Marketing Plan Analysis: Inter Continental Hotel Group Report

This report provides a comprehensive marketing plan analysis for InterContinental Hotel Group (IHG). It begins with an introduction to the marketing mix and its role in brand recognition, followed by a detailed examination of IHG's marketing plan. The plan includes an overview of the organization, its mission, and vision, along with specific objectives such as increasing profit margins and market area. The report further explores IHG's strategies, including value creation and disciplined execution, and conducts a SWOT analysis, identifying strengths, weaknesses, opportunities, and threats. The STP approach (segmentation, targeting, and positioning) is discussed, along with the marketing mix elements. The report also presents IHG's marketing budget and concludes with a section on monitoring and controlling the marketing plan, emphasizing the importance of tracking the success of new services. References to relevant marketing literature are also included.

MARKETING ESSENTIALS

TABLE OF CONTENT
• Introduction
• Marketing Plan
• References

Marketing mix helps the management in
organisation to formulate market plan for
improving brand recognition among customers and
competitors. Planning process in marketing is
developed & implemented after consulting with
top management, understanding the market or
customer trends and proper market research.
INTRODUCTION

Marketing plan:- This plan is formed by businesses to form marketing objective and
develop strategies to improve sales turnover of company and attain competitive advantage.
Continuous development of marketing plan assists the organisation in enhancing its brand
value and recognition in marketplace. It reduces the extra costs incurred by firms in
marketing and aids in targeting appropriate population.
MARKETING PLAN

• Overview of organisation:- Inter Continental Hotel Group is multinational company
engaged in providing hotel and restaurant services in United Kingdom. It has strong
competitors in market. Company has approximately 5500 hotels with 8,00,000 rooms.
• Mission of the organisation:- The mission of company is to create hotels for guests by
supplying true hospitality for every customer.
• Vision of the organisation:- The vision of company is to render strong sense of business
activities that creates enjoyable work environment, care and sense of satisfaction.
CONTINUE…..

Objectives:- Inter Continental Hotels Group's objective is to provide additional Video Cam
service to potential clients to raise their satisfaction level and encourage customer's loyalty
towards company.
• 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.
Strategy:- Value creation, disciplined execution, fulfilling every responsibilities, super
shareholder return is the main strategy of company.
CONTINUE…..

SWOT analysis of Inter Continental Hotels group
• Strengths- Highly skilled employees and motivated staff.
• Weaknesses- Limited success in external environment outside core business activities.
• Opportunities- Service development will assist in establishing competitive advantage.
• Threats-Rise in investment funds on purchasing raw materials will affect the profitability.
CONTINUE…..

• STP approach- It is an approach used by
businessman for developing targeted market
plan. STP model assists in establishing strategy
to carry out marketing for product by
segmenting population, targeting audiences and
successfully positioning it in market.
CONTINUE…..

• Marketing Mix- Inter Continental hotel services
has successfully established its area in United
Kingdom market. It was possible through the
company's strategies and its perfect
implementation in providing various services.
CONTINUE…..

• Marketing budget:- Budget is made by the
businesses to monitor the use of funds in
appropriate activities and check the overflow
of investment in less important activities. This
is the marketing budget of Inter Continental
Hotel Groups in launching and supplying the
Video Cam service to its customers.
CONTINUE…..
Particulars Year 1 Year 2 Year 3 Year 4 Year 5
Initial capital 6000 6500 10000 12500 16350
Total Investment 12000 16000 27500 34000 15500
Total 18000 22500 37500 46500 31850
Marketing outlay
Promotional
expenses 6500 5300 4500 3300 3450
Sales publicity
expenditure 2400 3200 3300 3200 2000
Direct selling
expenses 4000 3000 3200 4400 5500
Overall Total 12900 11500 11000 10900 10950

CONTINUE…..
• Monitoring & controlling market plan- This is the final stage of any successful
marketing plan. Video Cam service success will be regularly recorded by the management
team to ensure greater satisfaction of vital clients and customers.

• Kolb, B., 2018. Marketing Research for the Tourism, Hospitality and Events Industries.
Routledge.
• Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information
technology in Ghana. Journal of destination marketing & management. 6(2). pp.127-135.
REFERENCES