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Principles and Practices of Marketing: Report

   

Added on  2021-04-17

17 Pages4411 Words67 Views
Running head: PRINCIPLES AND PRACTICES OF MARKETINGPrinciples and practices of marketingUniversity NameStudent NameAuthors’ Note

2PRINCIPLES AND PRACTICES OF MARKETINGExecutive summary:The report is prepared for evaluating the effectiveness of customer relationship managementstrategies of company based in United Kingdom. Improvement of customer relationshipmanagement strategies have been recommended in the report. Promotional mix techniques oforganization are evaluated by the application of proper marketing principles relating topromotional strategies. The chosen organization for conducting the analysis of relationshipmarketing strategies is Radisson Blu Edwardian Hotels. Later part of report demonstrates therecommendations made for improving the promotional mix of organization.

3PRINCIPLES AND PRACTICES OF MARKETINGTable of ContentsIntroduction:...............................................................................................................................3Discussion:.................................................................................................................................3Evaluating the effectiveness of CRM techniques used by Radisson Blu Edwardian Hotels:....3Recommendations on how organization can improve its CRM:...............................................6Evaluating the promotional mix techniques used by Radisson Blu Edwardian Hotels:............7Recommending promotional mix strategy for future:..............................................................11Conclusion:..............................................................................................................................12References list:.........................................................................................................................13

4PRINCIPLES AND PRACTICES OF MARKETINGIntroduction:The report is prepared to evaluate the effectiveness of customer relationshipmanagement techniques of chosen organization that is Radisson Blu Edwardian Hotels.Radisson Blu Edwardian is a collection of distinctive hotels in Manchester and London.Customer relationship strategies are strategies that concerns customers and are about tailoringof service delivery process and physical process to customer’s requirement. Such servicesand products are modified as per preferences and needs of customers and leads todevelopment of customized marketing at individual customer level. Radisson hotels are idealfor group travels by providing options of four star and five star hotels that are located close tomain districts of city. They are a division of Carslon hospitality worldwide that is ahospitality service provider globally. Such hotel groups prioritize on group check in andarranging group meals, special weekend conference rates, theatre tickets and otherrequirements (RadissonBlu-Edwardian.com 2018). Report also demonstrates the promotionalmix techniques that are used by hotel groups. Furthermore, recommendations are provided onfurther improving the techniques customer relationship management and promotional mixstrategy by the application of AIDA model in such strategy formulation. Discussion:Evaluating the effectiveness of CRM techniques used by Radisson Blu EdwardianHotels:CRM is the philosophy of anticipating the needs of customer for providing rightproduct at right time and at right place. A strategy aligns the interaction of customers withculture of organization, business structure and information technology to the benefits andsatisfaction of customers and profits of organization (Armstrong et al. 2014). Such techniquescan be regarded as a set of leadership communication between customers and representatives

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