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Target Market Analysis for Red Carnation Hotels

   

Added on  2019-09-16

15 Pages2876 Words384 Views
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Running Head: Hotel IndustryHotel Industry
Target Market Analysis for Red Carnation Hotels_1

Hotel Industry 1Table of ContentsIntroduction......................................................................................................................................3Global Macro Environment in Hotels Industry...............................................................................3Global Competitive Factors in Hotels Industry...............................................................................4Porter’s Value Chain Analysis of Red Carnation Hotels.................................................................4Primary Activities........................................................................................................................5Support Activities........................................................................................................................5SWOT Analysis of Red Carnation Hotels.......................................................................................5Strengths.......................................................................................................................................6Weaknesses..................................................................................................................................6Opportunities................................................................................................................................6Threats..........................................................................................................................................6Analysis of the Target Markets of China, France, Nigeria, and Thailand.......................................7Country.........................................................................................................................................7Concentration...............................................................................................................................7Consumer Behavior......................................................................................................................8Choices.........................................................................................................................................8Consumption................................................................................................................................8Contractual Obligations...............................................................................................................8
Target Market Analysis for Red Carnation Hotels_2

Hotel Industry 2Commitment.................................................................................................................................8Channels.......................................................................................................................................9Communication............................................................................................................................9Capacity to pay.............................................................................................................................9Currency.......................................................................................................................................9Caveats.........................................................................................................................................9Country Recommended to Red Carnation Hotels.........................................................................10Marketing Mix Recommended for Red Carnation Hotels in Nigeria............................................10Services or Facilities..................................................................................................................11Place and Distribution................................................................................................................11Promotion and Communication.................................................................................................11Pricing........................................................................................................................................11Conclusion.....................................................................................................................................11References......................................................................................................................................13
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Hotel Industry 3IntroductionThis report is a brief study of the international world strategy focusing on the environmental study of the Red Carnation hotels. In this regard, global macro environments and competitive factors in the hotel industry are determined in the report. Identification of value chain activities required by the hotel chain is followed by the SWOT analysis of the company. Furthermore, the analysis of target markets of China, France, Nigeria, and Thailand for the hotelsof this brand is followed by the recommendation of a particular country for the hotel according tothe previous analysis. Marketing mix for the Red Carnation hotels is determined at the end of thereport. Global Macro Environment in Hotels IndustryIn order to understand the macro environment of global hotels industry, various factors such as political, economic, social, and technological can be analyzed. According to Schengen agreement, there will be no border control across 25 of the European Union countries which include Austria, Bulgaria, Cyprus, Denmark, Finland, France, Germany, Italy, Poland, etc. The agreement has made traveling easy and cheap as they do not need to spend their time and money on fulfilling the visa requirements (Mucai et al., 2013). This has positively affected the hotel industry by increasing the number of tourists visiting the hotels. However, ease of travel across countries may affect the travelers' decision to stay at hotels for a shorter period of time. Countries having cheaper currency as compared to others are more likely to be visited by tourists. People tired of their regular schedules use traveling for refreshing and use hotels as accommodation (Iraldo et al., 2017). With the advent of technology, people can book any hotel
Target Market Analysis for Red Carnation Hotels_4

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