HAT202 - Exploring IBIS Hotel Chain: Business and Marketing Portfolio

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ASSESSMENT 3 HAT202
BUSINESS AND MARKETING PORTFOLIO

BUSINESS AND MARKETING PORTFOLIO
Table of Contents
Introduction......................................................................................................................................3
Current Business Operations...........................................................................................................3
Product.........................................................................................................................................3
Location and Distribution............................................................................................................3
Pricing Models.............................................................................................................................3
Customer Segments......................................................................................................................4
Branding and Positioning.............................................................................................................4
Current Promotion and Marketing Materials...............................................................................5
Product images.........................................................................................................................6
Location and distribution images.............................................................................................6
Pricing models images..............................................................................................................7
Branding and positioning images.............................................................................................8
Current promotional materials images.....................................................................................9
Recommended New and Innovative Idea........................................................................................9
Description...................................................................................................................................9
Applicability...............................................................................................................................10
References......................................................................................................................................15
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BUSINESS AND MARKETING PORTFOLIO
Introduction
IBIS is one of the renowned hotel chain businesses in Australia. It belongs to the hotel and
hospitality sector. The business is owned by Accor Hotels. In case of operational activities, the
business focuses on providing world-class services to its customer base. The study is going to be
focused on the marketing mix strategies of this hotel chain. In addition, the study defines the
promotional decision-making process and brand marketing tactics of Ibis. Moreover, several
graphical images are going to be portrayed.
Current Business Operations
Product
The preliminary vision of the IBIS hotel chain is to offer hospitality service to customers with
the utmost comfort at the best price. The core products are fully-equipped rooms, innovative
bedding along with 24 hours of reception services (Accorhotels.group, 2019). The augmented
products are Light-hearted decoration in lounges provides a calm, friendly and casual
atmosphere. The supplementary products are large, plump pillows, unique design mattress that
can mould itself, cosy duvet and many more. Visitors experience nice Kitchen space in IBIS
hotels where they can settle down, relax and meet people during dinner or lunch provided by a
hotel.
Location and Distribution
IBIS hotels are located in different areas in Australia mostly in Sydney and Melbourne such as
Ibis Sydney Darling Harbour, ibis Melbourne Hotel and Apartment. The company has round
1152 hotels spread around 67 countries around the world. Additionally, the areas served by Ibis
includes Europe, Asia-Pacific, Africa, Middle East and Latin America. In Sydney, Mascot is the
best destination for IBIS hotels. Apart from this, IBIS hotels are located in various cities like
Brisbane, Victoria, Katherine, Perth and so many other places. The specific location which is
mostly chosen by the hotel chain are airport, city centers, railways and beaches which helps them
to get hold of a strong customer base.
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BUSINESS AND MARKETING PORTFOLIO
Pricing Models
IBIS hotel chain in Australia does not focus on a particular section of people instead they follow
a cost-based pricing model for their products and services so that a large number of consumers
can afford it. Moreover, the competition-based pricing model is also supported by these hotels as
they offer the best facilities in the most cost-efficient way (Vila et al. 2015).
Customer Segments
IBIS hotel chain mainly follows demographic segmentation for offering their products and
services as they target young customers who are concerned about price issues. Additionally, their
competition-based pricing model allows them to provide products at a comparatively lower price
than others. For example, ibis Sydney Darling Harbour is considered as one of the cheap hotels
in the city.
Branding and Positioning
IBIS hotel chain plays a predominant role in the Australian hospitality industry, and the brand
welcomes to more than 100 countries throughout the world with nearly 3700 hotels
(Accorhotels.com, 2019). The group mainly emphasises the opportunity of luxury to the
economy for guests for branding IBIS hotels.
IBIS hotel chain belongs to the quadrant of low price and high quality in positioning map
because these hotels are mainly famous for their high-quality services available in comparatively
more economical cost.
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