SWOT Analysis Of Mercure Hotel

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Executive Summary
The marketing concept has developed from merely promoting the company’s products or services into a complete art or a science of generating a lasting brand image in the competitive market. In this context, marketing is defined as the process of formulating strategies while expecting the needs and preferences of the customers so as to attract and retain them. The marketing process involves a succession of activities linked to promotion, formulating marketing strategies, online promotions, broadcasting, and providing good customer service. This report explores the concepts of marketing plan of Mercure Hotel. The plan includes various phases of marketing management, that is, SWOT analysis, different strategies, and marketing …show more content…

There are many factors which affect its operations due to an escalating stiff competition in the hospitality industry (Cohen 2013).
Strength
Mercure Hotel internal resources provide it with a greater competitive advantage. It is well known for its good reputation, superior customer service and corporate culture. Its financial muscle as a result of stable cash flow provides it with much strength. It also has a high brand recall. The hotel usually -provides economy, upscale and, midscale lodging capturing a wider market segment. By leveraging on technology, it also allows its clients to get access of information and thus they are able to make online reservation. The diversified portfolios which it offers based on price and service is also a major strength. The loyalty programs are more personalized and are meant to offer experience-oriented rewards options always. The well trained and skilled employees are an asset to the company as well as its flat management …show more content…

It can also enhance its brand invention strategies so to compete effectively with other major hotels for the limited market share. It can optimize the use of technology and social networks to advertise itself, minimize costs and improve customer service. According to MacInnis & Heslop (2007), there is an active growth in emerging markets as a result of enhanced economic conditions, well developed infrastructures, increased number of urban middle class in the population and mounting foreign tourism. It can also explore the aspect of Green appeal to improve their social, business, and environmental responsibility. This will also help maintain the operational costs (energy, water) to a lesser level and boost services through the provision of healthier work environments and provide more comfort to tourists. Mercure hotel can also explore Health and wellness appeals so as to be a premium hospitality provider; it is well-positioned to take advantage of the increased demand for wellness and health services. The strong position in the communities as well as with the suppliers is provides great opportunities for

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