ABSTRACT

A Study on The Marketing Strategy of Hotel Corporation in Korea

-M Hotel's Corporation

By Byung Soo Rhee

Dept. of Marketing Management

Graduate School of Business Administration

Han Yang University

In accordance with the worldwide economic development, our interests of economic activity moves into service away from the material aspects of the business. Prosperity seen around the world is simulating further the need for tourism in modern civilizations which long for happy life.

The hotel industry which is rapidly being globalized, professionalized and maximized.

It is true that the hotel industry in Korea has been growing in its quality and quantity since the 88 Seoul Olympics Games.

However, many deluxe hotels have met strong competition due to an appearance of new competitors, the worldwide economic decline and verified consumers needs and wants.

This study focuses on the M hotel's experience with its present marketing strategy and on the alternatives for the future. It analyses characteristics of hotel management, the structure and current situation of the hotel industry worldwide and in Korea, and the trend of consumers lifestyles in order to present practical strategic marketing alternatives which can be applicable to the M hotel.

● Product

It is necessary to define the basic characteristics of the product and to decide how many companies/properties into this category.

● Price

This is determined by list or rack prices should include consideration of prevailing or most common and the mix of prices offered.

● Place

This can have two meanings. First, the of locations chosen, such as downtown, airport or resort , the availability of the hotel through the various channels such as travel agents, airline reservation systems, toll free telephone number and so on.

● Promotion

In this area it is necessary to monitor the on adverting, the number of sales staff in total to actual sales, the number of sales offices, the major promotional campaignes such as to frequent travel the presence and level of commitment at trade shows and