The objective of the research paper is to analyze the reasons behind the adoption of various marketing strategies by the hotel. The research study will assess the present strategic position of the hotel and the tourism industry of Singapore. The study will also analyze the various factors which lead to increase in customer satisfaction and also provide recommendations for improving the marketing strategy and the brand positioning of the hotel. The first section of the study is the introductory part which includes a background analysis of Meritius Mandarin hotel and the tourism industry of Singapore. It also includes the academic objectives of the company. The second section of the study includes analysis of Mandarin Orchard Singapore’s branding position, pricing and revenue strategy, service recovery and complaint handling procedure of the Mandarin Orchard Singapore. In the third and the fourth section, analysis is done through correlation and regression to find out the attractive factors of the hotel. Finally, it concludes with recommendation to improve the ambience of the hotel, recreational facilities, food of the restaurant etc. Acknowledgements I would take this opportunity to thank and express my gratitude to my supervisor Mr. Justin Kung for his exemplary guidance in topics related to customer satisfaction, service quality and market. The constant guidance given by him throughout the project has helped me in attaining knowledge related to the project. I could not have completed the project without his help and guidance. I would also like to thank my classmates for sharing their opinions and experiences related with this project. Lastly, I would also like to thank my librarian for assisting and guiding me through a section of books related to marketing and hotel industry of Singapore. I could not have completed my project without the detailed information provided in the library books. Regards Desta lee Chapter 1 Introduction 1.1 Reasons for choosing the topic Tourism has become a global activity because it is a part of the global process of change and development (Connell and Page, 2006). The importance of tourism has changed gradually over the years; it is an economic activity which promotes economic development and increases the economic growth of a country. Tourism is no longer confined to developed countries but also includes travel to the developing countries. Firstly, the mindset of the tourist has changed and they are seeking new destinations which offer relaxation and creative thinking. Secondly, the purchasing power of the people has also increased which has led to the increase in global tourism. Singapore has become one of the popular destinations of the world also known as food paradise of the world
A Research on the marketing strategies of Meritus Mandarin Hotel and its position in the tourism industry Table of Contents Table of Contents 2 Executive Summary 4 Acknowledgements 5 Chapter 1 Introduction 6 1.1 Reasons for choosing the topic 6 1.2 Purpose of the Study 6 1.3 Academic Objectives of the Company 7 1.4 Outline of Chapters 7 Chapter 2 Situation Analysis 8 2.1 Singapore tourism and hotel industry 8 2.2 Mandarin Orchard Singapore 8 Chapter 3 Literature Review 9 3.1 Branding position 9 3.2 Pricing and revenue strategy 11 3.3 Customer relationship management (CRM) 13 3.4 Service recovery and complaint handling 14 Chapter 4 Research Methodology 15 4.1 Types of Research 15 4.2 Choice of…
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46 pages (11500 words)Dissertation
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