Research and discuss the importance of market structure and competitor analysis in a marketing
plan.
Give specific examples that demonstrate you have a strong understanding of marketing
management theory and can apply this to the Hotel industry.
Your group is to determine a suitable marketing plan that will give valuable information to the
stakeholders of this project. The report you prepare will include the following:
1. A market and situation analysis:
a. Location
b. Demand Generators
2. Brand and ownership
a. Is brand suitable for this location
3. Target market/segment characteristics
a. Identify the target markets both domestic and international into Sydney.
b. What are specific characteristics of the target market for this brand and style of hotel:
4. Macro Environments: Identify whether any or all of these are relevant
5. Competitor Analysis
6. Competitive advantage and positioning statement
7. SWOT Analysis of the overall project from a marketing perspective

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