Marketing Plan Analysis

Running head: MARKETING PLAN ANALYSIS
MARKETING PLAN ANALYSIS
Name of the Student
Name of the University
Author Note

1MARKETING PLAN ANALYSIS
Executive Summary
The report is based on the development of a marketing plan for an organization named
InterContinental Hotel Group in Muscat. The development of leisure tourism related
activities by the Government of Oman is considered to be a major factor that is related to the
proper development of the marketing plan. The segmentation process that can be
implemented by the organization based on proper situational analysis related to the internal
and external environment of IHG Group. The recommendations will also be provided based
on the development of an effective marketing mix that can be developed by IHG Group. The
evaluation of the marketing objectives and key performance indicators have also been
analysed in the report in detail.

2MARKETING PLAN ANALYSIS
Table of Contents
Introduction and objectives............................................................................................3
Current market and company situation analysis............................................................3
Market segmentation......................................................................................................5
Marketing plan objectives..............................................................................................6
Marketing mix strategy recommendations.....................................................................7
Evaluation and Control..................................................................................................8
Budget............................................................................................................................9
References....................................................................................................................10

3MARKETING PLAN ANALYSIS
Introduction and objectives
The Inter-Continental Hotels Group PLC is a multinational hospitality based
organization that has its headquarters in Denham, Buckinghamshire, England. The hotel
group mainly consists of more than 800,000 guest rooms and around 5000 hotels as well. The
different brands that are a part of the IHG Group include, InterContinental, SixSenses Hotels,
Regent Hotels, Hotel Indigo, Kimpton Hotels and Resorts, Crowne Plaza, Staybridge Suites
(Ihg.com 2019). The report will be based on the analysis of the operations that have been
developed by the InterContinental Hotel Group in Muscat. The analysis and development of
the marketing plan is mainly built on the methods by which the inbound leisure tourism based
activities performed by the organization can be discussed in detail (Ihg.com 2019).
Current market and company situation analysis
The internal environment of InterContinental Hotels Group of IHG can be analysed
with the help of proper implementation of SWOT analysis framework.
Strengths – The global presence and brand value that has been developed by the
InterContinental Hotels Group or IHG is considered to be a major strength of the firm. The
recruitment related strategies that have been established by the firm are highly effective for
the development of different organizational functions in an effective manner in its Muscat
based operations (Blakeman 2018).
Weaknesses – The IT security that has been provided by IHG to the customers are
weak and is affected in a negative manner by the malware that had attacked the credit card
holders. The IHG Rewards Club or loyalty based programs have developed negative reviews.
The negative reviews that are provided by the customers are able to influence the loyal
customer based development of IHG in Muscat (Bowie et al. 2016).