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Marketing Essentials Assignment - IHG Company

   

Added on  2020-10-22

13 Pages4214 Words163 Views
MarketingEssentialsContents1

INTRODUCTION...........................................................................................................................1TASK 2............................................................................................................................................1P3 7P's of marketing mix used by two organisation in similar sector to achieve overallbusiness objectives.......................................................................................................................1TASK 3............................................................................................................................................5P4 Marketing plan of IHG Company...........................................................................................5CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................92

INTRODUCTION Marketing is identify as a management and effective process via which services andgoods move from concept to the client (Astuti, Silalahi and Wijaya, 2015). Marketing is essentialand important concept for the organisation to increase customer's base and accomplish betterresults within predetermined period of time. In this report, given enterprise is IHG Company(InterContinental Hotels Group plc) which is a British multinational hospitality organisation.Thus report only divided into two tasks which cover marketing mix and marketing plan of anorganisation. Both are essential and effective part of marketing which help an enterprise toattract large number of customers easily. TASK 2P3 7P's of marketing mix used by two organisation in similar sector to achieve overall businessobjectives Marketing mix is identifying as an essential and important part of the company whichhelp them to introduce their new products and services at market. In this company use theirdifferent promotional channels to easily attract customers. Marketing mix includes 7P's such asproduct, place, promotion, price, people, physical evidence and process. Thus, there are twoorganisations in same industry which are used marketing mix are determined as under: Marriott is using the marketing mix due to changing dynamics of global hospitalityindustry (Bahadir, Bharadwaj and Srivastava, 2015). Main aim of Marriott to use marketing mixis to increase the competition among its strong competitors by improving the performance andproductivity of the services provided by company.Marketing Mix IHG Company Marriott PRODUCT IHG is a holding company; it meansthey not produce product and contactwith the customers directly.Company acquires the multinationalbrand and enlarging their businessoperations across the globe.However, business generates theirMarriott has a broad range ofoperations with nearly in 30 hoteloperations such as Classic Luxury,Classic Premium, Distinctive Luxury,Classic Select, Distinctive Premium,Distinctive Select and Classic Longer-Stays. Company aims to provideexcellent quality services and facilities3

revenues by marketing the accuratefranchising and handling hoteloperations properly. The rooms arebig with roomy toilets attached tothem. Every room of hotel isequipped with modern and effectiveamenities like plasma TVs,refrigerator, private bar,airconditioners, telephones and wi-ficonnection.to its customers by these hotels. Thehotels of Marriott include Ritz-Carlton,Sheraton, Delta Hotels, Renaissance,Le Meridien, Westin, Aloft Hotels,Bulgari Hotels and Resorts, Fairfield,Residence Inn and Courtyard.PRICE IHG created the brand or productwith the opinion to link with eachtype of person around the world.Company mainly classified theirmarkets into part of standard ofliving of customer i.e. midscale,luxury, and high scale and createprice accordingly (Fan, Lau andZhao, 2015). Pricing strategy ofhospitality sector is relying on thebrand or product that it is targetingwith. The pricing strategies are implementedkeeping in mind of the economiccondition of consumers. Marriotttargets upper class peoples for servingtheir quality and expensive services.Company has adopted premium pricestrategy for their products and services.Company is interested in providingquality and long lasting experience tothe customer for maintaining theirloyalty. Company believe in servingwith integrity and excellence.PLACEInterContinental Hotels Group plchas its properties across 100 nationsin all over the globe. Business hasmajority of their properties in certainnations such as in South Americathey has more than 3781 propertiesand that nation with 642 hotels inEuropean countries and applied byMarriott is one of the largest hotelschain in the world with over 5700hotels in 110 countries. Company has aglobal presence such asIndia, China,Pakistan, Dubai, Argentina, Thailand,Venezuela, Indonesia, Malaysia, Peru,Canada, Spain, Turkey, Sri Lanka,Bangladesh, Portugal, Mexico,4

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