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BK213 - Intercontinental Group of Hotels - Case Study

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Melbourne Institute of Technology

   

Service Intercontinental Group of Hostels (BK213)

   

Added on  2020-03-02

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This case study is based on services marketing, which will discuss the Intercontinental Group of Hotels. This case study examines the nature of service and distinguishes between goods and services. Also, will identify the major elements needed to improve the marketing of services. In this study, developing an understanding of the roles of relationship marketing and customer service in adding value to the customer's perception of service will be discussed. You will understand the nature and development of a services marketing strategy. This paper will recognize how service marketing principles can be used as a conceptual framework to help managers identify and solve a marketing problem.

BK213 - Intercontinental Group of Hotels - Case Study

   

Melbourne Institute of Technology

   

Service Intercontinental Group of Hostels (BK213)

   Added on 2020-03-02

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Running head: INTERCONTINENTAL GROUP OF HOTELS CASE STUDYIntercontinental Group of Hotels Case StudyName of the Student:Name of the University:Author Note:
BK213 - Intercontinental Group of Hotels - Case Study_1
1INTERCONTINENTAL GROUP OF HOTELS CASE STUDYTable of ContentsIdentification of important facts:...............................................................................................................2Growth in the Chinese hotel industry:...................................................................................................2Drivers of the Hotel industries:..............................................................................................................2Chinese pattern of running hotels:........................................................................................................3Oversupply of rooms and its impact on the industry:...........................................................................3Clear identifications of the key issues:......................................................................................................3Lack of flexibility in the hotel management patterns:...........................................................................3Oversupply of accommodation:............................................................................................................4Outlining of alternative courses of actions:...............................................................................................4Strengthening of franchisee model:......................................................................................................4Acquisitions of more properties and reducing the number of rooms in the accommodations:..........5Acquire Chinese hotels:.........................................................................................................................5Courses of action are logically evaluated:.................................................................................................5Strengthening of franchisee model:......................................................................................................5Acquisitions of more properties and reducing the number of rooms in the accommodations:..........6Acquire Chinese hotels:.........................................................................................................................7Recommended course of action:...............................................................................................................7Adoption of franchisee model in managing hotels:..............................................................................7Strengthen marketing and promotion:..................................................................................................7
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2INTERCONTINENTAL GROUP OF HOTELS CASE STUDYReferences:................................................................................................................................................8
BK213 - Intercontinental Group of Hotels - Case Study_3
3INTERCONTINENTAL GROUP OF HOTELS CASE STUDYIdentification of important facts:Growth in the Chinese hotel industry:The hotel industry in China experienced phenomenal growth in the recent years and hasemerged one of the fastest growing hotel industries in the world. The value of the hotel industry inChina is estimated to more than $ 71 billion. China has emerged as one of the most sought aftertourist destinations in the world and this has attracted the international hotel chains to thecountry(O'Hare, 2017). The Intercontinental Hotel Group is a British multinational hotel group whichhas very strong presence in China. The country is experiencing increase in the emerging of hotelgroups in its domestic chains of hotels as well(Our global presence, 2017).Drivers of the Hotel industries:There are a number of factors which have led to this development of a strong and dynamichotel industry in China. The first factor is the influx of foreign tourists as China is among the mostvisited countries in the world. The increase in the income of the Chinese people have also promotedto the growth of the industries because this allows them to spend money on vacations and hotels. Thegrowing investment of international hotel chains have also led to the growth of hotel industries(Leunget al., 2014). Thus the Chinese hotel industry have emerged to be very competitive and profitableowing to strong presence of both Chinese and international hotels.Chinese pattern of running hotels:The Chinese as opposed to the Americans and the Europe hotel chains do not emphasis onfranchisee models of running hotels. They stress on direct management which necessitate the
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