Limited-time offer! Save up to 50% Off | Solutions starting at $6 each  

International Marketing Management- Report

Added on - 14 Feb 2020

Trusted by 2+ million users,
1000+ happy students everyday
Showing pages 1 to 4 of 17 pages
International Marketing Management
TABLE OF CONTENTSIntroduction......................................................................................................................................3(A) Internal critical success factors..................................................................................................3(B)External critical success factors..................................................................................................7Conclusion.....................................................................................................................................10REFERENCES.............................................................................................................................112
INTRODUCTIONStrategic management is always important part ofinstitution management. It helps thecompany to identify potential threats and opportunity for its business. Critical Success factors arealso important factor of the strategic management. This report will describe about internationalstrategy of Marriott hotel which is one of the biggest hotel in UK. It will also identify potentialinternal and external factors for business and their impacts on hotel. We will also discussmarketing communication model and it processes on context of the company. This report willanalyse different marketing strategy adopted by the organization and their impacts on businessactivities.(A) INTERNAL CRITICAL SUCCESS FACTORSCritical success factors:It can be defined as important element for business to achievethe organization objectives. It is an activity that offers institution to ensure it success in itsbusiness missions. The critical success factors for hotels industry have been changing over timedue to global competition, quality and customers exceptions to attract more customers (Ahmadand Cuenca, 2013.). Internal key success factors are those aspects which give direction tochosen strategy and provide correct information the firm to reach goals. Internal success factorsfor the organisation can include strong supplier relationship, quality management, pricedetermination, training or advance career opportunities for employees so that the establishmentcan establish its venture in the international market. Internal critical success factors for marketdevelopment planning are given below.Enhancement of quality: Quality does not mean customers services but also additionalfactors like employees' involvement. A good communication with hotel employees can changeoutlook of the customers for company. Satisfied customers always give good reviews whichincreases business of the firm (Baker and Saren, 2016). By giving equal attention on employees'satisfaction and customer’s satisfaction, a corporation can increase its likelihood. Marriott hotelalways ensures customer’s satisfaction on internal as well as external level. The establishmentmanagement analyses customer’s demands and implemefnt constant improvement in quality.Quality of services is not good then customer’s utility cannot be increases and organization3
market share as well. Problems arise in service quality due to lack of measurable parameters fordetermining quality (Goetsch and Davis, 2014). To ensure quality in services, establishmentoffers specific services the customer according to the guest preference. This method enhanceseffectiveness for the entire business firms and develops strong customer’s relations for the longterm purposes.For instance, if a person wants to stay in Marriott Hotel for 2 days due to someofficial work. This person stays and experiences all the luxurious facilities without any complaintor negative attitude from the organisation staff then chances of this person to become brand loyalwill increase. This means good quality services have a deep impact over customer's mindset.Flexibility:It is an important key success factors for the Marriott business firm. Anorganization where environment is not flexible and mangers always need to consult beforemaking any decisions can harm the business of institution. A set of inflexible policies alwayscreate problems for mangers to solve problems of their customers (Grimm, Hofstetter and Sarkis,2014). Customer’s loyalty cannot be gain by the managers in inflexible environment.Management of organization gives authority to its managers and employees to handle thesituations and maintain good customer’s services.. Establishment believes' that differentcustomers have different outlook towards hotel, so management give some authority to itmangers tp solve the problems on their own level and gain customer's loyalty (Iqbal, Nadeemand Zaheer, 2015). It is important to develop market for the firms and maintain stronginteractions with the customers.Global outlook:Every business need to develop an international outlook towards itsbusiness. In Marriott hotel, they are always aware that what hotels are doing to attract morecustomers. Company’s focus is not only on price competitions but also on enhancing customer’sexperience. Global outlook aid the organization to gain more customers (Jeston and Nelis,2014). Consumer’s preferences are growing on the basis of experience rather than the materialpurchases. In Marriott hotel, visitors come from different part of the world and belong todifferent cultures which aid in building strong relationships with their customers by offeringservices according to their customer’s preferences assist to gain loyalty.Training and development:Customers satisfaction is gained only by providing bestservices to the customers but to provide best services, the employee’s needs to be well trained tomake good interaction with their customers (Li and Yu, 2013). In the Marriott hotel, training4
desklib-logo
You’re reading a preview
Preview Documents

To View Complete Document

Click the button to download
Subscribe to our plans

Download This Document