Essays on International Marketing(Task 2: Group Written Assignment: Marketing Plan) Assignment

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Hart, S. (2008, April). Editorial. Journal of Marketing Management. pp. 241-244.17Harvard Business Review (2000). Harvard Business Review on Business and the Environment. Harvard. Harvard Business School Press. 17Kay, B. & Fogg, L. (2012). The Basics of Affiliate Success: Running a Business (Top Secrets of Successful Affiliate Marketing). Amazon: Amazon Digital Services. 17Kim, C. & Mauborgne, R. (2005). Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant. USA: Harvard Business Review Press. 18Luther, W. M. (2011). The Marketing Plan: How to Prepare and Implement It. New York. Amacom. 18Peter, J.

P. and Donnelly, J. H. (2007). Marketing Management. 6th Ed, New York: McGraw-Hill. 18Worthington, I. & Britton, C. (2003). The Business Environment. New York. Prentice Hall. 18Company overviewThe Sheraton’s hotels and restaurants brand dates back to the year 1937 when Robert Moore and Ernest Henderson obtained the Stonehaven hotel. The chain of hotels attained the name from another hotel that the pair had acquired and the hotel was commonly referred to as Sheraton Hotel and it proved difficult for them to be able to chain the name since it was widely recognized and therefore they decided to call their hotels Sheraton hotels.

By the year 1939 the pair had opened up three hotels in Boston and this was mainly done in their rapid expansion in the east coast. The pair later purchased the Hotel Kimball and they were able to make major transformations to the hotel and attracted famous guests such as President Kennedy. The pair also purchased two other hotels in Canada in their bid to expand internationally. In the 1960s they opened up their first hotel outside North America and it was established in Israel.

It later expanded to countries such as Venezuela, Caracas. The chains of hotels were later acquired by ITT in the year 1968 and it was referred to as ITT Sheraton. In the year 1994, ITT Sheraton purchased a number of major hotels chains and mostly the Italian grand hotels company. These hotels later formed the ITT Sheraton luxury groups or the Starwood luxury collection. Starwood’s hotels and restaurants later acquired ITT Sheraton. Current product offeringsThe hotel offers a number of hospitality services to their customers in a bid to entice and retain them.

Sheraton hotels and restaurants offers a wide range of services and products to their customers so as to ensure that the customers are comfortable and that they feel to be at the right place irrespective of the reason for the stay (Peter & Donnelly, 2007). The hotel has various rooms for their clients who may be traveling for either business or leisure purposes and despite from the fact that they [provide such facilities for their guests they also host other additional services such as offering of foods and drinks to their guests.

The rooms in the hotels have been refurbished and the technological facilities have been upgraded so as to ensure that their guests are satisfied with the services offered. Country characteristicsThe proposed country in which the Sheraton hotel and resorts is India and mostly in the eastern coast. The Eastern coast seems to be a major center of shipping, defense, logistics and IT support. The area also services as major transport point for the industrial locations as well as other set ups that are around the place and the place is about to experience a lot of growth that will mainly be related to the hotel industry.

Based on previous research which has been carried out the feeder markets have been mainly Kolkata, Delhi and Chennai just to mention a few. Globally, china, Italy, Russia and Spain seems to be the major feeder markets in the world. The recent recession mainly affected these countries and thus most businesses such as IT, shipping and logistics were in one way or another affected.

However the hotel industry was able to sustain itself due to the large number of visitors that were experienced in the area due to the various government development projects (Worthington & Britton, 2003).

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