Executive Summary
This report is a strategic analysis report for The InterContinental Hotel Wellington (ICW). The ICW is branded from the largest global hotel company in the world, The InterContinental Hotels Group (IHG). The ICW is Wellingtons only internationally branded 5 star hotel and is in the luxury hotel market. It offers rooms for business and leisure travellers however the majority of its visitors are business men. The target market for this hotel is the wealthy older male, the male: female ratio at the hotel is 2.3: 1. This report will provide an in-depth analysis of the internal and external factors at play which affect The ICW’s marketing capabilities. The market analysis, competitor analysis and macro-environment analysis
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Current Target market
The global InterContinental brand’s main target market is male, wealthy and married with kids, (Internationalist awards, 2008). Furthermore this market segment wants to gain value from their travel experiences with authentic, local experiences, (Internationalist awards, 2008). This is also reflected in the Self-made Observational Analysis in Appendices, Appendix A; where it was observed that the majority of The InterContinental Hotel Wellington’s customer base was male (male to female ratio of 2.3: 1). The travel patterns of this target market include business and pleasure travel roughly ten times a year, (Internationalist awards, 2008). The age of the market is approximated at between 45 and 64 years due to the observational analysis in appendices, appendix A, (This is a rough estimate as there is no statistical data). This age group are known as the ‘baby boomers,’ (Charbonneau et al, 2012). The accepted retirement age in New Zealand being 65 years old also supports the estimation of the age of target market, as a high number of the customers at The ICW are business travellers, so are most likely not at retirement age yet, (Work and Income NZ, 2012). This is an attractive target market segment for ICW because of the higher income levels of this age group, (The Coast, 2012).
Potential customers
Customers seeking luxury and prestige
Over recent years, there has been
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Kotler and Armstrong (2010). The marketing mix is often crucial when determining the MOGH unique selling points and how to market them correctly.
For my luxury brand marketing analysis I choosed the Four Season Hotels chain, as on my mind it is one of the most successful and well-known hotel chain, providing 5 star service all around the world.
targeted those people who would recognize and appreciate quality lodging and not those who were seeking “cheap sleep”. Inviting potential guests or individuals who might influence visitor hotel selection to launch parties, swim parties, cocktail parties and other planned events. Targeting supportive hospitality businesses. Packages that supported local businesses were developed.
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3.2. Advantages and disadvantages for this particular hotel from affiliating to the Hilton hotel chain
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Analyse the Tourism New Zealand marketing strategy used to market New Zealand internationally in terms of the following components: