Case study Essay Example | Topics and Well Written Essays - 750 words - 1

Case study - Essay ExampleThis has necessitated the establishment of marketing communications plan aimed at rekindling the interest of the customers who view as deviated their loyalty to other in hotels (Kenneth & Baack 67). For this to happen the marketing and advertising group have to establish the internal and external causes of the customers deviation of loyalty then find a plan to countermand 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 allele hotel chain in the globe and the most important strength is that the hotel has an unsurpassed marketing and advertising team up 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 some other proj ect thus leaving the marketing communications plan with a limited bud rag. The opportunity that presented itself is that the metropolis 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 metropolis and this was a big potential market for the hotel. Finally, the threat was that the rival hotels were really metamorphose 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 readjustment and those who want a luxurious experience. This would be a good system for getting customers want to keep 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 arse the customers it had lost for either of the reasons stated above. However, the finesse would be to craft an advertisement of this strategy in a manner that wouldnt drive apart the customers because the advertisement pastes a picture of the hotel either as a cheap or an extremely dearly-won 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 gain of the hotel but if well executed the small incentives given to the loyal customers wouldnt matter because the new customers would mend the profits of the hotel. The final plan was to tap into the newly established market of foreign dignitaries. The advertisement st rategy 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 arouse in it but this would have a negative impact on the demand of the local market. tribute The marketing and advertisement committee suggested the best way forward was an execution of alternative two. This is because a veracious execution would enable the hotel