Executive Summary and Company Report: Kazakhstan's Rixos Chain of Hotels
Running head: Rixos
Rixos Hotel in Kazakhstan:
Rixos President Astana and Rixos Almaty
Marketing Project
Subject
Instructor:
Group #
Semester
Marketing Plan:
I. Executive summary
II. Current marketing situation
A. Market overview
i. Market demographics and needs ii. Market trends and target market growth
B. SWOT analysis
i. Strengths ii. Weaknesses iii. Opportunities iv. Threats
C. Competitive and industry analysis
D. Product overview
E. Keys to success and critical issues
III. Environmental analysis
A. Macroenvironmental factors
B. Microenvironmental factors
C. Competitive strategy
IV. Marketing Strategy
A. Mission
B. Marketing objectives
C. Financial objectives
D. Target market(s)
E. Positioning
F. Strategy summary
V. Marketing Mix
A. Product
B. Pricing
C. Promotion
D. Channel
E. Service
F. Internal marketing
VI. Marketing research
VII. Financials
A. Sales/revenue forecast(s)
B. Marketing expense budget(s)
C. Break-even analysis
D. Profit and loss analysis
VIII. Controls
A. Implementation
B. Marketing organization
C. Contingency planning
IX. Conclusion
X. References
Executive summary Rixos is one of the most luxurious hotels in Kazakhstan, located in Astana and Almaty. Rixos Hotel is the modern hotel complex having perfectly developed infrastructure in Rixos style. The complex structure includes restaurants both traditional, and exotic cuisines, cozy coffee houses for personal meetings, shops of the famous world brands and jeweler houses, banquet rooms and conference halls for carrying out of various business actions. In June 2005 year Rixos President Hotel Astana was opened which is beautifully located in the new administrative center of Astana, the capital of Kazakhstan. The unique Rixos President Hotel Astana is the youngest member of the Rixos Hotel chain, with its
Rixos Hotel in Kazakhstan:
Rixos President Astana and Rixos Almaty
Marketing Project
Subject
Instructor:
Group #
Semester
Marketing Plan:
I. Executive summary
II. Current marketing situation
A. Market overview
i. Market demographics and needs ii. Market trends and target market growth
B. SWOT analysis
i. Strengths ii. Weaknesses iii. Opportunities iv. Threats
C. Competitive and industry analysis
D. Product overview
E. Keys to success and critical issues
III. Environmental analysis
A. Macroenvironmental factors
B. Microenvironmental factors
C. Competitive strategy
IV. Marketing Strategy
A. Mission
B. Marketing objectives
C. Financial objectives
D. Target market(s)
E. Positioning
F. Strategy summary
V. Marketing Mix
A. Product
B. Pricing
C. Promotion
D. Channel
E. Service
F. Internal marketing
VI. Marketing research
VII. Financials
A. Sales/revenue forecast(s)
B. Marketing expense budget(s)
C. Break-even analysis
D. Profit and loss analysis
VIII. Controls
A. Implementation
B. Marketing organization
C. Contingency planning
IX. Conclusion
X. References
Executive summary Rixos is one of the most luxurious hotels in Kazakhstan, located in Astana and Almaty. Rixos Hotel is the modern hotel complex having perfectly developed infrastructure in Rixos style. The complex structure includes restaurants both traditional, and exotic cuisines, cozy coffee houses for personal meetings, shops of the famous world brands and jeweler houses, banquet rooms and conference halls for carrying out of various business actions. In June 2005 year Rixos President Hotel Astana was opened which is beautifully located in the new administrative center of Astana, the capital of Kazakhstan. The unique Rixos President Hotel Astana is the youngest member of the Rixos Hotel chain, with its
References: Bowie. D, Buttle. F,(2004). Hospitality marketing: an introduction. P.18-30. Retrieved 23 October, 2010, from http://books.google.ru Gayle D.J, Goodrich J.N Hotels in Kazakhstan (2010). KazTourism. Retrieved 17 October, 2010, from http://www.kaztourism.kz/eng/hotels_in_kazakhstan.htm Hotels(n.d.) Kesher, A.(2009). Гостиничный застой. Алматы сегодня. Retrieved 10 November, 2010, from http://www.alatoday.info/?p=2377 Rixos (2010) Rixos President Hotel Astana (2009). Retrieved 15 October, 2010, from http://www.tripadvisor.ru/Hotel_Review-g293944-d598199-Reviews-Rixos_President_Hotel_Astana-Astana.html Rixos Hotel Almaty – второй отель Rixos Group в Казахстане (n.d.) We head for US$ 1Billion revenues in 2015 (2007). Retrieved from 17 October, 2010, from http://www.tourexpi.com/en-tr/interview.html~iid=78 Writer, S