Project #52006 - EMERGENCY MARKETING PROJECT

PM305 Assessment Guidance E14

 

1.       Please ensure you meet the assessment criteria in the brief:

Assessment criteria

Explanatory comments on  the assessment criteria  

Maximum marks for each section 

Research and situation analysis

  • Situation analysis to include:
    - internal analysis
    - external analysis

  • Identification of specific challenges to company 


30%

Constructive analysis and application of international marketing strategies

  • Evaluation of current situation linked to proposed strategic options for international growth, including justification of market selection for growth
  • Identified and justified selected strategy with particular focus on relevance to target audience
  • Outline of key aspects of marketing mix as applicable to the identified strategy

 

 

60%

Format and referencing,

Harvard referencing where relevant and appropriate.  Appropriate report format

 10%

Total

 

100

 

 

2.       Reading and referencing

 

You need to reference everything that is used that isn’t your own work e.g. models, frameworks etc. 

 

Please ensure you use Harvard referencing, there is guidance on Blackboard and in the library.

 

3.       Report Structure and Content


Your report should have the following structure (text in italics is guidance on content):

 

Contents
1.0 Introduction (what’s the purpose of your report)

2.0 Situation analysis (cross reference to audit in appendices, summarises key aspects of your analysis)

3.0 Summary of key issues (from SWOT which are they key things you think they need to address to grow)

4.0 Strategic Options (which growth strategies/competitive strategies/segmentation, targeting and positioning – present opportunities for international growth, based on analysis of current situation – so link to your analysis)

5.0 Strategic recommendation (which one has the best chance to support international growth and why)
6.0 Market selection and market entry (which markets, why those markets and market entry mode)

7.0 Marketing Mix (specific recommendations of each aspect of the mix to deliver strategic recommendation)

8.0 Summary

9.0 References and bibliography

10.0 Appendices (to include full marketing audit  -as cross referenced within your situation analysis)

 

Where you use further sub headings please still number e.g7.0 Marketing Mix, 7.1 Product, 7.2 Promotion, 7.3 Price, 7.4 Place

 

4.            Style

Your report should be written in business English, please do not personalise e.g. DO NOT WRITE –I recommend, in third person it would read: It has been recommended that…..

Please ensure your report is coherentcoherent. That each section links i.e What are the issues Moxy is facing from your analysis of their current situation, what strategic options do you think they have to support international growth based on your analysis of the current situation.  Which strategic option do you recommend and why, what markets will they be in and how will they enter these markets? What marketing mix do you recommend to deliver the recommended strategy.

 

 

5.            Level Appropriate

 

This is a level 6 module and based on QAA requirements Level 6’s are awarded to students who have demonstrated:

-              a systematic understanding of key aspects of their field of study, including acquisition of coherent and detailed knowledge, at least some of which is at, or informed by, the forefront of defined aspects of a discipline

-              an ability to deploy accurately established techniques of analysis and enquiry within a discipline

-              conceptual understanding that enables the student:

-  to devise and sustain arguments, and/or to solve problems, using ideas and techniques, some of which are at the forefront of a discipline

- to describe and comment upon particular aspects of current research, or equivalent advanced scholarship, in the discipline

-              an appreciation of the uncertainty, ambiguity and limits of knowledge

-              the ability to manage their own learning, and to make use of scholarly reviews and primary sources (for example, referenced research articles and/or original materials appropriate to the discipline).

Classification Descriptors linked to Marking Scheme

Indicative Grade

UK% marks

Characteristics.

Distinction

70%+

Very high standard of critical analysis using appropriate conceptual frameworks.

Excellent understanding and exposition of relevant issues.

Clearly structured and logically developed arguments.

Good awareness of nuances and complexities.

Clear evidence of independent study.

Excellent evaluation and synthesis of material.

Highly relevant data and examples

Merit

69-60%

High standard of critical analysis using appropriate conceptual frameworks.

Clear awareness and exposition of relevant issues.

Clearly structured and logically developed argument.

Awareness of nuances and complexities.

Some evidence of independent study.

Good evaluation and synthesis of material.

Relevant data and examples.

Pass

59-50%

Uses appropriate conceptual frameworks.

Attempts analysis but includes some errors and/or omissions.

Shows awareness of issues but no more than to be expected from attendance at classes.

Arguments reasonably clear but underdeveloped.

Insufficient evidence of independent study.

Insufficient evaluation of material.

Some good use of relevant data and examples.

Pass

49-40%

Adequate understanding of appropriate conceptual frameworks.

Answer too descriptive and or any attempt at analysis is superficial containing errors and omission.

Shows limited awareness of issues but also some confusion.

Arguments not particularly clear.

Limited evidence of independent research and reliance on a superficial repetition of class notes.

Relatively superficial use of relevant data and examples.

 

PASS MARK=40%

 

E

39-30%

Weak understanding of appropriate conceptual frameworks. Weak analysis and several errors and omissions.

Establishes a few relevant points but superficial and confused exposition of issues.

No evidence of independent study and poor understanding of class notes or no use of relevant data and examples.

 

 

 

Learning outcomes to be examined in this assessment

·         Identify the principal managerial issues and policies necessary for success in international marketing.

·         Examine and evaluate methods of identifying and qualifying market potential in different parts of the world.

·         Illustrate the nature of overseas distribution systems (including agents and joint- ventures) and demonstrate the marketing implications of differences in culture in consumer behaviour.

Percentage of marks awarded for module:

 

 

This assignment is worth 50% of the total marks for the module

Assessment criteria

Explanatory comments on  the assessment criteria  

Maximum marks for each section 

Research and situation analysis

·         Situation analysis to include:
- internal analysis
- external analysis

·         Identification of specific challenges to company


30%

Constructive analysis and applicationof international marketing strategies

·         Evaluation of current situation linked to proposed strategic options for international growth, including justification of market selection for growth

·         Identified and justified selected strategy with particular focus on relevance to target audience

·         Outline of key aspects of marketing mix as applicable to the identified strategy

 

 

60%

Format and referencing,

Harvard referencing where relevant and appropriate.  Appropriate report format

10%

Total

 

100

 

 

Candidates must clearly label their ID Number on additional separate reference, formula or answer sheets.  

 

 

 

 

 

Summative Assignment Task:

This summative assessment represents 50% of grade.

All learning outcomes will be assessed.

Scenario

As a marketing consultant for new Moxy budget hotel chain, you have been asked to complete a strategic marketing audit to analyse both internal and external factors that are impacting on the organisations ability to develop internationally.

You have been given a particular remit to consider the changing nature of the global tourist industry to consider the future international market development for Moxy.  Based on your critical analysis of the international hotel industry, assess the strategic options available to Moxy to develop its international presence. Recommend with justification Moxy’s strategy for international market development.

International Marketing Strategy Report

This should include:

·         summary situation analysis

·         evaluatestrategic options for Moxy’s international strategic growth

·         recommend with justification 1 of these strategic marketing options and associated market selection and entry strategy

·         outline recommended marketing mix to support the recommended strategy

Notes on report:

·         Please note analysis of case study researchdata and any additional data should be included in appendices in the form of a marketing audit.  Please ensure you cross reference the marketing audit within the main body of the plan to ensure you receive relevant marks e.g. summary situation analysis to summarise key findings from detailed marketing audit in the appendices.

·         You should use the data provided in the case study material but you can include additional research data.

·         The focus of your additional research should be in relation to the academic nature of international marketing strategy development, as opposed to a lotof additional market data relating to the case.

·         Please present in business report format

 

 

 

 

Supporting Case Study Material: Moxy

What we’ve seen

·         Ikea has bought up a lot of development land in the UK and Europe and yet has not been getting permission to open superstores in every site it owns.

·         Ikea has strong property acquisition and development skills.

·         The company is already building homes. In Gateshead the first ‘flat-pack’ village, Boklok, has been built with Scandinavian-style timber-framed homes. It was developed in conjunction with  building company Live Smart At Home - a provider of affordable and supported housing.

·         Ikea’s development plans include a Europe-wide chain of hotels under the Moxy brand, pitched at the budget hotel customer. These will be developed and run in conjunction with Marriott.

Ikea in the UK

Ikea opened its first UK store in 1987 and currently operates 19 stores, 18 of which are located in the UK and one in Ireland. Future openings coming on stream include new stores at Reading and Sheffield.

Flat market conditions have depressed sales of furniture in the UK for several years. Also, the company has not been able to open any new stores since 2008. This has meant almost static levels of sales for Ikea.

Budget hotels in the UK

Mintel’s report Hotels – UK – October 2013 reports that the market for hotels is growing in the UK. In 2013 there were 160.2 million guesthouse nights in the UK, +14.4% on 2008. By 2018 this will grow by 11.7% to reach 178.9 million.

Budget hotels account for around 14% of the market by number of hotels and 23% of the market by number of rooms.  The leading groups in the market are the budget chains Premier Inn and Travelodge. These companies have a combined market share of 10% of UK hotels and 15% of UK hotel rooms.

During 2012 UK hotel supply increased by around 18,000 rooms, the highest increase over the past decade. Around 90% of new rooms in 2012 were branded. And the explosion in hotel development is continuing - around 3,300 new rooms opened in the UK by the end of 2013 and a further 15,000 will come on stream in 2014. Over half of all new rooms being built are expected to be in budget hotels.

Will Ikea’s new hotels contain Ikea furniture?

Marriott International launched its new economy tier, three-star hotel brand Moxy into Europe in March 2013, expected to arrive in the UK during 2014/15. Moxy, designed in conjunction with furniture company IKEA, is targeted specifically at what Marriott sees as a key emerging demographic, the ‘Millennial traveller’ (those born between the early 1980s and the early 2000s).

 

The first Moxy hotel will open near Milan's Malpensa airport in 2015, with rooms priced at €60 (£52) to €80 a night. And Ikea is targeting further locations in cities across the UK and Europe. In the UK the first four sites will begin opening in 2015 at Westfield’s Stratford City Olympics site, Heathrow’s Bath Road (a 422 bed hotel), the Royal Docks in east London, and Liverpool's Cropper Street.

The furnishings in guests' rooms will not come from Ikea, though they will reflect the no-frills price of a night's stay. But the hotels will be built with an ‘Ikea’ approach including pre-manufactured rooms complete with flat-pack fittings, manufactured in Italy and delivered across Europe. The bathroom amenities are reported to be ‘upscale’ and the colour tones planned for the hotel rooms will not feature the bright colours which are associated with some Ikea furnishings, but will be calming, neutral and have a natural theme such as leather-look and stone.

So Ikea’s motivation is not so much to create a showroom for the company’s home furnishing lines, but to capitalise on its skills in delivering excellent value for money. The company brings its property development skills to the party, along with a desire to make money outside of its core markets.

Opportunities for cross-marketing?

Ikea is not the first furniture retailer to open hotels in the UK. Laura Ashley opened its first hotel in August 2013. The Manor Hotel at Elstree is showcasing Laura Ashley furnishings. Guests sleep on the company's beds, read by Laura Ashley lamps and enjoy the comforts of Laura Ashley furniture throughout the hotel. The interior also uses archive designs, some dating back to the 1950s. And Laura Ashley’s design team have a track record of working on interior design for other hotels before this.

So it would seem surprising if Ikea misses an opportunity to expose customers at Moxy hotels to its design ideas, its textiles and its housewares. Where else will people get the chance to actually sleep on an Ikea bed for the night, or experience an Ikea bathroom? And there could also be other cross marketing opportunities such as developing a loyalty scheme for customers of the hotels to benefit from the stores, and customers of the stores to use the hotels.

Extending brands

The Mintel Inspire Trend, Extend My Brand, looks at the ways established brands have begun to leverage their trust by extending into new categories. Brands in declining or heavily regulated markets are also extending into new territories and new sectors to survive, whilst others are using extension as a form of self-promotion in its own right. And for Moxy, any visitor from outside the UK there is scope for the brand to capitalise on people’s familiarity with the Ikea brand, setting the expectation of hotel standards.  There could be scope for the brand to become involved in facilitating trips, including shopping trips that take in a UK Ikea store!

 

 

What it means

·         In a slow-growing and highly competitive retail market place Ikea is spreading its wings and looking for new channels of revenue.

·         The budget hotel idea fits very well with Ikea’s value-for-money philosophy. And also gives the company development opportunities on land which are less suitable for retail outlets.

·         Ikea’s design flair and cost control experience should help it create a chain that will stand out in the crowded budget hotel market place.

·         For the future Ikea has a significant opportunity to use the Moxy hotel chain to build awareness of and loyalty to the Ikea brand.

The competition in the UK: low=frills, high teach

As the budget sector continues to grow apace, leading hotel chains are rolling out new pod brands, designed around a combination of small space (ideally suited to congested city centre locations), few frills, low prices but high technology.

 

In July 2013 the UK budget market leader Premier Inn announced its new ‘hub by Premier Inn’ brand. Rooms will feature an en-suite bathroom, wardrobe, desk, bed and a 40” smart screen television, contained within a space of 11.4 square metres.

 

Guests will be able to control lighting and room temperature using a mobile phone app. They will also be able to pre-order breakfast and change the television channel so their favourite programme is on when they arrive. According to owners Whitbread, room rates will be up to 30% cheaper than existing Premier Inn hotels.

 

 

citizenM has launched its first London venue with two more properties to follow in the capital in 2014. The boutique capsule concept is designed around ‘affordable luxury’ with rooms offering a king-size bed, wall-to-wall window and a screen MoodPad that enables guests to control the television, window blinds, temperature, coloured lighting and wake-up alarm themes. Wi-Fi and iMac computers are offered free of charge along with the services of a 24-hour snack/drinks bar canteenM. The brand describes its target market as ‘frequent traveller, value conscious, multi-cultural, free-spirited, tech savvy, informed, social, international, contemporary and urban’.

 

 

Source: Mintel Report 226.3.14

 

 

 

 

Additional Moxy Case Study Data:

Hotel Trends - February 2014

Overview

 Total spending on travel and tourism is projected to have risen by over 40% in real terms (all amounts stated in 2011 US Dollars) between 2012 and 2020. Growth in leisure travel spending is forecasted to slightly outpace that of business travel spending, which supports the move of some major hotel chains to create all-inclusive resorts, as detailed below in this report.

 

FIGURE 1: Projected spending on leisure & business travel, 2012-20

 

(in 2011 US$m)

World

2012

2013

2014

2015

2016

2017

2018

2019

2020

% change 2012-20

 

 

 

 

 

 

 

 

 

 

 

Leisure travel spending

3,222.1

3,324.1

3,479.7

3,652.7

3,823.2

3,999.8

4,184.6

4,375.2

4,570.5

+41.8

Business travel spending

1,017.4

1,048.9

1,103.5

1,161.1

1,214.2

1,266.2

1,318.0

1,369.7

1,418.8

+39.4

Total

4,177.8

4,309.9

4,518.0

4,746.3

4,967.8

5,193.9

5,427.8

5,667.4

5,909.1

+41.3

 

 

Source: WTTC

 

Otherwise, spending on domestic travel is expected to grow faster than incoming receipts. This is mainly due to the rapid growth of travel (both leisure and business) spending in the large developing countries – notably the BRICS (Brazil, Russia, India, China and South Africa), where tourism is overwhelmingly domestic.

 

 

 

FIGURE 2: Projected incoming receipts & domestic travel spending, 2012-20

 

(in 2011 US$m)

World

2012

2013

2014

2015

2016

2017

2018

2019

2020

% change 2012-20

 

 

 

 

 

 

 

 

 

 

 

Incoming receipts

1,243.0

1,282.0

1,343.7

1,409.8

1,466.6

1,525.1

1,587.2

1,650.1

1,714.7

+38.0

Domestic travel spending

2,934.8

3,027.9

3,174.2

3,336.5

3,501.2

3,668.8

3,840.6

4,017.3

4,194.4

+42.9

 

Source: WTTC

 

According to Mintel estimates, the total number of hotels in 20 major country markets worldwide should have advanced by about 20% between 2011 and 2016. Unsurprisingly, the greatest growth is projected for developing countries – the BRICs in particular – led by India, China and South Africa. Two South East Asian nations – Indonesia and Vietnam – are also slated for rapid growth, with the number of hotels projected to have risen by over 40% by 2016. Meanwhile, the drop in the total number of hotels forecasted for Australia and Japan does not necessarily imply a reduction in total accommodation capacity, but rather an increase in the average size of property. In Japan, for instance, small traditional inns – called ryokans – are being progressively replaced by larger standard hotels.

 

FIGURE 3: Trend in the number of hotels in 20 leading country markets worldwide, 2011-16

 

Region

2011

2012 (est)

2013 (fore)

2014 (fore)

2015 (fore)

2016 (fore)

% growth 2011-16

Australia

5,990

5,957

5,902

5,840

5,772

5,700

-4.8

Brazil

27,250

27,686

28,164

29,019

30,153

31,207

+14.5

Canada

8,486

8,569

8,575

8,631

8,650

8,693

+2.4

China

80,776

87,276

97,339

107,933

120,100

128,505

+59.1

Colombia

7,572

7,970

8,346

8,725

9,106

9,494

+25.4

France

58,500

59,100

60,400

61,600

62,900

64,200

+9.7

Germany

45,600

46,203

46,698

47,434

48,160

48,881

+7.2

India

52,640

58,860

64,940

72,650

80,620

89,630

+70.3

Indonesia

15,283

16,551

17,636

18,954

20,398

21,881

+43.2

Italy

77,350

77,650

78,340

80,110

82,510

85,430

+10.4

Japan

79,066

77,727

76,196

74,566

72,932

71,302

-9.8

Mexico

17,294

17,975

18,470

19,072

19,646

20,278

+17.3

Russia

5,655

5,956

6,254

6,540

6,787

7,045

+24.6

South Africa

5,320

5,668

6,054

6,427

6,863

7,355

+38.3

South Korea

711

726

749

773

795

818

+15.0

Spain

35,114

36,031

36,907

37,401

38,143

39,231

+11.7

Turkey

12,721

12,635

12,655

12,943

13,281

13,629

+7.1

UK

46,388

46,348

46,625

46,932

47,762

48,285

+4.1

US

51,210

51,700

52,100

52,500

52,800

53,200

+3.9

Vietnam

13,000

13,706

14,677

15,718

16,986

18,296

+40.7

Total

645,926

664,294

687,027

713,768

744,364

773,060

+19.7

 

 

Note: est = estimate; fore = forecast

Source: Mintel Travel Accommodation – 2013

 

Trend Information

·         Brands continue to proliferate with new offerings, which emphasise ‘lean luxury’, health and fitness, social networking and technology, and target the millennial cohort in particular.

·         Hilton is attempting a comeback in the lifestyle segment following the failed launch of Denizen in 2009.

·         Marriott is entering the economy segment with its Europe-centred ‘cheap chic’ Moxy concept that targets ‘Millennials’.

·         Non-affiliated hotels are especially dependent on online travel agencies (OTAs), which typically generate 70-80% of their online bookings.

·         Priceline’s Booking.com and Expedia are consolidating the OTA sector, but Booking has the advantage due to its destination-oriented structure.

·         Metasearch is becoming a dominant force in hotel distribution. Kayak, owned by Priceline, and Trivago, a unit of Expedia, are leading examples. The guest commentary site, TripAdvisor, is increasingly being used as a metasearch tool and Google has launched Google Hotel Finder, which enables travellers to search hotels by location, price, star grade and guest appreciation score.

·         The future of mobile devices as hotel booking tools is being enhanced by Hotel Tonight, who have developed an easy-to-use app for last-minute hotel bookings in some 200 cities worldwide.

·         New York-based Loews Hotels & Resorts has become the first chain to offer booking possibilities on Twitter.

·         Some traditional hotel services, such as reception desks, room service and minibars are falling by the wayside, due to social and technological evolution.

·         Hotels are using technology both to save costs and enhance the guest experience.

Source: Mintel Hotel Trends– 2014

 

Ikea Store Location

As of August 2014, IKEA owns and operates more than 350 stores, in some markets it operates franchise arrangements.

 

Country

Debut

No. of stores

Australia

1975

7

Austria

1977

7

Belgium

1984

6

Bulgaria

2011

1

Canada

1975

12

China

1998

15

Croatia

2014

1

Cyprus

2007

1

 Czechoslovakia (to 1992)
Czech Republic (1993 on)

1991

5

Denmark

1969

5

Dominican Republic

2010

3

Egypt

2013

1

Estonia

TBA

0

Finland

1996

5

France

1981

30

Germany

1974

46

Greece

2001

5

 Hong Kong (to 1997)
 Hong Kong (1997 on)

1975

3

Hungary

1990

2

Iceland

1981

1

India

TBA

0

Indonesia

2014

0

Israel

2001

3

Italy

1989

21

Japan

1974 - 1986 (initial),
2006 (reentry)

5

Jordan

2014

1

Kuwait

1984

1

Latvia

TBA

0

Lithuania

2013

1

Malaysia

1996

1

Morocco

TBA

0

Netherlands

1978

12

Norway

1963

6

Poland

1991

8

Portugal

2004

3

Puerto Rico

2013

3

Qatar

2013

1

Ireland

2009

1

Romania

2007

1

Russia

2000

14

Saudi Arabia

1983

3

Singapore

1978

2

Slovakia

1992

1

South Korea

2014

0

Spain

1980

20

Sweden

1958

19

Switzerland

1973

7

Taiwan

1994

5

Thailand

2011

1

Turkey

2005

5

Ukraine

TBA

0

United Arab Emirates

1991

2

United Kingdom

1987

18

United States

1985

38

 

 

 
 

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