C/M/181. Hotel Marketing - The Information Required for Effective Marketing Planning and Decision Making

This paper is based on a case study of recently taken over and refurbished hotel in the UK. The aim of the new management of the hotel is to prepare a marketing plan and therefore, they require an account of information required for marketing planning and decision making, which are described by the means of this report. Furthermore, the report highlights and critically assesses the informational sources available to the organisation internally and externally, providing the examples. Moreover, report also includes discussion of such issues as use of Porter's 5 Forces Model; SWOT; reliability of the information and sources and quality vs. cost-effectiveness of information. Finally, the research is making conclusions and recommendations based upon the evaluations.