CLARION HOTEL MARKETING STRATEGY

Clarion Hotel Marketing Strategy

Table of Contents

Industry Review1

Macro Environmental Impact2

Proposed Segmentation, Targeting and Positioning Strategy4

Applying MASDA to luxury Packaged Tours5

New product/Service Proposed with Justifications6

Proposed Marketing Programme7

Pricing Recommendations7

IMC Recommendations8

Services Marketing Model9

Consumer Behaviour Concepts10

References11

Clarion Hotel Marketing Strategy

Industry Review

'Clarion Hotel' is categorized under the hospitality and tourism industry and for the purpose of reviewing this industry, a number of hotels catering the same target market will be discussed. There are many hotels in Ireland which are seen as direct and forefront competitors to the Clarion Hotel. The Gresham Hotel, La Stampa Hotel and Spa, The Morrison Hotel, The Hilton Dublin Hotel, The O'Callaghan Davenport Hotel, Clarence, The Brooks Hotel, The Maldron Hotels, Radisson Blu Hotels are the main competitors of start with. The industry offers a huge competition. Every company is striving to provide the best offers and facilities and to let the competitors out of its business.

Medical tourism is becoming increasingly popular but it's unlikely that Americans are going to travel to Ireland for hip replacements. Prominent website features that Clarion should consider applying are live chat via Carlton Hotel's website and gift voucher information via the Carlton and Maldron Hotel's websites. The Carlton hotel in Limerick highlights that it is close to the Thomond Park stadium where Munster rugby plan. Clarion's IFSC hotel is close to the Aviva and RDS stadiums and this should be highlighted to attract home and away supporters. Many hotels are managing perish ability by offering weekend deals. Clarion needs to identify when its hotels have consistently low occupancy rates and offer competitive offers during these periods.

In order to be specific about the similarities and differences in the services being provided by the main players of hospitality and tourism industry, the following table is going to provide a brief and specific view.

Clarion is focused on deciding its new targeting strategy and needs to decide amongst the two strategies proposed that are LGBT (Lesbian, Gay, Bisexual and Transgender People) and the other one is Luxury Packaged Tours.

The Hotels

Same Features Clarion Hotel has

Different Features Clarion Hotel does not have

The Gresham Hotel

Bavaria Racing

Writer's Lounge

La Stampa Hotel and Spa

Theme Restaurants

Mandala Spa

Morrison Hotel

Chic Hotel Accommodation

East meet West

Hilton Dublin Hotel

Fitness Suite

Huge Meeting Spaces

O'Callaghan Davenport Hotel

Contemporary Elegance

Clarence Hotel

Wedding packages

Brooks Hotel

Huge Attractions Offered

Close Proximity Within the City

Maldron Hotel

Luxurious Atmosphere

Child Friendly Leisure Facilities

Radisson Blu Hotel

Business Travelers

Club Carlson



Macro Environmental Impact

Analyzing two proposed strategies in terms of macro environment, we need to focus on the political, economical, social, technological, environmental and legal impacts of the strategy to be chosen. We shall discuss the both strategies one by one to analyze its macro environmental impact.

Let us first analyze the LGBT segment. There is increasing scholarly acknowledgement of the encounter and variety of sexual orientation beyond the “heterosexual,” “gay,” and “lesbian” individual, and this acknowledgement has led to difficulties to the conventional level designs of sex-related positioning identification growth. College students have discovered that bisexuals encounter identification procedures diversely from the way lesbians and gay men ...