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International Marketing Strategy - Essay Example

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International Marketing Strategy Table of Contents International Marketing Strategy 1 Table of Contents 2 4 1.0 Introduction 5 1.1 About the Company 5 2.0 Situation Analysis 5 2.1 Internal Environment 6 2.2 External Environment 7 2.3 Market Analysis 9 2.4 Portfolio Analysis (BCG Matrix) 9 2.5 Product Life Cycle 11 2.6 Current Positioning 11 2.7 Ansoff Matrix for Current Strategies presently Adopted by the Company 12 2.8 Market Trends 13 2.9 Competitive Environment (Porter’s Five Forces) 13 3.0 Vision, Mission & Values 14 3.1 Vision 14 3.2 Mission Statement 15 3.3 Brand Values 15 3.4 Broad Aims 15 3.5 Objectives (Short, Medium and Long Term) 15 4.0 Strategy and Justifications 15 4.1 Competit…
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International Marketing Strategy

Download file to see previous pages... This has been done evaluating the current position of the hotel group and the future aims and goals of the same. 1.1 About the Company Holiday Inn is a significant brand of InterContinental Hotel Group. For more than 50 years, Holiday Inn has been offering its friendly and modern services. The company’s 1300 attractive and convenient facilities are spread across the globe. The brand is one of the most recognized hotel brands. The brand has recently been launched with enhanced and contemporary brand identity and image. The brand is expected to come up with enhanced consistency and improved service levels. 2.0 Situation Analysis Holiday Inn hotels are spread across various locations including North and South America, Middle East, Asia-Pacific, Central America, Europe, Africa, Australia and Oceania. Even in Middle East, the company has several hotels its facilities in Bahrain, Egypt, Israel, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia and United Arab Emirates. In this project the consideration has been Holiday Inn hotels in UAE. This segment would analyse the current situation in UAE. In UAE, the hotel brand has its facilities in locations like Dubai, Sharjah and Abu Dhabi. 2.1 Internal Environment SWOT analysis has been used to discuss the internal environment of Holiday Inn in UAE. The company’s strengths, weaknesses, threats and opportunities are discussed to frame the strategies of this company. Strengths Holiday Inn is a significant brand which has its reach throughout the world. The hotel has attractive rooms and facilities to offer the customers a refreshed and relaxed experience. Apart from that, the hotels have almost all the amenities starting from the high speed internet services to the specific fitness amenities. The company has come up with family line hotels with the concept of ‘Kids Stay and Eat Free’. The hotel has also introduced rewards for the priority club members. These rewards include free hotel stays to some free airline miles. The company has recently re-launched itself in accordance to the changes in the market demand and trends. Another significant of the hotel is that it is a part of a leading group, IHG, which have a strong balance sheet. This would be helpful to spend more on capital expenditure to sustain the expansion and growth in the service industry. Weaknesses During the recession time, the hospitality industry has been suffering from declining demand. The purchasing power of the customers has reduced due to the economic downturn. This has reduced the demand for Holiday Inn. Apart from them, there are certain services like shopping malls and spa services are not there in the Holiday Inn hotels, which can emerge as the weakness of this hotel compared to other ...Download file to see next pagesRead More
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International Marketing Strategy
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