1-Produce 2 marketing objectives for Intercontinental -Conduct SWOT analysis for Intercontinental?  3- Mention an appropriate generic strategy for Intercontinental to hit its competitors?

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
icon
Related questions
Question

Intercontinental hotel has over 200 hotels in 75 countries. Intercontinental is known 
for its luxurious rooms and buildings and for the high quality of its staff training. The 
hotels are not the standardized, but they reflect local styles and circumstances. For 
example, the Intercontinental in Lusaka, Zambia has a dinning room which is open to 
the gardens and swimming pool on one side so the guests effectively eat in the open 
air. This would obviously be impossible in a colder climate, but guests enjoy the 
tropical atmosphere and the hotel is often used for business meetings as a result. 
Intercontinental provides up-market accommodation for international travelers. The 
bulk of the guests are business people so the hotels provide excellent business 
facilities, including meeting rooms, conference centers, secretarial services, fax 
machines, internet facilities and a concierge desk. For people staying at these hotels, 
cost is very much less important than the level of service comfort. A busy executive 
who is recovering from a 10 hour flight and a 5 hour time difference may still need 
to make several urgent phone calls, check emails and find a good local restaurant for 
dinner with a client the following night. Intercontinental is skillful at meeting all 
these needs. 
Intercontinental provides a reassuring familiarity coupled with a local flavor for 
business and leisure travelers. Known that an Intercontinental hotel is available in the 
destination country is reassuring for people who have a great deal more urgent 
matters on their mind than researching hotels in foreign countries 
1-Produce 2 marketing objectives for Intercontinental

-Conduct SWOT analysis for Intercontinental? 
3- Mention an appropriate generic strategy for Intercontinental to hit its competitors? 
4-Explains the ways in which Intercontinental can segment its leisure market ? 

Expert Solution
steps

Step by step

Solved in 2 steps

Blurred answer
Similar questions
  • SEE MORE QUESTIONS
Recommended textbooks for you
Principles Of Marketing
Principles Of Marketing
Marketing
ISBN:
9780134492513
Author:
Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:
Pearson Higher Education,
Marketing
Marketing
Marketing
ISBN:
9781259924040
Author:
Roger A. Kerin, Steven W. Hartley
Publisher:
McGraw-Hill Education
Foundations of Business (MindTap Course List)
Foundations of Business (MindTap Course List)
Marketing
ISBN:
9781337386920
Author:
William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:
Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing: An Introduction (13th Edition)
Marketing
ISBN:
9780134149530
Author:
Gary Armstrong, Philip Kotler
Publisher:
PEARSON
MKTG 12:STUDENT ED.-TEXT
MKTG 12:STUDENT ED.-TEXT
Marketing
ISBN:
9781337407595
Author:
Lamb
Publisher:
Cengage
Contemporary Marketing
Contemporary Marketing
Marketing
ISBN:
9780357033777
Author:
Louis E. Boone, David L. Kurtz
Publisher:
Cengage Learning