Mercure Brighton Seafront Hotel: 1824 Grade II Listed, Restaurant, Bar, Weddings & Events - Essay Sample

Introduction

The Mercure Brighton Seafront Hotel was built in the year 1824 as the famous Norfolk Arms. It is a grade II listed property that was previously branded as Ramada Jarvis and now has become Mercure and a part of AccorHotels (Mercure Brighton Seafront Hotel 2020). The Hotel provides necessary facilities for everybody seeking to have a great time away from home. It has a restaurant, bar, conducts weddings, meeting rooms, events and private parking among other necessities like a full 24 hour room service. The strategy is to form an integrated marketing plan book that will help the Mercure Brighton Seafront Hotel with their approaches to market the hotel and get more customers to visit their location.

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The aim of the project is to increase the profitability of Mercure Brighton Seafront Hotel by communicating effectively to the target market. The strategy will allow the company to state their brand values, develop close relationships with customers and suppliers, as well as identifying the needs of the guests in the most effective manner. The organization has undergone a new refurbishment hence the need to tell the customers that they should check out the new hotel that satisfies their needs (Kotler et al., 2017). The strategy also aims to create continued differentiation and growth. The importance of growth is that it will take place by the company targeting new areas of business in the local and also national communities.

Creative Brief (Evidence of Primary and Secondary Research)

The rebranding of Mercure Brighton Seafront Hotel creates the need for marketing strategies that make the company known to new customers as well as the old ones. There is a new design style that is to be used for the hotel’s print and also digital elements. The Mercure Brighton Seafront Hotel is a fascinating construction and designed to cover every imagination of all the aspects that fall under its spell. The Hotel has conference facilities to achieve the greatest standard, which shall allow it to provide a higher quality product mix. The Mercure Brighton Seafront Hotel aims at taking advantage of the existing marketing gap. The daily operational responsibilities entail managing the company’s leisure operations, exhibitions, convections, beverages, food, and the self-managed Hotel, where they are offered at competitive prices to the hotel clients. The hotel customers will get high leisure operation services from the various room at slightly lower prices than the hotels.

The Mercure Brighton Seafront Hotel board of directors acting in place of corporate governance will develop a system of principles that guide the functions of each department towards the general expectation of the corporate. Here, the expectations of the business are aligned through creating the company responsibilities and affairs, which are in line with the social norms and cultural values (Lalvani and Suh, 2018). These are guided by the Delaware law, which dictates the primary duties of the company, the guidance to performance, and the business judgment in line with the stockholder's interest. Everyone acting on behalf of the Mercure Brighton Seafront hotel must express their responsibility regarding the benefit of customers, shareholders, associates, and suppliers.

The strategic location of the Mercure Brighton Seafront Hotel, Brighton in East Sussex, is highly preferred based on its visibility, size, and images. The Hotel will later provide its specific area. The primary market is identified to address the region based on the hotel proximity to the business district. The Hotel shall then partner with tourist agencies, client and trade branch bodies, international chamber of commerce, international tour operators, and diplomatic and governmental connection. In the location, most of the restaurants do not have control over major hotel percentages. For that reason, fragmentation has been fueled in the hospitality and accommodation industries creating gaps that can be exploited by new companies with an effort of having a more extensive marketing share.

Strategic Plan

Strategic Focal Point

The Mercure Brighton Seafront Hotel revenue size has increased dramatically over the last decades, supported by high public demand for high-quality accommodation and its related services. In the last financial years, the average investment in the hotel industry and accommodation and related causes industry closely reached $214 billion. In the last financial year, it was specified that the accommodation company should use $ 80 billion out of the possible $214 billion. The construction of the accommodation amenities size escalated to 43.6% of the new accommodation rooms added due to various innovation and technologies at market places.

The Mercure Brighton Seafront Hotel should take the initiative to cut down the impact on the environmental footprint, where they have created a way of doubling the social investment. That is done through the introduction of the science-based targets which aim at reducing air pollution. In this case, the company has initiated measures to double spending on local suppliers and the minority like the youths and women to capitalize on improving their lives (De Pelsmacker et al., 2018). Besides, these are the primary goals of the hotel's travel strategies to create a sustainable business by 2030.

Media Plan

For intellectual purposes, the company shall rely heavily on the technical and soft skills of the partners to advertise the strategies to the target market. There will be use of media platforms for the company to make advertisements such as the company’s website on Google, facebook pages, Instagram and on other websites as ads. The media plans will ensure that they provide rooms for quick decision making processes to improve the company level of competence and employment. The use of the internet shall also improve the online booking of the Hotel. The company is also looking forward to employing quality engineer would have advanced technical skills to be used to fix telephone and computers problems.

Scheduling

The scheduling will involve considering the employee engagement and more so to ensure that the human resource department is functional. These include soft and hard human resource management. When it comes to hard human resource management, this is where the physical mobility, activities, and function of each employee in the organization is monitored, controlled, and evaluated to ensure that they are viable (Wang et al., 2019). These are done by the management most ethically and considerably thus creating an effective workflow. It normally focuses on the cost-effectiveness of the organization to gain a competitive advantage in the market. However, it lacks consideration of the employee's need, thus creating satisfaction in the business turnover. Wherever the employee's welfare is not considered, they are likely to perform poorly, thus leading to a decrease in the overall output in the organization. The department needs to be actively involved in the performance of the hotel.

Budget

In the $ 240000 billion budget, the company shall allocate 45 % of the budget to cater for the construction of various accommodation sites such as business, deluxe, honeymoon, and rooms. The rooms should consist of a bathroom, TV, Minibar, internet access, and air conditioner. The rooms to be constructed shall have a panoramic view.

The Hotel will use 30% of its budget to be used in room/ food services. The Hotel incorporates the food service to be used as breakfast services. On the other side room services offer special meals such as dinner or lunch and also cater for convection customers during the meeting

The Hotel will use 15% of the budget to offer various recreational activities in the market places. The facilities to be constructed should include a sauna and a pool. Other amenities to be constructed within the areas include parasailing, bicycling, hiking, boating, and walking.

The remaining 15% shall be used in funding conference facilities where the Hotel intends to have six conference areas. The conference rooms can be used for a corporate gathering, parties, and seminars throughout the year. Thus, the money shall be used to buy equipment such as fax, copier, overhead projectors, and telephone.

Creative Execution

The hotel plan to incorporate strategy and goal into employee work ethics. By doing so, the Hotel will distinctively be set apart from other restaurants. The Hotel shall be thorough in its work schedule to create a unique hotel. The organization culture shall be in relation to each culture of the employees working for this Hotel. Additionally, it should be in connection with vice president beliefs, shared understanding, and customs of the organization.

The Hotel intends to incorporate a horizontal structure and functional structure to create a flat hierarchy. The flat Hierarchy will play a crucial role in encouraging innovation. By the company putting in place human relations type model, the workers will be inspired and motivated in their work. This shall allow employees to showcase their level of professionalism in the workplace.

The kind of structure embraced by the restaurant shall give in-depth skills and knowledge for all individuals working in the Hotel (Chandra, 2019). In this structure, the organization goals are easily achieved. At the early stages of the organization, the structure makes it for the employee to communicate effectively. Besides, it is much effectively when few products are required. Initially, the size of the company appears very small and as the business expands the business grows largely. The partnership embrace in this organization is a much stronger relation than the normal business. The Hotel has built a social partnership that major on the organization strength.

There is also an initiative on the company’s budget to increase the amount spend on the large suppliers where it increases the total output of the organization. The kind of marketing strategy used by the organization is to reduce the money spend on production and enhance community involvement, thus creating a penetrating approach to the market. It is only through the community corporate responsibility that the organization can create an impact on the market—these help in doubling the efforts to reduce the extent of natural disasters in the area (Jiang et al., 2020). Ultimately, there is a project created by the organization to initiate 10 million volunteer membership that helps in creating a failure-free environment. The hotel’s management is the champions in starting environmental responsibility, which increases its soundness in hospitality management.

Conversely, considering the soft employee management in the organization ensure that some of the essential factors like benefits are availed. The soft employee's management normally consists of putting up a camera or CCTV surveillance to watch on the performance of each employee in the organization. The idea may sound great, but to some extent, it intrudes into the employee's privacy, which is not ethically right. Though, some of the management skills that benefit the employee's performance, like planning and forecasting, normally help in elevating the workforce morale and effectiveness in the organization. Furthermore, the management of employees in the organization creates a criterion through which monitoring, planning, and skill improvement through training are enhanced.

Presentation

The Hotel can offer accommodation hospitality at the market place for services worth several...