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Marketing Plan for Hotel Ibis in Tianjin - China

Autor:   •  April 12, 2011  •  Essay  •  10,113 Words (41 Pages)  •  1,922 Views

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1. EXECUTIVE SUMMARY

Ibis is one of economy hotel brand of Accor Group which is the European leader and world wide group and has a unique position with nearly 4000 hotels from economy to upscale. As a world player in the economy hotel sector, ibis is the European pioneer and leader in its market. Since inaugurating its first hotel in 1974, ibis has earned a worldwide reputation for excellent services at very competitive prices based upon an international standard offering all the major services of a modern hotel, for the best local market value. It is developing a worldwide network of ideally located, simple, modern and friendly hotel---"just the way you like them". So far, there have been approximately 800 ibis hotels in about 40countries.

1.1 A Worldwide Standard

Around the world, the ibis standard guarantees to its customers:

• Locations in the vicinity of airports, train stations, business centers and tourist destinations

• Modern and well-designed en-suite bedrooms

• Services available 24 hours a day, 7 days a week

• Bar as well as hot and cold snacks available 24/7

• Simple, clear and consistently competitive rates

Adapting itself to the demands of local markets, the ibis standard allows the hotel chain to satisfy the needs of its national and international business and leisure clientele.

1.2 Ibis Pioneer in ISO 9001 Certification

In 1997, ibis was the first economy hotel chain to obtain the ISO 9001 certification. Today, 660 ibis hotels are ISO 9001 certified. They all follow the same methodology and use the same controls, thus ensuring continuous improvement and consistent service quality for all ibis customers around the world.

1.3 Ibis Innovating For the Environment

Back in July 2004, ibis was the world's first chain to formalize its efforts in favor of the environment and to demonstrate its environmental commitment by launching a worldwide ISO 14001 certification initiative. Today, over 200 ibis hotels around the world have been granted ISO 14001 certification. Its goal is to have 75% of its network certified by the end of 2010.

1.4 Focuses of the Marketing Plan

Although Ibis a leading economy hotel brand in Europe, it is still a new market player in Tianjin. Thus, our marketing plan is focus on the marketing programs for the three Ibis hotels in Tianjin----Hotel Ibis Tianjin Tianwei, Hotel Ibis Tianjin Teda and Hotel Ibis Tianjin Tanggu. We will firstly make an environmental analysis and set next year's objectives and quotas. Then, based on the analysis and marketing goals, we will

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