HolidayInn营销战略分析

MarketingStrategyPresentation3Industry:HotelsCompany:InterContinentalFocus:HolidayInnUKIntroductionofIHGGroupandHolidayInnStrategicanalysisThebeststrategicfitsforHolidayInnSTPThestrategicofobjectivesMarketingmixofHolidayInnImplementation&ControlConclusionOneoftheworld’smostrecognisedhotelbrandsGlobalreputationforservice,comfortandvalueSource:IHG(2013)Morethen3,300hotelsworldwideMoreinformation:Appendix1Morecontemporarylookandfeel,Betterqualityandguestsatisfaction1952•FoundedbyKemmonsWilsoninMemphis,Tennessee2007•RelaunchedHolidayInnbrandfamily2010•Launchedfirstglobaladvertisingcampaign–“StayYou”•CompletelyrefurbishedeveryhotelinUK2013•Reintroducesitselfthrough“Changeyourview”campaignSource:HolidayInn(2013)LogoLookQualitySource:HolidayInn(2013)HighestGuestSatisfactioninMid-ScaleFull-ServiceHotel’13Source:HolidayInn(2013)1952•FoundedbyKemmonsWilsoninMemphis,Tennessee2007•RelaunchedHolidayInnbrandfamily2010•Launchedfirstglobaladvertisingcampaign–“StayYou”•CompletelyrefurbishedeveryhotelinUK2013•Reintroducesitselfthrough“Changeyourview”campaign“Stayyou”–PromotingRelauncedbrand“Changeyourview”-ReintroducingbrandbyfocusingonyoungtravelersSource:HolidayInn(2013)IHG(2013)Corecompetences“Fresh,modernandbetterthanever.Theperfectmixofbusinessandpleasurefortoday'scomfort-seekingtraveller”1952•FoundedbyKemmonsWilsoninMemphis,Tennessee2007•RelaunchedHolidayInnbrandfamily2010•Launchedfirstglobaladvertisingcampaign–“StayYou”•CompletelyrefurbishedeveryhotelinUK2013•Reintroducesitselfthrough“Changeyourview”campaignSource:HolidayInn(2013)Source:HolidayInn(2013)IHG(2013)BestMid-MarketHotelBrandintheWorld2013Source:HolidayInn(2013),Tripadvisor(2013)Source:Brandshares,Euromonitor(2013)Brandshared3.65%TravelodgeHiltonBestWesternHolidayInnPremierInnDeclinecontinuously!ThenumberofsearchingSource:GoogleTrends(2013)DecreaseinthenumberofsearchingStable%marketsharesince2007Somepeopledon’tperceivethere-brandingNeedtoimprovebrandimage/brandrecallFactorNatureofForceImplicationEvaluationPolitical/Legal•TaxregulationsandemploymentlawscanbealteredduetotheUKelections•Uncertainchangeabouttaxationandemployment-1MildThreatEconomic•Theeffectsofeconomicrecessionhaveseverelyimpactedtheoverallperformance•LessrevenuefromtheUKhotelmarket-3VitalThreatSocial/Cultural•VisitstotheUKbyoverseasresidentsincreasedsignificantlysince2011•Increasedforeigncustomerflowandconsequentlyincreasedcustomerdemandinhospitalityservices+3SignificantOpportunityTechno-logical•Increasingtrendofbookingonline•Wideusageofinternetsocialnetworkingsitesandtraveladvisorysites•Servicesbecomemorevisibletocustomerintheinformationresearchstage.•Advertising/communicatingwithcustomersapproachesaremorediversified+2SignificantOpportunityMacroEnvironmentFactorNatureofForceImplicationEvaluationNewentrants•Highentrycosts,highcapitalinvestment•Difficultytocreatebrandreputation•Highbarrierfornewentrants•Highbrandreputationleadingtounaggressivecompetition+3strongforceSubstitution•Privaterooms•Short-termrentalapartments•Hostelsandcampgrounds•Manysubstitutesarecost-saving/lowcost-2moderateforceBuyerpower•Buyersarepricesensitive•Lowswitchingcosts•Onlinehotelbooking(e.g.booking.com)givecustomersaclearpricetocompare-1mildforceSupplierpower•Mainsuppliersinclude:cleaning/Janitorialsupplies,foodandbeveragesupplies•Threemainstablesuppliersareusednow:AFIperformancefoodgroup,Monmouth,Ecolab(HolidayInn.com)•Highprofitinfoodandbeveragethushasconsiderablepoweroversuppliers+2moderateforceOverallintensityofrivalry•Intensiveduetonewtechnology•Highfixedcost•Lackofdifferentiationandswitchingcost•Pricewar•Differentiatinghotelproductsandservices-4VerystrongforceMicroEnvironmentMicroEnvironmentInternalAnalysisFactorTrendImplicationEvaluationPhysicalResources•Greatlocationandeasyfortransportation•Modernstyleandclean•Fullrangeoffacilities,varietyofrooms.•Dominantproductsandservices•144hotelsinUKwithconveniencetransportation•Manytypesofroomandmoderatecustomization•Contemporarydécor•Fullserviceamenities•Lowdifferentiatedservices+1minorstrengthHumanResources•Highlyreliantonimpressiveservicequalityandwarmhospitality•Emphasizeontalentedandwell-trainedstaffs•DevelopingaBrandHeartedcultureandtrainingprogram•Developingasetofaward-winningPeopletools+3significantstrengthFinancialResources•Accesstocapitalisimportantforhotelinvestmentsandpromotions•Diversifiesofthedebts•5%GrossRevenueincreasefrom2011•StrongcapitalofIHG(£883m)•Issuing10-yearpublicbonds(Nov’12)•Highoperatingcost+2moderatestrengthIntangibleResources•Brandloyaltyaffectstocustomers’decisions.•Competitiveandvaluableprice•Highdiversityincommunicationchannelsespeciallyindigitalnetwork•Strongreputation•Un-strengthenedbrandawareness•High-qualityportfolio&customization•Variouscommunicationchannels+1minorstrengthInternalAnalysisSWOTAnalysisInternalStrengthsExcellentBrandReputationVariouscommunicationchannelsManylocationsinUKInternalWeaknessesUn-strengthenedbrandawarenessLowdifferentiatedservicesIncreasingofoperatingcostExt.OpportunitiesWidespreadonlinebookingIncreasingc