This report provides a comprehensive analysis of InterContinental Hotels Group's (IHG) marketing strategy, exploring the effects of globalization on its operations. It delves into IHG's history, competitive landscape, and market segmentation techniques. The report examines IHG's strategic positioning, including its franchise model and loyalty programs like Priority Club Rewards. It includes a comparison of IHG with competitors such as Marriott, focusing on the marketing mix elements of product, price, place, and promotion. The analysis highlights how IHG has adapted to economic challenges and leveraged its global presence, including its website accessibility and international management force. The report emphasizes the importance of market research, customer loyalty, and cost-cutting measures in maintaining profitability and growth. It concludes with a discussion on the impact of globalization on the hospitality industry, emphasizing increased collaboration, technology, and communication networks, and the benefits and challenges associated with operating in a global market. The report also includes a discussion on how IHG's franchisees pay a deposit into a central fund.
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