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MKTG2002 - International Marketing

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Curtin University

   

International Marketing (MKTG2002)

   

Added on  2020-03-13

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MKTG2002 - This assignment is  International Marketing and question, Analyze the macro and competitive factors that impact the global hotel industry, Hotel industry is a sub-industry of the travel and tourism industry andChina has become the most emerging economy which has opened a lot of market opportunities for travel and tourism industry. business environment of Red Carnation Hotels, using Porter’s Value, Value chain model was introduced by Porter in 1985 and it helps in identifying and analyzing opportunities and risks the company can meet in the industry. 

MKTG2002 - International Marketing

   

Curtin University

   

International Marketing (MKTG2002)

   Added on 2020-03-13

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International MarketingINTERNATIONAL MARKETINGName:Course:Professor Name:Institution:City:Date:
MKTG2002 - International Marketing_1
International MarketingTable of ContentsQuestion 1...................................................................................................................................................3Introduction.........................................................................................................................................3Conclusion...........................................................................................................................................3Question 2...................................................................................................................................................4Introduction.........................................................................................................................................4Conclusion...........................................................................................................................................5Question 3...................................................................................................................................................6Introduction.........................................................................................................................................6Conclusion...........................................................................................................................................8Question 4...................................................................................................................................................8Introduction.........................................................................................................................................8Conclusion...........................................................................................................................................9Question 5.................................................................................................................................................10Introduction.......................................................................................................................................10Reference List............................................................................................................................................11
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International MarketingQuestion 1Analyze the macro and competitive factors that impact global hotels industry. [LO1, LO2]IntroductionHotel industry is a sub industry of travel and tourism industry and China has become the most emerging economy which has opened a lot of market opportunities for travel and tourism industry. Factors affecting the growth of hotel industry in China include market size which increases daily as the demand. However for Red carnation hotel to enter into market and improveits growth rate, it has to offer unique services which are not offered by other hotels.Another factor that affects the industry is the growth rate, the degree at which the industry grows is largely dependent on many factors which include changes in demographics, changes in preferences for hotels by customers, change in affluence and freedom of travelling within the markets.Technology also is another factor; the industry should have advanced technology as customers nowadays have embraced use of technology in seeking services like, booking of accommodation rooms and ordering for meals.High quality and constant suppliers help in meeting the hotels requirements and these helps in increasing the services and products offered. This has a great impact in the growth of the hotel industry in the emerging market.ConclusionIt is therefore very important to look into consideration all the above factors before venturing into an emerging market as it helps in making the correct decision which has a great impact to the hotel industry.
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International MarketingQuestion 2Analyze the internal business environment of Red Carnation Hotels, using Porter’s Value Chain. [LO1, LO2]IntroductionValue chain represents internal activities engaged by an industry to transform their inputs to outputs, while value chain analysis is a strategy where an industry identifies its activities that addvalue to its final product and looking at these activities to help in cost reduction or increase differentiation.Value chain model was introduced by Porter in 1985(Kramer & Porter 2011) and it helps in identifying and analyzing opportunities and risks the company can meet in the industry. There are forces depicted in the model which affects the hotel industry and it includes other existing hotels. There is high rivalry between existing companies if their number is high and fixed costs are high. Another force is the risk of entry by competitors, the higher the threat for the market share of existing competitors, the higher the barrier to entry to the industry hence low risk of entry of potential competitors. These barriers can include Government policies, economies of scale, cost of moving, high capital, and access to distribution channels.Threat of substitutes can also affect the opportunity analysis, this happens when a competitor opts for an alternative which is most preferred and easily accessed by customers than hotels, this affects the hotel. These substitutes include camping and caravan parks, seeking accommodation from relatives/friends, these can lead to low turnout of customers in the hotel.
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