Canterbury Christ Church University

BA (Hons) Business Studies with Foundation

Marketing Management

Marketing Report

Daniel Alexandru
C100035546
 Table of Contents:
1.Introduction
2. Best Western Crianlarich Hotel
3. The 7Ps of Marketing -Best Western Crianlarich Hotel
3.1. Product
3.2. Pricing Strategy
3.3. Place Strategy at Best Western Hotels
3.4. Promotion
3.5. People. Human Resources at Crianlarich Best Western Hotel
3.6. Process
3.7. Physical Evidence
4. Brief Best Western SWOT Analyses
5. Conclusions
6. Refrences

1. Introduction
The world is in a tremendous renewal process after facing the pandemic period and its
obstacles. The current situation in business is like the arrival of the spring after a tough, cold,
difficult winter. We have learnt new lessons during the covid-19 pandemic, we have
discovered new working possibilities, we have been taught the true value of the things that we
had used to take for granted before the outbreak.
The time we spend with our loved ones, the right to travel everywhere in the world, to meet
new people and to visit new places, all these got a new value when we were not able to reach
them the same as in normal, pre-pandemic times. The consumer’s behaviour has changed, the
human psychology has been through several challenges, and it has adapted to the new life
conditions. The post-pandemic customer is different than the pre-pandemic one and the
business must be aware of this change. The companies should adapt their products and
services to the new requirements of the client, and this is not an easy task, because the world
had not faced a serious outbreak for a long time. To be more specific, Covid-19 pandemic
was the first pandemic of such magnitude in the internet era. The situation in which business
sector is now is completely new and it has not been seen or faced before.
For a good business specialist, this new challenge might be a new opportunity. The post-
pandemic situation and obstacles might become a chance to resuscitate the business, or just
parts of it, departments, such as human resource or the logistics. A good marketing manager
will always see an obstacle as an opportunity.
 Tourism was one of the business sectors more affected by the pandemic. In crisis, people cut
the expenses for leisure of entertainment, to save money for the basic needs.
Once the outbreak is over, people tend to start spending for travel or entertainment, but more
precocious, and the health and safety measurers must be increased. This report will analyse a
business in the tourism sector, The Crianlarich Hotel, one of the Best Western chain hotels.
2. Best Western Crianlarich Hotel
A holiday in Scotland, far away from the problems, traffic and the noise of the big cities is the
best way to relax and refresh.
One of the most well-known hotel chain names in the world is Best Western. Its portfolio of
marketing mix products includes hotels, resorts, and a range of services. The services offered
by Best Western correspond to the administrations that businesses provide to their customers.
More than 4000 hotels under the Best Western brand offer services like spa treatments, gym
memberships, dining options, and hotel accommodations. These hotels, more than half of
which are in North America, provide guests with a range of accommodation types and
amenities. (Marketing, Jan 2019).
In actuality, a partner of US Best Western International, Best Western UK was founded in
1978 as a result of independent hoteliers from significant UK locations joining forces under
the Interchange Hotels of the United Kingdom umbrella. Currently, there are over 280 Best
Western hotels in the United Kingdom.
Western Best The Crianlarich Hotel, a 36-bedroom, 3-star hotel in amazing Scotland that has
won several awards for its luxury and amenities, is ideally situated close to Glencoe, Loch
Lomond, Loch Tay & Killin, Oban & the Western Isles. More than ninety percent of” must-
see” landmarks in Scotland are just two hours drive from The Crianlarich Hotel. If customers
are more walk lover, they must know that more than 25 peaks might be reached from the
town. (Hotel, 2019).
The Crianlarich Hotel was bult in Victorian age and it is situated only one hour from
Glasgow, Perth, Oban&Fort William or Stirling, by car. The hotel might be a leisure
destination, a meetings centre or a wedding venue.
Due to pandemic conditions, quarantine and restrictions, the hotel had to face a challenging
period, and in post-pandemic new environment, it must create a sustainable marketing
strategy.
3. The 7Ps of Marketing -Best Western Crianlarich Hotel

“The Marketing Mix is a set of actions, or tactics, that a company uses to promote its brand or
product in the market“. (McCarthy, 1960)
(Zaki, Febr 2019)

Marketing refers to the management process that identifies, envisions, and successfully serves
client demands. Every firm goes through a series of procedures and makes several choices to
satisfy these demands.
Each of the marketing mix's "components" represents a step toward success. Despite having
separate identities, they do not work alone. This assertion will be supported by research into
the marketing mix used by Best Western.
The Best Western distinguishes itself from other hotels by effectively introducing its services,
including lodging, transportation, communication, and other services.
The hotel uses the 7Ps to strategically market itself, making it clear at every turn that its goals
are to deliver quality and hospitality. The goal of the marketing division is to raise public
awareness of the hotel's goals and general direction.
Every hotel strives to gain a competitive edge inside this cutthroat sector that persists despite
economic downturns. It is accomplished by altering the customer's perception by offering top-
notch services. The way Best Western maintains its competitive edge is by offering all
services at remarkably lower prices abroad. A smile spreads across the faces of the well-
trained employees in the marketing department as they watch a customer's face light up with
satisfaction. To assist consumers, Hilton Hotels has implemented customer service. The key
tenet of the hotel industry is customer happiness.
Because Best Western is in the hospitality business, it has seasoned personnel, ideal locations,
impeccable services, and features that some clients might not even know they want. Customer
loyalty is made possible by this, which does allow for strategy planning and ongoing
improvement.
In general, marketing thrives when several important topics are discussed. Conventionally, the
crucial components were referred to as the 4Ps: Product, Price, Place, and Promotion.
McCarthy first popularized this term in 1960. As contemporary technology and enlightenment
 increased throughout time, a fifth "P," the People, which is a more challenging specialty, was
included. Two extra "P's"—the Process and Physical evidence—were introduced as the
number of the service industries increased.
The 7Ps of marketing, or the marketing mix if viewed as a whole, now refer to the key issues. 
This essay aims to examine Best Western, a mid-range hotel brand, and its marketing strategy
for all seven ps.

(Zaki, Febr 2019)

3.1. Product
‘A product is a complex mix of tangible and intangible attributes including packaging, colour,
price, manufacturers prestige, retailers’ prestige, and manufacturers and retailers’ services
which the buyer may accept as offering satisfaction of wants or needs’ (Stanton, 1989).
Usually, a product is described as the degree to which a service company creates a thorough
service offering to satisfy consumers' wants and requirements in extremely competitive
markets.
 The perfect product must provide worth and value for the consumer. Customers should
receive what they desire, not what the business believes they should receive.
Best Western provides outstanding goods and first-rate services. The hotel provides many
services, including lodging, eating, internet access, meeting spaces, event planning, and
entertainment.
Scotland's renowned, historic hotel offers something for everyone. At Western Best both
leisure and business travellers come to the Crianlarich Hotel from far and wide. The
Trossachs, Loch Lomond National Park, and Argyll can all be explored from this historic
Scottish hotel.
There is something for everyone in this Scottish region, from skiing and winter sports to
walking and mountaineering, historical buildings, and outdoor activities of all kinds. The
region is rich in history and culture, and it is located with some of the most beautiful
landscape in the UK. (Hotel, 2019)
Core products can be described as a product's most basic form. Simply said, core products are
what drive customers to make purchases from a company. The hotel rooms that clients book
with Best Western Crianlarich Hotel are their primary product.
Facilitating products include services that help consumers consume essential products. A
variety of well-liked facilitating services are provided by Crianlarich Hotel, including bars,
restaurants, and internet booking capabilities.
Supporting products include supplementary goods and services that are provided to give the
organization a competitive advantage by raising the price of its core goods and services. Best
Western Hotels provide a variety of auxiliary services, such as round-the-clock room service,
complimentary print media for business travellers, concierge services, etc.
Businesses that offer augmented products, which include core items and support functions, as
a perk to customers, higher core products to increase the proficiency.
The Crianlarich Hotel offers membership savings, opulent interior and exterior designs, upper
edge dining options, and a laid-back hotel environment as enhanced offerings. (Hotel, 2019)
3.2. Pricing Strategy
Value assurance refers to a variety of methods and exercises used to estimate the cost of a
particular good. It is crucial to consider the whole revenue to arrive at the right valuation. This
process includes an understanding of the prices of comparable things that fall under the same
category. Depending on the location, Best Western offers its products at a range of prices. The
rates for Best Western hotels have been established to be affordable for the targeted customers
while upholding their administrative style.
Price must be competitive; if the product satisfies customer demand, it must also generate a
profit. The price is the only component of a marketing mix that generates income; everything
else reflects a cost. Prices reflect the value and worth of the supplied product. Here,
Crianlarich Best Western takes the lead and establishes a competitive advantage by providing
the best prices available along with specials and discounts for its devoted clients.
 Selling products with minimal features and qualities to customers with little funds is part of
the economy pricing approach.
On the other hand, penetration pricing strategy is providing high quality goods and services at
lower costs than the competition to gain market share.
In contrast to penetration, skimming is a pricing strategy where items and services are given
at higher price points than the competitors.
To use a premium pricing strategy, businesses set high prices for goods and services that are
thought to be of great quality and have extra characteristics and attributes.
The Pricing Strategy Matrix divides pricing tactics employed by firms into four major
categories: economy, penetration, skimming, and premium pricing strategies.

(Zaki, Febr 2019)

3.3. Place Strategy at Best Western Hotels

” The place where customers buy a product, and the means of distributing your product to that
place, must be appropriate and convenient for the customer.” (Palmer, 2001)
Best Western has locations all over the world, including those in the USA, Canada, Australia,
New Zealand, Burma, and the UK. Products from Best Western are benefited at the right time,
at the right place, and in the right quantity and quality. The stock, appropriation costs, and
capacity are all maintained at satisfactory levels. The delivery execution is the most important
factor to consider when choosing a service.
The product must be available to the customer at the appropriate time, location, and quantity,
all while maintaining reasonable prices. The services are the same since they involve several
products, a wonderful web that is likewise intricate and delicate.
 Best Western provides stunning architecture in eye-catching settings with an atmosphere that
calms the mind and soul, a sparkling and friendly reception, and a location that is
conveniently accessible from all directions.
The Crianlarich Hotel is located at a crucial intersection where two vital rail and road lines
traverse the mountainous area of Breadalbane (also known as "The Uplands of Scotland").
These routes, of course, follow the terrain naturally and have a very long history. Religious
groups probably offered a little amount of hospitality to the few travellers who passed through
these areas prior to the Reformation, as is documented in connection with the old foundation
at Strathfillan. As the nation settled more recently, trade flourished, and inns arose to cater to
the requirements of the drovers, packmen, and other travellers.
A large increase in national income, the baby boom, and widespread access to leisure time
were all seen throughout the post-war era. Many people bought their first private automobile,
while others started to recognize the advantages and savings of traveling by motor coach.
Larger hotels started to change to accommodate both sorts of travellers, and in the late 1970s,
Ian Cleaver bought his first hotel, the Crianlarich Hotel, deciding to focus most of his efforts
on included touring vacations. During his ownership, the property was greatly expanded and
modernized. However, his wildly prosperous business eventually transcended these first
locations and developed to include several specialty hotels.
With only 36 rooms today, Best Western The Crianlarich Hotel is a relatively modest hotel
and has returned to playing the role of an open-door policy. Mountain climbers, munro
baggers, walkers, anglers, railway enthusiasts, drivers, business travellers, tourists, and, of
course, organized groups are all given a warm welcome.
(Hotel, 2019)

3.4. Promotion
Promotion is the method by which a firm communicates to its clients what it can provide. PR
service exhibits, corporate identity, sales management, branding, special offers advertising,
are among the operations. Promotion should draw attention, provide a consistent and
dependable message, and, most importantly, give the buyer a reason to choose and seek the
brand above rivals. The most successful method of advertising in the modern day is social
media.
In 2013, Best Western International was recognized as the 2012 e Marketer of the Year
(TravelClick, 2013). To assist its lately rebranded properties and a complete relaunch of its
mobile site and website, Best Western has launched a number of mobile social and online
projects in addition to using traditional marketing strategies. These updated booking steps
incorporate trip planning tools, reviews, and a quick way to manage Best Western Rewards
accounts. In order to reach its consumers via social media, Best Western International also
offers a booking feature on Facebook. This has given the hotel the ideal competitive
advantage over its competitors.
The business entered this market because it is committed to making it simple for its clients to
plan and share travel experiences via their preferred channel.
The marketing for Best Western emphasizes the benefits that customers receive from the
product rather than just its features. It makes use of traditional marketing strategies like TV,
 newspaper, magazine, and internet advertising. Additionally, Best Western advertises their
hotels at various occasions, like conferences, travel exhibits, etc. This displays the range of
services made available to its clients.
The Crianlarich Hotel has its own website, social media pages, and Google ads advertising.
This marketing message is spread by using a number of specialized components of an
advertising and promotion plan, such as print ads in publications read by top level
management professionals, such as Forbes, Fortune, The Economist, and Financial Times.
Furthermore, broadcast commercials on particular television channels help the conveyance of
Best Western marketing message.
Public relations can be summed up as a one-way conversation between a business and its
audience.
Public relations for Best Western are kept up by communicating with a variety of parties,
including clients, staff members, and other private and public organizations. Best Western
chain uses a variety of public relations strategies, including as regularly releasing press
releases online and in print and keeping stakeholders updated via newsletters. Furthermore,
Best Western uses its website as a powerful platform for public relations activities.
Personal selling entails company sales personnel reaching out to potential consumers via a
variety of channels in an effort to close a deal. The ability to draw a customer's attention, the
use of interpersonal skills to close the deal, and the potential for creating and maintaining
long-term customer connections are all benefits of personal selling.
However, compared to other components of the marketing promotion mix, the personal
selling sales promotion has significant drawbacks, such being extremely expensive to carry
out and contacting fewer potential clients in a given amount of time. Due to the nature of the
business, Best Western rarely uses personal selling as part of its promotion strategy.
3.5. People. Human Resource at Best Western Crianlarich Hotel

The term "people aspect" refers to all human elements that are crucial to providing service
and influence the customer's impressions. The stakeholders involved with the product or
service at every stage of its lifetime are all included in the people component of the marketing
mix. They convey the value and advantages of the brand values.
To enable its staff to provide consumers with satisfying goods and services, businesses must
develop programs for their personnel. (Hotel, 2019) People must be recruited, taught,
equipped with the proper tools and internal processes, and additionally paid for providing
quality service and upholding the brand image.
The employees at Best Western are eager to please, well-trained, and have the requisite
knowledge and skills. They work hard to uphold their reputation as the brand's mirror.
Therefore, Best Western's staff must be well-prepared and committed to providing the ideal
experience for each and every guest. Most customers do not differentiate between the type of
product they purchase based on the person carrying it, which highlights the importance of the
workforce working inside the organization in relation to the product that they offer. One
 effective way to raise the value of what the company delivers has been the extent to which
Best Western has provided after-deal benefits. This has provided it a combative advantage
over its competitors. (Marketing, Jan 2019)
There are various groups of people who play a vital role for The Crianlarich Best Western
Hotel success.
Customers: in general, hotel businesses target a diverse group of clients, including tourists and
business travellers as well as individuals who prefer to eat al fresco.
Employees are categorized as a different set of people who, by their actions, can have a
significant impact on service outcomes and, as a result, on the level of profitability of
Crianlarich Hotel.
Suppliers: The performance of the several suppliers that Crianlarich Best Western Hotel
depends on could potentially have an indirect impact on the company's performance.
3.6. Process
Customer satisfaction is greatly influenced by the method of providing a service and the
conduct of people providing it. In 2009, The Chartered Institute of Marketing Customers'
happiness and loyalty are largely dependent on factors like the information provided to them,
the short and pleasant wait periods, and the care provided by the employees.
The fact that everyone at the Best Western, from the doorman to the CEO, is available to
provide consumers with essential information demonstrates the breadth and effectiveness of
internal communication.
Internet-based life has been used in Best Western hotels, including Facebook, Twitter, and
YouTube. These online lives have been useful in gathering client feedback. Many customers
may eventually give up, and as a result, they may migrate to different locations and advise
other customers not to use the products. The hotel has also developed a system for online
reservations and bookings, which has allowed it to save customers' time and money while
fostering more customer satisfaction. (Marketing, Jan 2019)

According to its chosen business strategy, Crianlarich Hotel approaches the process
component of the marketing mix. The organization specifically wants to keep the service
delivery procedure at luxuriously high standards.
The reason for this is that lodging services must be always available throughout the year. The
hotel's marketing strategy is crucial if it wants to stay competitive.
The core marketing process can assist in achieving a competitive advantage by raising
customer awareness and increasing demand. (Zaki, Febr 2019)
3.7. Physical Evidence
The tangible qualities of services and goods are considered physical evidence. It is the setting
in which the service is delivered and used, such as the location, company websites, vehicles,
manifestations, and personnel behaviour.
 A welcoming, tidy, and tastefully decorated reception room can help reassure the client that
they are in the proper place. When a client arrives a Best Western hotel, they immediately
temporarily forget their problems and decide to stay with them forever.
Its most tangible manifestations are the Best Western hotels and resorts. Additionally, the
brand has a Twitter account and a Facebook page, which aid in client engagement. These
unofficial community forums have proven extremely advantageous. Despite examples of
overcoming difficulty, the majority of its viewpoints and comments come from outside
clients. In this way, the role of tangible proof and client trust has been supported. (Marketing,
Jan 2019).

The tangibility of Best Western Hotels services and the physical results that result from
service use can be used to explain physical evidence.

The exquisite indoor and outdoor design, the hotel staff's attitude toward guests and service
delivery, and the incorporation of actual objects inside the service are all examples of physical
evidence supporting Crianlarich Best Western Hotel.

4. Brief Best Western SWOT Analyses

Strengths:
1. Associated with more than 4100 hotels in more than 80 countries
2. One of the Biggest Hotel Chains in the World
3. As a Best Western member, hotels must have international level services in their products
as well as their own unique character and flare.

4. Hotels are positioned in desirable regions around the globe.

5.Sales and repeat business have successfully risen thanks to Best Western Travel Card.
Weaknesses
1. Since Best Western does not intervene with member hotels' management, quality control
becomes challenging, and accountability is limited.
2. International hotel chains' competition prevents significant market share expansion.
Opportunities:
Any brand has the potential to improve in certain areas in order to grow its customer base.
Opportunities for a brand can include geographic expansion, product enhancements, improved
communication, etc. The opportunities in the SWOT analysis for Best Western are as follows:
1. Digitization and increased online visibility
 2. Occupancy rates in the mid-market segments will increase as a result of the economic
situation.
3. Greater adoption in developing nations.
Western Best' Threats
Any firm may face risks in the form of elements that could harm its operations. Threats can
come from a variety of sources, including increased rival activity, shifting governmental
priorities, alternative goods, or services, etc. The following are the risks identified in the
SWOT analysis of Best Western:
1.Large chains are expanding into new markets.
2. A weaker economy and shifting market conditions

The main competitor of Best Western

In the market, a number of companies are vying for the same group of consumers. The top 4
rivals of Best Western are listed below:

1. Marriott
2. Choise Hotels
3.  Starwood Hotels and Resorts
4.Hotels and Resorts by Hilton

5. Conclusions

Marketing is an art. The art of managing people, resources, suppliers, customers. A business
can be good, but it is useless without marketing strategies, without marketing management
plan.
To be a good marketing manager means to know people and the market. People as employees,
people as consumers and customers, people as providers and business partners. Being a good
marketing manager means to know human psychology, business sector, human needs and to
be able to make a connection between all these. To be a good communicator is vital, to have
human psychology knowledge is a must, and to know the market is compulsory for the
success of the business. The process in which the marketing management succeeds in dealing
with all these is a genuine art, mire than a skill or an ability, the art that requires extensive
experience, work, study and research.
 6. References

Hotel, C. (2019). https://www.crianlarich-hotel.co.uk/.

Marketing, M. S. (Jan 2019). https://www.mbaskool.com/marketing-mix/services/17743-best-
western.html. Preluat de pe MBA Skool of Marketing.
McCarthy. (1960).
Palmer, A. (2001). Principles of Services Marketing.
Stanton, W. (1989). Fundamentals of Marketing. În W. Stanton, Fundamentals of Marketing.
Zaki, R. M. (Febr 2019). https://www.researchgate.net/publication/331315149_7P
%27S_Service_Marketing-_Rana_Zaki.