Corporate Marketing Strategy for Desklib - Study Material Library

Corporate marketing strategy
Corporate marketing strategy

Table of Contents
Introduction.................................................................................................................................................3
Marketing audit...........................................................................................................................................3
External environment..............................................................................................................................3
PESTEL analysis........................................................................................................................................4
Internal environment...............................................................................................................................5
SWOT analysis.........................................................................................................................................5
Growth strategies........................................................................................................................................6
Marketing objectives...................................................................................................................................7
Marketing strategies/approaches...............................................................................................................8
Conclusion.................................................................................................................................................10
References.................................................................................................................................................10
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Introduction
The report talks about the marketing plan of relaxing times hotel. It explains that how the
hotel industry conducts a marketing audit in order to attain the long-term mission and vision of
the organization. It is one of the important industries in the world who serve the tourists by
providing effective and dynamic services to them. This industry helps to maintain an effective
and dynamic culture in the country. Further, it also helps to sustain the sustainability in the
organization. Apart from this, the paper focuses on the external and internal analysis to reduce
the key issues and challenges of the market. It describes that how the growth strategies are used
by the company to accomplish the objectives and goals. In addition, segmentation, targeting and
positioning strategies also play an integral role in order to differentiate the services from the
competitors in the global market.
Marketing audit
A marketing audit is important to gain long-term goals and objectives within the
organization. The marketing audit includes external environment and internal environment
(Radulescu and Cetina, 2012). The relaxing time hotel cannot take advantages without effective
marketing audit.
External environment
Macro environment refers to the external environment which influences the success and
growth of the hotel industry. The external factors include political, economic, socio-cultural,
technological and environmental factors. The company needs to analyze and evaluate these
factors to stand out against the competitors in the global market. The external audit is conducted
by relaxing time hotel to evaluate and identify the strengths and weaknesses of the competitors in
the market as well as competitors (Leonidou et al, 2013). Pestle analysis is done by the industry
to measure the external factors. The opportunities and threats of the external environment have
been discussed below.
Strengths
 It helps to measure the needs and requirements of the passengers in the market.
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 It also provides high benefit to the tourism industry.
 The industry expands and explores its business activities globally.
Weaknesses
 Competitive prices and similar services could be a potential and biggest threat to the hotel
industry.
 Lack of differentiation is other threat for the relaxing time hotel. Along with this,
bureaucracy and several rules and legislation imposed by the government. It is the
biggest the threat to the organization. The firm needs to focus on these threats to beat the
competitors in the international market. Pestle analysis is done by the hotel to hit the
competitors in the market.
PESTEL analysis
The pestle analysis includes political, economic, socio-cultural, technological and
environmental factors (Cadle, Paul, and Turner, 2010). The pestle analysis has been discussed
below.
Political: The rules and legislation implemented by the government on hotel industry affect the
growth and success. The organization needs to focus on these factors to increase the popularity
as a tourist destination.
Economic: The GDP rate, inflation rate, exchange rate and interest rate affect the profit and
revenue of the organization. The relaxing time hotel needs to focus on these factors to make a
good image in the global market.
Socio-cultural: The people culture, values, customs, and religious influence the business
activities and operations. Therefore, the firm needs to focus on the needs, expectations, and
desires of the passengers.
Technological: Changes in the technology influences the trading operations of relaxing time
hotel. The technological factors help to improve the quantity and quality of the services which
are provided by the hotel industry.
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