Marketing on Radisson

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Subject: - Marketing.

Course: - BA (ONS) Business –HNC – 1st sem.

Name of student: - Alvin Vishal Nundlall.

College: - Rims International School of Business and Technology Mumbai, India.

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Index

Part I - Radisson’s Marketing Orientation

1.1 About Radisson …………………………………………………………………………………… 3

1.2 What is marketing? ……………………………………………………………………………… 3-4

1.3 Difference between product and market orientation ………………………………4

1.4 Radisson’s market orientation …………………………………………………………….. 5-6

Part II - Segmenting, Targeting & Positioning strategies.

2.1 What is market segmentation? ……………………………………………………………… 6

2.2 Radisson’s segmenting strategies …………………………………………………………. 7

2.3 What is targeting? ………………………………………………………………………………….7

2.4 Radisson’s targeting strategies ……………………………………………………………... 8

2.5 What is market positioning? …………………………………………………………………. 8

2.6 Radisson’s positioning strategies …………………………………………………………....9

Part III - Extended marketing mix.

3.1 Extended marketing mix ……………………………………………………………………… 10-11

Part IV - Marketing environment.

4.1 Marketing environment …………………………………………………………………………11-12

List of Diagrams:
1.1 Advantages of market and product orientation ………………………………………. 4 1.2 Segmenting, Targeting and positioning…………………………………………………….. 7 1.3 A market map for Radisson. …………………………………………………………………...... 9 1.1 About Radisson

They are one of the top most global – service hotel companies serving in 73 countries and in almost 420 different locations. Their services are fulfilled with a ‘Yes I can!’ behavior that enables the customers to be fully satisfied during and after their stay.

The main goal/aim of Radisson and any other well known hotels like such, is to work towards 100% satisfaction of their guests. They claim to pay back the guest’s money if full satisfaction is not enjoyed by the guests. Radisson hotel was named after the famous French explorer Pierre Radisson. The majority of Radisson-branded hotels are located in the United States. The first hotel was built in 1909 in Minneapolis, MN. In 1962 the Radisson hotel was taken over by Minneapolis businessmen Curt Carlson. Carlson had topped the national prominence in the 1940s and 50s. He had been running a successful Gold Bond Stamp Company. The company ad topped at customer loyalty programs during those days.

The mission and vision of Radisson Hotels and Resorts

- To maximize their profits during peak seasons by changing the discounts structures on tariffs.

- Customer delight as a long-term vision

- Host promotional parties to attract tourists and visitors. For e.g. happy hour, parties, food festival such as open buffet of different kind of food culture like Chinese, Thai, BBQ, and Italian...

- Make sure that all rooms are booked with paying customers

- Reduced complimentary from shareholders.

1.2 What is marketing?
According to American Marketing Association, Marketing is an activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large.

Bartles says that Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints - technical (economic) and ethical (social) - create the transactions or flows which resolve market separations and result in exchange and consumption.

Marketing is an activity that is known to all as being very creative as it includes advertising, distributing and selling a product to the appropriate targeted customers in order to satisfy their needs profitably. Marketing also involves anticipating the customers’ future needs and wants which can be done by undertaking a research and analyzing what the customers’ wants are and making a product that fits to thee wants.

There are...
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