Holistic Marketing Report

This report analyzes the holistic marketing approach of InterContinental Hotels, a leading global hospitality chain. It examines the four key components of holistic marketing, explores internal and external factors affecting the organization's performance at a global level, delves into the strategic marketing model (STP) used by InterContinental Hotels, and provides recommendations for the company to enhance its competitive advantage and sustain its business in the future.

HOLISTIC MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1. Critically evaluating whether organisation can be described as being an 'holistic marketing
organisation............................................................................................................................1
2. Factors affecting organization at global level....................................................................3
3. Focusing on strategic marketing of organisation's overseas markets and choosing products
and outline segmentation variables for segmenting market...................................................6
4. Providing Recommendation To Company.........................................................................9
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Holistic marketing play vital role for achieve organizational goal it means that it believes
that all part of organization should work together for only one single goal. It means that business
and it all parts is connect with one organization and do work for only one specified and
predetermined goal. Through this marketing organization establish long term relationship with
customers (Dwivedi and Merrilees, 2016). It also focus on make brand image and focus on
effective and efficient work. inter continental hotel is an international trade and it make chain of
good and luxury hotels and provide good services to people so it expand branches of hotels at
global level for increase earning and raise profitability. This report will be cover that chosen
company affect by global factors and porter modal and maintain supply of services on global
level.
1. Critically evaluating whether organisation can be described as being an 'holistic marketing
organisation.
Inter continental hotel has huge and large chain of hotels and it provides well services to
all customers at global level. It provides services according to customers needs and customers
level like if customer wants to premium class and luxury class services so it provides according
to that and it also holistic marketing because many hotels include in inter continental hotel and
work only for one single goal that intention is make profit and provide services. Kotler and keller
has provides four broad components which firmly characterise holistic marketing and are as
follows:-
Internal marketing :-
It has influences of various departments which are incorporated with the organizational
practices. It consists of human resource, marketing, senior management, financial and similar
departments that are connected with each group. So inter continental hotel has well internal
marketing that it provide well services to their customers. This means that organization is able to
attain efficiency as marketing, finance, production, HR, supply chain and other departments are
interrelated to each of the activities. It also works for hiring, training, motivating to employees
for provide better service to customers. According to this marketing employees has complete
knowledge about services of hotel that it provide. Because if employees of inter continental hotel
has no knowledge so they can not convince to customers for take services. So inter continental
hotel's management evaluate time to time their employees performance and analyze that if
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employee not understand properly that what type of service that customer want so it provides
training and prevent loopholes and increase their business at global level (Hernández-Díaz,
2017).
Integrated marketing :-
It is also a important component of holistic marketing and inter continental hotel use this
component for increase their business. It has influences of four P's like product, price, place and
promotion and it helps in provide effective services to customers at global level because through
this marketing inter continental hotel use communication tools internet, social media, digital
platforms, email, public relation and print advertising. All these tools use for communication
with public and advertise their service so marketer of international trade choose the best way for
communication with people of different countries and also evaluate the best alternatives that
deliver effective information to customers for increase their business and profitability. So inter
continental hotel provide all facility to customer through online so people easily reserve and
search hotels.
Performance marketing :-
It is third component of holistic marketing that use by inter continental hotel because
through this it evaluates return from business as well as marketing activities and from whole
society. So it spent more expenditure on built effective brand image for establish strong customer
market base but after expenses marketer has to give answer about that they spent money on
marketing activities so how much return get from these activities so huge amount spent by inter
continental hotel on marketing activity for make brand image and advertise and then through this
it evaluates that how much return get through this activity. It has also responsible for society,
ethical and legal because if they do business so it has to think about that services is suitable or
not for people. So it provides services according to customer level and their paying capacity. It
main purpose is attract customers and make profit (Kumar and Pansari, 2016).
Relationship marketing :-
It is also an important component and it uses by inter continental hotel for establish
strong and long term relationship with customers. Its main members is shareholders, employees,
channel partners, customers and financial institutions. So holistic marketing also focus on
establish good relationship between all these parties and through this marketing all members and
parties understand needs, desires and goals of each other so its helpful in make strong
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relationship between them (Gummerus, von Koskull and Kowalkowski, 2017). It is use for
Hazzanthat make strong relationship of all these for get profitability. It also focuses on make
relation with loyal and wealthy customers that keep in tough with long time. So inter continental
hotel mainly work and focus on strategy of CRM it means that customer relationship
management so it also consumes more cost because for this strategy and stay relationship so it
has to provide all types of services according to customer needs and its capacity. It also takes
feedback and suggestion from customers about services so it helps in understand that customer
wants and needs so it evaluates customer's feedback and progress according them.
As per these components, which can be used by inter continental hotel so through all this
relationship of customers and management is good in this organization and its brand image is
also good through holistic marketing so day by day it follows all components for increase their
customers and built strong brand image at global level. So for raise their profit it gives effective
advertisement and provide customer satisfaction (Marttunen, Lienert and Belton, 2017).
2. Factors affecting organization at global level.
Many factors present in environment and its affect to inter continental hotel that influence
performance and revenue of organization. This organization do trade at global level so its also
affects with many factors. Factors that affect organization has two type first is internal factor and
second is external factor.
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Illustration 1: SWOT analysis
(Source : SWOT Analysis, 2017)

Internal factors regularly affected to performance and direct relate to organization and it
is analysis by SWOT analysis. It is stand for S- strength, W- weakness, O- opportunity and T-
threats. So this tool is use for internal analysis of inter continental hotel. Through this analyse
that position of competitive and make strategy. Strength refers that what element present with
organization that helps in achieve goal and increase business. Weakness shows that reasons that
create barrier in do well performance. Opportunities means that organization has chance of
increase their performance and increase their revenue. Threats shows that factors that harm for
organization and reduce sales (Hazzan, 2018).
Strength :-
Skilled workforce – inter continental hotel has strength of skilled and efficient
workforce because it gives training and motivation for improve their work. It also invests more
money and resources for provide training so its helps in increase productivity and achieve more
profitability.
Large numbers of customers – inter continental hotel has large number of customers at
global level. Because it provides customer satisfaction through well quality of services as well as
facility according to customers so it helps in attract customers and built in strong relation.
Global level market – inter continental hotel do business at global level it means it
includes many hotels that provide services to all over world so it has many customers and day by
day it improves their business and technologies so its helps in attractive and effective
information provide to customers that helps in increase profitability.
Weakness :-
Need more invest in technology – inter continental hotel has to adopt innovation and
technology for improve and increase their business because nowadays technology increase as
well as innovation also increase so it is necessary for increase profitability and it makes easy to
process of services at global level (Naranjo-Valencia, Jiménez-Jiménez and Sanz-Valle,
2016).
Invest more capital – inter continental hotel has to invest more capital in channel so it
impacts on long term growth of it because competitors invest capital so it has to also invest for
improve and face competition.
Opportunities :-
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Expand branches – inter continental hotel has opportunity that expand branch in
different countries because it has strong image and popularity so it can expand their business and
increase their profitability.
New customers from online – it has opportunity of make new customers from online
channel because it spends more and more money on online advertisement, digital marketing and
technical platform and nowadays maximum people connect with technology and digital so its
helps in increase numbers of customers from online.
Threats :-
Increase competition – day by day competition increase so its create threat for inter
continental hotel because if competition increase in market so it reduces profit and customer.
Customer also divided so it influences performance and revenue of hotel.
Change in season- inter continental hotel regulate and operate base on customers so it
earns revenue according to season like if season of marriage so it earns high profit because
occupancy full and if season is off so occupancy not available and it affects revenue of hotel
(Yan, Xia and Bao, 2015).
External factor also affected to organization but it is not affect continue. It is uncontrolled
able factors that affect and no one control that. So it is analysed through PESTLE. It stands for P-
political, E- economical, S- social, T- technological, L- legal and E- environmental factors and
its affect to performance and profit of inter continental hotel (Vintilă, Filip, Stan and Ţenea,
2017).
Political factors – it is a element of analysis and it is majorly affected to inter continental
hotel because it has many branches in different country and it does business in global level so it
has to follow rules of different country and if frequently changes come in rules and regulation
through change in political party so it directs affect to this organization. So it evaluates different
thing before entering in any market of any country like stability of political party, corruption,
consumer related law and regulation, pricing regulation of market, tax rate and tax related law of
country so all this thing includes in political factor and this organization analyse all these things
before enter in any market (Pereira-Moliner, 2016).
Economic factors – it is also macro factor that majorly affect to inter continental hotel. It
includes inflation, saving rate, exchange rate and investment etc. so it directs affect to demand of
services because if inflation rate is increase so demand of customer is reduced and if exchange
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rate is change and increase so it also affects import and export and foreign customer who want to
reserve room in hotel so it has to face difficulties. It majorly affects if government intervention
increase in organization and it also effects increase unemployment rate so it effects on
performance and profitability of organization.
Social factor – it is an also a major factor and it includes changes in choice of people and
its skill level of population. It also effects culture and attitude of society. If employee of inter
continental hotel is not understood to customer choice so it also affects to business. So it has to
evaluation of markets for latest choice of customer and competition and market condition so it
directs effect on organization.
Technological factor – this factor play important role in effect to organization because
nowadays technology and new innovations increase so competitors of inter continental hotel
adopt new technology and increase their business rather than customers so it has to adopt new
innovations and technologies so it directs affect to cost of organization because it consumes more
cost as well as time. After adoption of technology and innovation it has to provide training for
increase services and provide quality services so its waste time and cost.
Legal factors – Many types of laws and rules made by government time to time like
employment law, data protection, discrimination law and if it frequently changing so its affect to
inter continental hotel because it has many branches at global level so its necessary that follow
all law. It analyses all legal factors before enter into business so it also affects to business
because frequently adoption of new rule and law is direct affects on organization's performance
and its profitability.
Environmental factors – This factor can not control by anyone because it is
environmental related factor like climate change, weather and pollution related problems so all
these direct affect to business of inter continental hotel because it is operated at global level so
climate and environmental condition is different in all countries so it effects to business of
organization and through this profit is also decreased (Molina-Azorín, 2015).
3. Focusing on strategic marketing of organisation's overseas markets and choosing products and
outline segmentation variables for segmenting market.
Inter continental hotel use strategic marketing for evaluation of customers needs and then
make plan about marketing for provide customer satisfaction and through these it achieves goals
and target so all these helps in increase profitability and productivity. This marketing also helps
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in make more innovative (West, Ford and Ibrahim, 2015). It makes on time of create new
marketing plan and it makes plan for increase sale, profit of organization. Strategic marketing
plan includes different thing like set objectives, make rule for more effective, evaluation of
reason of failure of past marking and improving performance.
STEP model (segmentation, targeting and positioning)
STEP model is used by inter continental hotel of England. It is use in strategic marketing
because its helps in make strategy for future and increase their revenue. It also works of make
brand image at global level. So organization use this model for segmentation, targeting and
positioning (Yan, 2016).
Segmentation :-
It's a process of divide all same things in category and it is very difficult process. Through this it
makes easy to share any message. Inter continental hotel divide their customers and all parts of
business on different way like demographic, behaviour, life stage, beliefs and values, psycho
graphic. Segmentation make work smoothly and easy. Following segments :-
Demographic – inter continental hotel divide customers according to their age, gender,
education, marital status and education during make strategy. It divides because it make easy to
evaluate customers needs and choice.
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Illustration 2: STP modal
(Source : The segmentation, targeting and
positioning model, 2017

Behaviour – chosen organization also breakdown according to behaviour like usage
level, brand loyalty and purchase level of customers so its also helps in make effective and
efficient strategy for increase revenue and expand their business.
Life stage – it is also a base of divide to customers according to their life stage that helps
in segment and make plan according to suitability. Many 50+ life stage people go to different
country for spent time so it also reserves hotel .
Beliefs & values- it means that according to religion and culture. It means that inter
continental hotel divide their customers according to this because it makes easy to work and
provide instant service as well as easily evaluate needs and wants of customers.
Psycho graphic – it is also a base of segmentation of customers so it includes hobbies,
lifestyle, personality and attitudes so its helps in provide and produce services. Inter continental
hotel segment customer through interviews, surveys, customer data, information (Yi and Xiao,
2015).
Targeting :-
It is second step of STEP model and it is use by inter continental hotel for set target. It
means that organization do segmentation through first step so its second step that what segment
give more benefit and increase productivity and revenue so it targets segments and attract
customers. So it makes plan about target of segment so before targeting it evaluates that size of
market, needs of segments, revenue so through this it increases their revenue and also built
strong relationship with customer as long term.
Positioning :-
After complete segmentation and targeting inter continental hotel evaluate that it
position in market so it also evaluates that most important group of customer and then they
provide different type of offer and attract customers. It helps in beat competition because it offers
different services with quality and discount for special customers so its make strong relationship
of customer with organization and increase revenue and profitability. So through this step it
identifies unique selling proposition and search the best way of offer that helps in attract
customers (Kumar and Pansari, 2016).
Positioning is important process for J Marriott for increase revenue and profit of hotel.
But it does not offer good scheme. It offers less effective offer compare then inter continental
hotel because Marriott has not proper positioning it not focuses on attract customers and also not
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proper plan of it. Both are give services according to customers class and level but continental
earn more revenue through provide best offers like discount offer in holiday, offer for new
couple. so inter continental hotel is popular at global level because it evaluates time to time
customer needs and wants and also provide satisfaction to customer through fulfil their needs so
its helps in increase revenue and profit of organization (Izberk-Bilgin and Nakata, 2016).
4. Providing Recommendation To Company
InterContinental Hotel's biggest strength is its huge costumer base which means the
company and it's brand is well accepted at global level. This aspect can become the opportunity
for the company itself in the future to expand its business at another places in the world. This
expansion helps the company to not only to grow its market shares but also enhances its
customer base by gaining more loyal customers. To gain more loyal customers, company can
involve some customers in the business by inviting them to taste innovate dish makes by
company. This will excite them and help you to seek feedback from them as well.
InterContinental Hotel's another biggest strength is Cost leadership strategy. This can
help the company to gain more competitive advantages if company targets a specific customer
majority. Because, customers think about price first than brand. If price is reasonable and quality
of food and beverages is good. This will help company to gain more customers and create brand
image in the mind of company. This will also increase the market value of company which
makes their stakeholders happy. These all help company to sustain the business for long time and
gain competitive advantage at global level. Also, company adopt corporate restructuring
strategies to expand its business by doing merger or takeover or joint venture or acquisition or
strategic partnership with its competitors who has huge customer base, strong brand image and
is financially strong. These strategies will help the company to gain more profits, build huge
customer based, enhance brand image, beat the cut-throat competition and make presence at
global market.
InterContinental Hotel's can gain its competitive advantage by understanding different
cultures to leverage opportunities. People belong to different cultures have different like and
taste in foods and beverages. The differential in foods and beverages can impact the business. If
they focus on the cultures and its values. They can get to know about their tastes and preferences,
which can bring more dishes in their menus and help them to attract more customers. Like this,
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they can gain competitive advantages over its competitiors. This also brings different varieties of
products in their product portfolio.
InterContinental Hotel is well known for its effective and direct supply chain
management system which allows the company to deliver its products and services to the
customers in a stipulated time bound. This will improve the satisfaction level of customers which
is good factor for the company to gain competitive advantages at global market.
InterContinental Hotel can conduct research by do more investment in research
technologies which can help the company to know more about its customers' tastes and future
demands which can change the current trends. These changes can become the opportunities for
the company if company do make more innovative products according to the tastes which
customners are demading. Also, reserach can help the company to get to know about the current
trends and situation of the industry which can help the company to convert its weaknesses into
strengths.
InterContinental Hotel can communicate its business value more effectively across global
market by using various types of marketing strategies. Company can use Social Media Marketing
effectively. By using social media marketing, company can make their customers the center of
business by highlighting that how these customers helped the company to become successful. By
using this social media, copmpany can interact with its customers through online events which
can gain the attention of another customers. This will strengthen the relationships of customers
with hotel. Another benefits like brand awareness, low adversiting costs, enhnace relationship
capital, direct access to customers etc. will help the company to earn more profits and gain
competitive advanatges.
InterContinental Hotel can focus on its relationship marketing strategies which can help
the company to foster customer loyalty, interaction and long engagement. This marketing can
develop strong connections with customers for company by providing them important
information which can impact their demands, tastes and decisions. This will keep customers
happy and satisfied. In return, they will become loyal towards hotel. Another benefit of
relationship marketing are reviews on hotel is great because mainly focus is on customers which
is loved by customer. This marketing also lead to word of mouth because people trust the
experiences and opinions of their relatives. This will also help the company to gain more loyal
customers. These all lead hotel to become competitor at global market.
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InterContinental Hotel can increase its brand value across global market by conducting
employee tarining and development activities, encouragement activities and providing
incentives. These all makes employees happy and satisfied. This will increase the productivity
and efficiency which help them to produce good quality products and services at low cost. This
will lead to customers happy and earn profits. Also, happy and satisfied employees creates good
working environment where relationship are building and employee turnover are reducing. This
will create goodwill for the company and reduce the cost regarding employement. When profits
are increasing, employees will get incentives and shareholders gets their profits which help the
company to earn more capital from public which can improve the operations and technologies of
the company. This will help the company to earn more profits and sustain the business in the
future. These all help the company to beat the competition and gain more competitive advantages
at global market.
Conclusion
From above study it has been summarized that holistic marketing is plays vital role in
organization because it main purpose is achieved targets so it focuses on all members that work
together for achieve only single goal. It also helps in built strong relationship with customers for
long term and also establish brand image in market at global level. It also covered four
components of holistic markets like relationship, internal, integrated and performance marketing
that overall helps in achieve organizational goal through evaluate of customer relationship and
performance that marketer invest money so that give return or not. It also summarized that
factors that affect to organization performance and it revenue. Factors is of two types internal
and external factors. It covered STP model that use by organization for make plan about segment
of customers, targeting of markets and positioning through give attractive offers to customers.
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REFERENCES
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marketing–past, present and future. Journal of Services Marketing. 31(1). pp.1-5.
Hazzan, O. et.al., 2018. STEM Teachers’ SWOT analysis of STEM education: The bureaucratic–
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1-23). Springer, Cham.
Hernández-Díaz, A. et.al., 2017. Internal marketing and customer-contact employees’ attitudinal
outcomes. Academia Revista Latinoamericana de Administración. 30(1). pp.124-143.
Izberk-Bilgin, E. and Nakata, C.C., 2016. A new look at faith-based marketing: The global halal
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Kumar, V. and Pansari, A. 2016. Competitive advantage through engagement. Journal of
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Yan, Y. et.al., 2016. STP approach to model controlled automata with application to reachability
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Yi, S. and Xiao, Y. 2015, June. Spatio-temporal properties (STP) graph model for multiple-entity
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Online
SWOT Analysis. 2017.[ONLINE] Available through :<https://www.investopedia.com › Investing
› Financial Analysis>
The segmentation, targeting and positioning model. 2017.[ONLINE] Available through:<
https://www.smartinsights.com/digital.../segmentation-targeting-and-positioning/>
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APPENDIX
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