1-Produce 2 marketing objectives for Intercontinental -Conduct SWOT analysis for Intercontinental? 3- Mention an appropriate generic strategy for Intercontinental to hit its competitors?
Intercontinental hotel has over 200 hotels in 75 countries. Intercontinental is known
for its luxurious rooms and buildings and for the high quality of its staff training. The
hotels are not the standardized, but they reflect local styles and circumstances. For
example, the Intercontinental in Lusaka, Zambia has a dinning room which is open to
the gardens and swimming pool on one side so the guests effectively eat in the open
air. This would obviously be impossible in a colder climate, but guests enjoy the
tropical atmosphere and the hotel is often used for business meetings as a result.
Intercontinental provides up-market accommodation for international travelers. The
bulk of the guests are business people so the hotels provide excellent business
facilities, including meeting rooms, conference centers, secretarial services, fax
machines, internet facilities and a concierge desk. For people staying at these hotels,
cost is very much less important than the level of service comfort. A busy executive
who is recovering from a 10 hour flight and a 5 hour time difference may still need
to make several urgent phone calls, check emails and find a good local restaurant for
dinner with a client the following night. Intercontinental is skillful at meeting all
these needs.
Intercontinental provides a reassuring familiarity coupled with a local flavor for
business and leisure travelers. Known that an Intercontinental hotel is available in the
destination country is reassuring for people who have a great deal more urgent
matters on their mind than researching hotels in foreign countries
1-Produce 2 marketing objectives for Intercontinental
-Conduct SWOT analysis for Intercontinental?
3- Mention an appropriate generic strategy for Intercontinental to hit its competitors?
4-Explains the ways in which Intercontinental can segment its leisure market ?
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