Sunshine Inn Turnaround Analysis

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The hospitality industry in the United States is large, complex and intensely competitive. Within this industry is a segment comprised of hotels and motels, which will be the relevant sector for this marketing plan. To note, the hotel and motel industry in the United States had an estimated value of $137.5 billion as of the end of 2012 (MarketLine, 2012). The industry is forecasted to experience a compound annual growth rate (CAGR) of 5.5% from 2011 to 2016, to attain a value of $179.5 billion (MarketLine, 2012). In this industry, the most lucrative segment is leisure which has a market share of 71.1% (MarketLine, 2012). Sunshine Inn (fictional) is a small independent hotel that operates within the leisure segment of the hotel and motel industry in the United States. It is an adventure-themed hotel situated along the California-Nevada border in order to capture the tourist market for Lake Tahoe. Sunshine Inn has 30 bedrooms and 15 suites and offers specialty home-cooked type meals to guests for breakfast, lunch and dinner. It must be emphasized that the hotel and motel industry is one of the most fiercely competitive in the United States, and in fact, in the world (Johanson & Cho, 2009; Kosarkoska, 2010). Therefore, in order to compete with large hotel chains with five-star hotel rankings, Sunshine Inn will have to depend on strategic approaches, such as effectively targeting and positioning itself in the appropriate market, as well as developing a marketing plan that will promote the unique value propositions that only small, personalized hotels can provide: excellent customer service, customized adventure packages as well as a total customer experience that revolves around enjoyment, fun and discovery. As this marketing plan wi... ... middle of paper ... ...nces Johanson, M. M., & Cho, S. (2009). Uncovering the link between organizational behaviors and employment status in the U.S. hotel industry. Journal Of Human Resources In Hospitality & Tourism, 8(2), 184-198. doi:10.1080/15332840802269825 Kosarkoska, D. (2010). The challenges for accounting information system in hotel industry. Tourism & Hospitality Management, 411-426. MarketLine. (2012). Hotels & Motels Industry Profile: United States. (2012). Hotels & Motels Industry Profile: United States, 1-33. PKF Hospitality Research. (2013). CHAPTER 53: HOTELS & RESORTS: TRENDS. Travel & Tourism Market Research Handbook, 354-357. Porter, M. (2008). The five competitive forces that shape strategy. Harvard Business Review 86(1): 78 -97. Ricca, S. (2013). However you label them, young people are the gold mine. Hotel Management (21582122), 2.

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