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International Marketing Plan

By Author: Sherry Roberts
Total Articles: 153

Introduction
MGM Grand is the world’s major and leading resorts and Casino Company that owns and operates 24 points within The USA. In all MGM Resorts, the main aim is to provide high-quality customer services in all facilities around the world so as to enhance shareholder value and sustainability. According to Hair et al. (2008), customer’s behaviors on selecting a hotel is normally affected by the hotel services and products. Thus, MGM Resorts ensures that it offers the best products and services to meet or even exceed the customer’s expectations to attract more customers. Promotion and advertising normally play the role of the communicator between the company and consumers. In this report, I discuss the promotional strategies that MGM Resort International use and the competitive advantage, the company gains with respect to promotion.
Promotion strategies
There are different methods that MGM use to promote its services. Advertising tends to be a key strategy for the growth of MGM resort. Social media is one of the methods that the company uses to advertise its services. MGM use social media data to get the right offer to the correct customer whether they are a big spender or a penny saver. With the use of social advertising, it helped grow revenues 300 percent in the last four years. For instance, the use of the M life program helps to move clients up in the family of brands (Epperly, 2013). Thus, members tend to earn points for everything that they spend in any MGM property including entertainment, casinos, restaurants, and also room charge. Using Facebook, the global hospitality company tends to acquire new customers, keep them coming back, and convert them into guests. The Facebook offers the company with tools and also advertising tactics that allow it to communicate with customers in every stage of the purchasing process.
MGM understands that one of the key elements of success revolves around communication. Thus, it focuses on presenting the right information to guests at the right time in the format that catches the attention of the guest. While it is presenting the information to the guest, MGM is also able to advertise other services that guests can engage in while in the restaurants (Epperly, 2013). So as to communicate effectively with clients and present information on time, MGM tends to use flat-panel LCD. The technology allows the display of flexible content throughout the hotel with riveting live video in bold colors to hold the viewers interests. The screens tend to run different advertisements that customers can get and even new services that the resort is currently offering. The use of screens helps provide guests with information, and they can pick the ambiance that best suit their tastes.
When MGM is introducing a new business or services, it tends to hold a conference and make public announcements stating their presences. They also provide the listeners with free brochures with detailed information regarding their services. TV advertisement is a method that the resort tends to use often, and it is a good media for creating public awareness (Hair et al. 2008). Sales promotions are also another strategy that MGM resort tends to use as its promotion strategy (Epperly, 2013). For instance, MGM Grand offers promotions when a guest stays in rooms from $60, they will get two free buffets per stay. Also, they get to enjoy two free cocktails at MGM Grand Bars, and free $20E-card for NRSworld.com. There are different promotions that the resort provides its guest when they spend a certain amount of money in their facilities.
Competitive advantage
Before creating any advertising message, MSG normally gives a lot of time to the factor that the message should gain customer attention. The people responsible have to make sure that the advertisement leave an impact on the customer mind and has some uniqueness and specialty in it. The promotion strategies that MGM use tend to create a connection between their services and where clients can obtain them. MGM tend to be better than its competitors including Wynn Resorts. MGM Resorts tend to implement its promotion effort more actively. The adoption of the mobile marketing program tends to provide the resort with a competitive advantage. The M-life is a program that offers guests to earn a benefit for every dollar they spend (MGM, 2015). It is a strategy the company uses to reward clients for enjoying the hotel, entertainment, spa experience, and dining and also with their slot and table play. The reward program is a factor that is of competitive advantage with respect the way the company promotes its products (MGM, 2015).

Sherry Roberts is the author of this paper. A senior editor at Melda Research in legitimate research paper writing service if you need a similar paper you can place your order for a custom research paper from nursing essay writing service.

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