An Analysis Of Park Plaza Uk

Published Date: 02 Nov 2017

Marketing Strategy: 4

An overview of various Marketing 6

Branding 15

Adopting branding strategy 17

Marketing Network 18

Electronic commerce: - e-commerce began in 1995 when one of the first internet portals, netscape.com accepted the first ads from major corporations and popularized the idea that the web could be used as a new medium for advertising and sales. E-commerce is that deals with the buying and selling of goods and services over the internet. It also supports those market transactions, such as advertising, marketing, customer support, security, delivery and payment. 18

Individuals and business will increasingly use the internet to conduct commerce as more products and services come online and households switch to broadband telecommunication, music and entertainment, news, software, education and finance. 18

Today, e-commerce revenue represents about 2%of all retail sales in the United States. 18

Types of e-commerce:- 18

Business-to- consumer-(B2C) e-commerce- B2C involves retaining products and services to individual shoppers.Example-barnesandnoble com.-which sells books, software and music to individual customers. 18

Business-to-business-(B2B) e-commerce- B2B involves sales of goods and services among business. For example-Milacron’s web site for selling machinery; supplies and services to companies engaged in plastics processing. 18

Consumer –to consumer (C2C) e-commerce- C2C involves consumer selling directly to consumers. For example-eBay, the giant web auction site enables people to sell their goods to other consumers by auctioning the merchandise off to highest bidder. 19

E-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms e-Marketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous. E-markets are simply defined as Web sites where buyers and sellers interact with each other and conduct transactions. 19

Managing customer relationship 21

Retaining customers loyalty 21

customer satisfaction 22

Source of Ecommerce 23

Electronic Marketing 24

Viral Marketing 25

Guerilla Marketing 25

Recommendations: 26

Conclusion 26

Introduction

For publicizing purposes of certain services, marketing is an important aspect to be taken under consideration. In order to promote services in a better and profitable manner, use of the suitable marketing strategy becomes important. The PARK PLAZA, UK have also utilized several sources in order to promulgate its services. Through the use of electronic, guerilla and viral marketing sources, they efficiently adopted a profitable marketing strategy and publicized their service not only within the United Kingdom, but throughout the world.

First section of this paper discusses marketing strategy in general and the various types of marketing strategies, following the background of the PARK PLAZA UK. Secondly, the importance of making use of brand creation and using appropriate branding methods to increase customer satisfaction and loyalty are discussed. Additionally, the importance of making use of appropriate customer loyalty strategy and a detailed analysis based on how the networking relationship is maintained amongst the customers is discussed. Finally, an outline for viral marketing, guerilla marketing, usage of IT technology for e-marketing are discussed. The paper on the whole discusses on the marketing strategy of Intercontinental Hotel in a scholarly manner.

Marketing Strategy:

An introduction to marketing is a must before discussing about the marketing strategies in order to give a comprehensive view of marketing strategy. Marketing deals with creation, promotion and delivery of goods, services to its consumers and businesses. (Kotler, pp.549, 2003). In order to ensure better communication and give reliable service to the customers marketing becomes essential for the product or service. But, good results are seen only by adopting the proper marketing strategy after making a detailed analysis based on the customer need and capabilities of the organization. Marketing deals with advertising and managing the services in an efficient manner in order to make the customers aware of the services and products available, by means of media, internet and word of mouth. Marketing skills are must for the managers as apart from managing the employees and the daily activities within the organization to gain hPark plaza publicity and thus generate more customers appropriate marketing strategies must be used.

Market planning refers to the planning method used to ensure the marketing goal is reached and marketing strategy refers to the changes made and managed in an efficient manner by developing appropriate strategy. In order to publicize the service or the product, it becomes necessary to adopt the proper marketing strategy as it is vital to accomplish the goals based on the marketing plan. (Cooper, Hiebing, pp.183, 2004). While planning on the strategy care must be taken to decide upon it for a target audience in order to achieve hPark plazaer results. The cost of the process must not exceed the actual resulting net profit. Thus the marketing plan must be in line with the operations of the company and additional infrastructure if required must be carefully analyzed before putting them into actual use.

Apart from analyzing the present situation the future market trends also have to be considered while developing the marketing strategy. Low cost and practical marketing strategies ensure success in the industry (Tony, Shaun, 2007). By making an analysis and understanding the future needs of the customers the investments if any made related to changing the operations or the infrastructure of the industry can be made more profitable. The market trends are dynamic at present with customers wanting more valued products and services, thus proper analysis becomes vital to develop a successful marketing plan.

During the development phase of the appropriate marketing strategy, the types of strategies available must be known in order to be able to make the Park plaza at choice which will ensure success for the company. Making a choice which is not suited for the industry or is not cost effective will produce negative results. The strategy must concentrate on retaining current customers more, rather than just acquiring new customers.

An overview of various Marketing

When it comes to marketing strategies there are lots of types and almost all of them can be used for all business types. For example, internet, telephones and extranet can be made use of in all business, but to make sure business achieves success through application of the strategy it is necessary to choose the best fitting strategy for the industry under consideration. Internet is a technology used in majority of industries and failure to adopt this technology will lead to failure of the business.

Brand creation and management are to be considered primarily as customers choose the product that is well known by its brand name that indicates the best quality. All big and successful brands can be considered as an example as the customers’ trust in the brand name aids them to maintain their lead positions in business. Almost 50% of the sales and more generated in a company owes to good branding measures. Brand name is how the people associate the services offered, the quality provided and this is how marketing is done by satisfied customers.

Customer relationship is the next best strategy. Only upon gaining confidence about the product and feeling satisfaction, a customer promotes the product to people. Thus the customer becomes a good marketing source and getting positive feedback from the customers is a way of promoting the product or service. Customer loyalty is important for customer retention and additionally helps in acquiring new customers at a fast rate. Customers have to be retained and there must be constant communication of new offers in the industry preferably through email and other such technologically advanced sources.

Usage of both the electronic and non-electronic methods is also an efficient marketing strategy and media plays a major role in this regard. The product or service can be publicized using internet, email, viral and guerilla marketing method. Media in the form of newspapers, advertisements in the television are popular and hPark plazaly effective methods. At present internet based advertising is gaining popularity as the industry can reach across boundaries in an authentic manner for this promotion cause.

Most big organizations make use of the all the above said marketing methods and they have succeeded in generating loyal customers. InterContinental hotel is one of them that has been successfully cherishing exceptional position and has retained its success through the adoption of all the above said strategies. The PARK PLAZA UK excels in providing good customer care and values feedback from the customers to better its services.

Online business agencies are used to generate more customers using unique strategies such as these customers are attracted by providing special offers when the services are availed from such agencies. The PARK PLAZA UK gives airline fliers, trips at subsidized rates to customers.

Company profile:-Park plaza owns and operates about 40 hotel properties, with more than 7,300 rooms mainly under the brands Park plaza hotels and resorts. The later features modern artwork by famous artists such as Andy Warhol, displayed in guest rooms and public areas. Park plaza hotels caters to both business and leisure travellers in Europe, with hotels and under hotels development located in Germany , Hungary, Ireland, Israel, the Netherlands and the UK. The company also has a license to franchise Park plaza Hotels & Resorts throughout Europe, the Middle East and Africa from Carlson hotels worldwide

SWOT Analysis of Park plaza hotel:-

SWOT Analysis is a tool that provides valuable information to correspond resources and possibility to the environments of competitiveness that the organization operates. This Analysis model can also be used as an effective tool that can be adapted for strategy selection and decision making situations for the organization. As the first stage of performing the SWOT analysis it is necessary to identify the organization's Strengths, Weaknesses, Opportunities and Threats where the Strengths and Weaknesses are factors that are important for analyzing the internal factors, the Opportunities and Threats to analyze the external factors. Furthermore, the internal factors are identified as the talent and the asset which increases the values of the company, and the external factors which aren't created because of the company, but affects the company due to the activities performed by the external forces. This mainly involves with the competitors. However taking in to consideration about the above discussed information an analysis of SWOT representing Park plaza. Is performed and the results are demonstrated bellow:-

Strengths:- mainly concentrates on the factors that the organizational management could take as decisions to improve the resources that is being utilized to improve the competitive advantage or how it could be used as a strength as an opportunity in the future.

High brand recall and visibility due to excellent advertising

Over 1200 hotel worldwide

Parent company has a high brand value as well

Entering new markets across continents

Offer a range of hotels to choose from

Over 100 million guest nights per annum shows customer satisisfaction

Weakness:- are the factors that could be affect the company's existence. Management should identify these weaknesses and must take necessary action to overcome these weaknesses. There could be a number of common weaknesses that could affect organizations such as:

Still trying to increase penetration in the emerging economies

Huge number of competitors means limited market share

Opportunity:- involves with the new area that the company could grow into. By adopting various opportunities the company management could easily decide how the technological development or demographical change be involved to move in to various directions. The common opportunities for an organization could be listed as follow:

Travellers are looking for new destinations

Country specific seasonal offers

Threats :-could be sources of danger for a company, but this could be an opportunity for another company's existence in the commercial environment. By identifying and by making the proper decisions the management of the organization could overcome from such situations. A threat could be:

Increasing costs for operations indirectly affecting hotels

Decline in tourism industry due to natural disasters, terror activities etc

Intense competition globally from renowned as well as local hotels

The PESTEL framework:

PESTEL provide a list of influence on the success and failure of strategies. PESTEL stands for political, economical, social, technological, environmental and legal. These factors are not independent each other. They are linked each other. For example the technology development change the method that people work, their living standards and lifestyle. PESTEL analyses can be used for forecast of the future. Environment influence on organizations can be explained within six categories

Such as:-

political

Government support for nation development

Taxation policy

Restriction on migration

stability

Economic

GDP TRENDS

Inflation

Interest rates

unemployment

money supply etc.

Social

shifts in values and culture

change in lifestyle

distribution of income

levels of education

attitudes to work and leisure

Technological

government expenditure on R&D

speed of technology transfer

new patents and product

government focus on technological effort

Environmental

environmental protection laws

waste disposal

energy consumption

Legal

competition law

employment low

health and safety

product safety

PESTEL is used for look at the future impact of environment factors, which may be different from the past impact. It should be emphasized that while it is useful to examine the individual elements, they have close relationships with each other and the impact of one may be the result of earlier activity elsewhere.

Every organization provided different strategies to be effective in the market. However, most of the successful organizations admired the importance of analysis in creating their approach to strategies. In an organization that target huge market and have an efficiency in bringing the demands of the market, Park plaza is still realizing and in-depth analysis that can help them provide long-run benefits.

Marketing mix:

The marketing mix refers to the way in which the key parts of an organization marketing tools are combined to achieve its objectives. Senior management will be responsible for marketing strategy; the marketing department will need to create the tactics to put the strategy into operation.

The 4ps:- the traditional marketing mix of price, product, promotion and place-4ps was created to market goods. It has dominated marketing thinking for the last 45 years, yet is still only a guideline by which a business can create a strategy.

Product:-Goods manufactured by organizations for the end-users are called products.

Price:-The money which a buyer pays for a product is called as price of the product. The price of a product is indirectly proportional to its availability in the market. Lesser its availability, more would be its price and vice a versa

Place:-Place refers to the location where the products are available and can be sold or purchased. Buyers can purchase products either from physical markets or from virtual markets. In a physical market, buyers and sellers can physically meet and interact with each other whereas in a virtual market buyers and sellers meet through internet

Promotion:-Promotion refers to the various strategies and ideas implemented by the marketers to make the end - users aware of their brand. Promotion includes various techniques employed to promote and make a brand popular name.

7ps:- three extra Ps have been added to cater for this increase in the marketing of services, e.g.by opticians, hairdressers, banking and insurance and growth of online marketing.

People:- people staff are the most important resource in an organization. Well motivated, efficient staff can give an organization a competitive edge.

Processes:- processes consumers are increasingly concerned about how goods are produced and delivered.

Physical evidence:- physical evidence refers to the premises, staff, quality of the website etc. for example anything which affects the image of the organization and how it is perceived.

The expanede marketing mix will need to be continuously assessed and adjust for an effective and mutually profitable long tern relationship to be built up with customers.

Market segmentation:-

The majority of organization try to increase demand for their products and services, whether they deal directly with consumers (B2C) or other businesses(B2B) . Park plaza attempt to increase participation by volunteers. A market segment ia a group of homogeneous or similar customers characterized for example age, income areas and lifestyle. This may be demonstrated by the products people buy their leisure activities , music or holidays.

Segmentation, whether B2B OR B2C is important because it helps the business to create specific advertising and promotion, target direct mail shots, identify new marketing opportunities, customize the marketing mix and create a marketing strategy to match the needs of the segment.

Geographic segmentation:- where people live:-

With geographic segmentation , the market is split into homogeneous groups on the basis of where people live or where customers are located ,e.g. countries, regions, urban or rural areas. An organization can then targets its marketing mix at a particular segment.

Demographic segmentation:-

Demographic segmentation uses such as age, gender, family type, income, size and type of household, occupation, ethnicity, religion etc. to segment the market.

Psychographic and lifestyle segmentation:-

Lifestyle is our way of life as reflected in our activities, interests, habits, opinions and friends. Our life style affects our spending. The analysis works on the assumption that people in a particular segment will have similar attitudes, desires, expectations and buying habits. Marketing campaigns can then be created which specifically appeal to their motivations,

Customer analysis:-

A retailer needs to understand why and what their customer want, which is difficult to predict. Customers do not always give considered thought to what they purchase; instead they may buy on impulse. A business owner will need to anticipate customer’s wants and needs. A retailer needs to determine what motivates customers to purchase particular products and services to see how this will affect the business.

Competition analysis:-

Every business needs to determine both its direct ot indirect competitors. The best way to do this is to visit the locality in which the business will be situated and identify what businesses are there. Retailing covers a wide range of sectors, from the price led, value retailers through specialist to more aspiration or older focused brands. On the surface, they may look as if they are computing with each other. Each retailer within a particular sector has its own particular appeal, for example Park plaza for competitive prices, Holiday Inn for good services and Premier Inn hotel for good facilities.

Branding

Popular brands have to implement and make use of various strategies in order to maintain their level of service. The PARK PLAZA UK has leaders make use of proper band creation and brand management strategies. Brand can be indicated as a combination of symbols, names, signs or other similar materials which discriminate the service from other such related services. Brand name relates to the identity of the service provider. Kapferer (2004) defines branding as a mean to help the customer decide upon the purchase and he also considers it to be the driving source for making the purchase. Once the brand name is established the returns are hPark plaza as customer loyalty is set. The brand can be thought of as a sign, word, design, symbol or name which is used to bring about customer loyalty and maintain reliability and this is what PARK PLAZA UK has been using in order to gain complete advantage.

Importance of branding

All the leading competitors in the hospitality and tourism industry have special brand identities and the PARK PLAZA UK is a popular brand name across the globe. In order to maintain its lead position and provide customers with continued excellence, the management offers cost effective facilities with the luxurious aspect intact in them. It also makes use of IT services in order to make the hospitality service user friendly and accessible to the customers.

To make a distinction between the various available brands in the industry appropriate branding methods are handled by the competitors in the field and this is applicable to the tourism industry also. Achieving success is impossible without making use of an appropriate branding strategy. The PARK PLAZA UK has well established itself across the globe and thus made use of branding for its publicizing purposes as well. The importance of branding lies in gaining the upper hand over all other competitors.

Branding is a way with which the customers are made to be familiar with the provided service. To achieve customer satisfaction, services of exceptional quality are important, and for promulgating this quality service, branding is needed for publicizing on a larger scale. The brand name and symbol is more important than anything else, since the customer associates service with the brand and thus only through adapting appropriate strategy, customer loyalty could be achieved.

Adopting branding strategy

To achieve success in any industry branding is a must as nearly 50% of the companies’ profit arises from its branding strategy. In order to achieve this strategy, development must be robust, driven according to the brand performance, closely associated with the organizational motivation and it must help for achieving good performance through increased profit for the industry (Lars, 2010). Strong planning and strategy development by the managers is necessary to put the branding strategy into implementation. This is what PARK PLAZA UK hotel has done since the top positions it has adopted is conferred by the branding strategy,

Marketing Network

Electronic commerce: - e-commerce began in 1995 when one of the first internet portals, netscape.com accepted the first ads from major corporations and popularized the idea that the web could be used as a new medium for advertising and sales. E-commerce is that deals with the buying and selling of goods and services over the internet. It also supports those market transactions, such as advertising, marketing, customer support, security, delivery and payment.

Individuals and business will increasingly use the internet to conduct commerce as more products and services come online and households switch to broadband telecommunication, music and entertainment, news, software, education and finance.

Today, e-commerce revenue represents about 2%of all retail sales in the United States.

Types of e-commerce:-

Business-to- consumer-(B2C) e-commerce- B2C involves retaining products and services to individual shoppers.Example-barnesandnoble com.-which sells books, software and music to individual customers.

Business-to-business-(B2B) e-commerce- B2B involves sales of goods and services among business. For example-Milacron’s web site for selling machinery; supplies and services to companies engaged in plastics processing.

Consumer –to consumer (C2C) e-commerce- C2C involves consumer selling directly to consumers. For example-eBay, the giant web auction site enables people to sell their goods to other consumers by auctioning the merchandise off to highest bidder.

E-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms e-Marketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous. E-markets are simply defined as Web sites where buyers and sellers interact with each other and conduct transactions.

Relationship marketing and networking are important as both internal and external marketing methods are responsible for the success of every hotel. Brand is the major source of bringing customers and probable stakeholders, thus there is a relationship between branding and network marketing (Batterley, pg, 52, 2003). If there is no correlation between the strategy used and the brand, the results would be poor and the impact would be negative as well.

The PARK PLAZA UK, through its adopted network and relationship marketing strategies has acquired a good brand name, as the customers find it reliable. Nevertheless, having good CRM practices can improve the level of satisfaction for the customers. Satisfaction is the key factor as the hotel can now gain more popularity amongst the people through satisfying the existing and new customers. On the other hand, PARK PLAZA UK has succeeded in achieving hPark plaza customer satisfaction rates through practice of good CRM and by giving proper care to the customers since customers give preference to this hotel and keep visiting it only because of good CRM.

Managing Consumer Relationship, its importance:-

Customer relationship is important in the tourism and hospitality industry as marketing is done keeping the customers comfort under consideration in an extensive manner, with frequent customer interactions. The crew employed by the hotel is important for the success of the hotel promulgation since without their support, satisfying customers and publicizing the hotel becomes almost impossible. If the crew is not able to support the hotel in the satisfactory way, it will result in a negative impact for the hotel management over tourists that will ruin the position of that respective hotel PARK PLAZA UK management has kept this thing under consideration while promoting its services among tourists and employed exceptional CRM strategies in order to satisfy the customers. Thus an analysis on the relationship between the crew employed and customers is necessary to improve the current methods of operation used in the industry. For this cause, the crew has to be given proper training in customer handling and the infrastructure has to be developed to make the customers more comfortable keeping the CRM needs in view.

Only by employing trustworthy, responsible, reliable and well performing crew, the hotel management can publicize its services and the PARK PLAZA UK can be taken as one of such examples. The hotel provides Park plaza class service to its customers and this is the reason for the success of the hotel across the globe. Apart from being just a luxurious hotel, there are other services like internet access, arranging local tours, available restaurants with the brand name of PARK PLAZA UK. This is the major reason why people choose to revisit the hotel.

Managing customer relationship

Management and marketing in relation to customers is different task as far as the satisfaction achievement of the customers is concerned and it also varies according to the organization in different ways. Emphasis is laid on maintaining an e-CRM relationship, entrepreneurial relationship and customer relationship by maintaining focus on the demands of the customer. Central to the marketing strategy adopted by the PARK PLAZA UK is the customer and the principles of marketing are added based on this. In order to maintain and attract customers and thus improve the relationship with the organization, relationship marketing methods are exploited.

Customer relationship marketing has been used at the PARK PLAZA UK in order to publicize their organization and it is evident by making an analysis of their marketing strategy. In order to become more customers friendly the hotels has used IT equipment’s and ventured into e-business based on the needs of the customer. By facilitating sophisticated services the customer loyalty is increased. The needs and demands of the customers increase with time and through frequent updates made to their CRM practices, PARK PLAZA UK is providing excellent service to the customers and thus gaining more loyal customers.

Retaining customers loyalty

Customer loyalty:-

Loyalty is important to every organization from its customer, suppliers, and providers of Park plaza income. It is than aim of par plaza hotel to persuade people (consumers and businesses) to move up the loyalty and spreading the word about how good the business is.

To build customer loyalty in order to compel the customers to visit the hotel again, it becomes necessary to take into consideration all basic marketing aspects. Authentication is a must for a successful business and this is what PARK PLAZA UK has done with its organizational infrastructure as well. The PARK PLAZA UK implemented successful and authentic marketing strategies In order to increase customer satisfaction and thereby achieve customer loyalty. The hotel has also provided the customer with enhanced and sophisticated services replete with the cultural elements in order to satisfy them. Business travelers prefer the InterContinental hotel the most, as customer satisfaction is guaranteed (InterContinental Group, 2010).

customer satisfaction

Satisfying the customer is the primary marketing strategy which must be employed. In order to achieve customer satisfaction, customer service must be given in an effective manner and for this purpose attention must be given to software, hardware, policies followed and services imparted by the organization (Reynolds, pg. 2, 2004). Customer satisfaction can be achieved by gaining knowledge on the needs of the customer through feedback programs and polls. This extreme concern with the customer satisfaction is one of the major causes why PARK PLAZA UK is cherishing outstanding position throughout the UK.

Also to keep up to date with the present trends, InterContinental hotel has made good use of its IT facilities by including it in its operations and thus achieving customer loyalty and satisfaction. In the 1990’s the hotel concentrated only on the luxury aspect, but keeping the changing times in limelPark plazat, it has changed its management strategy as well and provided customers with hPark plaza speed internet facility (Yang, Finn, Anderson, pp.74, 2006). Also information like infrastructure of the hotel, room information and much more is provided online. Thus loyalty and satisfaction are increased in this way in PARK PLAZA UK and this thing has leaded this hotel 1to the successful position.

The PARK PLAZA UK has implemented its marketing strategy according to its business standards and thus gained customer loyalty. Also by making use of IT related sources like website, internet, emails and telecommunication services, the satisfaction rate is increased which resulted in growth of organizations’ success graph.

Source of Ecommerce

At the present era of the internet E-commerce plays an important role in the marketing of services and in this technological era, without making proper use of the internet, customer satisfaction and loyalty cannot be achieved. Also customer care through phone and email is to be carried out in an efficient manner. As an example when a customer emails or calls the management in order to book a room, customer satisfaction should be guaranteed only upon answering the call on time effectively. Thus, E-commerce helps organizations achieve success.

The Intercontinental hotel has shown to have given good customer satisfaction and thus has achieved customer loyalty and this hotel groups sets a good example related to E commerce usage. Both on the spot and outside support are given by the management as the PARK PLAZA management understands the importance of customer satisfaction. Park plaza priority is given to answering telephone calls and online booking facilities.

Electronic Marketing

Customers have access to facilities with the help of intranet, internet and extranet at present. Making use of these services, business organizations have started venturing into e-business strategies to promote and publicize their business. This form of E-marketing is an authentic one to reach beyond the regional boundaries. The marketing of a product or service over internet making use of websites is referred to as E marketing (Kotler, pg. 713, 2008). It is fast, reliable and can reach people across wide geographic locations.

Making use of E-commerce is cost efficient for the industry as well as for the customer. Booking over the internet consumes lesser time and it is user friendly. It provides hPark plaza flexibility to the management as maintaining records become easy through the electronic medium.

The PARK PLAZA UK has maintained its own website on the internet and customers apart from booking rooms can familiarize themselves with the outline of the hotel building, rooms, services offered, tariff plans and so on. There are testimonials from satisfied customers and this in turn becomes an added advertisement for the hotel.

Viral Marketing

In this marketing strategy the customers are provided with a comparison of services in respect to the other competing organizations. This form of marketing is authentic and usually done using the internet sources like social websites, eBooks, flash messages, articles, SMS and images. Both the positive and the negative factors of the organization are shown here.

Promotion of the brand by the customers lead to assured success. The organization is advertised online and made known to the public as well. Viral marketing method relies on information spread by word of mouth in the digital domain. In order to get more customers, the PARK PLAZA UK has used viral marketing. The customers give feedbacks on the official website of the hotel, other websites and blogs which makes other interested people aware of the services offered at the InterContinental hotels UK.

Guerilla Marketing

In order to keep up with competition, speed and flexibility are the basics in guerilla marketing which have been proven to be effective (Jay, Jeannie, Amy, pg 19, 2007). Apart from being a fast forward strategy, it is also inexpensive as the service can be promoted among the masses through the use of internet. Innovation and energy are the major requirements to implement the guerilla marketing strategy rather than a huge investment. The concentration is on maintaining existing customers through quality and not in acquiring new customers. That’s why, at the PARK PLAZA UK, special attention is given to the old customers in order to retain them by making use of the guerilla marketing strategy. They offer additional offers like airline discounts to gain Park plaza customer loyalty.

Recommendations:

Keeping the above indicated marketing strategies used by PARK PLAZA several recommendations can be suggested and some of them are as follow:

For publicizing the service, PARK PLAZA should provide discount coupons and codes so that the customer ratio can be increased with hPark plazaer speed, even in off-peak season as well.

The marketing should also be done through internet marketing sources and for this cause, several excellent internet marketers should be hired so that the company profile and website can be promoted in an effective way.

There must be proper arrangement for providing effective service killing the internal and external environmental issues and promote this thing using all above mentioned sources.

Marketing should be done keeping the cultural aspects under consideration and the service should also be provided keeping the cultural parameters in Park plaza in order to gain customer loyalty.

Conclusion

Marketing strategy plays a vital role in pubic campaign conducted by any industry and International Continental Hotel, UK is a good example in this regard. Apart from taking care of the basic needs of the customer, the management has also kept the requirement of maintaining customer relationship marketing strategy to improve the customer satisfaction level. Also advanced technological changes are well adopted in order to meet with the business requirements of the customers.

Brand management strategy is also uses in order to familiarize the customers with the hotel and thus this thing has caused the basic reason for gaining popularity among the masses at a faster rate. Care has been taken by the hotel group to make sure that the foreigners would also know and understand the services offered by the hotel in a better way. Customer satisfaction and providing sophisticated services have been considered as the major source for promotion while developing the marketing strategy. Thus, the Park Plaza UK has become a leading competitor in the field of hospitality and tourism only because of this adopted marketing strategy.