A marketing plan to Hotel Castelão

• Autor(a) principal: Castelão, Miguel Filipe Duarte
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/16138
• topic: Marketing plan; Tourism; Lodging; Consumer satisfaction; Online reviews; Hotel; Increase sales; Marketing-mix; Gestão de marketing; Turismo; Hotelaria; Planeamento estratégico; Satisfação do consumidor

The purpose of this project is to study how to increase Hotel Castelão's sales, hence a marketing plan was elaborated. Hotel Castelão never, in its existence, had one, which is very important and useful for companies, as it provides a strategy and explains how to accomplish it. Hotel Castelão is a two-star hotel in Mafra, Lisboa; built in 1982, to fill a market opportunity, since Mafra had no accommodation establishments, the closest place was in Ericeira. Due to its longevity and location, near the centre, in one of the main roads, Hotel Castelão is already a well-known brand in the region. The Hotel has some direct competitors in the region, however only one in Mafra. Therefore, since the region is growing, the management feels the establishment has potential for more; desiring a sales increase. Following the structure of a marketing plan, this thesis presents analysis to tourism, lodging, competitors and the company itself. The reasons why the Hotel does not have more sales are shown and solutions and implementations proposals to increase sales are presented. Proposals are presented throughout the paper, but with more detail in the operational part of the marketing plan. It was analysed what is happening now and what could be adjusted, more specifically in the STP, as well as in the marketing mix. With this analysis, and the adjustments proposed, being implemented, an improvement in the Hotel and its service is achieved, resulting in an expected increase in sales.