'Marketing Plan for Crown Plaza Hotels & Resorts Essay\r'

'Competition among hotel and hospitality work has increased staggeringly as guests ar getting to a greater extent educate and fashionable. They’ve been demanding more(prenominal) luxurious run and products which urge validations to focalize on better trade and strategicalal intend. Hotels and firms straight fashion believe that personal and strong descents with capableness guests is make out(p) to agonistical advantage in today’s competitive business surround. The idea of maturation and upholding the family amid customers and brass instruments through comprehensive grocerying plans took a while. Before, organisations were more vigilant to improve their line of products and helpers only.\r\n strategical Marketing cooking was introduced by theorists and insurance policy makers when they identified the need and scope of long-term kind with individual customers and it greatly influenced the market. â€Å"How intimate and orthogonal computes are inwrought for hotel and hospitality business and how they possibly clear affect the business in positive or negative way”? To answer these questions, this question workplace provide mainly focus on about secernate factors of hospitality business and they pass on be discussed at length in order to yield a more explicable epitome (Steven Pike, 2008).\r\n card of contents\r\nExecutive Summary2\r\nIntroduction3\r\nCritical Evaluation and major Findings3\r\nConclusion3\r\nRecommendations3\r\nReferences3\r\nIntroduction\r\n summit sum Hotels & Resorts is prestigious brand of InterContinental Hotel assemblys chain which operates in more than 100 countries alone oer the world. exceed meat shares its mission statement that â€Å"To create great hotels guests spang” and has make great competitive advantage over its competitors in Hotel and hospitality business. Undoubtedly, some hotel of much(prenominal) prestigiousness and luxury apprizenot afford to disappoint its base of customers and allow keenly key those parameters and strategies which attention keep the customers returning the hotel. The infixed need for marketing proviso slew be perceived though this idea and on that pointfore this research field of honor provide incorporate the concept of strategic marketing for acme situation hotel. For this, I leave meticulously training the existing practices of marketing planning in upper side property Hotel and carefully ob practise all parameters so that this study bum help other hotels and the organisation itself in future (Abdullah and Zahir, 2009).\r\nTo give competitive advantage and keep organisation out from critical business situations, invest shopping mall take efficacious marketing plans to evaluate and settle down authority risks and threats, olibanum devising strategies for flourishing development. The comprehensive marketing plan would facilitate pass sum hotel to determine its current positi on among its competitors, its effects, its weaknesses, opportunities and threats associated. The determination of weaknesses and subsequent planning to neutralize, even turning them into strengths will help organisation to meet its corporate mission (Mumel and Snoj, 2007). As hotel and Hospitality business is full of opportunities and promising business environments, tip Plaza hotel can earn great benefits from such opportunities. And travel simply not least, threats and risks associated with hotel sedulousness which can seriously damage the reputation of Crown Plaza hotel it gained through the span of time.\r\n exclusively these circumstances fuel the need of an corporate, well-structured and analytical approach. overdress abridgment is unrivaled of the acute solutions available for critical evaluation of market needs (Anja Böhm, 2008). Broad information is demand from Hotel, its competitors, its business environment and overall market to baffle a resourceful market depth psychology. Obviously it will want performing environmental and competitor’s analyses as well to add comprehensiveness to the study. SWOT analysis is one such tool that can easily compact and present the process of analysis by critically evaluating internal and external factors associated with Crown Plaza hotel. It will, therefore, provide combination of all results that will help Crown Plaza hotel to observe its resources and capacities against competitive and business environment in which it operates.\r\nIt will overly help hotel to develop generic strategies basing upon careful reflection of various factors associated with it and their critical analysis. SWOT analysis is an integrated instrument which comprises key organisational and environmental attri yetes. Potential strategic plan development is among key objectives of SWOT analysis which examines strengths and weaknesses within the organisation (internal factors) and threats and opportunities that come along the way (external factors).\r\nThe main objective of this study is to provide an infixed added value to Crown Plaza’s strategic development while delivering an analysis gadget to hotel’s care to process its internal and external factors. In this regard, SWORT analysis in close vicinity of little and macro analysis tools will serve the purpose. This subsidization is furthermore aimed at analyzing valuable approaches and practices to discuss open issues associated with Crown plaza hotel in specific, and hotel and hospitality business in general including employee loyalty, increased sales, customer propitiation etc (BNET Staff, 2007).\r\nCritical Evaluation and Major Findings\r\nTo convey SWOT-driven analysis and marketing plan for Crown Plaza hotel, it is substantive to acquire information regarding its effectivenesss, its competitors, environment and other associated factors. The potential analysis of Crown Plaza hotel can be identified independently by analysin g current market situation. This analysis could serve as valuation order for organisation to develop new range of products and services. The potential market analysis will help the Crown Plaza hotel to use its enduement assets effectively.\r\nIt needs to invest a handsome amount of money and resources into customer relationship management so those potential customers die loyal to brand and products. There are 7 skills which can be employed by poll plaza to build a strong and persistent relationship with its customer base and they are; targeting, preparation, assessing, committing, connecting, solving, and last but not least managing. To â€Å"keep” customers, it is essential for hotel constancy to keep track of all these ogdoad factors which will ensure a definite success.\r\n(Keller, 2008)\r\nAs far as competitors analysis is concerned, the Crown Plaza hotel has many rivals in the market thus it will require hotel’s management to keep an kernel on various mark eting strategies developed by its competitors and how they implement them successfully. For example, CLASS was among successful strategic plans implemented by Ritz Carlton Hotel, principally aimed at providing the loyal customers with triad basic amenities, cognition, Personalisation and berth. These three services were core factors in success story of the Ritz. As concept of developing strategic marketing plans is directly related with customer satisfaction, the management of Crown Plaza hotel should provide a great line of products and services to satisfy its purplish customers. They cannot afford to let customers suffer poor discovering products and services. It won’t only be a threat to business but â€Å"culture” of the Crown Plaza hotel.\r\nFor sustainable income and reputation of the hotel, the role of strategic building process is never dying and there is always a need to identify key factors upon which customer satisfaction is dependent (Saunders et al, 2009). In this regard, Recognition builds huge levels of loyalty among customers as they think of their standoff with one of world’s great hotels whenever they gain into it with a strong belief in their police van that they are recognised. And surely they will be case-hardened as important guests and will be provided with headmaster services and facilities. Personalisation is basically another giant spirit towards customer retention which should be aimed at providing more customized services to the customers.\r\nServices not only provided but designed according to taste of customers which they find laughable and satisfactory. A customer goes happily and is more ordain to revisit if he knows that this one particular service or one particular staff members can satisfy his appetite. Lastly, the status earned by the Crown Plaza must be shared and storeyed by its loyal customers. They should not only feel the prestige whenever they grade into Crown Plaza but pride them selves to be a part of it. Status is in fact the most important factor of luxury fragment of world’s greatest hotels (Ferrel and Hartline, 2008)\r\nBased on SWOT analysis of internal and external environment and business factors associated with Crown Plaza including assessment of internal factors through 7S framework and 5Ms, and external factors through PESTEL analysis, following results were carried out;\r\nInternal FactorsStrengthsAspirational Hotel’s Locations all over the world, Luxury environment, PrioityClubRewards, confirmed retinue upgrades, online reservations, organized hotels chain, mini bar etc.\r\nWeaknessesGlobally admit strategic plan, not enough hotels as compared to associated brands, less(prenominal) valuable travel packages, costly packages etc. remote FactorsOpportunitiesPeak tourist seasons, long-term potential growth of hotel application, unparalleled experience of plaza hotel in heritage hotels.\r\nThreatsEconomic conditions, changing tren ds, increased competitive environment etc.\r\nAll these factors can be addressed with help of a comprehensive marketing plan which is equally applicable to scattered chains of Crown Plaza hotel all over the world. Nevertheless, The Crown Plaza hotel has substantially earned a position in global hotel industry by focusing on the better relationship with customers. The policies including customized services, respect points, gift certificates, privacy concerns etc. realize helped the management to retain increased amounts of profits to the organisation. These policies were conjecture to demand the customers in the future and assured of their revisit (Ezinemark, 2012).\r\nConclusion\r\nThis Study not only mulish those key factors but challenges that can affect Crown Plaza’s business in future. Hotel industry in 21st century cannot expire without taking care of authentic parameters and in hotel industry customer satisfaction is key parameter. If you cannot satisfy your cus tomers, your competitors will. No organisation Crown Plaza hotel has substantially earned a position in global hotel industry by focusing on the better relationship with customers. The policies including customized services, reward points, gift certificates, privacy concerns etc. have helped the management to retain increased amounts of profits to the organisation.\r\nThese policies were formulated to engage the customers in the future and assured of their revisit (Smithers, 2009). asunder from luxurious services and products, that one thing Plaza customers admire most is privacy given to them. Crown Plaza has successfully managed to provide its customers with VIP suites and populate which they find private and relaxing. More big suites were announced by management with highlighted â€Å"privacy”.\r\nThis one step could actually retain maximum number of Ritz customers in the future. There are number of factors which can be contributed as weaknesses of Crown Plaza hotel. Nev ertheless, these factors are chiefly associated with hotel industry all over the world and certain demographic and economic conditions are responsible. Crown Plaza hotel have potential to overcome such weaknesses, thus it can be accounted as powerful strength for Crown Plaza hotel in the future (Paul and Richter, 2007).\r\nRecommendations\r\nHotel and hospitality industry contributes heavily to world’s political economy and business and most basic element of this industry is its loyal customers. Any organisation failing to hand customer retention cannot and will not survive in today’s market for sure. To serve this purpose, organisations invest unhesitatingly in strategic planning practices which ensure greatest customer satisfaction. This research study will also prove helpful portion to hotel and hospitality industry, especially its luxury segment. The Luxury segment was picked by the researcher as its rich in culture, standards and demands higher levels of custom er satisfaction. Nevertheless it will require higher level of efforts and resources to formulate research study of its kind.\r\nReferences\r\nAbdullah and Zahir, 2009. â€Å"Evaluation of Strategic teaching Systems Planning (SISP) Techniques: device driver Perspective, European and Mediterranean Conference on Information Systems. Anja Böhm, 2008, the SWOT analysis\r\nBNET Staff. (2007). The CBS Interactive wrinkle Network. [online] Available at: [Accessed twenty-ninth November 2012] Ezinemark, 2010. â€Å"InterContinental Hotels Group PLC †SWOT psychoanalysis †Market Research opus On Aarkstore\r\nEnterprise” [online] Available at: [Accessed 29th November 2012] Ferrel, O. C., & Hartline, M. D. (2008). Marketing Strategy (4 ed.). South-Western. Keller, K (2008) Strategic Brand Management, 3rd Ed, New Jersey: Pearson raising Inc Mumel, D. & Snoj, B. (2007). â€Å"The analysis of questionnaires for hotel guests satisfaction †comparison between Cro atia and Slovenia”. 4th International Conference Global Challenges for battle: Business and Government Perspective 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. Essex: Pearson education Limited. 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) depot Marketing: an Integrated Marketing Communication Approach, Elsevier Inc\r\n'