Centara Hotel Promotion and Marketing Strategy Analysis Report

This report provides a comprehensive analysis of Centara Hotel's promotion strategies within the context of the hotel industry. It begins with an introduction highlighting the importance of promotion as a key marketing mix element, focusing on Centara Hotel, a prominent hotel and resort in Thailand, and its competitor, Amari Hotel. The report delves into the 4Ps of marketing (product, place, price, and promotion), emphasizing the significance of promotion in attracting customers and maintaining a competitive edge. It explores different types of promotion, including mass-market promotion and promotion through specialized agencies, and examines the relationship between promotion and the hotel industry, emphasizing the crucial role of communication and competitive analysis. Furthermore, the report discusses the relationship between top management team composition and firm performance, concluding that effective promotional strategies, coupled with skilled employee recruitment and a focus on customer satisfaction, are essential for Centara Hotel to maintain its growth and competitiveness in the market.

Running head: ANALYSIS AND TREND
Analysis and Trend
Name of Student
Name of University
Author Note

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ANALYSIS AND TREND
Table of Contents
Introduction................................................................................................................................3
1.1 The purpose of this report....................................................................................................3
1.2 Theoretical background........................................................................................................3
Describe 4 Ps of Marketing....................................................................................................3
Explaining types of Promotion...............................................................................................4
Relationship between Promotion & hotel industry................................................................5
1.3 Relationship between top management team composition and firm performance..............5
Conclusion..................................................................................................................................6
Reference....................................................................................................................................7

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Executive Summary
The report provides an understanding of the importance of promotion in the hotel industry.
The hotel industry is a fast-growing sector and without proper promotion, it may be difficult
for it to maintain its stability in the industry. The types of promotion and the relationship that
exists between the hotels and promotion are stated. The report focuses on Centara Hotel and
the manner in which it uses the promotional tools to continue its business activities using
promotional tools. Centara Hotel is a famous hotel and resort in Thailand that was established
in 1980.

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ANALYSIS AND TREND
Introduction
In the modern world, promotion is one of the important marketing mix elements that
every organisation need to adopt. Promotion can help organisations to continue its business
and extend it towards the public. The report focuses on the importance of promotion and the
manner in which Centara Hotel can apply promotional methods to continue its growth in the
hospitality sector of the industry. Centara Hotel is a famous hotel and resort provider located
in Samui Island, Thailand. It provides identification of various hotels all across Thailand for
the customers to enjoy an authentic experience. Centara Hotel was set up in 1980 and
currently is the biggest hotel and resort based in the country (Centarahotelsresorts.com 2018).
It main competitor include Amari Hotel also located on Samui Island, Thailand. Amari Hotel
provides locations of hotels not only in Thailand but also in Bangladesh, China, Laos and
other parts of Asia (Amari.com 2018). The report focuses on the use of promotion by both
hotels in order to attract customers.
1.1 The purpose of this report
The purpose of this report is to analyse the promotional strategies adopted by Centara
Hotel in order to promote itself in the market of Thailand. The report analyses the 4P's of
marketing and focuses only on the promotion factor that is considered as important in the
modern world. The relationship that exists between hotel industry and promotion is explained
along with the top management competition and performance of a firm.

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1.2 Theoretical background
Describe 4 Ps of Marketing
According to Armstrong et al. (2015), the marketing mix strategy is based on the
analysis of the important elements of marketing. This includes the product, place, price and
promotion. In addition to these four P's, the marketing mix also consists of other elements
such as the people, physical evidence and the process. These elements combine and provide
organisations with an opportunity to improve its marketing strategies. In the case of Centara
Hotel, the application of these elements is crucial for its survival and growth in the hospitality
market of Thailand. As stated by Huang and Sarigöllü (2014) the marketing mix elements are
important in the case of hospitality sector as it is considered as a developing sector and
people tend to judge it by the elements present in the marketing mix. For example, the price
of Centara Hotel is expensive as compared with that of its competitors, Amari Hotel.
Therefore, the customers may be willing to back out from availing the services provided by
Centara Hotel. At the same time, promotion is also important, as without proper promotion it
can be difficult for Centara Hotel to lay a foundation in the minds of the customers. Hence,
the importance of promotion can be discussed broadly.
Explaining types of Promotion
Hanssens et al. (2014) stated that one of the types of promotion that are used in hotels
might include mass-market promotion. This promotional type is usually adopted by the big
hotel names and uses the websites to reach the customers. With the help of the websites, a
hotel such as Centara Hotel can reach a large number of audiences and promote the type of
services it provides concerning searching for other hotels across Thailand. Other types of
promotion include promotion through specialised agencies. The specialised agencies are the
travel agencies that provide customers with an idea about the best hotels that exist in the
market. Centara Hotel can be considered as an agency as it provides opportunities for the

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customers to continue searching for hotels across Thailand and Maldives. However,
Sinapuelas, Wang and Bohlmann (2015) are of the opinion that these specialised agencies
often have to compete with the new methods to gain the attention of the customers and the
hotel industries. At the same time, hotels also provide discounts that are promoted via
newspapers or social media sites. In the case of Centara Hotel, the discounts provided can
help in the selling of more hotel rooms and therefore, the loyalty of the customers can be
retained. Discounts provide a competitive edge for the hotels.
Relationship between Promotion & hotel industry
Babin and Zikmund (2015) stated that tourism is one of the main sectors of the
industry. The hotel industry is a sub-section of the tourism industry and the growth of the
hotels is attributed to the type of promotional activities performed by the hotels. Therefore,
the relationship that the hotel industries have with the promotion is the fact that the hotel
industries cannot grow without proper promotion. The analysis shows that in order to
establish itself in the industry, Centara Hotel needs to adopt various methods to reach the
customers. The type of promotion that has been pointed out is instrumental in creating
awareness among the customers. At the same time, communication plays a big role in the
modern business environment (Sheth and Sisodia 2015). The promotion provides Centara
Hotel with the ability to communicate with the people and ensure that the services offered by
it are recognised and availed by the customers. Promotion can help Centara Hotel to identify
the competitors, as the activities that lead to the promotion of the hotels are similar.
Therefore, the competitors of Centara Hotel such as Amari Hotel need to adopt the same
promotional strategies so that it can maintain competitiveness in the hospitality sector.

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1.3 Relationship between top management team composition and firm performance
Hanssens et al. (2014) are of the opinion that in order to continue its growth in the
competing business market, Centara Hotel needs to ensure that the performance of the hotel
and resorts improves. This can be considered as the analysis of the internal activities of an
organisation that may be pivotal in its growth and development. Team composition is
important, as it can be effective in delegating the tasks to the people. Such a method of the
delegation of the tasks is adopted by Centara Hotel so that the employees do not feel any type
of pressure. Therefore, it is required that the team composition consists of people that are
effective in working together and have an idea about the type of job that is required to be
done. A proper team can help improve the performance level of a hotel and ensure more
satisfaction from customers. Centara Hotel can also ensure that a competitive edge can be
gained with the recruitment of talented individuals. Therefore, the organisational performance
can improve the satisfaction of the employees.
Conclusion
It can be concluded that without promotion, an organisation cannot succeed to attract
customers. The promotional tactics need to be such that it can establish a link with the hotel
industries. In a hotel like Centara Hotel, the promotional strategies can be used to continue its
promotion in the hospitality industry of Thailand. Promotion not only helps to attract
customers but also provides an opportunity to a proper firm performance by recruiting skilled
and talented employees. The competition with the rivals can be reduced if the hotel has a
proper promotional plan that can be used to elevate its resources and performance in the
market. Therefore, it is important that a hotel like Centara maintain a proper promotional
strategy so that it can gain a competitive advantage in the market.

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Reference
Amari.com 2018. Amari Hotels & Resorts - Colours and Rhythms of Modern Asia. [online]
Available at: https://www.amari.com/ [Accessed 28 Apr. 2018].
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Centarahotelsresorts.com. 2018. Centara Hotels & Resorts | Book an Exciting Escape Now.
[online] Available at: https://www.centarahotelsresorts.com/ [Accessed 28 Apr. 2018].
Hanssens, D.M., Pauwels, K.H., Srinivasan, S., Vanhuele, M. and Yildirim, G., 2014.
Consumer attitude metrics for guiding marketing mix decisions. Marketing Science, 33(4),
pp.534-550.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
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Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Sinapuelas, I.C.S., Wang, H.M.D. and Bohlmann, J.D., 2015. The interplay of innovation,
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