Marketing and Promotion at Mandarin Oriental Hotel Group
1.1 AimPage 1
2. MarketingPage 1
2.1 Marketing Orientation FrameworkPage 1-2
3.Service Marketing mixPage 2
3.1 4psPage 3
3.2 Mandarin Oriental Hotel 7psPage 4
3.3 Criticism of the service marketing mixPage 5
3.4 E-MarketingPage 5
4. Promotional Mix
4.1 The Mandarin Orientals promotional mixPage 6-8
5. Competition Advantage Page 8
5.1 Main competitorsPage 8-9
5.2 Perceptual MapPage 10
6.Conclusion Page 10
7. Recommendations Page 11
8. Reference Page 11
9. AppendixPage 12
The following report will assess whether the Mandarin Oriental Hotel is marketing orientated. I will be explaining and evaluating the roles of marketing and promotion with The Mandarin Oriental Hotel. Mandarin Oriental Hotel Group (MOHG), a member of the Jardine Matheson Group, is an international hotel investment and management group with luxury hotels, resorts and residences in Asia, Europe and the Americas. MOGH aim is to be recognized widely as the best global luxury hotel group, providing 21st century luxury with oriental charm in each of its hotels. 1.1
My aim is to identify the basic marketing principles and explain the promotion process provided by Mandarin Oriental Hotel. The group has received awards for its service and management, as well as for the spas and restaurants located at many of their hotels and resorts. As this report demonstrates The Mandarin Oriental Hotel is very customer focused and puts a lot of focus onto Marketing. Another unique selling point (UPS) are the locations of which it has hotels located. These are often in exotic and unusual locations.
Marketing is described as the ‘management process responsible for identifying, anticipating and satisfying customer requirements profitably’. (Charted Institute of Marketing) It is all about getting the right product or service to the customer at the right price, in the right place, at the right time. The Mandarin Oriental could use this by being able to identify the needs and wants of their customers and try to delivers benefits that will enhance their customers experience, while at the same time ensuring that the satisfaction of these needs results in a healthy turnover for the hotel group.
Philip Kotler (2010) defines marketing as 'satisfying needs and wants through an exchange process.’ The greater the benefits and services provided by The Mandarin Oriental the higher transactional value they can charge. This is motivation behind the Hotel Groups marketing orientation and links in to show how they are marketing orientated. Cynics’ often arguing that marketing is about selling people things that they do not want. Drucker (1999) argues that its not trickery and is simply to attract customers. The MOHG marketing orientation and direction is highly reflective of the CIM definition as they are particularly customer focuses. A mission statement from the hotel group states:
“Our Mission is to completely delight and satisfy our guests. We are committed to making a difference every day; continually getting better to keep us the best.”
The statement is supporting that MOHG is marketing orientated as it highlights the customer focus as its mention that it is their mission to ‘completely delight and satisfy’ their customers.
Above demonstrates how the MOHG interacts to it customers by offering the demands from the current market and then as a result markets it services. From the mission statement is clear that MOHG is marketing orientated and a market driven business.
3. Service Marketing mix
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