Marketing Plan for Crown Plaza Hotels & Resorts
Executive Summary
Competition among hotel and hospitality business has increased enormously as customers are getting more educated and fashionable. They’ve been demanding more luxurious services and products which urge organisations to focus on better marketing and strategic planning. Hotels and firms now believe that personal and strong relationships with potential customers is key to competitive advantage in today’s competitive business environment.
The idea of developing and upholding the relationship between customers and organisations through comprehensive marketing plans took a while. Before, organisations were more vigilant to improve their line of products and services only. Strategic Marketing planning was introduced by theorists and policy makers when they identified the need and scope of long-term relationship with individual customers and it greatly influenced the market. “How internal and external factors are essential for hotel and hospitality business and how they possibly can affect the business in positive or negative way”? To answer these questions, this research study will mainly focus on some key factors of hospitality business and they will be discussed at length in order to establish a more explicable analysis (Steven Pike, 2008). Table of contents
Executive Summary 2
Introduction 3
Critical Evaluation and Major Findings 3
Conclusion 3
Recommendations 3
References 3
Introduction
Crown Plaza Hotels & Resorts is prestigious brand of InterContinental Hotel Groups chain which operates in more than 100 countries all over the world. Crown Plaza shares its mission statement that “To create great hotels guests love” and has earned great competitive advantage over its competitors in Hotel and Hospitality business. Undoubtedly, some hotel of such prestige and luxury cannot afford to disappoint its base of customers and will keenly observe those parameters and strategies which help keep the customers revisiting the hotel. The essential need for
Competition among hotel and hospitality business has increased enormously as customers are getting more educated and fashionable. They’ve been demanding more luxurious services and products which urge organisations to focus on better marketing and strategic planning. Hotels and firms now believe that personal and strong relationships with potential customers is key to competitive advantage in today’s competitive business environment.
The idea of developing and upholding the relationship between customers and organisations through comprehensive marketing plans took a while. Before, organisations were more vigilant to improve their line of products and services only. Strategic Marketing planning was introduced by theorists and policy makers when they identified the need and scope of long-term relationship with individual customers and it greatly influenced the market. “How internal and external factors are essential for hotel and hospitality business and how they possibly can affect the business in positive or negative way”? To answer these questions, this research study will mainly focus on some key factors of hospitality business and they will be discussed at length in order to establish a more explicable analysis (Steven Pike, 2008). Table of contents
Executive Summary 2
Introduction 3
Critical Evaluation and Major Findings 3
Conclusion 3
Recommendations 3
References 3
Introduction
Crown Plaza Hotels & Resorts is prestigious brand of InterContinental Hotel Groups chain which operates in more than 100 countries all over the world. Crown Plaza shares its mission statement that “To create great hotels guests love” and has earned great competitive advantage over its competitors in Hotel and Hospitality business. Undoubtedly, some hotel of such prestige and luxury cannot afford to disappoint its base of customers and will keenly observe those parameters and strategies which help keep the customers revisiting the hotel. The essential need for
References: Abdullah and Zahir, 2009. “Evaluation of Strategic Information Systems Planning (SISP) Techniques: Driver Perspective, European and Mediterranean Conference on Information Systems. Anja Böhm, 2008, the SWOT analysis BNET Staff. (2007). The CBS Interactive Business Network. [online] Available at: [Accessed 29th November 2012] Ezinemark, 2010 Ferrel, O. C., & Hartline, M. D. (2008). Marketing Strategy (4 ed.). South-Western. Keller, K (2008) Strategic Brand Management, 3rd Ed, New Jersey: Pearson education Inc Mumel, D Nadine Pahl, Anne Richter, (2007) SWOT Analysis - Idea, Methodology and A Practical Approach. GRIN Verlag. Saunders et al (2009) Research methods for business students, 5th ed Smithers, R (2009) Marks and Spencer launches UK’s greenest till roll, [Online] Available from < http://www.guardian.co.uk/environment/2009/apr/15/marks-and-spencer-sustainble-till- >[Accessed on 12 May 2011]. Steven pike, (2008) Destination Marketing: an Integrated Marketing Communication Approach, Elsevier Inc