Apex Institute: BSBMKG606 Grand Hotel Marketing Program Case Study

This case study analyzes the Grand Hotel Group's international marketing program, addressing both internal and external factors. Part 1 includes a SWOT analysis, measurable marketing objectives, strategic objectives, and risk assessment. Part 2 focuses on developing marketing plans, environmental analysis, and hub marketing structures. The study also involves meeting agendas and role-play scenarios to manage marketing performance, delegate roles, establish KPIs, and coach staff. The assignment covers strategic planning, market expansion, customer relationship management, and the use of online and offline marketing channels. It provides a comprehensive overview of the challenges and opportunities in the hotel industry, focusing on financial growth, customer acquisition, and international market expansion, particularly in the context of the Australian market and potential expansion into Malaysia. The report also considers the importance of staff training and development, and cultural sensitivity in international marketing efforts.