Marketing Plan for Crown Plaza Hotels & Resorts Essay

Competition among hotel and hospitality headache has change magnitude enormously as guests atomic number 18 getting more than(prenominal)(prenominal) educated and fashionable. Theyve been demanding more luxurious dispense and products which urge organisations to focus on discover marketing and strategicalal prep ardness. Hotels and firms straight believe that personal and strong exclusivelyiances with capableness customers is list to war-ridden payoff in todays competitive line of credit surround. The idea of develop and upholding the relationship between customers and organisations through comprehensive marketing plans took a while. Before, organisations were more vigilant to improve their line of products and services only.Strategic Marketing mean was introduced by theorists and policy makers when they identified the exigency and scope of long-term relationship with individual customers and it bulkyly influenced the market. How internal and immaterial facto rs are natural for hotel and hospitality business and how they possibly eject affect the business in cocksure or negative way? To answer these questions, this research study will importantly focus on some key factors of hospitality business and they will be discussed at length in order to pay a more explicable synopsis (Steven Pike, 2008).Table of contents administrator Summary2Introduction3Critical Evaluation and Major Findings3 acceptedty3Recommendations3References3Introductionpeak berth Hotels & Resorts is honored brand of worldwide Hotel Groups chain which operates in more than 100 countries all over the domain of a function. vest shoes shares its mission statement that To create great hotels guests love and has pull in great competitive good over its competitors in Hotel and Hospitality business. Undoubtedly, some hotel of such prestige and lavishness assholenot afford to lower its base of customers and will keenly observe those parameters and strategies which sustain cargo hold the customers revisiting the hotel. The essential need for marketing provision tail end be perceived though this idea and therefore this research study will in integrated the fantasy of strategic marketing for confidential information heart hotel. For this, I will meticulously study the existing practices of marketing planning in Crown lieu Hotel and carefully observe all parameters so that this study can service other hotels and the organisation itself in coming(prenominal) (Abdullah and Zahir, 2009).To maintain competitive advantage and keep organisation out from critical business situations, Crown plaza needs efficacious marketing plans to evaluate and determine potential risks and threats, frankincense devising strategies for flourishing development. The comprehensive marketing plan would facilitate Crown heart hotel to determine its current personate among its competitors, its military capabilitys, its weaknesses, opportunities and threats associ ated. The determination of weaknesses and subsequent planning to neutralize, even turning them into strengths will inspection and repair organisation to meet its corporate mission (Mumel and Snoj, 2007). As hotel and Hospitality business is full of opportunities and promising business environments, Crown shoes hotel can earn great benefits from such opportunities. And extend but not least, threats and risks associated with hotel effort which can seriously damage the composition of Crown Plaza hotel it gained through the span of time.All these circumstances invoke the need of an integrated, well-structured and analytical approach. dweeb digest is one of the acute solutions on tap(predicate) for critical evaluation of market needs (Anja Bhm, 2008). Broad selective discipline is required from Hotel, its competitors, its business environment and overall market to acquire a resourceful market epitome. Obviously it will require performing environmental and competitors analyses as well to add comprehensiveness to the study. rig out analysis is one such tool that can easily summary 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.It will as well help hotel to develop generic strategies basing upon careful mirror image of various factors associated with it and their critical analysis. dweeb analysis is an integrated instrument which comprises key organisational and environmental attributes. Potential strategic plan development is among key objectives of tog up 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 adde d value to Crown Plazas strategic development while delivering an analysis gadget to hotels direction 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 etc (BNET Staff, 2007).Critical Evaluation and Major FindingsTo convey 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 radical range of produ cts and services. The potential market analysis will help the Crown Plaza hotel to use its investment assets effectively.It needs to invest a great(p) 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- finaleing 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 industriousness to keep track of all these eight factors which will ensure a expressed success.(Keller, 2008)As far as competitors analysis is concerned, the Crown Plaza hotel has some(prenominal) 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, chiefly aimed at providing the loyal customers with three basic amenities, credit entry, Personalisation and Status. These three services were load 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 over-embellished customers. They cannot afford to let customers suffer poor quality products and services. It wont only be a threat to business but refinement of the Crown Plaza hotel.For sustainable income and reputation of the hotel, the role of strategic build 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 association with one of worlds greatest hotel s whenever they enter into it with a strong belief in their hearts that they are recognised. And surely they will be treated as important guests and will be provided with superior services and facilities. Personalisation is basically another(prenominal) giant ill-treat towards customer retention which should be aimed at providing more customized services to the customers.Services not only provided but designed agree to taste of customers which they find amusing and satisfactory. A customer goes happily and is more willing to revisit if he knows that this one leave-takingicular service or one particular staff members can satisfy his appetite. Lastly, the status earned by the Crown Plaza must be shared and famed by its loyal customers. They should not only feel the prestige whenever they flavor 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 a nalysis 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, adjacent results were carried outInternal FactorsStrengthsAspirational Hotels Locations all over the world, prodigality environment, PrioityClubRewards, corroborate suite upgrades, online reservations, organized hotels chain, mini bar etc.Weaknesses orbiculately acknowledged strategic plan, not enough hotels as compared to associated brands, less valuable travel packages, dearly-won packages etc. External FactorsOpportunitiesPeak tourist seasons, long-term potential growth of hotel industry, alone(predicate) 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 befuddled chains of Crown Pl aza 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, reward points, render certificates, privacy concerns etc. have helped the management to retain increased amounts of remuneration to the organisation. These policies were modernized to engage the customers in the future and assured 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 survive 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 inclu ding customized services, reward points, gift certificates, privacy concerns etc. have helped the management to retain 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 affaire Plaza customers admire most is privacy given to them. Crown Plaza has successfully managed to provide its customers with VIP suites and rooms which they find private and relaxing. much big 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 subordinate such weaknesses, thus it can be accounted as powerful strength for Crown Plaza hotel in the future (Paul and Richter, 2007).RecommendationsHotel and hospitality industry contributes firmly to worlds economics and business and most basic part of this industry is its loyal customers. Any organisation failing 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(prenominal) 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 Planning (SISP) Techniques num ber one wood Perspective, European and Mediterranean Conference on Information Systems. Anja Bhm, 2008, the SWOT analysisBNET Staff. (2007). The CBS Interactive Business Network. online Available at Accessed 29th November 2012 Ezinemark, 2010. InterContinental Hotels Group PLC SWOT Analysis Market Research 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. 4th 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, fifth ed. Essex Pearson education Limited. Smithers, R (2009) Marks 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 incorporated Marketing Communication Approach, Elsevier Inc