Marketing Management Report: City Lodge Hotel Group Analysis

This report provides a comprehensive analysis of the marketing strategies employed by the City Lodge Hotel Group. It begins with an introduction to marketing concepts and their importance, specifically within the context of the hotel industry. The report examines the company's approach to customer satisfaction, brand loyalty, and market positioning, considering the impact of new marketing realities. It delves into the 'select service concept' and promotion strategies, including digital marketing and advertising campaigns. The report further offers recommendations for the City Lodge Hotel Group, drawing from companion articles, and suggests improvements in implementing and monitoring marketing activities through scenario planning. The conclusion summarizes the key findings, emphasizing the adoption of service concepts and promotional strategies for customer attraction and retention. This report aims to provide a holistic view of the City Lodge Hotel Group's marketing practices and suggest avenues for enhancement.

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Table of Contents
Introduction......................................................................................................................................2
Importance, marketing concept and new marketing realities..........................................................2
Recommendations to City Lodge Hotel Group...............................................................................3
Implementing and monitoring marketing activities.........................................................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

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Introduction
Marketing refers to activities a company undertakes to promote the buying or selling of a
product or service (Tolba, Seoudi, Meshreki, & Shimy, 2016). In this report, “City Lodge
Hotel Group: Redefining Segments and Brands” case is analyzed the
information regarding the marketing concepts and report also provide
suggestion to improve and marketing activities by reading companion
articles.
Importance, marketing concept and new marketing realities
The marketing is considered important for City Lodge Hotel Group it is because the hotel
group estimated that it leads in increasing customer’s satisfaction and also support them in
increasing brand loyalty among the customers due to more number of consumers and differences
in their opinions and attitudes forced the hotel group to adopt marketing strategies (City Lodge
Hotel Group: Redefining Segments and Brands, 2016). The estimation also revealed that
marketing also support the hospitality industry to gain competitive advantage and also support
the hotel to expand in international market.
The marketing were adopted by City Lodge Hotel Group to increase efficiency and to
expand to utilize the resources in optimum manner. City Lodge Hotel Group adopt different
marketing concepts which includes “The select service concept” it is because through this
corporate want to attract travelers, this concept support the corporate to attract businessmen and
to protect their rights in efficient manner (City Lodge Hotel Group: Redefining Segments and
Brands, 2016). This also leads in targeting the hotel to decide the size of the hotel so that
economies of scale will be achieved and cost as well as expenditure will be reduced. Through
this hotel understand the importance of room size by reading the “one-bedroom units and two-
bedroom suites ranging from 35 m to 50 m”.
The hotel also adopts the concept of promotion and rebranding in which it used the
driving approach for targeting and increasing customer awareness. The hotel adopt advertising
strategy through online, this support the of segment their business according to the target

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consumers (City Lodge Hotel Group: Redefining Segments and Brands, 2016). This also support
the hotel to understand the culture and philosophies of the consumers so that they can provide
services according to their needs and requirements, further it provide various offerings and
opportunities to the customers to select the right brand for fulfilling their accommodation needs
and requirement. This also supports the hotel to adopt the strategy of segmenting, targeting and
positioning the hotel in the eyes of the customers.
Therefore, for the new marketing realities the hotel adopt the strategy of digital marketing
in which t promote the services in social media to spread awareness in the large number of
customers, this is done through market research by using questionnaire so that opinions of the
customers will be recorded (City Lodge Hotel Group: Redefining Segments and Brands, 2016).
For the new marketing realities it also run advertisement campaign in the hotel in pool size areas
and several other areas so that it remains constantly in the eyes of the customers about the
efficient services provided by the hotel group.
Recommendations to City Lodge Hotel Group
From the companion article that is Marketing: The Unappreciated Workhorse it is
recommended to City Lodge Hotel Group executives to enhance the impact of financial
measurement on the marketing activities (Kotler, 2009). The other recommendation is that
executives can also develop educational campaign to provide complete information regarding the
services provided by City Lodge Hotel Group, through this it can also make customer aware
regarding how the reasons contributes and increase their lives. This results in increasing
awareness and support the hotel in achieving their overall goals and objective to sustain in long
run. This is considered better strategy because through this customers do not make wrong
perception about the advertisement and gain information about marketing communication that is
the message which is delivered, marketing activities etc (Kotler, 2009). The executives of City
Lodge Hotel Group can also increase their relationship with other employees
and the workers who all are working in the other departments. This results in
increasing coordination in hotel and rise overall outcomes of the hotel,
further through reading the article it is also recommended that hotel can

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executives can publish their work in “social marketing and place marketing”
(Kotler, 2009).
Implementing and monitoring marketing activities
Through analyzing the companion article “Scenario Planning: A Tool for Strategic
Thinking” it is analyze that scenario planning increases the efficiency of the organization and it
can also support City Lodge Hotel Group in implementing the marketing activities (Schoemaker,
1995). It is because through this executives of the hotel can define the overall scope of marketing
the services that is describing the overall objective. The marketing activities can be implemented
and monitored by identifying the major stakeholders involved in the marketing activities and
through identifying the major trends by describing the external factors which directly affect the
marketing activities of City Lodge Hotel Group (Schoemaker, 1995). The article
also revealed that implementation of marketing activities is done through
describing and identifying the uncertainties involved in the marketing. The
measure for monitoring the performance is by developing the learning
scenarios and through developing the quantitative models. The marketing
activities of City Lodge Hotel Group will be improve and monitored by analyzing the data about
the products and services offered by the competitors and number of customers. It is because
through this it can make efficient decision and scenarios regarding the target audience and make
adjustments by developing the alternative strategy to increase interaction among the customers
(Schoemaker, 1995).
Conclusion
From the above it is concluded that City Lodge Hotel Group adopt the service
concept and promotion strategy for advertising the services and attracting
customers. It is also investigated that to overcome the issue the hotel can
adopt relationship marketing strategy and can focus more on research and
development.

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References
City Lodge Hotel Group: Redefining Segments and Brands. (2016). Retrieved from Wits
Business School: file:///C:/Users/SystemJP/Downloads/3977855_1445273905_516-0057-
1%20(1).pdf
El Naggar, R. A., & Bendary, N. (2019). Branding Services in Mature Markets: Evidence from
Egypt. International Journal of Marketing Studies , 11 (1).
Kaoud, M. (2017). Investigation of customer knowledge management: A case study research.
International Journal of Service Science, Management, Engineering, and Technology , 8
(2), 12-22.
Kotler, P. (2009). Marketing: The Unappreciated Work Horse. Market Leader .
Marzouk, W. G. (2016). Usage and effectiveness of social media marketing in Egypt: An
organization perspective. Journal of Business Administration , 407, 1-30.
Schoemaker, P. J. (1995). Scenario Planning: A Tool for Strategic Thinking. Sloan Management
Review , 36 (2), 25-39.
Tolba, A., Seoudi, I., Meshreki, H., & Shimy, M. (2016). Effect of justice in complaint handling
on customer loyalty: Evidence from Egypt. Global Journal of Business Research , 9 (3),
1-14.

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