Case study Report Example | Topics and Well Written Essays - 500 words

Report - Case Study Example This type of operation was facilitated by the ownership of various brands of hotels operated by the Intercontinental Hotel Group. For instance, the Lido holiday inn. The multi-brand ownership strategy made it feasible for the company to operate in large scale. To be specific, a holiday inn hotel had 1000 standard rooms and 355 apartments. The IHG owned 26 holiday inn hotels, not to mention other brands. This ownership strategy was unique by then and was a source of competitive advantage to IHG. Second, the geographic locations of the hotels managed by the company were unique and complemented the purposes for which they were put up. That is, for holiday getaways. The unique geographical location, which could not be imitated by any other company, provided a sustainable competitive advantage for the company. Third, the company actively segmented its target market. Every target market had a suitable brand of hotel. This strategy ensured that the client’s needs were met. Fourth, the company was the first to establish a Chinese website for local customers to improve communication with a wider variety of customers who speak different languages such as English and Chinese. The website also provided a platform for reservations. This strategy was cost effective and efficient. Therefore, was a source of competitive advantage. Positioning strategy of the company involves making plans that make a company stand out among other rival firm. The Intercontinental Hotel Group has implemented the following strategies: first, the company has segmented its target market and provides hospitality services to match with the market need. For instance, on the onset, the company entered the China market with a unique service delivery strategy, including setting up of the first website in Chinese. The strategy facilitated the high market growth rate experienced. The open door policy in China in the year 1978 resulted in the rise in demand for