Title: Holiday Inn hotel: a case study from Greece

Authors: Evangelia K. Blery, Eva Kapetaniou

Addresses: Technology Park, NCSR 'Demokritos', Patriarxou Grigoriou and Neapoleos, 15310, Athens, Greece. ' TEI of Athens, Pontou 3, Ilisia, Athens, Greece

Abstract: The purpose of this study is to offer a strategic SWOT (strengths, weaknesses, opportunities and threats) analysis of a Holiday Inn hotel in Greece by examining its strengths and weaknesses and identifying the opportunities and potential threats. The target market and competition are also examined and the marketing mix is presented. To gain an initial understanding of the marketing practices employed by the hotel the case study method was employed. The findings revealed that the most important strengths of the hotel are the friendliness of its employees and the high quality of its services. In addition, it is located near the city centre and has a well-known brand name. The target market of the hotel consists, mainly, of business customers. The hotel is facing severe competition. It is promoting its services worldwide and gives special attention to public relations.

Keywords: hotel industry; marketing mix; SWOT analysis; case study; Holiday Inn; Greece; leisure industry; tourism.

DOI: 10.1504/JIBED.2008.019164

Journal for International Business and Entrepreneurship Development, 2008 Vol.3 No.3/4, pp.308 - 320

Published online: 30 Jun 2008 *

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