Holiday Inn - Using Marketing to Improve the Competitiveness of an Organisation
Marketing to
Improve
Competitiveness
Of Holiday Inn
Contents page
3) Introduction
3) How Holiday Inn Became Prominent
4) What Makes Holiday Inn Stand Out 5) Holiday Inn’s creative ways on getting their customers 6) Observing and Measuring the Segment Market 7) Pest Analysis – Political Analysis 8) Economic Analysis 9) Social Analysis 10) Technological Analysis 11) Conclusion & Recommendations 12) References
Introduction
This is an analysis report on the hotel industry Holiday Inn. The following topics which will be discussed in this report will be based on the industries demographics, psychographic, Geographic’s and its behavioural variables. Also included will be information on potentially factors which may have an impact to this hotel industry, and its opportunities via its development. There will be recommendations with the examinations of the segment markets needs and wants which refer to the marketing mix.
How Holiday Inn Became Prominent.
Holiday Inn has become a worldwide known ‘brand’. This hotel goes back to 1952 in Memphis, Tennesse in the US where the very first Holiday Inn hotel was built. With holding 1,243 hotels, and its ‘little brother’ version named ‘Holiday Inn Express’ holding 2,171 and 3586 villas & 8 resorts, all throughout 5 continents, this brand has been the most recognised hotel brand, according to the InterContinental Hotel Group. Holiday Inn is a franchise of IHG along with other popular brand names and other international hotel groups they own.
Holiday Inn’s big opportunity was being taken over by IHG. The IHG had launched a brand family; the Express by Holiday Inn, HI Garden Courts, HI Sunspree Resorts, HI Select and HI resorts. All hotels have been specifically tailored based on its positioning and its chosen segment market it aims to in its destination. From the hotels ranges, they
Improve
Competitiveness
Of Holiday Inn
Contents page
3) Introduction
3) How Holiday Inn Became Prominent
4) What Makes Holiday Inn Stand Out 5) Holiday Inn’s creative ways on getting their customers 6) Observing and Measuring the Segment Market 7) Pest Analysis – Political Analysis 8) Economic Analysis 9) Social Analysis 10) Technological Analysis 11) Conclusion & Recommendations 12) References
Introduction
This is an analysis report on the hotel industry Holiday Inn. The following topics which will be discussed in this report will be based on the industries demographics, psychographic, Geographic’s and its behavioural variables. Also included will be information on potentially factors which may have an impact to this hotel industry, and its opportunities via its development. There will be recommendations with the examinations of the segment markets needs and wants which refer to the marketing mix.
How Holiday Inn Became Prominent.
Holiday Inn has become a worldwide known ‘brand’. This hotel goes back to 1952 in Memphis, Tennesse in the US where the very first Holiday Inn hotel was built. With holding 1,243 hotels, and its ‘little brother’ version named ‘Holiday Inn Express’ holding 2,171 and 3586 villas & 8 resorts, all throughout 5 continents, this brand has been the most recognised hotel brand, according to the InterContinental Hotel Group. Holiday Inn is a franchise of IHG along with other popular brand names and other international hotel groups they own.
Holiday Inn’s big opportunity was being taken over by IHG. The IHG had launched a brand family; the Express by Holiday Inn, HI Garden Courts, HI Sunspree Resorts, HI Select and HI resorts. All hotels have been specifically tailored based on its positioning and its chosen segment market it aims to in its destination. From the hotels ranges, they
References: 1. Adrian Cox. (2009). Holiday Inn signs Olympics sponsor deal. Available: http://www.ft.com/cms/s/0/854a3d10-4dfb-11de-a0a1-00144feabdc0.html#axzz2DRA1SFxb. Last accessed 27 Nov 2012. 2. Mark Caswell. (2011). IHG to add 19 Holiday Inn Express hotels in India. Available: http://www.businesstraveller.com/news/ihg-to-add-19-holiday-inn-express-hotels-in-india. Last accessed 30/11/12. 3. Nicholas Olczak. (2012). IHG expands Holiday Inn Express brand in SE Asia. Available: http://www.businesstravelerusa.com/asia-pacific/news/ihg-expands-holiday-inn-express-brand-in-se-asia. Last accessed 3rd Dec 2012. 4. (2009). The Holiday Inn. Available: http://www.bizymoms.com/besthotels/the-holiday-inn.html. Last accessed 25th oct 2012. 5. Len Tiu Wright and Margaret Crimp. (2000). Segmentation Variables. In: The Marketing Research Process. 5th ed. Essex: 197. 6. Paul Williams. (2008) Marketing Your Way Out of Recession. Available:http://www.insights.org.uk/articleitem.aspx?title=Marketing%20Your%20Way%20Out%20of%20Recession. Last accessed 15 Nov 2012.