Marketing of Mhcch Hotel

TABLE OF CONTENTS
  1. INTRODUCTION…………………………………………………….…..….2
  2. SCENARIO
        • Different processes to audit the marketing environment of the MHCCH ……………………………….…………….….………….....3
        • Apply organizational and environmental auditing techniques…… 8
        • The main barriers to marketing planning and overcome….. ….…14
        • Two different organizations’ responses to ethics in marketing.......18
        • The ethical issue in marketing of the MHCCH ……………………20
        • The implications of ethical issues on the marketing mix………......22
  3. CONCLUSION…………………………………….………………………...25
  4. REFERENCES………………….…………………………………………...26

INTRODUCTION
The Manor House Country Club Hotel (MHCCH) is a family owned business which was started in 1992 by the Jenkins family. The MHCCH is located in three acres (1.2 ha) of prestigious reclaimed land in Singapore and is currently operating as one hotel. The hotel is just a mile away from some of the famous tourist attractions (e.g. a theme park and museum). The current site has been developed over 11 years by investing profits in expanding parts of the business.
I am employed as a marketing expert working as consultant in MHCCH hotel reporting to the CEO. So in this report, I will appraise and explain the different processes and techniques used to audit the marketing environment of the MHCCH. Identify the main barriers and suggest how MHCCH may overcome barriers to marketing planning, etc

Task 1a:   Appraise and explain the different processes and techniques that can be used to audit the marketing environment of the MHCCH

The Manor House Country Club Hotel (MHCCH) is a family owned business which was started in 1992 by the Jenkins family. The MHCCH is located in three acres (1.2 ha) of prestigious reclaimed land in Singapore and is currently operating as one hotel. The hotel is just a mile away from some of the famous tourist attractions (e.g. a theme park and museum). The current site has been...