Intercontinental Hotel Group (IHG)
Assume you are a strategic marketing consultant working on a contract for IHG, the globally renowned
hotel brand, who controls sub brands such as Holiday Inn, Holiday Inn Express and Crowne Plaza. In the
latter part of 2017, IHG commissioned a research report into the global hotel industry, including the UK
market. Management at IHG are looking for further growth and profitability as a successful brand in
order to maintain its position as one of the leading global hotel groups. As a result, management at IHG
have asked you to research, analyse, evaluate, devise and submit a strategic marketing plan considering
the changing nature of the global hotel industry.
Your task:
As a small group (max. 4), you are required to:
• Analyse and evaluate the information within the 2017 report provided. As a group you are
required to gather further research in order to update your knowledge and to ensure your
analysis of the situation is as timely as possible.
• Formulate a strategic marketing plan for the UK market. Justify your plan using the findings of
your research and analysis activities. The timescale for the strategic marketing plan is to be
determined by you, depending on the issues/opportunities understood within your analysis.
The criteria for the assessment of your report are outlined within table 1. A guide on how this assessment
will be marked can also be found within this document.
Report length and format guidance: Maximum of 12 single sided A4 pages (or six pages double sided).
This allowance excludes a cover page, contents page and references. No appendices should be included
with your report. The minimum font size should be no lower than 12pt within paragraphed text.
However, text used to annotate graphs/tables and diagrams can be
reduced further as long as it is readable. Your report should also be presented to the level of
professionalism (concise, well written and articulate) which would be expected of you from a real
organisation. You should aim to produce a clear, concise and coherent report.
In order to maintain fairness, material submitted which is over the page limit will not be marked
Deadline: 10am on 13th January 2020
Submission Method Online via the units OLE Turnitin submission box
IMPORTANT Submission Instructions:
1) Each group should submit only ONE copy of their group report. Decide who in your group should
submit by the deadline of 10am on 13th January 2020
2) Please make sure all names and student numbers of your group members are clearly stated on your
assignment submission
3) When requested by the Turnitin submission process, add all student first names and surnames in your
group, to the ‘first name’ and ‘last name’ fields. If this is confusing please don’t worry. As long as ALL
names and/or student numbers for your group are clearly marked on the assignment, marks will be
recorded accurately
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