Marketing Management (Hotel Industry)

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Company Profile
Kuala Lumpur is a sprawling city and its residential suburbs seem to go on forever. The city proper is a Federal Territory has an area of 243 km2 (94 sq mi) which consists of the city center and its surrounding urban areas, managed by the KL City Hall. It also merges with the adjacent satellite cities of Petaling Jaya, Subang Jaya, Shah Alam, Klang, Port Klang, Ampang, Selayang/Rawang, Kajang, Puchong, and Sepang, all in the state of Selangor, which enclaves KL, and all with their separate local authorities, creating a huge metropolis called Greater Kuala Lumpur, or more commonly, Klang Valley. The city can be divided into the following areas, each of which offers a particular attraction or activity. CT Hotel was established mainly for the exploiting the growing market in the hospitality industry in Klang Valley. Currently CT Hotel is private, self-contained and offer services at the highest possible quality. Ranging from 3 - 4 star standards, this hotel has the widest choice of facilities in the Klang Valley. Since it’s a new formed company, as the Marketing Manager for the company, below is a marketing plan for the company.

SWOT Analysis
The SWOT analysis is a tool for a situation analysis and when used in an appropriate way, it can be a good foundation for strategy formulation. Its basic aim is to identify the opportunities and threats in the external environment and strengths and weaknesses in the internal environment. After the mentioned factors are identified, an internal and an external evaluation are carried out. The internal evaluation examines all the aspects of the organization and deals with for example, strategies and objectives, personnel, facilities, organizational structure, location, products and services in order to identify the company’s strengths and weaknesses. The external evaluation focuses on the economical, technological, social, political, legislative, ecological, ethical and competitive environment in order to scan for opportunities and threats within which the company acts.

Strength
Strong Pipeline Development
Aggressively pursuing a growth strategy to further consolidate its presence in foreign markets and capitalize on the booming travel and tourism industries of emerging markets in Klang Valley to whole Malaysia. Readymade Destination

In Klang Valley offers a readymade tourist destination with the resources it has. Thus the magnet to pull customers already exists and has potential grow. Public Transportation – Public transport systems have the potential to providing a relatively low cost method of travel for people who are unable to drive.

Weaknesses
Domestic Market Focus
Despite market expansion, customer in hotel industry remains heavily reliant in the Klang Valley, making it sensitive to the changing fortunes of its domestic market. Luxury brands
Mid-scale and upscale hotel brands cause to potential economic downturns, particularly given that economy travel accommodation is gaining increased penetration in major destination markets.

Opportunities
Dynamic Growth in Emerging Markets
Improving economic conditions, developing infrastructures, the development of the urban middle class and growing foreign tourism are driving strong growth in emerging markets at Klang Valley. Diverse Target Market

Facing maturity and intense competition in key markets, most notably in the Klang Valley, is forcing travel accommodation operators to diversify their consumer base beyond the business travelers and attract a wider range of travelers. This coupled with the fact that consumers have less and less time to spend quality time with family led to develop a program. Accessible Luxury

In the midst of such an unstable economic environment, the aloft brand presents an opportunity to offer accessible luxury to travelers.

Threats
Event Risk
Dependency on foreign tourism can be a double-edged sword as travel decisions are based on global patterns and events that...
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