BSBMKG501 Marketing Management Report: Riverview Hotel Analysis

This report provides a comprehensive analysis of the marketing management practices of Riverview Hotel, a five-star hotel operating in Notown, USA. The report begins with an executive summary and table of contents, followed by an introduction that highlights the competitive nature of the hotel and hospitality sector. The business objectives of Riverview Hotel are outlined, including increasing market share, enhancing customer satisfaction, and expanding globally. The report then delves into macro-environmental factors, including political, economic, social, and technological influences. It identifies the hotel's target customers through demographic, behavioral, and psychographic segmentation. The current marketing strategies, including market focus and differentiation, are examined, alongside an analysis of current market trends and potential markets. The report also identifies key competitors like Hilton and Marriott. Finally, the report concludes with recommendations for capitalizing on market opportunities, such as entering new markets and introducing sub-brands. References are included at the end.