Marketing Plan for Hospitality and Tourism Business

Marketing plan for
Hospitality and
Tourism Business

Table of Contents
Executive Summary.........................................................................................................................1
INTRODUCTION...........................................................................................................................1
Summary of the business and their products or services............................................................1
Competitive analysis and current situation.................................................................................2
Marketing strategy including strategic position statement and business canvas model.............4
Marketing budget........................................................................................................................4
Marketing operations involving a rationale for the sales and promotional activities.................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................4
Appendix .........................................................................................................................................4

Executive Summary
INTRODUCTION
Marketing plan is considered as a report which outlines the firm's marketing strategy for
the coming month, quarter or year. This is helpful to formulate products as well as services
within business which meet the requirements of the targeted market. Effective marketing aids
organisation's consumer to understand why its goods is better or different from competition. For
this report the chosen company is InterContinental Hotels Group which is a fastest growing
British multinational hospitality firm. Its headquarters is in Denham, UK. The purpose of this
report is to explain about the business and their products. Competitive analysis as well as current
situation applying application of analytical tools. Marketing strategy with strategic position
statement and business canvas model. Apart from this, Whole marketing budget and operations
including rationale for sales and promotion activities are also mentioned in this report.
Summary of the business and their products or services
InterContinental Hotels Group is famous by the name IHG and is considered as the one
of the world's fastest growing hotel having headquarters is in Denham, UK. It was founded in
year 2003 and their annual revenue is $1.8billio. Its competitors are Hilton, Four season and
many more. It have approx 400,000 staff as well as 5,656 open hotel which has 842,759 rooms,
1,916 pipeline hotels which has about 278, 712 rooms. It is listed on London stock Exchange and
members of FTSE 100 Index. They run hotels in three different manner such as a franchisor,
manager and on owned and leased basis. It concentrate upon mainstream, upscale as well as
luxury segments of hotel industry. It targeted the brands portfolio personally tailored to
accomplish the requirements. It basically based on market maturity, preference of owner and in
some cases the specific brands. Mature markets like Europe and Americas comply the franchise
model where as managed model is mostly applied into growing market like Greater china.
Moreover it manages the system funds for the advantageous of whole hotel in IHG system with
the aim of enhancing revenues. Overall assessment as well as contribution paid through hotels in
the funds are expend on marketing, reward club loyalty programme and guest reservation
system. The system fund is planned to operate at break even. Respective company are largely
cash generated as well as they has three fundamental usages of cash such as invest into business
to drive growth, maintain sustainable growth and return surplus funds to shareholders. As from
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