HolidayInn营销战略分析

1、Marketing StrategyPresentation 3 Industry: Hotels Company: InterContinentalFocus: Holiday Inn UKAGENDAIntercontinental Hotel GroupOne of the worlds most recognised hotel brands Global reputation for service, comfort and valueSource: IHG (2021)More then 3,300 hotels worldwide Basic InformationMore in

2、formation: Appendix 1HistoryMore contemporary look and feel,Better quality and guest satisfaction Basic InformationSource: Holiday Inn (2021)Relaunched BrandSource: Holiday Inn (2021) Basic InformationHighest Guest Satisfaction in Mid-Scale Full-Service Hotel13Source: Holiday Inn (2021)History“Stay

3、you Promoting Relaunced brand“Change your view - Reintroducing brand by focusing on young travelers Basic InformationSource: Holiday Inn (2021)HistoryIHG (2021)Core competences “Fresh, modern and better than ever. The perfect mix of business and pleasure for todays comfort-seeking traveller Basic In

4、formationSource: Holiday Inn (2021) ServicesSource: Holiday Inn (2021) Guests feedbackIHG (2021)Best Mid-Market Hotel Brand in the World 2021 Source: Holiday Inn (2021), Tripadvisor (2021) Market sharesSource: Brand shares, Euromonitor (2021)Brand shared 3.65 %Stable level of market share -Not succe

5、ed in rebranding ? Google TrendsDecline continuously!The number of searching Source: Google Trends (2021) Current Problem Need to improve “BRAND AWARENESSFactorNature of ForceImplicationEvaluation Political/LegalTax regulations and employment laws can be altered due to the UK elections Uncertain cha

6、nge about taxation and employment-1Mild ThreatEconomicThe effects of economic recession have severely impacted the overall performanceLess revenue from the UK hotel market-3Vital ThreatSocial/CulturalVisits to the UK by overseas residents increased significantly since 2011Increased foreign customer

7、flow and consequently increased customer demand in hospitality services+3Significant OpportunityTechno-logicalIncreasing trend of booking onlineWide usage of internet social networking sites and travel advisory sitesServices become more visible to customer in the information research stage.Advertisi

8、ng/communicating with customer s approaches are more diversified +2Significant Opportunity Strategic analysisMacro EnvironmentFactorNature of ForceImplicationEvaluation New entrantsHigh entry costs, high capital investmentDifficulty to create brand reputationHigh barrier for new entrantsHigh brand r

9、eputation leading to unaggressive competition +3strong forceSubstitutionPrivate roomsShort-term rental apartmentsHostels and campgroundsMany substitutes are cost-saving/low cost-2 moderate forceBuyer powerBuyers are price sensitiveLow switching costsOnline hotel booking (e.g. ) give customers a clea

10、r price to compare- 1mild forceSupplier powerMain suppliers include: cleaning/Janitorial supplies, food and beverage suppliesThree main stable suppliers are used now: AFI performance food group, Monmouth, Ecolab (Holiday I)High profit in food and beverage thus has considerable power over suppliers+2

11、moderateforceOverall intensity of rivalryIntensive due to new technology High fixed cost Lack of differentiation and switching costPrice warDifferentiating hotel products and services- 4Very strongforceMicro Environment Strategic analysisMicro EnvironmentInternal Analysis Strategic analysisFactorTre

12、ndImplication Evaluation Physical ResourcesGreat location and easy for transportationModern style and cleanFull range of facilities, variety of rooms. Dominant products and services144 hotels in UK with convenience transportationMany types of room and moderate customization Contemporary dcor Full se

13、rvice amenities Low differentiated services + 1 minor strengthHuman ResourcesHighly reliant on impressive service quality and warm hospitalityEmphasize on talented and well-trained staffs Developing a Brand Hearted culture and training programDeveloping a set of award-winning People tools+ 3 signifi

14、cant strengthFinancial ResourcesAccess to capital is important for hotel investments and promotionsDiversifies of the debts5% Gross Revenue increase from 2011Strong capital of IHG (883m) Issuing 10-year public bonds (Nov12)High operating cost+2 moderate strengthIntangible ResourcesBrand loyalty affe

15、cts to customers decisions.Competitive and valuable priceHigh diversity in communication channels especially in digital networkStrong reputationUn-strengthened brand awarenessHigh-quality portfolio & customizationVarious communication channels+1 minor strengthInternal AnalysisSWOT AnalysisInternal S

16、trengths Excellent Brand Reputation Various communication channels Many locations in UKInternal WeaknessesUn-strengthened brand awareness Low differentiated services Increasing of operating costExt. Opportunities Widespread online booking Increasing customer inflow and demand in hospitality services

17、Market Penetration StrategyStrengthen online channels booking service, marketing, and customer engagingImprove brand image Brand communicationProduct Development StrategyLaunch innovative products and services to reinforce the market positionExternal Threats Increasing of low cost competitors Price-

18、sensitive customers Less revenue from the UK hotel marketMarket Penetration StrategyDifferentiation on quality of servicesStrengthen brand image by Customer Social Responsibility programLaunch new promotions for members or provide special offerCost Leadership StrategyReduce operating cost Create eco

19、nomical accommodation to satisfy cost chasing customers WTWOSOST Strategic analysisSWOT Analysis5 years Strategic Fits“TO STRENGTHEN BRAND AWARENESSSegmentation STPTargeting - Demographic Usage of hotels in Great Britain (% of adult) Year ending December 2021 Mid-market hotelPersonal business STPSou

20、rce: Hotels 2021, Keynote (2021)B: Middle classIntermediate managerial, administrative or professionalC1: Lower middle classSupervisory or clerical, junior managerial, administrative or professionalMore information: Appendix 2StriversTrendy and fun lovingFavor stylish product that emulate the purcha

21、se of people with greater material wealthBelievers Motivated by idealsFollow established Routines and predictable STPTargeting - Psychographic Source: strategicbusinessinsights/vals/ustypes.shtml More information: Appendix 3 STPTargeting - Geographic Focus on LEISURE travellers (Holiday & VFR)Mainly

22、 focus onCHINESE travellersSource: Foresight, VisitBritain (2021 ), Hotels 2021, Keynote( 2021)Increase sharplyMore information: Appendix 4,5Targeting - Geographic STPChina4,486 million18,846 million11,491 million4,501 millionSource: Travel Trends , Keynote (2021)Select by total expenditureUKMore in

23、formation: Appendix 6,7 STPPositioning HighBrand ReputationMore information: Appendix 8We want to grow by making our brands the first choice for guests and hotel owners Our purpose is to let your expect the same comforts as home (office) and access to services that help make your experience seamless

24、.Source: Holiday Inn (2021) Strategic objectivesCorporate missionShort-termMaintain and strengthen brand image as the best Mid-Market Hotel Brand in the WorldBoost market share in online booking (30%)Increase 6% RevPAR (revenue per available room)Achieved through positioning Holiday Inn as the quali

25、ty leader and “the highest in guest satisfaction among midscale full service hotel chainObtaining a considerable revenue growth and RevPAR growth rate (7.2%) within the next 5 years. Strategic objectivesShort-termShort-termLong-term7Ps - OverallProductVarious amenitiesto make business and family tra

26、vel easier such as on-site restaurants bars, business centers, fitness, and swimming poolsComfortable accommodation and modern decorFull basic services including design tailored conference/wedding planSpecial services to differentiate brand such as bouquet/ birthday cake delivery servicePromotionAdv

27、ertising by print media such as magazines and newspapers; telecast such as TV; internet advertising (as main media) such as popular website for travellers, social media, and apps in smartphone Publicity: updating hotel events via newspapers, magazines and internet; holding charitable events; promoti

28、ng hotels corporate responsibility especially in environment and social aspect to create good hotel imageSales Promotion: trip package focusing on leisure travellers, seasonal promotion, voucher/discount dealing with credit card promotion and airline; have special promotion for UK & Chinese travelle

29、rs Continue concept “Change your view” to alter customers perception with new brand image Enhance CRM program to reach customers such as promotion by emailPriceChoose Tactical Pricing include: Seasonal discount which is offered when off season Trade discount when tour operators offer/big group offer

30、 discount and Special discount for special function room or rare overnight opportunity Marketing mix 7Ps7Ps Overall (cont.)PlaceUse travel agents - retail and company agents, Hotel representativesAccept several type of credits including Chinese credit cardHotel online booking via hotel agents websit

31、es such as Expedia, B, TripadvisorProcessImprove efficiency and quality of processes and servicesFast response with customers requirements, enquires and complaintsStandardize processes with consistent controlling and monitoringSatisfying customers by great services and dealing with complaints carefu

32、lly and simplyPhysical environmentBeautify online interface with simply and modern conceptBuild a comfort, quiet, smart and rundown environment under “Feel like at home/office” conceptKeep facilities functional effective and simplePeopleTrain and motivate sense of services and care among employeesDe

33、velop management team with good business awareness and ability of tackling business risk and innovating strategiesCreate warm, comfortable, friendly and efficient culture within businessPrioritize customer service to the first placeHire staffs who can speak Chinese language to serve Chinese tourists

34、 Marketing mix 7PsTravel information Most of travellers search holiday information by using INTERNET Marketing mix- PlaceSource: Holiday Purchasing Patterns , Keynote (2021)Source: Foresight, Visitbritain (2021)Most of visitors ( 50%) book hotels by using INTERNETOnline Bookings Marketing mix- Place

35、Chinese Consumers Behavior E-commerce growing strongly due to rapidly increasing mobile usage and rising use of financial cards. Internet sales in China rocketed from US$1.8 billion in 2021 to $ 93.2 billion in 2021.In China, the percentage of internet users jumped from 22.6% in 2021 to 45.1% in 202

36、1 Marketing mix- PromotionSource: How BRICS Consumers Behave, Euromonitor (2021)AdvertisingInternet AdvertisingSearch engines e.g. Google, Yahoo, BaiduTravel website e.g. Expedia, Qunar Social media e.g. Facebook, Weibo,Application e.g. Line, Holiday Inn appMagazines e.g. TravellerLonely PlanetFree

37、train station magazine Marketing mix- PromotionCorporate ResponsibilityPromote IHGs corporate responsibility because customers are interested in hotels responsibility for social and environment Green Engage helps hotels to conserve resources and save money by reducing carbon footprint and water usin

38、gSustainable business and good corporate image Marketing mix- PromotionSource: IHG (2021)Customer Perspective- Timely: Customer communications- Annually: Market research- Long-term: Customer loyaltyFinancial Perspective- Monthly: Benchmarking/Monitor financial indicators from financial statements- A

39、nnually: Annual report analysis- Long-term: Achieve a growth of 5.5% per year on RevPAR by 2021 Internal Business Perspective- Monthly: Monitor operating and administrative costs- Quarterly and Annually: Employee performance- Long-term: Supply chain sustainability performanceLearning and Growth Pers

40、pective- Quarterly: Employee training- Long-term: Organization knowledgeThe Balanced ScorecardVision and Strategy Implementation & ControlMore information: Appendix 9,10Implementation & ControlFeedbacks ConclusionAppendix 1 Market Share of hotels AppendixSource: Travel accomodation in the United Kin

41、gdom, Euromonitor (2021)Appendix 2 - Targeting DemographicSource: UK Social Class (2021) AppendixSource: Hotel Market Reports, Key Note (2021) AppendixAppendix 3 - Targeting GeographicAppendix 7- BRICS InformationWe choose to target overseas leisure customers especially China because China is the co

42、untry that has the highest GDP in BRICS. AppendixSource: How BRICS Consumers Behave, Euromonitor (2021)Consumer ExpenditureSource: How BRICS Consumers Behave, Euromonitor (2021)Appendix 8 - Why do we focus on Chinese market?China market spends the most on hotels AppendixOur main target of domestic c

43、ustomers are from Leisure Travel AppendixAppendix 4 - Targeting GeographicSource: Holiday Purchasing Patterns , Keynote (2021)Our main target of overseas customers are from Leisure Travel AppendixAppendix 5 - Targeting GeographicSource: Holiday Purchasing Patterns , Keynote (2021)Source: /news/40601

44、19.htmlRank 3 in Sunday Times List 2021 - 25 Best Big Companies ( up from rank 14 in 2021)Source: b.co.uk/Lists/ListedCompanies.aspx?Survey=133&Size=352 AppendixAppendix 6 - PositioningHotel Ranking 2021Appendix 9- Balanced ScorecardBalanced Scorecard is a method that we choose to measure the result

45、s of strategies. It consists of four perspectives. AppendixSource: Kaplan and Norton (1996)Appendix 10 Strategy Map of Balanced Scorecard AppendixSource: Kaplan and Norton (1996)Ansoff, H.I., (1957) Strategies for Diversification, Harvard Business Review (SeptemberOctober), pp.113124.Business Travel

46、ler. (2021). Holiday Inn Retrieved from : businesstraveller (Accessed 1 October 2021)Euromonitor International. (2021). Intercontinental Hotels Group PLC in Travel and Tourism (World). Datagraphic. Retrieved from Pass GMID. (Accessed 6 October 2021)Euromonitor International. (2021). Future of the UK

47、 Hotels Industry Lies with BRICs. Retrieved from Pass GMID. (Accessed 14 October 2021)Euromonitor International. (2021). How BRICS Consumers Behave. Retrieved from Passport GMID. (Accessed 14 October 2021)Euromonitor International. (2021). Travel Accommodation in the United Kingdom. Datagraphic. Ret

48、rieved from Pass GMID. (Accessed 14 October 2021)Euromonitor International. (2021). Travel and Tourism. Datagraphic. Retrieved from Pass GMID. (Accessed 14 October 2021)Foresight Issue116 (2021). Visit Britain. Retrieved from : /research (Accessed 20 October 2021)Google Trend. (2021). Retrieved from

49、 : google.co.uk/trends (Accessed 27 November 2021)Holiday Inn (2021) Holiday Inn Financial Report 2021, Holiday Inn official website. Retrieved from: newtonholidayinnexpress.weebly/uploads/1/7/7/5/1775727/hix_financial_ statements_01-31-2021.pdf (Accessed 6 October 2021)Holiday Inn (2021) Supply Cha

50、in Management, Holiday Inn official website. Retrieved from: team4holidayinn.blogspot.co.uk/2021/04/supply-chain-management.html (Accessed 11 October 2021) ReferencesHoliday Inn. (2021). Holiday Inn Experience. Retrieved from ihg/holidayinn/ hotels/us/en/global/exp/main#scmisc=nav_main_hi (Accessed

51、2 October 2021)Hotel Ranking. (2021). World Ranking 2021 Of Hotel Groups And Brands. Retrieved from : /news/4060119.html (Accessed 21 October 2021)IHG. (2021). Annual Report. Retrieved from ihgplc/files/reports/ar2021/ docs/IHG_Report_2021.pdf (Accessed 6 October 2021)IHG. (2021). Annual Report. Ret

52、rieved from ihgplc/files/reports/ar2021/docs/ IHG_Report_2021.pdf (Accessed 6 October 2021)IHG. (2021). Annual Review and Summary Financial Statement. Retrieved from ihgplc/index.asp?pageid=55§ion=All (Accessed 8 October 2021)IHG. (2021). IHG Company Overview. Retrieved from : ihg/hotels/us/en/

53、global/about/company-overview#scmisc=nav_company-overview_6c (Accessed 1 October 2021)IHG. (2021). Investors. Retrieved from ihgplc/index.asp?pageid=47 (Accessed 11 October 2021)Kaplan, R. S. and Norton D. P. (1996) Using the Balanced Scorecard as a Strategic Management System, Harvard Business Review Jan Feb p