International Marketing Plan: Ritz-Carlton Hotel Strategy Report

This report details an international marketing plan for the Ritz-Carlton hotel, a UK-based chain seeking global expansion. It begins with an introduction outlining the hotel's current international presence and core values. The situational analysis includes PESTEL and Porter's Five Forces analyses of the hotel industry, evaluating political, economic, social, technological, ecological, and legal factors, as well as competitive forces. Internal and external business analyses incorporate a value chain framework and a SWOT analysis to assess strengths, weaknesses, opportunities, and threats. Marketing practices, including digital presence, social media, email, and content marketing, are discussed. A market comparison using the 12C framework evaluates potential markets, and market selection and entry strategies are explored using the Ansoff matrix and marketing mix. Finally, a risk evaluation and conclusion summarize the plan, supported by references and appendices containing detailed analyses such as PESTEL, Porter's Five Forces, value chain, SWOT, 12C framework, and Ansoff matrix.