StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Marketing Strategy Based on the Apex City of London Hotel - Essay Example

Cite this document
Summary
Apex is centrally located near popular tourist attractions, but it also has facilities for business events. It has a 4-star rating, and has been recognized for excellence in cuisine. These are its principal strengths.
The People element of the Marketing Mix is poorly developed, with too much dependence on poorly trained and motivated ethnic minorities…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER94.7% of users find it useful
Marketing Strategy Based on the Apex City of London Hotel
Read Text Preview

Extract of sample "Marketing Strategy Based on the Apex City of London Hotel"

Download file to see previous pages

Apex should also choose between business and tourist traffic in order to build a competitive edge. The prime location will not yield adequate returns with only a 4-star rating, and the management should plan for an upgrade. London is a major financial, tourist, and historical center. The 2012 Olympic Games and its aftermath will open additional market segments. The city also has a very large number of established and competitive lodging and boarding facilities. Hence, the long term prospects of a new hotel such as Apex cannot succeed without creative and systematic segmentation and accurate targeting as well (Payne, 2002).

Apex targets both affluent tourist traffic, as well as middle-level business executives. This is apparent from how the rooms have been appointed, the location chosen, and the conference facilities (Welcome, 2007). This kind of blend is a copy of tactics followed in the past by competing 4-star facilities, but it is not an optimal strategy for Apex to follow. The hotel should either focus on tourist traffic, or specialize as a convention center. It will weaken its branding by trying to do both things (Nijssen and Frambach, 2000).

It is true that London has potential revenues from both segments, but since Apex is a late entrant in a mature market, it would do better to specialize in any one of the two segments which it has served during its first year.Generic Strategy Apex could have focused on becoming a luxury hotel for top executives and for celebrity visitors to the city. The prime location chosen makes it suitable for such use. This find of focus generic strategy would have offered the management superior returns on investment (Porter, 1991).

However, the hotel has chosen to compete on price. The discounts promotions, deals, and special offers, which Apex offers makes it a place of choice in the prime locality where it is situated. This generic strategy may be difficult to sustain in the long run, and it is probably not required given the enormous traffic through London. The hotel has probably lost significant cash flows through its deep discounts. The forthcoming London Olympics will impact this low-price strategy, as the hotel has established a reputation for discounts in travel circles, which it may not be able to withdraw during peak tourist arrivals (Barger & Kirby, 1995).

Overall, the company has not tried to maximize returns on its new investment, and has probably

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Strategy Based on the Apex City of London Hotel Essay”, n.d.)
Marketing Strategy Based on the Apex City of London Hotel Essay. Retrieved from https://studentshare.org/miscellaneous/1516063-marketing-strategy-based-on-the-apex-city-of-london-hotel
(Marketing Strategy Based on the Apex City of London Hotel Essay)
Marketing Strategy Based on the Apex City of London Hotel Essay. https://studentshare.org/miscellaneous/1516063-marketing-strategy-based-on-the-apex-city-of-london-hotel.
“Marketing Strategy Based on the Apex City of London Hotel Essay”, n.d. https://studentshare.org/miscellaneous/1516063-marketing-strategy-based-on-the-apex-city-of-london-hotel.
  • Cited: 0 times

CHECK THESE SAMPLES OF Marketing Strategy Based on the Apex City of London Hotel

Marketing Strategy of Hilton Hotels

The author of this case study "marketing strategy of Hilton Hotels" points out that Hilton Hotels currently known by the name Hilton Hotels & Resorts comprises one of the famed and thriving hospitality businesses globally.... His intention while in Texas was to purchase an additional bank but he ended up buying Mobley hotel followed by other similar premises is not the only US but also globally, for instance, in China (Lewis, 2009).... Hence, managing to steer hotel ventures in states like China and Europe, which continued to thrive despite numerous cultural predicaments he experienced....
6 Pages (1500 words) Case Study

Human Resource Job Descriptions

He would be also asking several questions based on hypothetical situations that would be asked to the candidates.... hellip; The director (operations) would be briefing the candidates on the equipment that is utilised in the hotel premises for security and safety of the guests and employees (Guest, 1997).... Job Title: Assistant Human Resource (HR) Director, HRD  The person would be reporting to the (Chief Operating Officer) COO for leading and organizing the human resource in order to streamline the directors and managers in the organization for supporting the HR functions in every department of the hotel....
10 Pages (2500 words) Coursework

Marketing-A Hotel Perspective

marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others”… marketing originates with the recognition of a need on the part of a consumer and terminates with the satisfaction of that need by the delivery of a usable product at the right time, at the right place and at an acceptable price.... “marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others” - Philip Kotler marketing is the economic process by which goods and services are exchanged between the producer and the consumer and their values determined in terms of money prices....
6 Pages (1500 words) Essay

Marketing Strategy for Hyatt Regency Birmingham

rdquo; (Johnson, 2009: 6) But a strategic direction helps to focus on a course of action and follow an integrated approach based on clear objectives and informed knowledge of the operating environment.... This includes cost leadership, differentiation, and specialization based on Porter's generic strategies.... The object of analysis for the purpose of this paper is Hyatt Regency in Birmingham, the UK is described as “a hotel within a hotel” due to it's numerous and spacious rooms, halls, services, and facilities....
10 Pages (2500 words) Research Paper

Marketing Communications Plan for the Hotel

Since hotel rooms have definite numbers after the time of conception, to segment the market based on the number of individuals per room can be the most useful segmentation criteria in this case.... This paper aims to present an integrated marketing communications plan that would promote the hotel to become the primary choice of consumer and business travelers alike when they visit the city.... This paper aims to provide an IMC plan after the time of the building of the hotel....
11 Pages (2750 words) Case Study

Ethics and Social Responsibility in the 21st Century

By looking at the global hotel industry's widely commendable practices over the decades, and comparing them with Marriott's own CSR practices.... is a group of hotel chains that operate in different countries around the world.... Looking at the global hotel industry widely commendable practices over the decades, and comparing them with Marriotts own CSR practices, recommendations would be provided in order for the company to craft more sustainable CSR policies in line with its business strategy....
10 Pages (2500 words) Research Paper

Hull City Marketing Communication

dditionally, the marketing strategy is to create a tourist-friendly Hull City environment.... urther, the marketing strategy includes advertising the benefits of visiting Hull City.... o enhance the above marketing strategy, tourism surveys will be conducted among Hull City residents.... This research paper "Hull city Marketing Communication" focuses on Hull city's tourism activities.... nbsp;The same document shows the different steps used to increase the number of Hull city tourists....
8 Pages (2000 words) Research Paper

Launching and Commercialisation of Tropical Health Drink

TCH is embedded in a family business model, although it has over the years shed off the family tag by recruiting professionals based on merit and engaging in the efficient management of key resources to remain competitive in today's dynamic markets (Sirmon & Hitt 2003).... nbsp;… Headquartered in london, Tropical Coffee House (TCH) operates several other outlets in Essex, Kent, and Surrey in line with its core mission of taking memorable experiences and quality services to the customers' doorstep....
8 Pages (2000 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us