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Case study

This has necessitated the establishment of marketing communications plan aimed at rekindling the interest of the customers who have deviated their loyalty to other in hotels (Kenneth & Baack 67). For this to happen the marketing and advertising team have to establish the internal and external causes of the customers deviation of loyalty then find a plan to reverse this process in a manner that will benefit both the hotel and its customers. Situation Analysis A SWOT analysis was conducted and the following was ascertained: the strengths of the hotel related to the predicament included; it is among the units of the third most dominant hotel chain in the globe and the most important strength is that the hotel has an unsurpassed marketing and advertising team and vast pool of resources. This gives the hotel an added advantage in the cutthroat competition. The weakness is that the expendable funds had been already allocated to another project thus leaving the marketing communications plan with a limited budget. The opportunity that presented itself is that the city where the hotel is located was recently made the headquarters of an international body and that meant that a lot of foreign dignitaries would be coming to the city and this was a big potential market for the hotel. Finally, the threat was that the rival hotels were really stiffening the competition and to add salt to the injury even more hotels of the same kind were being established. Alternatives The team came up three different sets of solutions to counter the predicament that the hotel had suddenly found itself in. the first alternative was to change the format the hotels rooms and facilities so that the hotel could have the ability to accommodate the customers who want a budget accommodation and those who want a luxurious experience. This would be a good strategy for getting customers want to save a buck and get good accommodation and those who want to spend an extra buck to get an extremely luxurious experience. It would also enable the hotel to get back the customers it had lost for either of the reasons stated above. However, the trick would be to craft an advertisement of this strategy in a manner that wouldn’t drive away the customers because the advertisement pastes a picture of the hotel either as a cheap or an extremely expensive or a contradiction of both. Creating a new way to bring back the customers who had deviated to other hotels by introducing a system of rewarding loyalty was the second plan. This would not only bring old customers back but also introduce a new customer base. The problem in this is that it would limit the profits of the hotel but if well executed the small incentives given to the loyal customers wouldn’t matter because the new customers would improve the profits of the hotel. The final plan was to tap into the newly established market of foreign dignitaries. The advertisement strategy would be to come to an arrangement with several airline industries so that the hotel could advertise itself to any persons coming to the city from another country. This would give the hotel a head start in getting the foreign market interested in it but this would have a negative impact on the demand of the local market. Recommendation The marketing and advertisement committee suggested the best way forward was an execution of alternative two. This is because a proper execution would enable the hotel ...Show more

Summary

Name: Instructor: Course: Date: Rekindling the Interest in Interontinental Hotel-Holiday Inn Executive Summary The dwindling number of customers necessitated that the InterContinental Hotel-Holiday Inn to come up with a way to lure old customers. The marketing communications plan also included an objective of attaining new and regular customers…
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Case study essay example
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