Award Date

12-2010

Degree Type

Professional Paper

Degree Name

Master of Hospitality Administration

Department

Hotel Administration

First Committee Member

Billy Bai, Chair

Number of Pages

39

Abstract

A marketing plan tailored toward the Mandarin Oriental, Las Vegas. The hotel’s performance has struggled along with the other two hotels at MGM Resort’s CityCenter venue since its opening in December, 2009 with lower than expected business levels. Creative marketing that focuses on the strengths of the hotel and the Mandarin Oriental brand, specifically in Las Vegas will set the young hotel up for the best success in the future. A comprehensive approach to the marketing plan includes numerous internal and external factors that will enable senior management to make sound fact based business decisions. The marketing plan for the hotel sets addresses a comprehensive set of factors that impact the marketing for the hotel. The plan includes how Mandarin Oriental’s corporate direction is incorporated into the property’s marketing goals, an environmental analysis for the Las Vegas market, SWOT analysis, competitive analysis, and a political and legal review. Other factors that may impact the property’s marketing goals that are covered include technology & social issues, global and property level marketing initiatives. A detailed budget and action plan is also included within the marketing plan to outline the keys to execution.

Keywords

CityCenter (Nev.) – Marketing; Hotels – Marketing; Nevada – Las Vegas; Resorts – Marketing

Disciplines

Hospitality Administration and Management | Marketing

Language

English


Share

COinS