Digital Marketing Strategy for The McCormick Hotel - Case Study

This case study provides a marketing strategy analysis for The McCormick Hotel, focusing on its competitive positioning within Baltimore's hospitality industry. It identifies key competitors, target market segments (including business professionals and tourists), and opportunities for service differentiation, particularly through enhanced conference facilities and appealing food and beverage offerings. The analysis emphasizes the importance of leveraging digital media for brand promotion, recommending strategies for effective online engagement and customer attraction. Ultimately, the case study highlights the need for a comprehensive understanding of both the internal and external environments to develop a successful and sustainable marketing strategy for The McCormick Hotel.

qwertyuiopasdfghjklzxcvbnmqw
ertyuiopasdfghjklzxcvbnmqwert
yuiopasdfghjklzxcvbnmqwertyui
opasdfghjklzxcvbnmqwertyuiop
asdfghjklzxcvbnmqwertyuiopasd
fghjklzxcvbnmqwertyuiopasdfgh
jklzxcvbnmqwertyuiopasdfghjkl
zxcvbnmqwertyuiopasdfghjklzxc
vbnmqwertyuiopasdfghjklzxcvb
nmqwertyuiopasdfghjklzxcvbnm
qwertyuiopasdfghjklzxcvbnmqw
ertyuiopasdfghjklzxcvbnmqwert
yuiopasdfghjklzxcvbnmqwertyui
opasdfghjklzxcvbnmqwertyuiop
asdfghjklzxcvbnmqwertyuiopasd
fghjklzxcvbnmqwertyuiopasdfgh
jklzxcvbnmrtyuiopasdfghjklzxcv
Marketing Strategy
The McCormick Hotel
12/16/2019

Introduction
Planning marketing strategy requires detailed analysis of overall market segment and proper
information related to external and internal environment of the industry, this report is based
on the identification of business strategies and competitive advantages for earning profitable
outcomes in the market, this report find strategic advantages gaining area in the hotel industry
for The McCormick Hotel that is based in center Harbor, of Baltimore in the United States
(Tocquer, 2017).
Question 1:
McCormick's is going to deal with the hospitability and leisure industry in the inner central
location of Baltimore, MD (Gabarda-Mallorquí & Ribas, 2017). On the basis of the map
given in the case study representing the locality of the McCormick's hotel, major competitors
for McCormick's are as following;
 InterContinental Harbor Court Baltimore
 Renaissance Baltimore Harbor Place Hotel
 Harbor Club
 Baltimore Marriott Waterfront
 Courtyard Baltimore
 Crestline Hotels & Resorts
These competitors are presented in the nearby location of McCormick Hotel; hence they lead
a great challenge for service differentiation to attract more professional guests and tourists in
the hotel. McCormick Hotel targets to attract the business professionals and tourists as the
main target because representation and services of the McCormick Hotel are devoted and
designed by focusing the need and demand of services asked by the professional businessmen

and it also targets to offer the business conferences room facilities to provide better services
for the professionals from the famous industries and organizations (Chen, 2017).
The existing brand promise for The McCormick hotel is positively supporting but in the
scenario of the highly challenging market in Harbor Baltimore, McCormick Hotel needs to
make advanced changes with the service offering in a different and competitive manner for
the organization.
Question 2:
McCormick Hotel proposed and designed its marketing and services strategies for the
targeted customers delivering services to the major groups including Families, Sports
Enthusiasts, Young and Singles, Local Business Elite, Sporting Elite, and Business Travellers
(Ohmae, 2016). Surrounding competitive market in the industry of hospitality and leisure for
McCormick Hotel is very high because leading brands are operating from many decades
focused to earn profits, McCormick Hotel have enough space for the guest and all services
making a hotel luxuries and comfortable for the travels and singles but McCormick Hotel
needs to focus on the two service differentiation in the market to earn brand positioning;
 Business professional prefer the professional services at reasonable rates, McCormick
Hotel management can focus on managing conference room and meeting halls,
serving the competitive services for the guests
 Travelers’ visiting in Baltimore is very high and making profitable to the location
where McCormick Hotel is located can be a great step, people fan of great
photography and taste can be attracted by making the decoration in the restaurants and
hall attractive to the tourists and business travelers.

 Washington D.C. is the business hub hence McCormick Hotel managers can use their
food and beverage services to attract business travelers by including the common
dishes of famous countries in their food menu.
Question 3:
Social media or digital media is the platform very commonly used by the industries to
leverage their business and profit by making the brand and business promotion at the local as
well as international level in the industries (Andrade, 2018). Famous organization uses social
media as the common way to contact every single customers because this is a cheap and
easily accessible platform for the people hence The McCormick Hotel can also use digital
media to increase attraction from business travelers, tourists, and other visitors as well.
Following useful steps are important to be considered for the digital media planner in The
McCormick Hotel;
1. Know your market
2. Plan a strategy
3. Focus on qualitative or quantitative brand promotion
4. Estimate real value
5. Leverage the use of unique resources to attract customers
6. Expand strong network
7. Promote real-life experience as an example of satisfaction
8. Design websites with attractive but simply accessible graphical user interface
9. Write terms and conditions to avoid conflicts
10. Focus the quality in great price for the promotion
Promotion now a day is far from just posters and commercial advertisements a single box on
the social networking sites can create high brand awareness hence digital media has a vast

platform for the business growth and promotion and The McCormick Hotel can use it with
quality focus strategy making it different from the other competitors.
Question 4;
All the information provided in this activity is relevant and accurate to design the internal
business strategies for success at The McCormick Hotel, target segment information, digital
media information, and detailed list of the nearest competitors and about the services and
hotel services is useful to make the internal environment competitive but information related
to the competitors external environment is also needed to make the strategic differentiation in
the industry (Komiya, 2019). Economic information, historical data from the STR about the
industry development and also about the marketing strategy formation in the hotel industry is
useful for designing the challenging product differentiation strategies for The McCormick
Hotel in near future.

References
Andrade, P. (2018). Cultural e-tourism depicted by digital discourse: innovative mobilities at
urban e-heritage networks. Innovative perspectives on tourism discourse, 1-17.
Chen, Y.-L. (2017). Hotel Guest’s Green Lodging Experiences: A Segmentation Study',
Advances in Hospitality and Leisure. Advances in Hospitality and Leisure, 127-139.
Gabarda-Mallorquí, A. G., & Ribas, A. (2017). Mass tourism and water efficiency in the
hotel industry: A case study. International Journal of Hospitality Management, 82-93.
Komiya, N. a. (2019). A Study of Factors Enhancing the Success of Casinos Entering into
New Market—Toward Marketing Strategy Considering Ones’ Experience of Casinos.
Journal of Strategic Management Studies, 10(2), 109-121.
Ohmae, K. (2016). MARKETING STRATEGY FOR VALUE EXPLORATION. Marketing
For Competitiveness: Asia To The World-In The Age Of Digital Consumers, 175.
Tocquer, G. (2017). Pepsodent: marketing strategy at the bottom of the pyramid. Emerald
Emerging Markets Case Studies, 1-16.