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International Marketing Assignment: Travel & Tourism

   

Added on  2020-06-06

13 Pages4393 Words173 Views
International Marketing forTravel and Tourism

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK ..............................................................................................................................................1SWOT and PESTLE analysis of Malmaison hotel.................................................................1International marketing practices of Malmaison....................................................................3Recommended Segmentation, Targeting and Positioning......................................................5Methods to evaluate cost effectiveness of sales promotion ..................................................6Significant issues influencing the overall strategy.................................................................7Recommended promotional strategy......................................................................................7Risk assessment of the given strategy....................................................................................8CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................1

INTRODUCTIONTourism has become one of the highest revenue generating activities for any nation as themovement of people from one place to another has increased from past century. Individualstravel world with different reasons and purposes and this has become easier after increase in themarketing activities (Moutinho, 2011). Various individuals and companies who are part of traveland tourism has been marketing their services in a way that they convince people at a large scaleto travel the world through taking the services as they are offering something unique. This reportwill be dealing with certain aspects of marketing through considering the scenario of UK basedMalmaison hotel. As part of their expansion plan, they are willing to expand the overseas marketand thus, they are going to grow their market share in other European countries. For this, aninternational marketing plan is prepared through knowing all the internal and external factors. TASK SWOT and PESTLE analysis of Malmaison hotelIn SWOT analysis, there is brief about the strengths, weaknesses, opportunities andthreats possessed by any company. Strengths can be used to expand into the newer markets andthe impact of weaknesses can be reduced through it. Opportunities can help them in gainingcompetitive advantage over their rivals.Strengths: In hospitality industry, service and hospitality is considered as the mostimportant. Malmaisonprovides a luxury and boutique decor with high standard of service.Malmaison is perfectly located on the luxurious place to stay with guests where they relax andlive a comfort lifeThere brand name has become common to travellers and it is trusted by them.Malmaison is working in the hospitality industry from lots of years and it has been a well knownname in the same industry (Dasgupta, 2011). In the strength of Malmaison another point istravellers, they are assets who will come back as they know that they will receive guaranteedbest service. Weakness: As the cost of the hotel is very high thus facility are also high, the creditcrisis are more and its hard to maintain the continuity and maintain the current position of thehotel. In the same way all other expenses are also going high, for example training cost of staff isvery expensive due to program length, same with the furniture quality is very high whichdirectly increase the cost of furniture. 1

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