A luxury 5-star business hotel, The Oberoi, New Delhi provides over 250 rooms and suites. It features the best of restaurants, a well-equipped business center and a rejuvenating spa experience. In addition the dedicated service makes the hotel popular with business and leisure travelers.
Bearing a blend of traditional and colonial style, the rooms are done up with traditional Indian art and handicrafts and also appointments from Europe. The hotel has taken care to ensure there is no compromise on luxury, so a perfect balance of modern luxury and traditional charm has been achieved. Regally appointed baths and specially prepared toiletries add well to the luxuries offered. Guests can choose rooms with different views, the most popular being pool-view or golf course-view rooms. Amongst the most luxurious, the Kohinoor suite is the most luxurious.
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The Oberoi offers perfect rejuvenating experiences for the guests. A 9000 square area of the hotel dedicates itself to make you feel relaxed and get rejuvenated. The Oberoi Spa features a therapy suite, an Ayurveda therapy room and a hydrotherapy room for Vichy shower. For those who love to take laps, the hotel has temperature controlled outdoor swimming pool which allows you to swim in all seasons.
Designed to suit the needs of the class business travelers, the hotel is well-appointed with all requirements for the same. It offers to guests conference rooms with a capacity to accommodate around 300 people, business centers with all modern facilities and other business facilities.
Company Overview
The Oberoi, Mumbai
Located in the city’s prime business and shopping district of Nariman Point, The Oberoi, Mumbai has been completely redesigned to be the ultimate destination for contemporary style and luxury in the city. Overlooking the Arabian Sea, the hotel welcomes you with space and serenity. Luxuriously appointed guestrooms have been meticulously planned with a host of innovative features using the latest technology.
The Oberoi, Mumbai is located on Marine Drive, the famed boulevard along the coast in South Mumbai. An hour’s drive from the airport and only minutes away from the business, financial and entertainment districts, the hotel is also well located to visit the city’s tourist attractions.
The hotel offers a rich variety of dining experiences ranging from an all day dining restaurant serving global cuisine, to an Italian Restaurant and a signature Indian restaurant under the direction of a Michelin starred chef.
An ideal location for business meetings and conferences in Mumbai, venues range from private meeting rooms at the 24-hours Business Centre to the conference rooms on the top floor of the hotel offering sweeping views of the Arabian Sea.
Recreational facilities include an outdoor heated swimming pool, a fitness centre and a full service Oberoi Spa. The Spa and the Fitness Centre are open 24 hours.
Complemented by Oberoi Hotels’ legendary service delivered by caring staff, The Oberoi, Mumbai is the ideal hotel for discerning business and leisure travellers.
http://ezinearticles.com/?The-Oberoi-Hotel,-New-Delhi—Blending-Business-With-Pleasure&id=2320861
Our brands:
Business Hotels
The Oberoi, Calcutta
The Oberoi, Mumbai
The Oberoi, New Delhi
Leisure Hotels:
The Oberoi sahl Hasheesh
The Oberoi Rajvillas
The Oberoi Madina
Wildflower Hall, Simla
Current Situation – Macro Environment (PESTEL Analysis)
Economical
The economy of UK has been getting back to the normal position as there are significant amount of increase in the tourists visiting the major cities of London as well the rest of the United Kingdom and so with the migrants from different parts of the world for jobs which would thus lead to a overall increase in the economy of the UK. Initially there need to be a high investment in purchase of building up of the vessel which would be covered under the financial capabilities of the Intercontinental group of hotels as there has been a gradual stability and increase in the economy of the Intercontinental Group of Hotels
InterContinental Hotels was the main talking point yesterday as London started the new year with a bounce.
InterContinental climbed 6.3 per cent to 597½p after a unit of Hong Leong, the Asian conglomerate that owns Thistle Hotels, declared a 3 per cent stake.
As it has been seen that the due to the economy crisis of recession there were many job losses which has left out the skilled workers out and away from their jobs but as now clearing of the overall debts of all the world economy there has been a significant growth in the economic factors as well many job openings
And as seen now there is an substantial increase in Tourism sector which would be quiet related to concept of hospitality on board of Intercontinental Blue Retreat and thus would be easier to find experienced labour
http://www.ft.com/cms/s/0/569a38fa-d937-11dd-ab5f-000077b07658.html
Political
In Britain there is new Liberal Democrats Government which will now bring on new rules and regulations on the have a change in taxation policy in correspondence to the present taxation policy on Britain
The main focus of the government is to reduce the carbon credits by reducing the carbon emissions and such elements leading towards global warming. This means there will be an increase in the fuel costs by imposing taxes over it which will directly effect on the driving of the motor vessel of Intercontinental Blue Retreat which may have a long journeys of a week from Britain to Caribbean, Mexico, Bali, Dubai at initial and thus expanding with the themed holiday retreats so the taxation rates are the major concern in considerations with the fuel as well as the service taxation rates which are to be revised
Socio Cultural Environment
Since the time trend of cruise travel came into existence the cruise liners have been a status symbol for a frequent leisure traveller who had the power to spend high amount for his travel. It was only the upper class of the society who could have afforded to travel with leisure on board but since the concept of travel with leisure had been came into existence promoting varied tourist countries and attractions it has been quiet affordable for the working class and became a means of themed travels just instead of travel with leisure
The average age of tourists travelling varies now from the young age group to the old age group varying from 15 – 55 for the purpose of visiting places over the world for holiday purpose
Technological Factors
The advancements in the cruise liners for facilitating the tourist with all the facilities throughout the journey. The major concerns in the cruise liners is the technologies to be used for waste management and water preservation and storage as well the oil or waste spills in the sea which are to be looked as major concerns.Some of the cruise liners are already implementing Water saving technologies are found throughout cruise ships, such as vacuumed toilets and low-flow faucet aerators on water outlets. In minimising emissions, is also looking at ways to reduce the amount of fuel used. As well as designing more fuel-efficient itineraries, the cruise line is pilot-testing a computer system that will make vessels more aerodynamic and lessen fuel consumption and have to further reduce sulphur oxide and nitrogen oxide emissions and particulate matter over the next decade in accordance with MARPOL Annex VI, revised in 2008, which relates to air pollution.
Some cruise lines are already implementing scrubber technology on board their ships, a system in which the natural chemistry of seawater is used to ‘scrub’ the sulphur out of a ship’s exhaust gases. These technologies are to be implemented and for which the budgeting will the looked over and thus new technologies will be adopted
Environmental
The cruise ships emit tons of sulphur emissions into the sea on a yearly average. The use of low sulphur-producing fuel which is the most popular means of reducing sulphur emissions in the cruise industry, also comes with some environmental consequences. The process of distilling crude oil to make the fuel leaves refineries with a type of waste fuel that is unusable and thus it leaves back a considerable amount of solid waste. Research is been carried out for viability of solar and wind turbine technology for ships and is set to release a sustainability report soon detailing more solutions for the future which will make the cruise liners eco friendly without disturbing the ecological balance and harming the environment.
Legal
The introduction of a new cruise liners should consider the various legal terms to be followed up which are imposed and regulated by the Cruise liner International Association (CLIA) along with the legal regulating bodies of the nations the laws and acts such as
Design and Construction standards
Cruise Vessel Safety and Security Act
Sea Environmental law (solid waste/ Toxic / Ballast water / Air Pollution)
Sexual assault on Cruise Act
Log Book and Crime Reporting
Crime Scene Preservation
These all rules, regulations and acts are to be considered from formulation a vessel to the onboard safety and security of the consumer
http://www.cruiselawnews.com/
Market Analysis
According to the projected bar graph there seems to be a substantial increase in the cruise travellers within the coming two years and this would be a very good thing for the Intercontinental Blue Retreat
The Cruising has become a major part of the tourism industry as well as for onboard hospitality accounting for with over 18 million passengers carried worldwide in 2010. The world’s largest cruise liner is Royal Caribbean which would be the major competitor for the Intercontinental Group. The industry’s rapid growth has seen nine or more newly built ships catering to a North American clientele added every year since 2001, as well as others servicing European clientele. Smaller markets, such as the Asia-Pacific region, are generally serviced by older ships. These are displaced by new ships in the high growth areas. so the Intercontinental with its new vessel would initially grab on the European market and then with the themed holidays and thus moving towards the far east
http://en.wikipedia.org/wiki/Cruise_ship
Using Micheal Porter’s five force analysis model it will help us to classify the major five forces for the Intercontinental Blue Retreat
Competitive Rivalry
There is an existing high density of cruise liners along with a increase in 32 new vessels in the coming three years which will lead to increase in vessels and so creating a port reserving problems along with the shortage of ports for existing cruise vessels There has been a competitive rivalry between the major cruise liners in the past few decades in accordance with the on board services they offer to attract the customers along with the varied experiences for the cruisers to remember with
Threat of New Entrants
Though there are 11 new cruise vessels to be launched in 2011 there is a level of threat of entrants in luxury cruise market .The easiest way to enter the cruise industry appears to be via mergers, acquisitions, and takeovers. There are essentially three cruise market segments: contemporary, premium, and luxury. Along with these types of cruises comes varying levels of service and expertise. The high cost of training and maintaining exceptional employees for their shops, casinos, entertainment, hotel staff, world class chefs, and of course the maritime staff requires a parent company with vast financial resource. Therefore the threat of new entrants is substantial. As the similar marketing strategies can be applied over but the other large group of hotels
Threat of Substitutes
The cruise industry holds a unique position in that the threat of a substitution by another vacation activity by the current consumer market seems likely to be high with the pioneering cruise companies such as Royal Caribbean, Carnival in the cruise tourism. Family cruises are also growing in popularity. a cruise vacation is generally cheaper than a traditional vacation package. Many lines offer package airfare and cruise rates to their customers. An increasing number of lines are expanding their ports of call and destinations to please the demands of today’s diverse cruise market. According to a survey 25 ships from major cruise lines from three more than last year is now carrying about 10% more passengers. All this means more choices for travellers. And thus increase in competition with the existing pioneering cruise companies and increasing a threat of substitution with Intercontinental Blue retreat
Bargain Power of Suppliers
A rise in fuel prices has been quite costly for the cruise industry, who are not only directly affected by fuel cost for running their own ships, but must raise ticket prices to cover the increase cost of flying due to high fuel prices and a hike in airfares. Quality, dependability on suppliers are vital in order to ensure repeat cruisers. If the food was good on the first cruise, consumers expect it to be up to par each time they cruise. This goes for advertising too. Carnival was the first cruise line to use television ads to promote itself. Travel services also play an important role in promoting and fulfilling cruise reservations. the bargain power of the suppliers in regards to fuel , food , supplies is likely to be high which needs an proper evaluation in accordance with the service contract for constant supply of the resources.
Bargaining Power of Customers
Cruise travellers have many different lines to choose from, each offering a slightly different variety of service on cruising. Most cruise lines target middle class travellers with the grand ocean liner experience. The first time travellers or cruisers are offered along in by moderately priced air and cruise package rates. Often one can buy a cruise vacation anywhere form $125-$250 per person, per night. Most hotel stays in major cities are more expensive per night, not including transportation as well as food. Along with low priced package rates, consumers are also demanding a unique vacation experience which would create a difference in their normal vacations . Now cruises appeal to a younger, hipper audience, and it’s easy to see why. Modern cruise ships are being more like “floating resorts,” offering everything from Casinos, spas and gyms to in-line skating and Rock-climbing walls. Cruising is the fastest-growing segment of the travel Ships also stop at more ports, with over 1,800 destinations worldwide to choose with. So does the bargain power of cruisers increase along with having wide options of cruise liners to choose from.
Customer Analysis (current and targeted)
There has been a rapid growth in number of UK cruise passengers travelling by cruise liners which have effectively been doubled in just eight years. The cruise report makes the prediction based on estimates by the UK Passenger Shipping Association that 1.35 million cruises were booked by UK residents last year, with a rise of 15% to 1.55 million predicted for this year. Now cruises are attracting to a younger, hipper audience, Modern cruise ships are being more like “floating resorts,” offering everything from Casinos, spas and gyms to in-line skating and Rock-climbing walls. Cruising is the fastest-growing segment of the travel Ships also stop at more ports, with over 1,800 destinations which would certainly lead to increase in the family travellers and young travellers which would create a trend for them to travel in luxury
The base target of the Intercontinental group would be to create a difference on their cruise liners along with the generation trends. initially it will be launched starting the voyage from UK to Mexico, Caribbean Islands, and covering 1 voyage to Bali and Asian country parts. the motive would be to create a difference in hospitality as intercontinental is following the concept of making customer happy and to create great hotels guest love
http://www.travelweekly.co.uk/Articles/2008/02/13/26646/uk-cruise-market-to-hit-two-million-passengers-by-2012.html
Internal Environment
The potentials of Intercontinental Blue Retreat –
Strengths:
Good financial stability of the brand
Customer loyalty
Large database of Intercontinental customers
Pioneers in Hospitality since long time
Luxury Brand image along with all 9 brands of intercontinental group
Assured clientele
Weaknesses:
Higher fixed cost
Onboard service is labour intensive
Seasonality of ship usage
Weak environmental policies
Long lead time for ship delivery before introduction in the market
Competitive industry with other pioneering cruise liners
High fuel and maintenance cost
Opportunities:
Expected 11 more ships in next four years
Only 8 % have taken over in the tourism sector by cruise lines
Ageing population wants relaxing vacations
Multilingual staff for language efficiency which can be picked over within from the properties over the world
ships for mergers or acquisitions from existing vessels due to brand power
Threats:
Maturing industry
Overcapacity of vessels in the sea
Rate of growth might slow down
Expected growth of 6.3 % in coming year
Tight regulations in voyage and cruise laws
Other cruise companies to increase their vessels in next year’s by acquisitions
Competitive advantage
The aim is to build a sustainable competitive advantage could be achieved by Intercontinental Blue Retreat through the Intercontinental Hotels & resorts groups economy and their pioneering performance in past few decades acquiring over 6 major brands within Brittan and world over . Possessing extensive knowledge of the UK market and existing extensive research into consumer behaviour they can offer a holistic service supported by the group’s expertise in customer service. Intercontinental already has a guest loyalty card of which the regular guests or customers can avail of the discounted rates on the voyages or themed holidays with family and friends also can avail business facilitation with intercontinental business jets for conferencing. Intercontinental blue retreat would formulate a cruise theme trip along with the hotel stays at intercontinental resorts at varied location along with hampered gift packages for the loyal customers or frequent customers and offering business coaches for business class within the cruise and pioneering the cruise liners
Mission Vision and core values of INTERCONTINENTAL HOTEL GROUP
Mission: To create great hotels guests love.
Vision: To build the hotel industry’s strongest operating system focused on the biggest markets and segments where scale really counts.
Core Values:
Do the right thing
Show we care
Aim higher
Celebrate difference
Work better together
Mission Vision and Core values of INTERCONTINENTAL BLUE RETREAT
Mission: To create best cruise guest would love.
Vision: to build up the pioneering voyages with a great customer satisfaction maintaining the higher scales in the cruise tourism sector
Core Values:
Do the best for the guest
Show the care through better service on board
Be pioneers
Work unitedly
Create valuable difference
Introduction of INTERCONTINENTAL BLUE RETREAT
The cruise vessel of Intercontinental would be introduced in summer 2010 from south Hampton port of Great Britain and the first voyage would be with grand opening to Caribbean island. The vessel would be initially advertised with the in-house marketing from all the brands of intercontinental group and along with a in-house reservation desk in the lobby of every hotel as travel desks at the lobby which would help make aware the brand loyal guests with the pre launching of luxury cruise
The Marketing Strategy (Marketing Mix)
Product:
The product being a service product it has to be generally promoted based on the brand image of the hotel so as to facilitate loyal customers with the efficient and luxurious on board service at the intercontinental Blue retreat
Price:
The price of the voyage would be as along with the luxury with an offered discounted rate to the loyalty card members of intercontinental group and along with a discounted rate for the first 200 reservation special family and themed packages with a special rated with over the chosen destination in accordance to promote the voyages
Place:
The cruise vessel of Intercontinental would be introduced in summer 2010 from south Hampton port of Great Britain and the first voyage would be with grand opening to Caribbean island. The vessel would be initially advertised with the in-house marketing from all the brands of intercontinental group and along with a in-house reservation desk in the lobby of every hotel
Promotion:
The promotions are to carried out at initially by in house promotions by in room pamphlets, advertisements on in room televisions and to the business class by a presentation of advertisement of launching and on a large scale by following
Company’s own Website
Billboards
Printed advertisements
Direct Mail to business class
Loyalty members offers
Online media
Sales promotions
Sponsorship
Type of Promotion
Method
Objective
Company’s own website
Efficient, branded website with online booking facilities.
And initial advertised page
Provide info
Enable online bookings
Billboards
.billboards at the major transport lines and tourist places along with the airport and stations
Create awareness and promote the luxury voyage facilitated for the consumers
Printed Advertisements
Poster advertisements
Ads in publications such as the travel and tourism magazine
remind and retain customers about the brands new launch
Direct Mail
Letters,
Pamphlets.
Reaching business class segment efficiently
Online Media
Emails
Banners
Sponsored links
marketing
Social media websites
comparison websitessites.
Utilise the internet to reach as many targeted customers, efficiently as possible, to guide them directly to the online booking system and retain data of customers to avail them with promotions.
Sales Promotions
In-house promotional stands and desk prior the launch
Inform about the luxurious service of the cruise
Loyalty members offer
Offer with special packages to loyalty card members
To increase brand loyalty of customer
Sponsor high end events
Sponsor high end events with a handful budget.
To get relation with the people in events and thus make brand promotions
Marketing Strategy:
Differentiation Strategy: Intercontinental Blue Retreat should make their cruises more unique and luxurious then other cruise lines making differentiation with the packages or the services provided on board by the pioneering brand in hospitality.
Sample of Advertising
Critical Reflection
I am a graduate in hospitality and tourism management with a relevant experience of one year working with a 5 star property. I have learned marketing in my bachelors but haven’t related or do not have much relevant experience with the same. It had always seemed interesting subject according to me. Coming from a hospitality background, learning the marketing concepts in depth and relating them with the real world scenario has been a truly worth experience. I was also able to explore the creative side of me while designing of the advertisement which made me think of the several factors which should actually be taken into consideration.
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My expectation at the beginning of the module was to learn the basic concepts of marketing which are to be used on regular basis on and throughout marketing in any industry. But I have not only learned the core marketing theories but able to apply the theoretical concepts to practical. I feel confident now as i can take any product and formulate a descent marketing strategy. Following a video advert for the designed product line is a concept of learning the advertisement trends of marketing the new product which is quiet interesting.
The assignments provided me a tremendous opportunity to apply the gained theoretical knowledge and bring into practice. I have always considered PESTEL analysis and marketing mix as the main tool to analyse a marketing strategy for any product. These both theories provide a concrete base for marketing any product. while designing the product line of my product it became quiet clear and concise to me how anyone can relate effectively use the 4 P’s of marketing mix considering not only the product and place as in usual rather then also looked over the price and promotion of the product which are of major considerations for any product. My concept of promotion of a product was only as advertisement but as i progressed through the coursework i found out that advertisement is just a basic tool of promotion. Whereas promotions can be done in varied different ways to promote the product in market.
One of my biggest misconceptions about product placement was cleared in this assignment. I always used to consider the placement of product about an large scale in a hypermarket .as going through the product line of my new product of an chain of hotels to cruise liners was a huge and massive product for which the location on the right place at right time maters a lot as the cruise business is usually termed as seasonal
PESTEL analysis helped me to look overall factors which would effect the new product in the existing competitive market. at initial the factors like political, social and environmental factors where not been of much importance in accordance to me but while going through the assignment i realised that these factors to play a major concern in case of INTERCONTINENTAL group of hotels launching a cruise liner. The environmental factors are of major consideration with the legal environmental laws for the cruise liners as to regulations of carbon emission and oil spillages of cruises are considered with different laws which are followed up by the companies
Market analysis is an another vital tool to recognise and evaluate the market segmentation of an particular product in the market. as considering the marketing game which initially i found to be worthless. But it proved to be a very effective tool for evaluating the strategies to be applied in accordance to market situations. i always had it in my mind as a key assignment where i have learned to evaluate the market in accordance with the situation of the market and the requirements on the product in the sector. it also helped me to consider major budgeting factor as we in a group where provided with a fix budget.
During designing of the product, I had to keep in the mind the existing product portfolio, and the brand image of the company. This was challenging as they act as few factors within which I had the design the product. Placing myself in the shoes of a marketing head, I had to keep in mind the overall marketing strategy of the company, where my product fits in to the plan and how it delivers value to the customers. How would my product differentiated from the other competitors in the market
The consumer analysis in the coursework was one of key learning aspects to consider the consumer behaviour along with the consumer buying habits depending upon the several factors such as age, sex, culture, habits, psychology, needs and wants of a customer which helps in formulating a unique products which can be differentiated from the others thus creating a competitive advantage. The purchasing power of customers vary which makes it more difficult for pricing a product accordingly and also that means to me as a marketing person is that I need to keep in mind these various aspects while designing the marketing campaign. Therefore I felt, the customer profiling exercise is a great tool to understand and identify the target segment of the customers. This exercise has enabled and enhanced my understanding of marketing as a tool to figure out the right target segment for the right set of customers and the right campaign that will help promote/sell the product.
It was great to know that the intercontinental group of hotels maintain a portfolio of regular and business class consumer as well the loyalty card members. They avail and provide their consumers with a global facilitation with the loyalty card with the all existing 7 brands over round the world.
The porters five force analysis which considers the differential factors irrespective to any other theories has helped me through the assignment to consider the situational analysis of the product in the concurrent market as the factors considered such as competitive rivalry, threat of entrants, threat of substitutes are major concerns for the market situation analysis while the bargain power of consumers and suppliers where of not much importance to me unless i evaluated the assignment and came through the situations where such analysis are the major issued as for INTERCONTINENTAL cruise liners had to enter into new market there the supplies such as fuel, food and water suppliers are the major onboard requirements to be considered and suppliers bargain power has helped me to look-over evaluation of any supplier
SWOT analysis was useful in clearly highlighting the strengths I can use to promote and position the product, looking to weaknesses how i can improve the defects on the company, opportunities and threats will help me to look on to futuristic considerations. The best thing about the SWOT analysis was that during the process of conducting SWOT for the pioneering brand of Intercontinental Hotels and resorts, I realised that it is a very effective tool to understand a company’s position in the overall market. Realizing the benefits of a SWOT analysis I decided to conduct a SWOT analysis on myself. This was even more insightful to me. It clearly helped me understand how I can improve myself professionally and personally. Considering my strengths weaknesses and improve myself
After going through the assignment it reminds me of the question which was once asked to us as in a practice session to debate on with “Marketing is an art or a science”? This now truly makes me feel that it cant be any single piece of the duo pair because the science of the theory is implemented and the form of marketing art helps to implement the science into practical. So it cannot be just the one part of instead both terms compliment each other. During the exercise I felt I have undergone a complete transformation in terms of
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