Marketing Management

Running Head: MARKETING MANAGEMENT 0
Marketing management
Student name
MARCH 5, 2019

MARKETING MANAGEMENT 1
Executive Summary
The Hotel InterContinental in Muscat, founded in 1946, with the initial launch by pan American
world airways as InterContinental hotels as one of their international hotel brands. The company
is willing to market itself and establish the brand as one of the world’s leading hotel brand, for
which the company is undergoing a major change for a year.
The major objective of this marketing plan was increase in sales by ten percent and enhance
customer satisfaction and brand awareness.According to this analysis, the recommended
marketing mix strategy included product differentiation strategy, premium pricing strategy,
location strategy to be placed near the airport, and near popular tourist places. Moreover,
extensive promotional tools like sales promotion, digital promotion, an advertisement would be
done.

MARKETING MANAGEMENT 2
Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
SWOT analysis................................................................................................................................4
PESTLE analysis.............................................................................................................................4
Political environment...................................................................................................................4
Economic environment................................................................................................................6
Socio-cultural environment.........................................................................................................6
Technological environment.........................................................................................................7
Legal environment.......................................................................................................................7
Environmental factors..................................................................................................................7
Market segmentation.......................................................................................................................7
SMART objectives..........................................................................................................................7
Marketing mix.................................................................................................................................8
Evaluation and control.....................................................................................................................9
Marketing Budget of InterContinental (In million Dollars)..........................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

MARKETING MANAGEMENT 3
Introduction
Marketing is one of the most relevant aspects of the business, which needs to be planned as per
the external and internal environment. The report will include various models to assess the
external environment that is PESTLE analysis, and the internal environment through SWOT
analysis (Adam & Kotler, 2014). The marketing plan will be prepared in the report, considering
one of the organizational cases for better understanding.
The Hotel InterContinental in Muscat, founded in 1946, with the initial launch by pan American
world airways as InterContinental hotels as one of their international hotel brands. The brand
initial setup was in Brazil, which the brand tends to expand across the globe with customer
service excellence as USP of the brand. The company is willing to market itself and establish the
brand as one of the world’s leading hotel brand, for which the company is undergoing a major
change for a year (ihg, 2019).