marketing audit report on starwood hotels

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Marketing audit report on Starwood hotels

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Table of Contents

1. Executive summary ................................................................................................................. 3

2. Introduction ............................................................................................................................. 3

2.1. Services ............................................................................................................................ 5

3. An environmental scan ............................................................................................................ 6

3.1. PEST analysis ................................................................................................................... 7

3.2. SWOT analysis ................................................................................................................. 8

4. Customer analysis .................................................................................................................... 9

5. Competitor analysis ............................................................................................................... 10

6. TOWS analysis ...................................................................................................................... 12

7. Conclusion ............................................................................................................................. 13

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1. Executive summary This is a marketing audit report prepared on Starwood hotels. The objective

behind writing this report is to analyze the different marketing scenario of the organization. The

marketing industry for the service sector is different from manufacturing industry. Services

needs to be delivering correctly on time, the services are perishable, intangible, and

heterogeneous in nature. Because of its unique structure it is very crucial for the management

build good strategies for retaining long term relationship. A marketing audit report is prepared by

the management to understand the efficiency and effectiveness of the work done. In this report

Starwood hotel has been taken as an example to describe marketing audit.

This report describes the various factors related to marketing of services, the factors the

management should consider before finalizing any marketing strategy for the organization. This

report describe the environmental scanning for Starwood hotel, then the customer analysis, the

competitors in the market and also few strategies have been suggested for the organization with

the help of TWOS analysis.

2. Introduction Starwood is one of the largest hotel chains of New York. This brand was

originated from a real estate investment organization named Starwood capital; the company

started its first hotel brand in the year 1998. Starwood has number of sub brands, they have

hotels, resorts, spa, residences, property etc. the organization is really doing well with around 1,

45,000 employees, out of which 26 percent are employed in United States. Starwood has huge

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