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1. Re - evaluation of Marketing Strategy neccessary ?

1. Re - evaluation of Marketing Strategy neccessary ?. occupancy brand awareness Increase of competitive strength reach global marketplace USP needs to be openly communicated Guests tend to consume other hotel services

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1. Re - evaluation of Marketing Strategy neccessary ?

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  1. 1. Re-evaluation of Marketing Strategyneccessary? occupancy brand awareness • Increase of competitive strength reach global marketplace • USP needs to be openly communicated • Guests tend to consume other hotel services • The hotel is dependent on local residents, but less than 1% of all Germans can afford the hotel • The hotel is not profiting enough from its resources 2

  2. 2. Present Marketing Strategies • Only 2,5 % of the total revenue is spent on Marketing activities • Very few special rates (Promotions / Discounts) are offered: • « Quality has its price » • The hotel is not communicated to be in Frankfurt • The Hotel is a member of Leading and Selektiondeutscher • Luxushotels • Good reputation but only based on word to mouth, • not on using communication channels 3

  3. 3. SWOT Analysis • Well-establishedreputation • Traditional building & values • Exquisiterooms • Unique SPA: Thermal Springs • Michelin Star Restaurant • Experienced, Qualified & Multilingual staff • Lowlevel of staff turnover • Loyal customers • Inflexibility in doing promotions / offers • Veryexpensive • Lack of communicating about Frankfurt • Unsuccessfull to promoteitselfabroad • No full usage of resources • Dependencyfrom local People • No loyalty program / CRM offered Internal • No linkbetween Wiesbaden & Frankfurt • Germansprefer to go abroad for holidays • Satisfyingcustomersisgettingdifficult – • People demandspecial rates • Increasingdependanceon travelagencies • New hotelsentering the luxurymarket in • the region • Membership in Leading, Selektion • deutscherLuxushotels • Very attractive location/environment • Wealthypopulation in surrounding areas • Good transporting system & infrastructure External 4 4

  4. ? 4. Advantages & Drawbacks of enteringinto a franchise affiliation • … WerecommendRelais & Châteaux • Restaurant • Authenticity • Competition (no Relais & Châteaux in the area) 5

  5. Thank you for listening. Questions? Franchising Strategiesand BusinessOperations I Doria, El Ahmadi, Eruimy, Gajek, Hazet, Lemblé Cross Cultural Competencies I SS 2012 I Jeanette Gajek I 02.05.2012

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