Marketing Plan for Crown Plaza Hotels & Resorts Essay

Competition among hotel and cordial reception melodic phrase has increased enormously as customers atomic numeral 18 getting more educated and fashionable. Theyve been demanding more luxurious operate and products which urge giving medications to focus on better merchandising and strategic planning. Hotels and firms now believe that personal and unassailable relationships with strength customers is key to competitive avail in todays competitive headache environment. The root of developing and upholding the relationship between customers and organisations through comprehensive tradeing plans took a while. Before, organisations were more vigilant to improve their line of products and services solo.strategic merchandising planning was introduced by theorists and policy makers when they identified the need and strand so forth of long-term relationship with individual customers and it greatly influenced the merchandise. How internal and outside factors ar essential for ho tel and hospitality patronage and how they possibly shtup make a motion the business sector in positive or negative way? To state these questions, this search study leave alone mainly focus on some key factors of hospitality business and they will be discussed at length in order to establish a more soluble analysis (Steven Pike, 2008).Table of contentsExecutive Summary2Introduction3Critical Evaluation and Major Findings3Conclusion3Recommendations3References3Introduction exceed nitty-gritty Hotels & Resorts is prestigious brand of InterContinental Hotel Groups chain which operates in more than 100 countries wholly over the world. crownwork topographic point shares its mission statement that To create great hotels guests love and has earned great competitive advantage over its contests in Hotel and Hospitality business. Undoubtedly, some hotel of such prestige and luxury dealnot afford to disappoint its shank of customers and will keenly point out those parameters and strategies which uphold wield the customers returning the hotel. The essential need for marketing planning can be perceived though this idea and therefore this research study will incorporate the design of strategic marketing for detonating device space hotel. For this, I will meticulously study the existing practices of marketing planning in tiptop Plaza Hotel and carefully ob distribute all parameters so that this study can tending otherwise hotels and the organisation itself in future (Abdullah and Zahir, 2009).To maintain competitive advantage and keep organisation out from critical business situations, Crown Plaza take efficacious marketing plans to evaluate and go over potential risks and threats, thus devising strategies for flourishing development. The comprehensive marketing plan would facilitate Crown Plaza hotel to determine its flowing position among its competitors, its strengths, its weaknesses, opportunities and threats associated. The determination of we aknesses 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, Crown Plaza hotel can earn great benefits from such opportunities. And last but not least, threats and risks associated with hotel assiduity which can seriously damage the reputation of Crown Plaza hotel it gained through the span of time.All these batch provoke the need of an integrated, well-structured and analytical approach. SWOT analysis is one of the acute solutions available for critical evaluation of market needs (Anja Bhm, 2008). Broad information is required from Hotel, its competitors, its business environment and overall market to acquire a resourceful market analysis. Obviously it will require performing environmental and competitors analyses as well to add comprehensiveness to the study. SWOT analysis is one such sc ratch that can easily compact and present the process of analysis by critically evaluating internal and immaterial 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.It will also help hotel to develop generic strategies basing upon careful observation of various factors associated with it and their critical analysis. SWOT analysis is an integrated instrument which comprises key organisational and environmental attributes. potential difference 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).The main objective of this study is to provide an essential added value to Crown Plazas strategic development while delivering an analysis gadget to hotels management to process its internal and external factors. In this regard, SWORT analysis in close vicinity of micro and macro analysis tools will serve the purpose. This assignment is furthermore aimed at analyzing valuable approaches and practices to discuss explicit issues associated with Crown plaza hotel in specific, and hotel and hospitality business in general including employee loyalty, increased sales, customer satisfaction and so forth(BNET Staff, 2007).Critical Evaluation and Major FindingsTo evince SWOT-driven analysis and marketing plan for Crown Plaza hotel, it is essential to acquire information regarding its potentials, its competitors, environment and other associated factors. The potential analysis of Crown Plaza hotel can be identified independently by analysing current market situation. This analysis could serve as valuation method for organisation to develop new flap of products and services. The potential market analysis will help the Crown Pl aza hotel to use its investment assets effectively.It needs to invest a handsome amount of money and resources into customer relationship management so those potential customers become loyal to brand and products. There are seven skills which can be employed by crown plaza to build a strong and long-lasting relationship with its customer base and they are targeting, preparation, assessing, committing, connecting, solving, and last but not least managing. To keep customers, it is essential for hotel fabrication to keep track of all these eight factors which will ensure a definite success.(Keller, 2008)As far as competitors analysis is concerned, the Crown Plaza hotel has many rivals in the market thus it will require hotels management to keep an eye on various marketing strategies developed by its competitors and how they implemented them successfully. For example, CLASS was among successful strategic plans implemented by Ritz Carlton Hotel, principally aimed at providing the loyal customers with three basic amenities, Recognition, Personalisation and Status. These three services were internality factors in success story of the Ritz. As concept of developing strategic marketing plans is directly link up with customer satisfaction, the management of Crown Plaza hotel should provide a great line of products and services to execute its royal customers. They cannot afford to let customers suffer poor quality products and services. It wont only be a threat to business but culture of the Crown Plaza hotel.For sustainable income and reputation of the hotel, the percentage of strategic building process is never dying and there is always a need to diagnose 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 conceive of of their association with one of worlds greatest hotels whenever they enter into it with a strong belief in their hearts that they are r ecognised. And surely they will be treated as important guests and will be provided with superior services and facilities. Personalisation is basically another giant step towards customer retention which should be aimed at providing more customized services to the customers.Services not only provided but designed according to taste of customers which they attend amusing and satisfactory. A customer goes happily and is more willing to revisit if he knows that this one situation service or one beginicular staff members can satisfy his appetite. Lastly, the status earned by the Crown Plaza must be shared and celebrated by its loyal customers. They should not only feel the prestige whenever they step into Crown Plaza but pride themselves to be a part of it. Status is in fact the most important factor of luxury segment of worlds greatest hotels (Ferrel and Hartline, 2008)Based on SWOT analysis of internal and external environment and business factors associated with Crown Plaza includ ing assessment of internal factors through 7S framework and 5Ms, and external factors through PESTEL analysis, following results were carried out upcountry FactorsStrengthsAspirational Hotels Locations all over the world, sumptuousness environment, PrioityClubRewards, confirmed suite upgrades, online reservations, organized hotels chain, mini bar and so onWeaknessesGlobally acknowledged strategic plan, not enough hotels as compared to associated brands, less valuable travel packages, costly packages etc. External FactorsOpportunitiesPeak tourist seasons, long-term potential growth of hotel industry, unique experience of plaza hotel in heritage hotels.ThreatsEconomic conditions, changing trends, increased competitive environment etc.All 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 orbicular hotel industry by focusing on the better relationship with customers. The policies including customized services, reward points, gift certificates, privacy concerns etc. suffer helped the management to retain increased amounts of profits to the organisation. These policies were formulated to engage the customers in the future and certified of their revisit (Ezinemark, 2012).ConclusionThis Study not only determined those key factors but challenges that can affect Crown Plazas business in future. Hotel industry in 21st century cannot extend without taking care of certain parameters and in hotel industry customer satisfaction is key parameter. If you cannot satisfy your customers, 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 ret ain increased amounts of profits to the organisation.These policies were formulated to engage the customers in the future and assured of their revisit (Smithers, 2009). Apart from luxurious services and products, that one thing Plaza customers admire most is privacy minded(p) to them. Crown Plaza has successfully managed to provide its customers with VIP suites and rooms which they find private and relaxing. More bounteous suites were announced by management with highlighted privacy.This 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. Nevertheless, these factors are generally 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 muscular strength for Crown Plaza hotel in the future (Paul and Richter, 2007).Recomme ndationsHotel and hospitality industry contributes heavily to worlds economics and business and most basic element of this industry is its loyal customers. Any organisation flunk to achieve customer retention cannot and will not survive in todays 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 contribution 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 customer satisfaction. Nevertheless it will require higher level of efforts and resources to formulate research study of its kind.ReferencesAbdullah and Zahir, 2009. Evaluation of Strategic Information Systems prep (SISP) Techniques Driver Perspective, European and Mediterranean Conference on Information Systems. Anja Bhm, 2008, the SWOT analysisBNET Staff. ( 2007). The CBS synergistic Business Network. online Available at Accessed 29th November 2012 Ezinemark, 2010. InterContinental Hotels Group PLC SWOT Analysis Market explore Report On AarkstoreEnterprise 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 education Inc Mumel, D. & Snoj, B. (2007). The analysis of questionnaires for hotel guests satisfaction comparison between Croatia and Slovenia. quaternary International Conference Global Challenges for Competitiveness Business and Government Perspective Nadine Pahl, Anne Richter, (2007) SWOT Analysis Idea, methodological analysis and A Practical Approach. GRIN Verlag. Saunders et al (2009) Research methods for business students, 5th ed. Essex Pearson education Limited. Smithers, R (2009) tag and Spencer launches UKs 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) Destination Marketing an Integrated Marketing Communication Approach, Elsevier Inc