Marketing Strategic Analysis Report on Intercontinental Hotel, Wellington, New Zealand
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 will be used to perform a TOWS analysis, and make recommendations for the business to grow. These recommendations include becoming the market leader in the hotel industry for sustainable business practices, and increasing competitiveness by gaining an award of Excellence from Hospitality New Zealand.
Introduction
This report aims to scan the macro and micro environments of the hotel industry in Wellington in order to come up with recommendations for The InterContinental Wellington for future growth strategies. There is a limitation on the amount of data available for the hotels customer base so an observational analysis was completed, and assumptions/ approximations have been made on the ages of the customers.
Mission statement: “With a portfolio of preferred brands in the best developed and emerging markets, our talented people are focused on delivering Great Hotels Guests Love and executing a clear set of priorities to achieve our Vision of becoming one of the great companies of the world,” (ihgplc, 2012)
Situational Analysis
Market Analysis
The overall aim of the market analysis is for InterContinental Wellington to gain knowledge and insight into the hotel industry and hotel market.
Wellington tourism industry
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 will be used to perform a TOWS analysis, and make recommendations for the business to grow. These recommendations include becoming the market leader in the hotel industry for sustainable business practices, and increasing competitiveness by gaining an award of Excellence from Hospitality New Zealand.
Introduction
This report aims to scan the macro and micro environments of the hotel industry in Wellington in order to come up with recommendations for The InterContinental Wellington for future growth strategies. There is a limitation on the amount of data available for the hotels customer base so an observational analysis was completed, and assumptions/ approximations have been made on the ages of the customers.
Mission statement: “With a portfolio of preferred brands in the best developed and emerging markets, our talented people are focused on delivering Great Hotels Guests Love and executing a clear set of priorities to achieve our Vision of becoming one of the great companies of the world,” (ihgplc, 2012)
Situational Analysis
Market Analysis
The overall aim of the market analysis is for InterContinental Wellington to gain knowledge and insight into the hotel industry and hotel market.
Wellington tourism industry
References: Amora Hotel Wellington. (2012). Home. Available: http://www.wellington.amorahotels.com/ [21/08/12] Amora Hotels and Resorts AXA. (2005). The Benefits of Being Global. Available: http://www.axa.com/lib/axa/uploads/presentationsinvestisseurs/2005/20051027_AXA_The_Benefits_of_Being_Global.pdf [21/08/12] Charbonneau, J., Marshall, G., Solomon, M., Stuart, E Conventions NZ. (2012). Rydges Wellington. Available: http://www.conventionsnz.co.nz/wellington-wairarapa-kapiti/wellington/hotel/x,1,3683/rydges-wellington.html [21/08/12] Emerald Insight Facebook. (2012). InterContinental Wellington. Available: http://www.facebook.com/InterContinental.Wellington?ref=ts [22/08/12] Grand Chancellor Hotels Hospitality NZ. (2012). Hospitality New Zealand’s Award for Excellence Program. Available: http://www.hospitalitynz.org.nz/Events/awards_for_excellence.html [21/08/12] Huffington Post IHG. (2012). Hotel Development Website. Available: http://development.ihg.com/home [19/08/12] InterContinental InterContinental Hotels and Resorts. (2012). Home. Available: http://www.intercontinental.com/intercontinental/en/gb/home [09/08/12] Internationalist awards Ministry of Economic Development. (2012). Domestic travel survey online database. Available: http://www.med.govt.nz/sectors-industries/tourism/tourism-research-data/domestic-tourism/domestic-travel-survey-online-database [08/08/12] New Zealand One News. (2012). NZ trudging through an economic recovery like no other- economist. Available: http://tvnz.co.nz/business-news/nz-trudging-through-economic-recovery-like-no-other-economist-4964019 [21/08/12] Positively Wellington Tourism Statistics New Zealand. (2012). International Travel and Migration. Available: http://www.stats.govt.nz/infoshare/ViewTable.aspx?pxID=96f192d7-8601-407a-bffc-45170ac8ccd7 [18/08/12] Studio Pacific Architecture Stuff.co.nz. (2012). IMF sees modest NZ economic recovery. Available Stynes, D The Coast. (2012). About Boomers. Available: http://www.thecoast.net.nz/aboutus/aboutboomers/ [21/08/12] Trip Advisor WellingtonNZ. (2011). Amora Brand Launches in Wellington. Available: http://www.wellingtonnz.com/media/amora_brand_launches_wellington [21/08/12] WellingtonNZ WellingtonNZ. (2012). InterContinental Wellington. Available: http://www.wellingtonnz.com/accommodation/intercontinental_wellington [19/08/12] Work and Income NZ YouTube.com. (2012). The Numbers Are Up: The Positively Wellington Tourism 2011 Story. Available: http://www.youtube.com/watch?v=_QyHPz3OD60&feature=g-upl&context=G104c1AUAAAAAAAAAA [18/08/12] Appendices