Macro Analysis Of Ashford International Hotel

Our team chose the hotel industry in the United States for our economic analysis. The hotel business has existed since the earliest times, and has influenced the development of the economy since the founding of this country.

The hotel chain, Astor Lodge and Suites, Inc., operates 250 properties in 10 western and Rocky Mountain states. The company’s customer base primarily comprises business travelers. In addition, the locations of the properties surround airports, large regional shopping centers, and major highways close to suburban industrial sites as well as office complexes. Projections of 2005 fiscal year forecast a fifth consecutive year of a gross loss for the firm. The estimates include an anticipated $422.6 million in company lodging revenues but a net loss of $15.7 million for 2005. As a result, Joseph James, president and CEO of Astor Lodge and Suites, Inc., initiated a challenging goal for executive management to devise a strategy achieving net profits in two years and sustaining positive growth in the future.

The marketing audit can be defined as a systematic examination of a business’s marketing environment, objectives, strategies, and activities (David Jobber). An audit is used to identify key strategic issues, problem areas and opportunities. If a business wants to put in place a plan of action to

Explanation of marketing audit is that is in fact the total analysis of the environment which consists of internal as well as external environments of any company. The components are

One of the important P’s in marketing is promotion; promotion will help company build brand awareness. Since we are starting business we will have lots of promotion to do to earn customers and have a repeat customer which is also included in our objectives to increase repeat customer and market share.

The marketing strategy of the Ashford International includes the renovation of the four and five star hotel before the spring season to attract more tourists and neighbouring locals towards the Ashford. In addition introducing new services and packages for clients is also included in the marketing strategy of the company to improve the standard of service quality of their products and services especially in regards of their food services. The focus of the marketing strategy of Ashford is their food and beverage services to increase the fascination of their potential clients towards the hotel (Davis, et al., 2013).

In the future, the competitors are increasing in the market that they try to compete by providing better promotion to customers. As a result, it becomes a comparison between Petopia Hotel and others. Meanwhile, the public relations cannot access every area to our target market. Accordingly, the operations and providing better promotions are important to improve in local area to help this situation.

Their distribution , allows them cater towards multiple target markets at the one location, by offering a segmented service, including exclusive 5 star accommodation, along with a high class wine n dine service all at the one convenient location. They use a premium pricing strategy, charging higher prices for high quality services, they effectively communicate the individual art of each room to validate consumers high prices paid for accommodation, and overall the business has an affective integration of all elements of the marketing mix.

In New Zealand the main role of promotion is to inform the potential customer about the products and services that is made for them by the company. In other words we can say that it the way to tell the customers about the products and services.

Hotels and restaurants are using concept of marketing to attract more profitable customers. Concepts of marketing actually used as a tool of understanding the growing demand and help to draw the way of meeting those demand. The National Trust industry marks the regional concepts in their marketing policy in hospitality. Hotels & restaurants are also tried to give the proper service to their customers.

The hotels & motels industry value consists of all revenues generated by hotels, motels and other accommodation providers through the provision of accommodation and foodservice. The value does not include any revenues generated through other interests, such as casinos, shops and

Ultimately, the goal of any promotional marketing campaign is to raise awareness about a product or increase its appeal. Promotional marketing has the advantage of being valuable to both new customers and existing customers -- it offers new customers a reason to try the product for the first time, while building loyalty in existing customers

In order to set the context of the presentation, it is important to examine where the distribution strategy takes place in the global marketing strategy. According to Meidan and Lee (1982), four main stages constitute the global marketing strategy of hotels: identification of the target market and the needs of these customers; formulation of the marketing objectives; definition of the constraints (mainly linked to the environment of the hotel); and finally, allocation of marketing resources. This last stage can itself be divided in four components, following the Marketing Mix model of McCarthy (1960): product, place (also called distribution), promotion and price.

Nowadays, with the rapid development of global economy, the hotel sector is unprecedentedly prosperous. However, as economic globalization develops deeply, the number of main players in competition of the hotel market continuously increases and competition of the hotel sector continuously intensifies. At the same time, the prosperously developing travel sector across the world manifests the huge market potential of the hotel sector (Milne, S., & Ateljevic, I. (2001)).

Assignment: Practical Assignment (Group project) Project outline: Each group shall select a firm of their choice to conduct a marketing analysis of the company, and identify at least 3 strategic marketing issues that the company currently faces. The group is to investigate on the problems and recommend solutions. In the report, students should clearly communicate to the senior management of the company their objectives, findings, analysis and recommendations. Their suggested solutions must be original. Title: M Hotel Singapore Marketing Analysis Student name (s): 1. Chia Sian Jin, Calvin (S7833656J) 2. Shue Baozhu (S8527920C) 3. Tan Geok Kuan, Angeline