M Hotel Marketing Analysis

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Course/Cohort: ADBS 4/10 Module: Marketing Management Code: MKGP3001\V1KK13

Assignment: Practical Assignment (Group project) Project outline: Each group shall select a firm of their choice to conduct a marketing analysis of the company, and identify at least 3 strategic marketing issues that the company currently faces. The group is to investigate on the problems and recommend solutions. In the report, students should clearly communicate to the senior management of the company their objectives, findings, analysis and recommendations. Their suggested solutions must be original. Title: M Hotel Singapore Marketing Analysis Student name (s): 1. Chia Sian Jin, Calvin (S7833656J) 2. Shue Baozhu (S8527920C) 3. Tan Geok Kuan, Angeline (S7832602F) 4. Tay Soo Lyn, Jaclyn (S8116273E) 5. Teresa Tham Hui Zhen (S8317355F) 6. Zhang Hui Juan (S8337256G)

Date of submission: 12 July 2011 Lecturer: Dr Shawn Wong (Number of words not including Cover page and Executive Summary: 1974)

M Hotel Singapore Marketing Analysis

Executive Summary The M Hotel is part of the Millennium & Copthorne Hotels PLC, which operates hotels under four main brands – Grand Millennium (five star properties), Millennium (four star deluxe and five star properties), Copthorne (midscale properties) and Kingsgate (principally located in New Zealand with properties in all major cities). In order for M Hotel to keep up with our competitors in the market and our counterparts around the world, it must take an active approach to develop suitable marketing strategies to continue building long term relationship with our customers and creating value for our partners. This report outlines the Market Department’s to identify three strategic marketing issues that the hotel faces and to implement innovations to address them. According to a recent report by the Singapore Tourism Board (Nurhidayati, 2011), the International Visitor Arrivals reached 3.12 million (+15.7%) in Q1 2011. Gazetted hotel revenue for Q1 2011 was estimated at S$478 million (+9.8%). This is a significant rebound from the global economic backdrop in 2009. It is therefore, important for M Hotel to gain traction on the market share and position ourselves strategically to maintain our footprint in the hotel industry.

Group Members: Calvin Chia Sian Jin, Shue Baozhu, Angeline Tan Geok Kuan, Jaclyn Tay Soo Lyn, Teresa Tham Hui Zhen, Zhang Hui Juan

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M Hotel Singapore Marketing Analysis Table of Contents i. ii 1. 2. Executive Summary ................................................................................................................ 1 Table of Contents ................................................................................................................... 2 Brief Corporate Profile ............................................................................................................ 3 Strategic Marketing Issues ...................................................................................................... 4 2.2 2.2 2.3 3. Issue 1: Drop in Occupancy Rates during Weekends .................................................... 4 Issue 2: Competition from other Business Hotels ........................................................... 4 Issue 3: Decline in Corporate Functions and Wedding Banquets Bookings ................... 4

Environmental Analysis ........................................................................................................... 5 3.1 3.2 3.3 Competition ................................................................................................................... 5 Industry and/or Market .................................................................................................. 5 SWOT (Table) ............................................................................................................... 6

4.

Proposed Marketing Objectives...
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