Assignment on Concepts of Marketing and Planning Process - Alperton Intercontinental Hotel
Added on 2020-06-05
14 Pages4462 Words55 Views
Professional Development
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MARKETING ANDCUSTOMER RETENTION
Table of ContentsINTRODUCTION ..........................................................................................................................1CONCLUSION ...............................................................................................................................9REFERENCES .............................................................................................................................10.......................................................................................................................................................11
EXECUTIVE SUMMARY:Marketing planing is very importance and significant activity for the company successand growth. Alperton Intercontinental Hotel is famous and popular hotel in all over the world.Main aim and objective of conducting marketing plan is to analysis basic needs and demands ofthe customers . With the help of this company can easily attract large number of clients towardsbusiness services and products. It is also useful for the organization to accomplish predeterminedgoals and objectives in an effective or efficient manner. Customer retention is very important andmain concept of the business entity to achieve large number of benefits in limited time period. Inthis marketing also significant part to attract million customers towards business products andservices. It mainly deals with meeting and identifying the social and human needs. Customerretention is very essential term that refers to the capability of an organisation and product inorder to keep its clients over some specified time. Marketing plan determine the entirebackground of the company in detailed way. INTRODUCTION Marketing is the process, set of institution and activity for creating, delivering,exchanging and communicating message that have value for partners, clients, society andcustomers.. It is the maintenance of the people patronage who have buy a businesses services andgoods (Armstrong and et. al., 2014). So marketing and customer retention both are essential forthe company to maintain long-lasting relationship with customers as well as increase their salesor revenues. This report is based on Alperton Intercontinental Hotel, it is founded in April 4,1946 in Buckinghamshire, Denham, United Kingdom. This assignment determined about theconcepts of marketing, planning process of marketing, promotional mix and integrated marketingcommunication strategy. All these are important aspects for the growth and development ofbusiness. These are identify the Hotel position in marketplace and customer's mind. Overview of the Alperton Intercontinental Hotel:It is world's largest hotel in all over the globe. It was founded by Norman Springford in1996 at Scotland, Edinburgh, UK. One of the main aim and motive of this business is to providequality products and services to the customers at reasonable price. In the Hotel there are largenumber of the employees are work together and objective of there is to increase sales andaccomplish predetermined goals of the enterprise in limited time period. In order to promotetheir products and services, they use different kind of communication channel such as1
advertising, personal selling (Armstrong and et. al., 2015). Public relation, direct marketing andsales promotion etc. All these are important concept of the promotional mix which help thecustomers to easily identify organisation goodwill or products. Marketing plan: It is a map and written document for the enterprise in order to turn forward withmarketing services of facilities for the aim of accomplishing their targets of maximising theturnover. It is prepared by the Alperton Intercontinental Hotel in which they establish theiractivities, integrated marketing and promotional mix. Planing is the primary and core function ofmanagement. It is an effective activity of thinking about as well as developing the processneeded to accomplish desired goals or objectives. Marketing planning is very important andessential part of the business development and success. It is related with the determination ofuseful resources that are accessible and their allotment to meet specified targets. According toAmerican Marketing Association; Marketing planning is the core function and work of establishobjectives or goals for activities and of scheduling and determining the phase necessary toaccomplish such objectives in given time period. Marketing planning process:It is very important and beneficial for Alperton Intercontinental Hotel in order to promotetheir products and services to the customers and in marketplace. In this process, hotel mainlyidentify their position in customer's mind and marketplace. There are some stages which arefollowed by the Alperton Intercontinental Hotel in an effective and efficient manner. All thesestages are determine as below: Corporate Connection: It is nest process which is very useful for the company to communicateall information and message to the customers regarding changes in technology, customerpreferences and taste. These are essential for the organization to easily develop long-lastingrelationship with customers and achieve maximum profits. In this stage, hotel promote oradvertise their all products and services to the clients. It is important for the organization in orderto conduct market research program. This will helpful for them to identify basic needs andrequirement of customers regarding hotel rooms, staff facility, free WiFi and another services. Soin order to provide all message to the clients, business use different kind of communicationchannel. 2
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