An Analysis of the Intercontinental Hotel Group Marketing Plan Report

The report analyzes the marketing plan of the Intercontinental Hotel Group (IHG). It begins with an introduction to marketing and its role in business, followed by an overview of IHG, including its mission, vision, and objectives. The report details IHG's marketing strategies, focusing on customer satisfaction and achieving business goals. It also discusses controlling and monitoring measures to ensure the effective implementation of the marketing plan. The report concludes by summarizing the significance of marketing in the hospitality industry and emphasizing the importance of a well-defined marketing plan for achieving sustainable success and competitive advantage. References used in the report are also mentioned.

Hospitality marketing Essential

Cover Content
 Introduction
• Conclusion
• References

Introduction
Marketing is a management process which is concern with promoting the company's
product or service by advertising, selling, delivering and building relationship in order
to gain increased level of customer satisfaction as well as acquire best position within
competing industry. Finally, design marketing plan for accomplishing organisation
objective in a stipulated period of time.

Development of marketing plan
Marketing plan:- It outlines certain actions that business intend to conduct to
gain high customer base engagement in products and several services of
company. Marketing plan applies marketing strategies to obtain the goals as
well as achieve success It is a kind of roadmap which assists organisations to
follow particular steps to attain the objectives of introducing particular product
or service in market.

Overview of organisation:- Intercontinental hotel group is one of the leading
company operating on global level and is based in the country United Kingdom.
The company leases and handles around 5700 hotels and 8,50,000 rooms in around
100 different countries. It has its headquarters in Denham city, Buckinghamshire,
United Kingdom and was found in the year 2003.
Continue...

Continue...
Mission of the organisation:- Mission statement of Intercontinental hotel groups is to
provide most preferable destination choice for professionals, perspicacious enterprise
and leisure marketplace.
Vision of the organisation:- The vision statement of firm is to be recognised as
specific in industry for fulfilling guest expectations in hospitality industry.
Intercontinental hotel group focuses on attracting different customers and develop
brand for serving them.

Continue...
Objectives:- To provide best services to customers in hospitality industry for obtaining
profit maximisation in an effective and expeditious manner.
To make an increment in profit margin by 20% in next 6 months.
To increase market area in United Kingdom by 10% in coming 1 year.

Continue...
Strategy:- It is long period plan framed for conducting market plan development to
accomplish company's strategic objectives.

Continue...
Strategy:- It is long period plan framed for conducting market plan development to
accomplish company's strategic objectives.
Controlling and monitoring measures: For accomplishing the objective in a
stipulated period of time, IHG make sure that its all business process should be
perform in an organised manner which lead them to lead better way without any
hindrances.

Conclusion
It has been summarized from the discussed report that in order to survive competing
within industry for longer period of time, marketing plays a significant role as it
enable company to make use of available resources in a right time and manner
which aid them to gain sustainable proficiency. Additionally, marketing plan
provide accurate or relevant guidance or direction to organization that help them to
achieve their desired goal within stipulated time frame in an innovative and
productive style.

References
Rodney, G. and Wakeham Dr, M., 2016. Social media marketing communications
effect on attitudes among millennials in South Africa. The African Journal of
Information Systems. 8(3).p.2.
Wilson, J., 2014. Essentials of business research: A guide to doing your research
project. Sage.
Wirtz, J., Tuzovic, S. and G. Kuppelwieser, V., 2014. The role of marketing in
today's enterprises. Journal of Service Management. 25(2). pp.171-194.