INTERNATIONAL MARKETING

International Marketing

International Marketing

Introduction

Tourism operation is an essential aspect for organizations that are present in countries where tourism industry is at its peak and where he country has to take steps to make sure that proper solutions are sought for increasing and maintaining the tourism in the country. Organizations can gain from the tourism aspect of the country and it is important that proper steps are taken for ensuring the positive impact. Hotels are the ones that play a major role in helping the people in staying in the country when they have reached there to visit the country. This paper will talk about the marketing mix of Radisson Hotel and the company's internationalization. The company is not listed on the Interbrand list; however, the services provided by the hotel are one of a kind.

Product

The company follows the adaptation staretgy, which is why, it has introduced different products in the international market according to the needs of that particular market. The hotel chain Radisson uses five brands. Radisson Hotel provides a full range of services for people above the middle class by putting their hotels in the shopping areas. Radisson Inn serves business and a short meeting; it is located in the satellite towns. Radisson Resorts is designed for recreation and meetings and mainly located in scenic areas. Radisson Plaza Hotel serves wealthy businessmen and leisure travelers, offering a wide range of services, located in cities or suburbs. And finally, Radisson Suite Hotel provides a variety of services to business for an extended period, as well as offering holiday breakfasts, cocktail meeting is usually in areas where many offices.

Development of a new product in the tourism industry are successful in those tourist companies, which have established formal procedures for the development, to be exact are large corporations with system software development of the tourist product. New product development occurs in several stages (Yi, 2012, pp. 25-36). First, the company formulated a strategy for developing the tourism product, which, in turn, includes product innovation, i.e. establishing the form of the desired product, the modification of existing products, as well as the allocation of resources to create a product.

After determining the strategy phase begins generating ideas. Many firms used for this purpose tools such as brainstorming, search matrix, morphological analysis, etc. Then turn ideas into concepts that are potential customer's discussion and approved. The next stage of product development tourist firms is business analysis, when the predicted initial and repeat sales, planned prices and expected profits. Next, we create the product itself, which is pre-test of strength. This step is costly, time-consuming and effort.

Between the generation of ideas and transform them into stage life and organize tourist product on the market often takes several years. This means that changes in economic, political or other conditions can transform the market and thus the attractiveness of the product developed (Warren, 2012, pp. 19-25). An important part of planning a new product, and generally creating a marketing strategy in the tourism industry is ...