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Holiday Inn UAE International Marketing Strategy Analysis

by findsteps
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Table of Contents

  • 1.0 Introduction
    • 1.1 About the Company
  • 2.0 Situation Analysis
    • 2.1 Internal Environment
    • 2.2 External Environment
    • 2.3 Market Analysis
    • 2.4 Portfolio Analysis (BCG Matrix)
    • 2.5 Product Life Cycle
    • 2.6 Current Positioning
    • 2.7 Ansoff Matrix for Current Strategies presently Adopted by the Company
    • 2.8 Market Trends
    • 2.9 Competitive Environment (Porter’s Five Forces)
  • 3.0 Vision, Mission & Values
    • 3.1 Vision
    • 3.2 Mission Statement
    • 3.3 Brand Values
    • 3.4 Broad Aims
    • 3.5 Objectives (Short, Medium and Long Term)
  • 4.0 Strategy and Justifications
    • 4.1 Competitive Strategy (Porter’s Generic)
    • 4.2 Segmentation
    • 4.3 Ansoff Matrix for Proposed Strategies
    • 4.4 Positioning
  • 5.0 Market Mix Standardisation vs. Adaption
    • 5.1 Product
    • 5.2 Price
    • 5.3 Place
    • 5.4 Promotion
    • 5.5 People
    • 5.6 Process
    • 5.7 Physical Evidence
  • 6.0 Implementation, Evaluation and Control
    • 6.1 Timescale for Each Objective
    • 6.2 Total Marketing Budget Available
    • 6.3 Control and Feedback Systems (Balanced Scorecard)
  • 7.0 Conclusion and Recommendations
  • References
  • Bibliography

1.0 Introduction

This report is an effort to develop a marketing plan for Holiday Inn in UAE. 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.

Holiday Inn UAE International Marketing Strategy Analysis

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