TH102-01: Sales, Marketing, and Customer Service
Paul William Howe
July 19, 2011
In this report you will find documentation on the four components that are used by Choice Hotel International, Inc. which is a subsidiary of Manor Care, Inc. and the world’s second largest franchise hotel chain. Here I will outline and examine the four components of the marketing mix that is used for their hotel chains. In this outline, you will find the changes that have occurred in product, pricing, placing and promotion that has made the company valuable in this economic date (Funding Universe, 2011). Choice Hotels International is one of the largest and most successful lodging franchisors in the world. It was built on the foundation of the Quality Inn brand which was pioneered for consistent mid-priced lodging. Today it has incorporated a brand of restructuring an organization into a chain of affordable lodging in convenient and popular locations. In its market it identifies it’s self as hotels that provide lodging that include suite hotels, non-smoking rooms, in-room amenity packages, enhanced reservations systems, marketing programs and partnerships (Funding Universe, 2011). Over the past six decades, Choice has solidified its position as an industry leader who has helped to shape the industry. They have franchised more than 6,000 hotels, representing more than 485,000 rooms, in the United States and more than 35 other countries and territories. Of the many brands that they have it includes; Comfort Inn, Comfort Suites, Quality, Sleep Inn, Clarion, Cambria Suites, MainStay Suites, Suburban, Econo Lodge and Rodeway Inn (Funding Universe, 2011). . Their strategy is to deliver a franchise success system of strong brands, exceptional services, vast consumer reach, size, scale and distribution that delivers guest affordable cost. Their...