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interneta bibliotēka
Atlants.lv bibliotēka
Marketing Communication Plan
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278 KB


Publicēts: 09.12.2010.
Valoda: Angļu
Līmenis: Augstskolas
Literatūras saraksts: 8 vienības
Atsauces: Ir
Nr. Sadaļas nosaukums  Lpp.
1.  intoduction    5
1.1.  The city of Maastricht    5
1. 2.  The Amrâth Grand Hotel de l'Empereur    5
2.  SWOT    6
2.1.  Strengths    6
2.2.  Weaknesses    6
2.3.  Opportunities    7
2.4.  Threats    8
2.5.  Conclusion    10
3.  Segmentation    11
4.  Solutions    14
4.1.  “Enjoy Maastricht with family” package deal    14
4.2.  Agenda    14
4.3.  Timing    14
4.4.  Pricing strategy    15
4.5.  The „Early bird” package deal    16
4.6.  Agenda    16
4.7.  Timing    16
4.8.  Pricing strategy    16
4.9.  Website design    18
4.10  Timing    18
5.  Multicriteria matrix    19
5.1.  Communication approachability    19
5.2.  Profit    19
5.3.  Impact on existing business    20
6.  marketing communication plan    21
6.1.  WhY    21
6.2.  Who    21
6.3.  What    21
6.4.  How & where    22
  Bibliography    24
  apendices    25
Darba fragmentsAizvērt

In this chapter a detailed SWOT analysis can be found, followed by a summarising table which indicates the SWOT meeting point.

2.1. Strengths
The hotel is situated in an Art Nouveau1 building dating back to 1902. The historical value attracts tourists.
Grand Hotel is easily accessible from the motorway and situated only 10 km away from Maastricht-Aachen Airport. Trains, buses and taxis are available directly across from the hotel.
The hotel has easy accessible private parking, however, the space is limited.
4.Indoor swimming pool.
An in door swimming pool is a good attraction for leisure tourists, even if they do not use it they consider it as an extra facility.
5.Private infra-red saunas.
Grand Hotel de l’Empereur was the first hotel in Holland which had this facility.
6.Function rooms.3
The hotel has flexible meeting rooms offering groups from 8 up to 1,250 people the technical support and comfort.

Grand Hotel de l'Empereur belongs to a well known Holland Amrâth Hotels chain. Guests have the opportunity to recognize the quality.

2.2. Weaknesses

Due to the fact that the hotel at this time focuses both on business and leisure guests there is no loyalty program.

2.Outdated building.
The building in which the hotel is situated is built in 1902, some of the features do not meet the modern requirements5, for example there is no sound insulation, the sealing in some rooms is too low, the floors need to be changed etc.

3.Price adjustments.

The prices are not yet well adjusted for not refurnished rooms, some rooms that have old equipment still have the same price as the modern ones. That happened because there is no possibility to refurnish all the rooms at the same time.…

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