Study on the Marketing Strategy for MICE Industry - Case: Pearl River Hotel in Vietnam
Nguyen, Thi (2016)
Nguyen, Thi
Satakunnan ammattikorkeakoulu
2016
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016101915263
https://urn.fi/URN:NBN:fi:amk-2016101915263
Tiivistelmä
The purpose of this thesis was to provide some key recommendations on the business development of the case hotel towards MICE industry. These suggestions would be based on the analysis of Vietnamese economy and MICE industry in Vietnam along with the study of hotel’s marketing strategy. The target area is MICE industry – an integral part of business tourism which stands for Meetings, Incentives, Conferences and Exhibitions while the case company is Pearl River Hotel, a five-star hotel which is located in Haiphong City, Vietnam.
The theoretical background was comprised of three main elements including the general knowledge of marketing strategy, the outlook of Vietnamese and Haiphong City market as well as the key features of MICE industry in Vietnam. With regard to marketing strategy, the thesis mainly covered the knowledge of marketing mix together with segmentation, targeting and positioning strategy. Meanwhile, PEST defined as Political, Economic, Social and Technological factors and Porter’s five forces model were utilized to give the audiences a thorough analysis of the local market environment and MICE industry in Vietnam.
Background information and practical data for the market analysis and marketing strategy were gathered from both primary and secondary data. Those can be found not only from official websites, online articles and reliable books but also through the interviews with the hotel’s seniors and the author’s observations during the internship period at the hotel.
The empirical part, first of all, made an overview of Pearl River Hotel followed by its business development strategy and its business situation analysis. In the second part, the marketing strategy of the case hotel aimed at making use of MICE industry’s high growth in Vietnam was researched and analyzed in details. Were the existing marketing strategy of Pearl River Hotel and its capacities adequate to exploit the potentials of MICE industry in the local city? Was the local city ideal enough to attract a large number of MICE customers? Thanks to above in-depth study and critical analysis, the author produced several recommendations for the case hotel to make use of its resources and utilize all benefits that MICE industry creates.
The theoretical background was comprised of three main elements including the general knowledge of marketing strategy, the outlook of Vietnamese and Haiphong City market as well as the key features of MICE industry in Vietnam. With regard to marketing strategy, the thesis mainly covered the knowledge of marketing mix together with segmentation, targeting and positioning strategy. Meanwhile, PEST defined as Political, Economic, Social and Technological factors and Porter’s five forces model were utilized to give the audiences a thorough analysis of the local market environment and MICE industry in Vietnam.
Background information and practical data for the market analysis and marketing strategy were gathered from both primary and secondary data. Those can be found not only from official websites, online articles and reliable books but also through the interviews with the hotel’s seniors and the author’s observations during the internship period at the hotel.
The empirical part, first of all, made an overview of Pearl River Hotel followed by its business development strategy and its business situation analysis. In the second part, the marketing strategy of the case hotel aimed at making use of MICE industry’s high growth in Vietnam was researched and analyzed in details. Were the existing marketing strategy of Pearl River Hotel and its capacities adequate to exploit the potentials of MICE industry in the local city? Was the local city ideal enough to attract a large number of MICE customers? Thanks to above in-depth study and critical analysis, the author produced several recommendations for the case hotel to make use of its resources and utilize all benefits that MICE industry creates.