Corinthia Hotel: Market Analysis

This assignment analyzes the market position and performance of the Coronthia Hotel in the UK. It highlights the hotel's strengths, including its leading market share and dedicated team handling events smoothly. The analysis also emphasizes the hotel's commitment to guest and employee satisfaction. The report draws on academic sources and online resources to provide a comprehensive understanding of the Coronthia Hotel's competitive advantages.

Introduction to Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
Facilities and Layout:.......................................................................................................................1
Quality Management........................................................................................................................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing management is the method of planning the concepts ,costing and promotion of
products, services and ideas to transfer with the target group in order to satisfy the consumer and
company's aims (Sander, 2011). The main aim of marketing management is to satisfy the
customer needs, increase the profit of the organisation,increase the overall profit of the business
and increase the standards of the people.
Corinthia hotel is a luxurious hotel and it is a British Government building situated at the
corner of Northumberland Avenue and Whitehall Place in London. It was established in the year
1885.Firstly it was built as Metro pole hotel its location close to the Palace of Westminster and
government offices in Whitehall ,later it was taken over by world war 1 and world war 2.
In this report we will mainly focus on the key concepts and benefit to the single and
organisations of finding operational management principles.
Facilities and Layout:
Coronthia is rated as city's best hotel compromising frame and heritage with modern
facilities. It has seven penthouses, two world class restaurants and best ESPA life and much
more. It has 294 total rooms spread in the average area of 39meter-square to 420 ft-square
(Vargo and Lusch, 2011). These rooms gives access to high speed wired and wireless
internet,nespro coffee machine,spacious marble bathrooms with under-floor heating,gives 24-
hour access to the state of art fitness centre, Luxurious mini bars with snacks and beverages and
much more. Along with the rooms it also have comfortable junior suites and penthouses. Junior
suites are wonderful generous roomy and have different features like Relaxing bathtub with
built-in-TV,appreciative newspapers,75 plus local and international channels and a choice of
more than 40 films(at extra charge) etc. Along with the rooms and junior suite, penthouses are
available for any visitor. It gives a royal touch of theatres to their customers. It has no stage or
film set but a comfortable and wonderful welcoming residence. Penthouse has several additional
attributes which makes the guests attractive towards it. Some of the features are—Dark floor and
panel led entrance,walk in wardrobe,A balcony terrace with paving,bedroom with king size bed
etc.
It also has dinning and bars providing a range of elegant and expensive and electric
cooking and crockery. Corinthia hotel is a perfect place for brunch,lunch and dinner in central
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London. Visitors may take Italian taste for fine dining by choosing Massimo Restaurant and bar
or British cuisine (Kotabe, 2010). Corinthia Hotel also organizes the special occasions like
weddings and other parties in a very fantastic way & makes the event memorable. This hotel
makes every day as special day from fairy tale weddings to romantic receptions and dance
parties. Their special service and elegant area makes the occasion very special for every couple.
The dedicated team of the organization makes the dreams of the customer true,creates wonderful
memory for them and admired by their loved ones for lifetime. Wedding planner ensure
flowers,transport,cakes and entertainment etc. runs smoothly at every moment. Company also
provides trusted suppliers so that they can help in arranging photography,entertainment and
much more things which are necessary for the couple (Miquel-Romero, Caplliure-Giner and
Adame-Sánchez, 2014).
Meetings at the Corinthia Hotel creates perfect setting of the events for the guests
whether it is a board meeting or big celebration. The event handler is available for guiding every
aspect of the event (Cova and White, 2010). The 21st Century Grand Hotel can offers a truly
unique and memorable experience incorporating the most stylish private dining rooms in London
with up-to-date technology, personalized service and the finest cuisine.
Coronthia hotel also offers different packages and offers to their customers like weekend
wonder,social Sundays,spa packages and seasonal and festive offers etc.
If we see about the careers with Coronthia provides the wealth exposure and wonderful
experience with honest hospitality (Chernev, 2014). It believes in providing better quality of
service through the contribution of each and every team members and professional development
of the team member by giving regular training and guidelines. This is the main motive of
Coronthia to encourage the committed individuals to future leadership positions.
Benefits of Coronthia are undoubtedly increasing with the exponential rate. Due to their
spacious service they get five stars with effective reviews from the customers.
Quality Management
0uality management of the organization is to make product and service persistent. The main four
component of the quality management are quality planning,quality assurance,quality control
and quality enhancement. It mainly focus on achievement of quality and service. Therefore
0uality management can make use of quality certainty,products to achieve more better quality
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and control of processes (Kumar and Meenakshi, 2011). It is latest process but it has a great
importance for the organizations.
From the national perspective quality leadership has changed over past five decades. There are
number of principles adopted by the International Standard for Quality management that are used
by top management to explain their organizations for their improved performance. The PDCA
cycle of quality management includes four main parts-Act,Plan,Do and check.
Quality management software is a type of technologies used by company's to control the
delivery of products. It has components for managing internal and external risk and the quality
of products and services (Nath, Nachiappan and Ramanathan, 2010). Some of the functionalities
of quality management software are risk management,Supplier quality management,handling
complaints,planning of advanced product quality,environment, health and safety
management,failure mode analysis etc.
Quality management system is the process that mainly focuses on meeting the customers
needs and requirements and increasing the customers satisfactions. It can be describes as the
organizational goals and aspirations, policies, processes, documented information and resources
needed to implement and maintain it ( Chan and et.al, 2012). Earlier,goods were manufactured
by the same persons from the starting to the end with the use of tweaking the item in order to
fulfil quality criteria. For these large number of team comes together to finish the work where
one person cannot complete the manufacturing of the item from the start to the end. During the
20th century, the focus shifted to team cooperation and dynamics as the labour inputs are the
most expensive input specially at the time of continuous improvement cycle (Lusch, and
Webster, 2011). In the 21st century, QMS has tended to converge with sustainability and
transparency programs, as both investor and customer satisfaction and gained the quality which
is increasingly tied to these methods.
Coronthia manges its quality of services and products by guiding and training the staff
and authority of the hotel. They conduct regular meetings,conferences and do regular analysis of
the activities of each and every department. It is rated as the city's finest hotel as its quality
management is the most appreciative. It provides many attractive offers to attract the customers
and clients towards it. The customer reviews are excellent and amazing for the hotel (Naidoo,
2010).
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There are different terms which are specified by the ISO in order to check the quality
improvement for ex. Product improvement, process improvement and people based
improvement. Different points of the quality management that makes quality improvement of
the organization are :
 Kaizen: The Japanese word for the for change for the better.
 QFD: House of quality approach is another name of QFD (Quality function deployment).
 Six sigma: It is the method which makes use of experiments and failure mode and effect
analysis.
 PDCA: It compromises of four key terms that is plan, do ,check and act.
 Quality circle:It is the combined approach for for enhancement.
 Taguchi methods: It is the statistical oriented methods including quality measurement is
error free, quality loss function, and target declarations.
 The Toyota Production System: Focuses on poor manufacturings healing redone in west.
 TRIZ: It stands for theory of inventive problem solving.
 OQRM: It is a model for quality and risk management and stands for Object-oriented
Quality and Risk Management.
Therefore a company has to fulfil all this points in order to make the good approach and
successful in the market with good name and fame. Coronthia satisfies all this methods and
fulfil the customer needs by giving and promoting the best quality and services and also achieves
it.
CONCLUSION
From this report it is concluded that it is growing exponentially and providing best services to
their customers and they are capable of satisfying the requirements of the customer very nicely.
It has various branches in the whole UK country with the same name fame. It is the base for the
Aero Club and Alpine club. The Coronthia is the best leading hotel in the market. Its market
shares also have good position. There are team handler and special suppliers for each and every
department which handles the every event smoothly. This hotel handles every issues regarding
the guests as well as the employees very seriously. Therefore Coronthia is the best hotel in the
UK country.
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REFERENCES
Book and Journals
Chan, R. Y. and et.al., 2012. Environmental orientation and corporate performance: The
mediation mechanism of green supply chain management and moderating effect of
competitive intensity. Industrial Marketing Management. 41(4). pp.621-630.
Chernev, A., 2014. Strategic marketing management. Cerebellum Press.
Cova, B. and White, T., 2010. Counter-brand and alter-brand communities: the impact of Web
2.0 on tribal marketing approaches. Journal of Marketing Management. 26(3-4). pp.256-
270.
Kotabe, M. and Helsen, K., 2010. Global marketing management. JOHN WILEY & SONS,
INC..
Kumar, A. and Meenakshi, N., 2011. Marketing management. Vikas Publishing House.
Lusch, R .F. and Webster Jr, F. E., 2011. A stakeholder-unifying, cocreation philosophy for
marketing. Journal of Macromarketing. 31(2). pp.129-134.
Miquel-Romero, M. J., Caplliure-Giner, E. M. and Adame-Sánchez, C., 2014. Relationship
marketing management: Its importance in private label extension. Journal of Business
Research. 67(5). pp.667-672.
Naidoo, V., 2010. Firm survival through a crisis: The influence of market orientation, marketing
innovation and business strategy. Industrial marketing management.39(8). pp.1311-1320.
Nath, P., Nachiappan, S. and Ramanathan, R., 2010. The impact of marketing capability,
operations capability and diversification strategy on performance: A resource-based
view. Industrial Marketing Management. 39(2). pp.317-329.
Sander, M., 2011. Marketing-Management: Märkte, Marktforschung und Marktbearbeitung.
Vargo, S. L. and Lusch, R. F., 2011. It's all B2B… and beyond: Toward a systems perspective of
the market. Industrial marketing management. 40(2). pp.181-187.
ONLINE
Corinthia Hotel Offers. 2016. [Online]. Available through:
<http://www.corinthia.com/en/special-offers>. [Accessed on 19th May 2017].
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