Marketing Case Study for Radisson

Introduction Radisson Hotels & Resorts is one of the leading, full-service global hotel companies with over 420 locations in 73 countries. They are passionate about “Yes I Can!” service philosophy which empowers employees to make sure that they are completely satisfied during the stay. With locations worldwide, Radisson has accommodations for every kind of need. From hosting small meetings, to orchestrating large group events, they take pride on developing mutually rewarding relationships with their meeting planners and delivering a consistently satisfying experience. Each Radisson has a number of trademarked guest programs, services, and facilities that range from loyalty programs to wireless internet access. The Radisson’s current slogan is “Stay Your Own Way.” www.wikipedia.com & www.radisson.com/

1. Market orientation By adopting a market orientation, Radisson has committed itself to satisfying its customers' needs over the long run. Although profitability, market share, return on investment, and other performance benchmarks ultimately determine the success of any strategy, a market orientation is meant to achieve such goals by providing customers with superior value on a sustained basis. Radisson’s market orientation comprises of three main components: • Customer orientation: the hotel focuses on acquisition, satisfaction, and retention of customers. • Competitor orientation: the hotel follows this to achieve cost advantages for a firm as it gathers information on its competitors' business practices, enabling it to reduce costs through adjustments to its value chain. • Interfunctional coordination: Radisson orients employees in all departments of a business unit toward understanding the firm's market in terms of both customers and competitors.
Customer orientation over competitor orientation: Hotels are challenged in developing economies to offer lowest cost to customers. This would seem to recommend a