Integrated Marketing Planning Strategies and Structure

Question: Discuss about the Integrated Marketing Planning for Strategies and Structure. Answer: Introduction The report consists of the strategic marketing plan of a company of New Zealand. The company belongs to hotel and lodging industry. The marketing plan of the enterprise includes different activities that ensure establishment of the goal of the company in terms of marketing and another field of operations. Dawson Falls Mountain Lodge is the company that will be described in the study. Apart from that, there are many theories and models of consumer behaviour that will help in determining consumer trend analysis. A detailed analysis of the theoretical frameworks will help the marketer of the company for formulating marketing strategies for the lodge. The aim of building marketing strategies is to increase the brand awareness among the target customers. The lodge is in a preliminary stage. It has some goals and objectives. However, the marketing and promotional strategies are not only made for attracting new customers but also retaining the existing customers. Since the company belongs t o hotel industry; service is the most important thing of making a differentiation in the market. There are many competitors present in the industry. In the competitive business world, to sustain in the market, Dawson Falls Mountain Lodge must formulate unique strategic management plan along with promotional strategies and consumer trend analysis. Apart from that, the vision and mission of the company for the next five years will have to be set so that the strategic management plan and promotional strategies accomplish those goals successfully in the coming five years. Strategic Marketing Plan A strategic plan is defined as the roadmap of growth of the business. The success of a business depends on the effectiveness of the strategic marketing plan formulated for the company. While progressing, a business must follow some steps. Without planning, it is impossible for an enterprise to face the complex issues that might come in future. Planning of growth step by step is known as strategic planning (Abrate et al., 2012). However, some of the plans are long-term in nature while other plans would be short-term. Dawson Falls Mountain Lodge will have to formulate an effective strategic marketing plan that would increase the profitability of the company. The strategic plan is considered as an effective tool that can track the growth and progress of the particular company over a certain period of time (Camprubi et al., 2014). (Chan, 2013). The major purpose of marketing strategy of Dawson Falls Mountain Lodge is to provide most impressive service to the hotel guests. The marketing strategy would be most helpful for communicating brand values as well as developing the hotel guests so as to obtain repeat business. Value Proposition: Dawson Falls Mountain Lodge offers the most extensive service for the tourist as well as business traveller. The lodge include various relaxing essentials such as plush accommodation, swimming pool as well as entertainment room (Fraj, Matute Melero, 2015). In addition to that, the hospitality setting provides a satisfactory wireless access, internet connection as well as other technical requirements. Critical Issues: Despite of having several crucial strong suits such as well-trained staff as well as flat structure, Dawson Falls Mountain Lodge suffers from a huge high turnover rate. Other critical issues are High competitive market: Sustaining in this highly competitive market along with accomplishment of marketing goals is a very critical factor for maintaining a good position in the market. Customer retention and loyalty: Retaining the repeat customer and attaining more customer loyalty is necessary for the lodge in order to increase customer loyalty and customer base. Targeting new markets: Attracting new market sectors will increase the image of the brand along with the new customer base. It will ultimately help the lodge in order to gain substantial revenue from the customers. Financial objectives: Revenue increment: Financial increment is the vital objectives of the marketing plan formulated for the Dawson Falls Mountain Lodge. The revenue must be increased by 15% in comparison with the past year in the context of room service. Time frame according to the budget: Accomplishing the desired development within the budget of $195,000 is a vital requirement for the marketing plan. Reducing the level of overtime and keeping payroll expenses downward: Payroll expenses would be revised as per the change in the working hours of the staffs of the hotels. If anybody performs overtime, his or her salary would be increased. Marketing Objectives: Communication with the target markets: It is necessary for accomplishing the overall goals of the company by keeping in touch with the strategic objectives of the lodge. Impressive hotel experience: Increase in hotel experience will create a positive impact on brand image and profitability of the hotel in the end. Satisfied customers will perform word of mouth on behalf of the hotel to other potential customers. Meeting time and budget: Time and budget allocation is necessary for accomplishment of goal with profitability. Enlarging present target markets: New target markets are to be identified in order to increase the target market for the lodge in New Zealand. Target Market Strategy The primary targets of Dawson Falls Mountain Lodge are the tourist of Mt. Taranaki. In addition to that, the hospitality setting focuses on the travel trade professionals as well. The lodge attracts the honeymoon couple with clear and impressive view of Mt. Taranaki (Martin Isozaki, 2013). Messaging In order to be successful for Dawson Falls Mountain Lodge to hotel must promote their properties to the tourists. In this context, generating the awareness of brand is most critical for the hotel setting. The setting will also need to use a number of gorgeous brochures that will include quality paper and photograph. Branding The Dawson Falls Mountain Lodge offers boutique properties in addition with 10 eccentric rooms. The lodge must be well known for its striking spot in the southeastern slope of Mt. Taranaki. It will offer a great view along with convenient transportation system (Wang, Chen Chen, 2012). Strategy Pyramids The marketing strategy of Dawson Falls Mountain Lodge must focus on the quality service provision. In order to provide this kind of service the lodge must focus on several major points, which are The best leisure features Custom-made services Extravagant amenities Marketing Mix The marketing strategy is evaluated on the basis of direct marketing, personal selling, internet as well as advertising. The hotel setting will also include a number of delivery channels such as international reservations system as well as travel agents (Tavitiyaman, Qiu Zhang Qu, 2012). Product Marketing: Dawson Falls Mountain Lodge will offer high quality amenities along with custom made personal services. The overall brand strategy will effectively assist to generate a great deal of repeat business (Luck Lancaster, 2013). Pricing: The pricing strategy of Dawson Falls Mountain Lodge will focus on providing the benefit to the customers aiming to differentiate their business against other business approach. In this context, the lodge will depend on providing reasonable rate rather than focusing on providing discounts (Mattsson Orfilaà ¢Ã¢â€š ¬Ã‚ Sintes, 2014). Honeymoon Suite - $230 (Bed and Breakfast) or $340 (Dinner, Bed and Breakfast) Panorama Room - $200 (Bed and Breakfast) or $310 (Dinner, Bed and Breakfast) Spacious Room - $190 (Bed and Breakfast) or $299 (Dinner, Bed and Breakfast) Anniversary Suite - $190 (Bed and Breakfast) or $299 (Dinner, Bed and Breakfast) Twin Share Room - $190 (Bed and Breakfast) or $299 (Dinner, Bed and Breakfast) Family Room - $190 (Bed and Breakfast) or $299 (Dinner, Bed and Breakfast) Single Room - $190 (Bed and Breakfast) or $299 (Dinner, Bed and Breakfast) Alpenblick Room - $100 (Bed and Breakfast) or $185 (Dinner, Bed and Breakfast) Promotion: The Dawson Falls Mountain Lodge will be focused on mass communication via online website as well as advertisement in print media. In order to execute the targeted campaign the hotel will follow through direct mail campaign. The organization will also focus on the personal selling in the local market (Guo et al., 2013). In addition to that, the public relation will be also a major part of promotional activities of Dawson Falls Mountain Lodge. Web Plan: As our website is already operating with smooth fashion, however it needs a great deal of modification in order to attract more numbers of customers. The web site will need a more attractive home page design The reservations capability via website will be another requirement The printable brochure from the website will be impressive addition Keys to success: Developing relationship with the guests via online platform Developing communication plan in global market Continuing the skill enhancement program and staff training Consumer Behaviour Trends Consumer behaviour is defined as the study of the behaviour of the customers, groups, organisation and individual while purchasing goods. It also emphasises on the decision-making the process of the buyers. However, in this study, the consumer trend of the region of New Zealand is described by analysing the company's website, tourism sustainability analysis along with the implementation of theoretical frameworks of consumer behaviour (Tavitiyaman et al., 2012). Analysis of the website In this section, the website of the lodge is analysed in terms of marketing aspects. The theories of marketing and consumer behaviour are applied while analysing the features of the website. Various issues are pointed out that might diminish the reputation of the website. Website objectives: One of the major purposes of the website www.dawsonfallsmountainlodge.kiwi.nz is attracting more tourists to avail the service of Dawson Falls Mountain Lodge. In addition to that, it also attempts to maintain a very impressive relation with the existing customers. In this context website makes an effort to provide as much as possible information regarding the hotel setting. Design of the website: The website has been developed aiming to reach a larger customer base throughout the world. In this context, the website has been primarily focused on maintaining a simple, albeit attractive design. The website contains a great deal of picture regarding the hotel rooms so that the customers will be impressed with the ambience of hotel setting (Peddie et al., 2015). In contents of website: In the home page, the website provided an imposing picture of Mt. Takinara as well as cafe room of the lodge. In addition to that, the customer feedbacks have been provided as well. The page of rooms rates the picture of varieties of rooms along with their price structure has been provided. The website also enables the customers to book their service in an easy way. The website also includes a gallery that contains several attractive pictures of Mt. Takinara. The location page of the website includes the map and address of the lodge (Ting et al., 2013). The website offers the customers to share their email so that they can approach with their special services. The websites has also provided their own opinion regarding their business. In addition to that, in the cafe page the website provides the opening time of cafe. The websites also provides a list of activities around the mountain. Target market evaluation of websites: It is evident from the websites that Dawson Falls Mountain Lodge mainly targets the tourists. As the websites promotes their plush and cosy ambience along with exclusive view of mountain, the tourists will be naturally attracted toward this particular lodge. It has been identified that the lodge does not target the corporate professionals. There is a huge demand of their room among the tourist they were not able to provide necessary reservation for them. In order to solve the issue the hotel management must promote information that they can provide accommodation for business purpose. The website clearly provides the message that it is a great place for relaxing in a beautiful and calm environment (Curty Zhang, 2013). Recommendation for improvement of the website: Promoting accommodation for corporate professionals so that they can be attracted to reserve the service of lodge Opportunity for printing the brochure so that they can go through the contents offline and promote their features Changing the home page background design with the image of hotel from outside so that the outside environment at a first go can impress them The website must use intuitive navigation so that the potential customers do not quit the page due to confusing navigation layouts The website must provide the visual of their image from various angle so that the customers get more impressed. Consumer Behaviour trends The theory of Sustainability analysis and Tourism life cycle of Kozak and Martin is explained in determining the nature of the Gold and Platinum tourists of the lodge. They are the premium visitors of the lodge that brings huge revenue for the lodge. Five areas of investment will be identified in the section that will entice the premium tourist to stay more in the hotel. It can be done with the implementation of the above-mentioned theory. Kozak and Martins theory is a strategy that focuses on profit. Policy makers are trying to increase the number of tourists in the tourist destinations. The theory focuses on formulating developmental programs for hotels while increasing the number of visitors in a hotel. Repositioning of the hotel is necessary that can appeal more customers to the Dawson Falls Mountain Lodge. The multi-segment strategy is very expensive that can create a fuzzy planning ultimately resulting in a decline of the customer segment (Velzquez et al., 2015). Customer pyramid theory is utilised in this theory while increasing the conversion rate of short-term customers into long-term customers. There are different phases in a customer pyramid that explain various types of customers. They are platinum, gold, iron, lead customers. In the customer pyramid, Platinum Tier customers are considered as the most profitable customers that use service of the hotels maximum. They are not at all price sensitive and are willing to spend for the premium innovative offerings of the hotel. Gold tier customers are not as profitable like that of Platinum tier customers. Sometimes, they want discounts and reduction in the charge of different services offered by the hotel. The loyalty of this category of customer is not so much high like the previous category of customers (Virginia Phelan et al., 2013). They receive special treatment from the hotel and are willing to spend services offered by the lodge. Iron tier customers are moderate spenders and are charac terised by price sensitive. They want to avail the minimum services that are required for them in staying at the lodge. Lead customers are the group of people that does not contribute much for revenue generation of the lodge. However, companies try to focus more on the gold and platinum tier customers for increasing their revenue generation. These two groups of customers have the mindset of spending money on different services of the company. Management of the lodge takes five key points for enticing extended staying of gold customers is as follows: The management of the hotel should introduce a new range of services that would match the affordability of the gold customers of the hotel. They are price sensitive in certain cases. However, the customers of this group belong to upper-middle-class income group people. Customised discounts can be set for them in different types of services targeted for the gold customers like room rents, complimentary breakfast, spa treatments, transportation costs in the sightseeing, etc. Events of the hotel are customised as per the choice and preference of the gold customers. It is the responsibility of the lodge to take care of each guest of the lodge irrespective of the type of customers (Yang et al., 2012). Employees must be trained in a way so that they can serve a better level of service to the guests. Investments are to be done in training for the front desk employees as well as the operational workers of the lodge. Similarly, few things are to be done by the management of the Dawson Falls Mountain Lodge for the extended staying off the Platinum tier customers. These groups of customers are found to be the premium segment of customers. They contribute maximum revenue generation for the lodge. To satisfy the needs of the customers, the lodge has to create differentiation in its services compared to the other hotels present in the area. This hotel is known for its cultural heritage and is located on the slopes of the mountain. It is the main advantage of the hotel. Platinum customers do not bargain of the price of the services of the hotel (Chiu Chen, 2014). They seek for unique exceptional service and ready to avail it for any range of price. Hence, the lodge has to create some services that are not available in other hotels of the region. Extensive market research is required for gaining a well understanding of the trends of customers in the region along with competitor analysis. Consumer trends are changing day by day at a rapid pace. The service industry is based on differentiation in the level of service. The types of customers are not only categorised for the hotel sector but also for all sectors of industry. The above two theories will help the lodge to determine the nature of the customers in the region (Tisca et al., 2015). Implementation of the theory helps in earning a substantial amount of profit. Utilisation of two theories predicting consumer trends Walshs theory of Recreational Opportunities Spectrum (ROS) is a method of determination and identification of the diversity of present opportunities for recreation in a natural area. The theory is applied on the basis of services provided to the visitors with an array of opportunities. However, all visitors have not same preferences or want to join same activities on visiting same destination of Mt. Taranaki region of New Zealand. The range of activities should be scheduled in a way to avoid conflicts between the different sets of activities. ROS is the key component that classifies different recreational opportunities while managing the range. The spectrum is widely applied in the field of recreation planning of different countries such as New Zealand and the United States of America (eriĆ¡ et al., 2013). There are different steps of recreational planning for visitors of New Zealand. They are: defining categories of opportunities; estimation of the demand for the available opportunities in the framework of ROS; assessing the different recreational capabilities present in the natural area; identification of different current patterns of provision of recreation. Other steps are: proper implementation of capability and demand data while determining different opportunities; recommendations are to be integrated with the previous methods and final implementation of the preferred alternatives. The recreational planning of Dawson Falls Mountain Lodge will focus on two categories of customers i.e. Platinum and Gold customers. However, the planning should be different in the case of two sets of customers as the natures of the customers are different from one another. There are many differences in the spending nature and mindsets of gold and platinum customers of the lodge. The transportation facilities, food patterns, ways of entertaining tourists, should be planned in a different way. For the platinum category of guests of the hotel, the modes of transportation would be very comfortable (SW Chan, 2013). The lodge can use vehicles that provide comfort to the passengers. The vehicle must be costly. Different natural areas are to be selected that can entertain the platinum visitors of the hotel. The platinum visitors are always ready to avail premium services and pay premium prices for it. The modes of entertainment should be heart touching so that they remember it for many day s. The recreational planning must be formulated as a promotion of the hotel so that the guests visit more often to the hotel. Apart from that, Word of Mouth (WOM) will also be done by those customers (Sanliz zgen Kozak, 2015). The most important thing in the tour is food. The quality of the food should be high. The menus of the foods are to be chosen as per the preference of the customers. 5-star restaurants are to be selected so that the platinum visitors feel about their importance in the tour. Serving tasty food is a key element in providing excellent services towards visitors. However, recreation planning of gold customers is more or less same like that of platinum customers. But the quality is not as high as the previous planning. As they are not ready to pay very high for the services, hence quality of every activity of the recreation planning is compromised. The quality of food, transportation facilities, entertainment process, etc. is low in quality compared to previous range of planning. A difference should be maintained between the two ROS planning of two segments of customers. The two theoretical aspects of tourist customer pyramid and recreational opportunities spectrum are used by the hotel. Both the theories will help the lodge in earning revenue along with earning reputation in the mountain region. The most vital aspect is the differentiation in the sets of planning. It would help the platinum guests about their importance in the lodge. Exceptional service is the only means of retaining guests in the hotel. Apart from that, proper implementation of both the theories in the practical field will yield a positive result in the long run (Ro et al., 2013). One more thing, Dawson Falls Mountain Lodge should not mix the strategies for platinum and gold customers. Otherwise, the reputation of the hotel will be at stake. Critical review of the promotional strategies Promotion is the area that is included in both 4Ps and 7Ps of service marketing. Promotion is a vital thing that cannot be ignored by companies. Strategies of promotion should be formulated according to the other Ps of marketing mix such as product, price and place. The promotional strategies of the lodge must fulfil the goals set in the strategic management plan of the company. In the above paragraph, consumer trend analysis is determined by using theoretical frameworks. By determining segmentation, targeting and positioning, the lodge has performed a vital task that will help in planning effective promotional strategies for the target customers (Rishi Joshi, 2016). Promotion of the lodge means to make aware of the presence of the hotel among the surrounding people as well as in different target markets. Guests and visitors to the hotel will want some unique feature in the lodge that will not be provided by another lodge in that area. This is known as promotion. The lodge must sati sfy the needs of the visitors. There should be the particular goal while the lodge adopts certain promotional strategies (Park Nicolau, 2015). There are different types of promotional strategies which Dawson Falls mountain Lodge can apply in its marketing plan for promoting the brand awareness among the target market. They are: Value-added promotions Value-added promotions are very vital for making a delightful experience for a customer. Clients and the sellers both appreciate this technique. Rewards are provided by the hotels to the visitors for a particular night stay. Sellers include travel agents that are responsible for selling rooms to the customers who are availing the services of the hotel. For attracting more customers, the hotel will provide more discounts to the travel agencies. For instance, if the other hotels in that area are providing rooms at a reasonable price, then this hotel can charge extra price by providing many added facilities like complimentary breakfast, airport transfers, internet usage, etc. It can add value to the customers (Paraskevas, 2013). Travel agencies on providing more customers to the hotel can avail more benefits from Dawson Falls Mountain lodge. The hotel can also customise their value-added promotions that would match the lifestyle of the visitors and amenities of the lodge such s free par king, champagne, spa treatment, dinners, etc. Partnering up This technique is a joint effort of two companies promoting each other. Promotional strategies when incorporating needs of two businesses are considered as cheaper than solo marketing channels. It can target a broader spectrum of audience. For example, if the lodge makes a partnership with a local surf shop of New Zealand or some popular shops related to fashion, then the visitors of the hotel will go to the shops. The customers of that shop will have the reference of the hotel (Martin Isozaki, 2013). Hence, both the companies promote their brand names with each other. Apart from that, the lodge can also make tie-ups with some travel agencies. The driveway of the lodge is a unique attraction for the tourists of the area. It can reduce costs of marketing of the lodge to some extent while having more potential visitors with the branding of the lodge in the area of Dawson Falls. The area where the lodge is located is a famous tourist place of New Zealand where many tourists where this technique will be feasible (Moriarty et al., 2014). Discounts Discounting is a very popular technique used by hotels or resorts as a promotional technique. Visitors are provided with the promised rates of the lodge at first. However, frequent visitors are given with discounts in terms of room rents and other facilities of the lodge. Dawson Falls Mountain Lodge can provide extra facilities with discounts on the room rents on people with extended staying (Lwin Phau, 2013). It can be promoted in the slow periods i.e. in the offseason. In this way, customer loyalty can be increased with the permanent visitors of the hotel. The short pass travellers are not provided with any promotions, as there is a possibility of not staying at the hotel afterwards. In this situation, onetime special rate discount is a promotional tool applied for these types of visitors (Lwin et al., 2014). Mass-market promotion Large travel agencies usually contact the big hotels for making business. They have huge customer bases with every detail of the customers. The travel agencies generally sell rooms of different hotels online with discounts. Dawson Mountain Lodge can contact with big travel agencies for increasing their revenue. Those agencies will sell rooms to the customers on behalf of the lodge (Kotler et al., 2015). In return, they earn a share of profit from the lodge. Apart from that, the travel agencies have a good reputation in the market that will help in increasing the brand image of the lodge in the market. When people search for booking rooms in hotels for a particular location, then Dawson Falls Mountain Lodge will pop up in the top. Online travel agencies hence provide a good support in the promotion of the lodge (Lambrech Tucker, 2013). Excellent customer service Dawson Falls Mountain Lodge has an excellent decoration of their rooms, lobby and other areas of it, as it is located on the slopes of Mt. Taranaki. The location of the lodge is very beautiful. Visitors that are new in the area will definitely feel the scenic beauty of the place as well as the hotel. The employees of the hotel on providing excellent customer service can help in retaining customers. The hotel provides Swiss suites to the visitors with a royal touch. The vision of the lodge is committed to providing unforgettable, exceptional, relaxing experience to the visitors (Kim et al., 2016). Problems with recommendations Dawson Falls Mountain Lodge is a lodge of cultural heritage in the slopes of Mount Taranaki. Apart from having advantages, there are many areas where the lodge needs development. The challenges faced by the hotel are inadequate data and analysis, lack of focus on costs, inadequate investment in employees, dismissing online reputation, under optimised website, and lack of focus in social media promotions (Iyer et al., 2015). Recommendations will be provided based on the above-recognized challenges of Dawson Falls Mountain Lodge. It is very important to having a clear and precise idea about the data while continuing to focus on budgets of marketing to achieve desired results. Many areas are not considered by the hotel while formulating various strategies of marketing. Focusing on those specific areas can reduce the budget of marketing while increasing the efficiency of the plan (Hsu, 2012). The hotel is not investing in proper areas of investing money in the operations of the hotel. Increasing revenue does not mean selling of rooms and other services to the guests. It also includes lowering operational costs. Implementation of promotional offers along with lowered operational cost will result in earning huge profitability by the lodge (Esteves Resende, 2016). Cost cutting in varied operations is a very important aspect in increasing profitability. The service industry is totally built on providing excellent customer service to the customers. It relates to the Word of Mouth (WOM) promotion from the guests that have already availed the service of Dawson Falls Mountain Lodge. Employees of the hotel are providing good service to the guests. However, the level of service should be extraordinary that can create a differentiation in the market (Duchessi Laura, 2013). Investment should be done in formulating updated training and developmental programs for the employees. Online reputation for the hotel industry is a vital aspect that is mandatory for reputed hotel. Influence of social media and overwhelming power are not be ignored by the lodge. Customers nowadays mostly book rooms from the internet. Hence, the website of the lodge should be made customer friendly so that they can find all the required information in the website of Dawson Falls Mountain Lodge (Chen Wu, 2016). It is the responsibility of the hotel authority to update the guest testimonials on the website along with pre and post-stay email engagement. It is seen that Dawson Falls Mountain Lodge is not so much active in social media promotions. Social media is a vital tool for targeting huge customer base with a minimum of investment compared to traditional approaches of marketing. The lodge is on Facebook, Instagram, Google Plus, YouTube, etc (Chan Han, 2014). Apart from these sites, there are many other social media channels that can be used by the lodge to target more customers for availing the service of the hotel such as Twitter, Flickr, Pinterest, LinkedIn, Vine, Bebo, Reddit, Tumblr, etc. This will definitely help the hotel in engaging more customers in these sites (Chen Lin, 2013). Conclusion The report constitutes of detailed analysis of strategic marketing plan of Dawson Falls Mountain Lodge. The marketing strategy of the lodge is involved in providing unique sets of services to its customers. The main objective of the marketing plan should be focusing on the needs of the guests while providing quality service to them. Value for money is another aspect of the value proposition that acts as a form of customer retention strategy of the hotel. The marketing strategy along with the promotional strategy will communicate brand values while developing good relations with suppliers and customers to identify the specific demands of the guests effectively. In the section, recreational opportunities of Dawson Falls Mountain Lodge is identified that will help the visitors to travel the region. A tourist pyramid is framed for the gold and platinum tourists in order to provide excellent service to them so that they promote word of mouth. Word of mouth is a very important promotional tool for a company that can bring many customers to the lodge in future. However, strategic marketing plan of the lodge will be commenced by following certain steps that would accomplish the mission of the company. Despite having vision and mission, the lodge has to formulate specific marketing goals that will be implemented in the field for attracting more visitors to the lodge. Various steps are included in commencing the marketing plan along with a strategic map for the hotel that will be described in details. The lodge has to identify its potential target market to analyse the consumer trends. It is very necessary for the company to have a clear idea about the nature of the people living in the target market. It will help the lodge in formulating strategies of marketing and promotion accordingly. The growth of the hotel along with continued differentiation in service and operations of the hotel are the initiator of increasing the profitability of the business in the long run. On e important aspect of marketing strategies is discussed in the report i.e. different trends of consumer behaviour. However, there are many flaws of the hotel that are pointed out in the report. Recommendations are provided for the lodge against each weakness of the lodge. Following the recommendations along with the formulated strategic marketing plan for five years, the vision of the hotel to develop its brand in the area can be fulfilled along with increased revenue generation. However, Dawson Falls Mountain Lodge is present in a good location that can be a part of promotional strategies of it. There are different modes of promotion that the lodge can adopt to promote its brand name among the market. Different types of strategies of promotion will be critically evaluated in the following while fulfilling the marketing budget and the goals that are predefined in the strategic marketing plan of the lodge. Ultimately, these can lead in maintaining the cultural heritage of the hotel i n the region of Mount Taranaki. Marketers have to keep in mind that all steps of marketing plan must be aligned with the vision and mission of Dawson Falls Mountain Lodge. The hotel should track the queries of the visitors of the website and solve them as soon as possible. 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