Marketing and brand building PDF

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Running head: MARKETING AND BRAND BUILDING

MARKETING AND BRAND BUILDING
Contents
Discussion........................................................................................................................................2
References........................................................................................................................................6
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MARKETING AND BRAND BUILDING
Discussion
The mission statement or The Credo of The Ritz Carlton Hotel is that The Ritz Carlton Hotel is a
one stop hospitality service where attending and offering convenienceto the customerscomes first
and islargest motive. The hotel pledges to offer exceptional personal care services to the
customers to make their stay and experience memorable, warm, relaxed and refined with
outstanding ambiance.
The services which are offered by The Ritz Carlton Hotel are hotels and resorts, yacht services,
weddings, meeting and residence.
The macro-environmental analysis of The Ritz Carlton Hotel based on PESTEL is as follows:
Political- Although there is no history of terror attacks in Hong Kong but such threats can’t be
ruled out, hence one of the political factors which can affect The Ritz Carlton Hotel likely in
future are fear of terror incidents, international allainces and political atmosphere in various
sought after destinations. The largest risk which the hotel and hospitality industry faces in the
current scenario of global risk is indiscriminate terror events and military conflicts which can
lead to disruption in international air travel and also can frighten people away from travelling in
various popular tourist destinations in and around Hong Kong as terrorists mainly target tourists
and hotels which can impact the demand of rooms for Ritz Carlton hotel in Hong Kong. As
stated by Bakhter & Adel (2018) the other political factors which can affect The Ritz Carlton
Hotel are the policies imposed by the government of the countries, where the hotels operate such
as taxation rate, minimum wage rates, regulations imposed by the government regarding doing
business in the country and political stability. The other political factor which can affect The Ritz
Carlton Hotel is the relation of the country in which the hotels are based with other countries
which can lead to restrictions regarding issue of visa.
Economic- The major economic factor which can impact The Ritz Carlton Hotel is the
purchasing power of the customers and impact of economic crisis on consumer behaviour and
promotional mix of hotel such as advertising, sales promotions etc which creates positive value
in customers mind. Recently it was observed that the slow economic growth and downfall of
stock market in China affected the business by decreasing the buying power of people and their
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