Marketing Strategies for InterContinental Hotel in Muscat

Running Head: MARKETING 0
InterContinental
Marketing
(Student Name)
2/28/2019

MARKETING 1
Table of Contents
Executive Summary...................................................................................................................2
Introduction................................................................................................................................3
Objectives...................................................................................................................................3
Current Market & Company Situational analysis......................................................................3
SWOT Analysis......................................................................................................................3
PESTLE Analysis...................................................................................................................4
Market Segmentation.................................................................................................................4
SMART Objectives....................................................................................................................5
Recommended Marketing Mix..................................................................................................6
Evaluation and Control..............................................................................................................6
Budget........................................................................................................................................7
Marketing Budget of InterContinental Hotel (In million Dollars).........................................7
Promotional Budget Plan (In million Dollars).......................................................................7
References..................................................................................................................................9

MARKETING 2
Executive Summary
Marketing strategy plays a prominent role in the growth and success of any business. One of
the hotel InterContinental has spread its business in most of the countries to lead in the
international market. The hotel has established its business in Muscat, Oman. They have
faced certain challenges in targeting their consumers due to high competition in the market.
The hotel has week marketing strategies that need to be redeveloped according to the level of
competition in the market. Therefore, in the following report, there will be a detailed analysis
of the environment where the hotel is doing their business according to which they would
able to prepare new marketing strategies to compete their competitors in a more effective and
efficient manner.

MARKETING 3
Introduction
InterContinental is one of the leading hotels in Muscat that provided a variety of services to
their consumers that made them leading company in the global market. It is the luxurious
hotel that was launched in the year 1949 by Pan American World Airways. They have opened
their first hotel in Belem Brazil and then they have extended their business or portfolio in the
global market. They have been recognized at the global level due to their luxurious brand.
They offer their services in unique grace from inheritance stylishness to the borough elegant
as well as resorts on the tropical coastlines that make the hotel model product for the travelers
with perceptive tastes (InterContinental Hotels & Resorts, 2018).
Objectives
The main objective of the hotel is:
 To lead in the global market while considering as a top hotel
 To expand their business all over the world
 Compete their competitors
 Enhance consumers satisfaction
According to the objectives, the hotel is planning to refit their business according to their
targeted objectives that would help them to achieve their targeted goal in a more effective
manner. Thus, in the following report, the hotel will be deeply analyzed according to which
marketing plan will be prepared.