2.3 Social
As it can be seen from the figure that, from 1988 to 2010, the number of international tourists that the UK has received continued to rise, but due to the full-blown global financial crisis in September, 2008, the British tourism industry has also been affected, the number of international tourists began to fall.
 

2.4 Technical
With the development of network technology, travelers are increasingly dependent on networks to gather travel information, there is a huge potential for booking and sales of tourism on the network, e-marketing has become the means which modern hotel industry focuses on in promoting its revenue.
2.5 Summary
From 1988 to 2010, British show tourist industry showed the trend of development upward in fluctuations, although the global financial crisis occurred in 2008 and the world’s tourism industry suffered heavy losses, the prospects for the British tourism industry was optimistic.
3.0 Competitor analysis
There are several three-star hotels in Outlane, such as The Old Golf House Hotel，Premier Inn Huddersfield West and The Briar Court Hotel. There are also several four-star hotels, such as Heritage Lofts - Serviced and Themed Apartments, Cedar Court Hotel Huddersfield & Halifax. Compared with the three-star hotels, the Pennine Manor Hotel has better scenery and it is more accessible to local attractions. Compared with the four-star hotels, the Pennine Manor Hotel offers the cost-effective services which have better quality at the same time.#p#分頁標題#e#
4.0 SWOT analysis
Strengths
•the Pennine Manor Hotel provides free Wi-Fi, excellent food and free parking, a good environment with panoramic views of the Yorkshire countryside. It only takes a 5-minute drive away.
•The Pennine Manor Hotel provides customers with all the luxury facilities which customers can find in a modern hotel.
•The Pennine Manor Hotel provides its special level of personal care which reflects the true traditional Yorkshire hospitality.
•The Pennine Manor Hotel offers thirty-one comfortable en-suite bedrooms, food of various choices and attentive service.
•The Pennine Manor Hotel’s congress centre has the adequate capacity to host all kinds of conferences. Opportunity
•The Pennine Manor Hotel is located ideally, which enables its guests enjoy the rich variety of English heritage. It is easily accessible to Herriot Country, The Yorkshire Dales and The Peak District National Park.
The London Olympics which will be hosted in the UK may bring more international tourists.
Weakness
•It competes with other three-star and four-star category hotels
•Fluctuations in EUR, USD/Pound exchange rate also brings influences.
Threats
•Increased prices leads to high hotel operating costs, customers’ travel costs is also higher.
•Frequent natural disasters may reduce people’s desire of traveling.
5.0 Objective
Above environmental analysis provides a basis for building marketing plan, the following marketing plan will be designed to improve the hotel's corporate image, according to the theory of Ikour’s (2008), the objectives of the marketing plan follows the principle of SMART.
•To improve the hotel's attention-degree, the hotel's attention-degree on the network will be increased by 20% (comparing with that of last year)within a year;
•To increase the hotel’s occupancy by 15% (comparing with the occupancy of last year) within a year;
•To increase the hotel’s income by 25% (comparing with the amount of last year) within a year;
•To improve the hotel's brand image and customer retention rates by 15% (comparing with the
rate of last year) within a year;
6.0 Strategy
Jerinut (2010) considered that a company should be based on the characteristics of its users to shape its brand. Therefore, this strategy that this marketing plan develops for improving the brand’s popularity is to highlight the characteristics of the hotel on the basis of the characteristics and personalities of the target population. Based on the strategy, Puriot (2007) brought forward the following recommendations: using a personalized banner, a personalized sign, helpful tips and ceaseless repeating to benefit the brand response. Based on his suggestion, the marketing plan designed the banner for the hotel: returning to the home of England, it designed the sign and took measures which facilitated customers’ understanding the information of the hotel and booking rooms in Internet. And a series of promotional marketing tools have also been taken to achieve the purpose of constantly repeating the brand response.#p#分頁標題#e#
The marketing plan aims to achieve the purpose of helping repeating brand response. Therefore, how to communicate with potential customers, how to maximize the influence of the hotel to the largest extent to tell its customers the special of the hotel is the key for the success of the marketing plan. In addition, through the proper means to give publicity to the hotel will also help to achieve the purpose of this marketing plan. The marketing plan uses e-marketing to enhance the hotel's attention-degree and image. Because network is one of the marketing tools which modern enterprises should use most, it can not only stimulate consumer on the auditory and visual aspects, more importantly, it gives consumers the initiative which enables consumers choose the information that they are interested in. Specific e-marketing means includes banners, blog marketing, forum marketing, viral marketing and so on.
6.1Network forum
The marketing plan plans to disseminate information through the network forum of tourism, online community or portal websites which are influential. These websites have great page view, which is conducive to attracting the attention of young Internet users'. Text information is used to convey the hotel's basic information, such as the hotel’s location, price, traffic conditions and so on. Through http://www.400190.com/dissertation_writing/Marketing/uploading video of the hotel, some video information will be sent to some potential customers who have interests, online reservation is also provided, through the form of online payment, it is convenient for customers’ reservation. Through network forum, the above objectives can be achieved.

Sources: www.nielsen-netratings.com/news
6.2 Banners
Beautiful banners have been designed and then broadcasted on these websites, the form and content of the advertising are real and vivid, which particularly shows the hotel's clean and tidy rooms and beautiful environment. Remarkable use text has been used to mark the website address of hotel's home page, a slogan to welcome customers is also designed. The time for broadcasting the banner is a 英國dissertation網quarter, it will be updated every 3 months.
6.3 Video
The latest video of the hotel is uploaded to the most popular video websites, such as youtube, it specially demonstrates the hotel's rooms clean and tidy environment and beautiful scenery around the hotel.