StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Analysis of Business and Marketing Strategy of St Regis Doha - Case Study Example

Cite this document
Summary
The study "Analysis of Business and Marketing Strategy of St. Regis Doha" identified the problems with the strategy of the hotel company. St. Regis has certain flaws in its operational and marketing strategies, inactiveness in social media, relationship management, and advertisements, etc.    
 …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER98.5% of users find it useful
Analysis of Business and Marketing Strategy of St Regis Doha
Read Text Preview

Extract of sample "Analysis of Business and Marketing Strategy of St Regis Doha"

? Strategic Analysis of St. Regis Doha Introduction Nowadays, companies operating in the market need to cope up with a paradoxical situation on a daily basis (Amit and Zott, 2001). The scenario is evident in almost every organization and renowned authors such as Thomas a` Kempis highlight the reason for change to be the constant change within the organization. This quote was almost presented by the author six hundred years ago, yet it sounds strikingly relevant in the current business environment (Alle, 2000). This universal truth of constant change has compelled organization to bring regular changes in their system of operation and strategy (Ballon, 2007). This in turn has augmented the significance of strategic management in organization to quite a great extent. A sound and viable strategy that results from a proper planning process is therefore dubbed as the pivotal instrument for striving and maintaining a high performance in the market place. However, due to the increasing rapid changes in the global business environment, strategies formulated by organizations have to be resilient or adaptive in nature. This will aid in the process of continually creating an endogenous innovation or coping up with the exogenous changes (Bloodgood, 2007). Therefore from an overall point of view, the resilient and adaptive tactics of the company help in maintaining an adequate strategic fit between the strategy adopted by a firm and its surrounding external and internal environment (Aarika-Stenroos and Sandberg, 2012). This report aims at analyzing the business as well as the overall marketing strategy of St. Regis Hotel based in Qatar. After the analysis of the strategies pursued by the company, the study will attempt to identify the problems associated with the strategy. On the basis of the findings, the study will then recommend the most appropriate and relevant solution to the company. Lastly, a conclusion to the study will be drawn by highlighting the key findings and an overall gist of the report. The report will begin by providing a brief overview of the chosen organization and will then slowly move towards the analysis and recommendation segments. St. Regis: A Brief Overview St Regis was first opened in New York in the year 1904 and since then they had expanded in different parts of the world (Starwoodhotels, 2013a). St. Regis Doha is one of the premier hotels in Doha and is one of the largest in Qatar. It is five star luxury hotel situated at the heart of the city. The hotel is located in Doha West Bay. The hotel was constructed in the year 2012 and has a chain affiliation with the Starwood Hotels. Presently, the hotel accommodates 336 guest rooms and fifty-eight of them are dubbed as seductive suites. The ancient architecture and the surrounding sand dunes are the inspiration of this landmark in Doha. The biggest competitive advantageous factor of the hotel is its prime location. All the rooms in the hotel offer a mesmerizing view of the Arabian Gulf with the tranquil blue sea. Furthermore, it also has discreet oceanfront cabanas and a private beach. The extensive range of leisure facilities along with the magnificent interiors makes it a favorite destination for both business and leisure travelers. Some of the facilities offered by the hotel are internet and laundry services, concierge services, business center, parking facilities, and several recreational services. These additional attributes along with the superior quality of services marks the hotel as one of the best in the country. The hospitality of St. Regis also demands special mention. The guests of the hotel are welcomed with unmatched geniality. St. Regis is continuously setting new standards of luxury service and excellence and service delivery within the hotel industry of Doha. The hotel since its commencement has been continuously setting new standards for the industry and has succeeded to add several feathers to its cap. Some of the evident ones are Best New Hotels 2013 by Travel+Leisure, achieving a position in the 2013 Hot List by Conde Nast Traveler and Best Business Hotel in Doha 2013 by Business Traveller ME (Stregisdoha, 2013). The above facts and figures clearly articulate the strong market position of the hotel in the country. The company puts strong emphasis on the development, formulation and implementation of the business and marketing strategies. The hotel authorities believe that it is important to change with the alterations in the external environment. As a result of that the company or the hotel mostly develops flexible business strategy which aids them to stay competitive in the market place and adaptive to the changing business scenarios. The next sections of the study will shed light on the business strategies pursued by the company and along with that it will attempt to uncover the flaws in the business strategies of the company. Analysis of the Business Strategies A business manager, irrespective of the size and nature depends on its staff members and executives to create business strategies. The business strategies include customer service strategies, marketing strategies, sales strategies, financial strategies, operational strategies and procurement strategies. For a hotel business, all the aforementioned strategies together make it the overall business strategy of the firm. As a result of that, the business strategy of a firm is often dubbed as the method and tactics which a company employs to manage its business functions and ensure an effortless flow of business. Renowned scholars and industry experts deemed that it is crucial to have the most relevant, effective and efficient business strategy. A well-devised business strategy always helps companies to ensure customer retention, expansion and accessibility to different kinds of resources. In the context of St. Regis, the hotel does not use a fixed strategy in terms of its operations and marketing, it rather follows a flexible strategy that is pursued to modify the strategies required at time intervals. The strategies of the hotel are as presented below: - Comprehensive Solution: - The needs and wants of the customers have changed over time drastically. Nowadays, customers want variety of solutions and they choose the most relevant one as per the requirement. Therefore, the hotel offers almost every required solution for the customers. It ranges from internet and laundry services, business center, parking facilities and other recreational services. Abiding by its standards, even the dining facility is world-beating. The hotel has employed some of the most renowned chefs in the country and has succeeded to satisfy the customer with their quality of food. Free internet service is also provided by the hotel. So it serves as a complete solution for the travellers. According to customer reviews, users have provided 4.2 out 5 ratings. Moreover, a large number of customers have recommended this hotel. (Source: Starwoodhotels, 2013b) The reviews and comments prove that the strategy to offer comprehensive solution has paid off as they are able to satisfy the customers. Targeting both leisure and business customers: - One of the apparent business strategies of St. Regis is to target both business and leisure customers. This has been possible due to the offerings of the company. For example, it offers normal guest rooms as well as business suites. There is also a video conferencing room for the business personnel to carry out meeting and other activities. This strategy has helped to increase the overall revenue of the company. Moreover, catering to business customers allows the company to enjoy repeat visits and provides them with a possibility to enter into a treaty with the business clients (Eisenhardt and Martin, 2000). Prime Location and online booking: - The location of operation is a ‘big thing’ for a business. St. Regis in this context has chosen a place at the heart of the city which gives better access to the customers. In addition, another strategy of the company is online booking facility. The company has developed a platform through which customers can book their favorite room. This service is unique because a user gets a preview of the rooms before booking one. The rates can also be compared. Furthermore, there are several other options of filtration through which the customers can customize their search. This strategy has made St. Regis more accessible for the customers. However, it has failed to draw in customers because of the lack of awareness. (Source: Starwoodhotels, 2013c) Marketing strategy: - Another set of strategy of the company is the marketing strategies of the firm. St. Regis principally carries out the marketing activities in traditional forms. However, that does not mean that they singularly use traditional marketing method, but the stress is much more on the traditional advertisement and promotional techniques. St. Regis has its fan page or official page on almost all the popular social media websites, yet the online visibility is low due to inactivity. Newspaper advertisement and magazine advertisements are the two most preferred advertisement mediums of the company. Word of mouth promotion is another tool on which a company relies greatly. For this purpose, the company takes individual feedback and urges them for further recommendations if they are satisfied with the services and additional facilities. (Source: Blakesleeadv, 2013) Value for Money: - Despite being a five star deluxe hotel and one of the largest of its kinds in the country, the hotel has never focused on niche markets. Rather, it aims to target customers from a certain field of the society. This is achieved by offering value for the money. Moreover, the company also offers a wide range of choices. The fare ranges from QAR 1,140 to QAR 7,700 per night. Hence, with this wide price range the hotel has been able to target a diverse set of customers. Identified Problems The above section has tried to discuss about the strategies pursued by the company in order to run its operation. The analysis of the business strategy revealed that the hotel has well framed strategies in every aspect of the business, but the major flaw had been identified in the marketing efforts. The marketing activities of a firm play a predominant role in its success. Hence, a company involved in any kind of business should devote more time in formulating the marketing strategies (Deeg, 2007). Although, St. Regis is decently active in its marketing activities, some of the gaps still need to be fulfilled. With the fulfillment of these gaps, some of the areas will definitely improve and the marketing activities of the firm will gain further appeal to the customers. As a result of the improper marketing activities, the hotel has low awareness. Despite being one of the largest five star hotels, the visibility rate is low. It is only popular among a certain group who travels frequently to the Middle East. On the contrary, the awareness level about this hotel among other consumer group is low. Thus, it has a direct impact on the profitability of the firm. Another major weakness is their fragile online presence. Due to its inertia in the web world, a user often misses St. Regis and chooses other hotels. Hence, the marketing activity of the firm has a direct impact on the overall profitability of the firm. In the present days, organizations across the world are highly active in internet marketing activities. Moreover, internet marketing is also one of the cheapest forms of marketing (Cortimiglia, Ghezzi and Renga, 2011). Apart from the area of marketing, certain flaws were also detected in the other business aspects. One of the most prominent ones is the pricing and the service delivery strategy. It has been found that the company offer parking facilities to the customers in return of a certain fee. This acts as a disappointment for the customers. The competitors however, offer free parking facilities. Although, free parking is not a major issue and small loopholes as such are the reasons behind the company’s poor performance. Recommendations The study has identified problems in almost every business area, but the intensity of the issues differs. In this section, the recommendations will be made only in the area of marketing. The following are the recommendations on the basis of the findings and analysis of the strategy pursued by the company. Website and SEO: - In this age of technology, the first thing the hotel should focus on is the development of its online infrastructure. St. Regis has a strong presence in the virtual world through its own website and social media. However, due to its inactiveness, the level of awareness is low. Hence, the establishment is strongly recommended to remain more active. This will provide them with the opportunity to target more customers. The visibility also increases thereby offering more opportunities. The employment of techniques such as search engine optimization and page ranking will definitely help them to get rid of this issue. Appointment of Relationship Manager: - The concept of relationship manager is more applicable for a product selling company. However, relationship manager for a company belonging to the hospitality industry is a new idea. The company is strongly recommended to appoint a relationship manager who will be responsible for managing cordial relationship with the client. It is believed that the relationship manager will be able to generate new leads from the existing customers and can even turn them into word of mouth promotion. Tie up with Different Vendors: - St. Regis should enter into treaties with other vendors. For example, online hotel booking websites, trip planning companies and other tour conducting companies. A tie up with the transportation department can also be beneficial for the company (Chesbrough, 2010). Modification in Advertisement Forms: -It has been observed that the hotel offers several discounts and offers for the customers, but the promotion of the offers is necessary to spread awareness among the customers. In this context, rigorous advertisement in newspapers and business magazines can be beneficial. Hence, the form of advertisement needs to be changed in order to get the desired result (Casadesus-Masanell and Ricart, 2010). Conclusion The study was meant to analyze the business strategy as well as the marketing strategy of St. Regis and also to identify the problems with the strategy of the hotel company. It has been found that the St. Regis has certain flaws in its operational strategies and marketing strategies. However, this study has dealt only with the marketing aspect. The major problem identified in the marketing activity of the company is their inactiveness in certain fields such as social media. In addition, relationship management and advertisements are some of the areas where loopholes have been detected and needs to be covered up. In order to fill those gaps, the company has been provided with the aforementioned recommendations. Reference List Aarika-Stenroos, L. and Sandberg, B., 2012. From new product development to commercialization through networks. Journal of Business Research, 65 (2), pp. 198-206. Alle, V., 2000. Reconfiguring the value network. Journal of Business Strategy, 21 (4), pp. 36-39. Amit, R. and Zott, C., 2001. Value creation in e-business. Strategic Management Journal, 22 (6/7), pp. 493-520. Ballon, P., 2007. Business modelling revisited: the configuration of control and value. Info, 9 (5), pp. 6-19. Blakesleeadv, 2013. St. Regis. [online] Available at: [Accessed 21 October 2013]. Bloodgood, J. M., 2007. The business planning process: maintaining strategic fit. Strategic Change, 16 (1/2), pp. 33-41. Casadesus-Masanell, R. and Ricart, J., 2010. From strategy to business models and onto tactics. Long Range Planning, 43 (2/3), pp. 195-215. Chesbrough, H., 2010. Business model innovation: opportunities and barriers. Long Range Planning, 43 (2/3), pp. 354-363. Cortimiglia, M. N., Ghezzi, A. and Renga, F., 2011. Mobile applications and their delivery platforms. IT Professional, 13 (5), pp. 51-56. Deeg, J., 2007. Organizational discontinuity: evolutionary, revolutionary and re-evolutionary change. Management Revue. The International Review of Management Studies, 20 (2), pp. 190-208. Eisenhardt, K. M. and Martin, J. A., 2000. Dynamic capabilities: what are they? Strategic Management Journal, 21, pp. 1105-1121. Starwoodhotels, 2013a. Discover a St. Regis: All Hotels. [online] Available at: [Accessed 21 October 2013]. Starwoodhotels, 2013b. Guest Reviews. [online] Available at: < http://www.starwoodhotels.com/stregis/property/reviews/index.html?propertyID=3080&localeCode=en_US&language=en_US> [Accessed 21 October 2013]. Starwoodhotels, 2013c. Select Room. [online] Available at: [Accessed 21 October 2013]. Stregisdoha, 2013. Introducing St. Regis to Qatar. [online] Available at: [Accessed 21 October 2013]. Read More
Tags
Cite this document
  • APA
  • MLA
  • CHICAGO
(“St.Regis Doha Essay Example | Topics and Well Written Essays - 2500 words”, n.d.)
Retrieved from https://studentshare.org/business/1488600-stregis-doha
(St.Regis Doha Essay Example | Topics and Well Written Essays - 2500 Words)
https://studentshare.org/business/1488600-stregis-doha.
“St.Regis Doha Essay Example | Topics and Well Written Essays - 2500 Words”, n.d. https://studentshare.org/business/1488600-stregis-doha.
  • Cited: 1 times

CHECK THESE SAMPLES OF Analysis of Business and Marketing Strategy of St Regis Doha

Business Idea of Starting Own Business

Optimum customer satisfaction is one of the major objectives of the business and will be achieved through excellent customer services.... marketing Mix 15 6.... Modern marketing tools such as e-mails and e-flyers will also be used to attract customers.... Social media which is quite popular among people of all ages will also be used as a marketing medium.... Because of these factors and the correct marketing mix, the owner is confident that he will achieve his goal of “Improving sales by two folds within first 8 months of operations and by five folds within 15 months of operations – by focusing on marketing and to have at least five kiosks in the city within eight to twelve months of operations”....
24 Pages (6000 words) Research Paper

St.Regis Doha 2

regis doha St.... regis doha is a five star hotel in Qatar that has 336 guest rooms and 58 suites.... regis doha presents a nice view to surrounding landscape characterized by sand dunes and historical structures.... regis doha with different rooms having completely different but beautifully unique breathtaking decorations.... regis doha Strategic scope The increasing growth of tourists ensures a steady market for St....
3 Pages (750 words) Essay

Solar Powered Cars: Marketing Plan

The market research is prone to validity and reliability issues and even a company with excellent management and marketing personnel, it is feared that not many buyers are actually attracted.... The newness itself is the company's major strength, as well as the product's… The technological sophistication of the company has led them to producing a car that has the quality to use photovoltaic cells (PVCs) so as to transform the sun's rays into electrical energy, part of which is stored in a Weaknesses: A major setback for the company is the underlying marketing cost of this product as well as the acceptance of this innovative product by the masses....
10 Pages (2500 words) Essay

Strategic Management Practice

o address the firm's main issues, there are several models that can assist in conducting a thorough analysis of Sony.... his report analyses the current competitive position of Sony Corporation, focusing on the specific strategic issues facing the firm, the goals the organisation should be constructing based on analysed market conditions, recommends strategic direction for the firm, and describes a performance management system that should be viable for developing the recommended strategy....
19 Pages (4750 words) Assignment

IKEA in Qatar

The stable currency allows IKEA to carry out their strategy of good quality products in affordable prices.... he affect of socio-cultural factors on IKEA's strategy will be notable.... KEA in Qatar has to go through a detailed political insight before establishing their business....
5 Pages (1250 words) Research Paper

The Actualisation of New International Marketing

The main purpose of this study is to analyze Harvey Nichols recently announcement targets to open a new store in doha Festival City area.... hellip; The procedure of entering and after that adding to a universal business sector is a troublesome one, which numerous organizations still recognize as an Achilles' heel in their worldwide abilities.... In crucial terms, entering another nation business sector is exceptionally like a start-up circumstance, with no business, no showcasing foundation set up, and next to zero learning of the business sector....
10 Pages (2500 words) Case Study

Business Strategy of Mulberry

There are around… The study says that Mulberry aims to operate in two sectors the design business and the retail business (Robinson, Sherwood and DePaolo, 2010).... The main goal of Mulberry is to set up new stores in Hong Kong, doha, Malaysia, Sydney and UAE (Chen, et... The retail business deals with the sale of Mission statement of an organisation is essential for developing the business either at the early stage or during expansion....
23 Pages (5750 words) Essay

Bussiness Plan for Start-up Restaurant

Target market zone for ChopChop has been selected as doha, Qatar.... This dissertation demonstrates a business plan, that is designed for a restaurant named ChopChop, that deals in organic food items such as salads and health juices in doha, Qatar.... The pricing of the products will be designed with price skimming strategy for increasing product life in market.... In conclusion, the researcher recommends a possible future strategy for the company, that will be mostly focused towards identification and penetration of other potential Middle Eastern markets....
28 Pages (7000 words) Dissertation
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us