale.

Product (10 marks) Clear and concise description of the product, addressing all elements of the brief.

Effectively incorporates reference to relevant theory. Clear description of the product, addressing almost all elements of the brief.

Incorporates reference to theory. Description of product addressing most elements of the brief.

Some reference to theory. Description of product addressing some elements of the brief.

Relevant theory lacking or poorly integrated. Description of product inadequate. No theory referenced.

Price (5 marks) Clear and concise explanation of pricing strategy, with all steps addressed.

Effectively supports strategy with reference to relevant theory. Clear explanation of pricing strategy, with all steps addressed.

Supports strategy with reference to theory. Explanation of pricing strategy, with most steps addressed.

Supports strategy with some reference to theory. Explanation of pricing strategy, with some steps addressed.

Relevant theory lacking or poorly integrated. Missing or none of the necessary steps identified and/or explained.

Place/distribution (5 marks) Clear and concise description of strategy to provide customer with access to the product and how intermediaries are used with all decisions considered. Channel provides clear competitive advantage.

Effectively supports strategy with reference to relevant theory. Clear description of strategy to provide customer with access to the product and how intermediaries are used with decisions considered. Channel provides competitive advantage.

Supports strategy with reference to relevant theory. Description of strategy to provide customer with access to the productand how intermediaries are used with most decisions considered. Channel provides some competitive advantage.

Supports strategy with some reference to theory. Description of strategy to provide customer with access to the product and how intermediaries are used with some decisions considered. Competitive advantage not clearly provided.

Relevant theory lacking or poorly integrated. Missing or no relevant decisions considered.

Promotion (15 marks) Clear and concise application of IMC with all discussion points covered. Clear and effective promotional message included. Theory referenced. Clear application of IMC with all discussion points covered. Clear promotional message included. Theory referenced. Application of IMC with most discussion points covered. Promotional message included. Theory referenced. Application of IMC with some discussion points covered. Promotional message included, but may be unclear or ineffective. Theory referenced. Missing or no relevant discussion points covered.

Marketing implementation (5 marks) Detailed promotional schedule. Detailed promotional schedule. Most strategies presented. Broad promotional schedule. Some strategies presented. Fair promotional schedule. Some strategies presented -lacks detail and precision. Missing or completely lacking in precision and detail.

Budget (5 marks) Excellent itemised list of key expenditure items Very good itemised list of key expenditure items Broad allocations to key areas of the plan. Some areas of budget addressed but lacks detail. Missing or does not identify key areas of the plan.

Written communication (5 marks) Ideas conveyed clearly using a broad range of precise vocabulary and grammatical structures. Errors (spelling, grammar & punctuation) are few and never impede communication. A wide range of appropriate and accurate vocabulary and grammatical structures used. Excellent control of language with minor errors in word choice. No spelling errors. Errors (grammar & punctuation) are rare and do not impede communication. Word choice and use of grammatical structures is generally appropriate and non- repetitive, though there are some appropriacy/accuracy issues. Some errors in language use may be present. A few form/spelling errors. Errors (grammar & punctuation) rarely impede communication. Vocabulary use/word choice and sentence structures (mostly simple) sufficient. Some inappropriate word choices, occasional lack of control of language and errors with more complex sentences. Errors (spelling, grammar & punctuation) may occasionally impede communication. Vocabulary use/word choice and sentence structures insufficient. Inappropriate word choices, lack of control of language and errors with more complex sentences are prominent. Errors (spelling, grammar & punctuation) impede communication.

Referencing (10 marks) Faultless application of in-text referencing as well as correctly constructed list of references according to the set referencing style.

Referencing style and detail are entirely correct, consistent and complete.

Near-faultless application of in-text referencing as well as correctly constructed list of references according to the Harvard referencing style.

Referencing style and detail are almost entirely correct, consistent and complete.

Some errors in application of in-text referencing and / or constructed list of references according to the Harvard referencing style. Some correct use of referencing style. Details are not entirely complete. Many errors in application of in-text referencing and / or constructed list of references according to the Harvard referencing style. Did not cite in-text, and/or did not construct a reference list.