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PT305 International Marketing For Travel And Tourism

tag 0 Download 16 Pages / 3,885 Words tag 07-07-2021


Built by Jeremy Goring’s great-grandfather Otto in 1910, The Goring has been lovingly run by the Goring family since its inception. A visionary, Otto Goring saw great promise in a plot of land situated at the Buckingham Palace end of what today is known as Beeston Place. After removing a public house and several cottages, the path was laid clear for the last grand hotel of the Edwardian era – The Goring.

Opened on the 2nd March 1910 this historic hotel was finally complete, along with en-suite facilities and central heating in each and every bedroom – widely believed to be a world first.

Today, The Goring remains a favourite address and hidden gem for anyone seeking out that quintessentially English luxury hotel in the centre of London. Through four generations of the Goring family, the hotel has come to deliver some of the finest personal service in the world. This world class guest experience is set against the elegant backdrop of the rest of the hotel.

From the Linley designed Dining Room celebrating the very best of British cuisine, to the artistry of the hand-woven Gainsborough Silks which adorn the walls so gracefully, The Goring is a wonder to behold. The inside of the hotel is beautifully enhanced by The Goring Gardens – one of the largest private gardens in the capital. The Gardens, as well as the Lounge Bar, provide guests with the perfect setting to enjoy the award-winning afternoon tea and The Goring is proud to be leading the way in restoring this wonderfully English pastime to popularity once again.

With only 69 luxurious suites and rooms, The Goring is affectionately known as a “Baby Grand”. It is the finest of traditional hotels in the perfect location, but with the most intimate of atmospheres and personalised attention.

The Goring Hotel in Belgravia - Impeccably English and perfectly individual

Impeccably English and perfectly individual, The Goring features 69 sumptuous suites and rooms, each uniquely decorated with the ?nest furnishings. As the last remaining family-owned luxury hotel in London, it is renowned for its warm, intimate atmosphere and personalised service.
Located in Belgravia - one of the most exclusive and elegant areas in central London - it is perfectly placed for spectacular sights and style. The iconic walls of Buckingham Palace border the district and nearby Knightsbridge, Mayfair and Sloane Street make for a fashionable stay.

The closest hotel to Buckingham Palace, The Goring has been a firm Royal favourite for many years, since it first opened its doors. The coronations of George VI and Her Majesty The Queen saw the hotel filled with royalty attending these great occasions from all over the world. The Queen Mother also famously enjoyed Eggs Drumkilbo – a lobster and egg-based dish that remains one of the most popular dishes in The Dining Room.

In 1990, George Goring accepted an O.B.E. from Her Majesty The Queen at Buckingham Palace for ‘services to the hotel industry’. This was followed by the appointment of a Royal Warrant to The Goring in 2013 - the only hotel to have been awarded a Royal Warrant for hospitality services. Royal Warrants of Appointment are a mark of recognition to those who supply goods or services to the Households of Her Majesty The Queen, His Royal Highness The Duke of Edinburgh or His Royal Highness The Prince of Wales.

You are required to undertake the post of Marketing Manager for the Goring Hotel. Critically review the current marketing and promotional activities of the organisation. You are required to prepare a marketing report to plan for international marketing in order for the hotel to build a successful strategy of upscale transition and internationalisation e.g. amendment, improvement or extension.

International Marketing Plan

This should include:

  • A situation analysis including SWOT analysis with a particular focus on overseas growth if applicable. Micro/macro environmental analysis, market and competitor analysis should all be undertaken. (LO1)
  • Summary of organisation’s current marketing practice, which should continue to include evaluation of potential, specific geographical international market/opportunity with justification. (LO1)
  • Supporting rationale for market selection, market entry and barriers to entry if applicable. (LO3)
  • Recommended marketing segmentation, targeting and positioning strategy with justification. (LO1)
  • Critical analysis of a range of methods organisation could employ to evaluate cost effectiveness of sales promotion with particular focus on segments to be reached. (LO2)
  • Identify at least one significant issue which will affect the overall strategy. (LO1)
  • Recommended promotional strategy with supporting marketing mix outlined for the proposed market, ensuring its relevance to the target audience. (LO3)
  • Risk assessment of the implementation of the promotional strategy. (LO3)

Please note additional supporting research data to be included in the appendices.  Ensure you reference the material in the appendices within the main body of the plan to ensure you receive relevant marks.

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Total 16 pages

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