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A comparison of the marketing methods of two multinational hotel brands.

Assessment 1 - Essay

Opened: Saturday, 1 October 2022, 12:00 AM

Due: Friday, 4 November 2022, 11:55 PM

Mark as done

Assessment Component 1 – 50%: Written Essay (1500 words)

TITLE: A comparison of the marketing methods of two multinational hotel brands.

Students will be required to write an academic essay introducing the subject of marketing, specifically comparing the marketing methods and strategy of two multinational hotel brands.

Students will choose two hotel brands (one from Group A and one from Group B as shown below) and will compare the brands’ marketing strategies, i.e. the ways in which these organisations market their products and services. This will include discussing the use of segmentation targeting and positioning as well as marketing communications with their target audiences. Students will Identify similarities and differences in the respective marketing strategies; and make recommendations to develop and enhance marketing activities for their chosen brands that will aid potential future growth, while also considering any relevant contemporary concerns in the hospitality market.

This will allow students to explore a number of different generational and strategic approaches to marketing and perhaps the use of social media and digital marketing versus traditional advertising and marketing techniques. What is the brand message? What changes have been made because of the pandemic or other industry changes, such as trends influencing the marketing by providing a ‘green’ message?

Please see below the different brands:

GROUP A	GROUP B
Sheraton (hotels and resorts)	Premier Inn
Ritz Carlton	Best Western
Crown Plaza	Travelodge
Raffles	Holiday Inn
Marriot (hotels and resorts)	Ibis

 

Within your essay you must include:

• An introduction to your chosen multinational hotel brands, including why you have chosen them.
• The marketing choices they have made and the directions they have taken within marketing. (Some historical background and what changes they have made- within their marketing approach)
• Their current market positions.
• What marketing strategies they use now.
• What considerations have they made within their marketing regarding sustainability and green messaging.
• How they are positioned since the COVID-9 pandemic/relevant contemporary events, what marketing messages are being given to their customers now?

Submission status

Submission status	No attempt
Grading status	Not graded
Time remaining	22 days 2 hours
Last modified	-
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