A Study of Melia Hanoi’s Strategies in The Vietnamese Market

With the goal of establishing a remarkable presence in the Vietnamese hospitality industry, Meliá Hanoi has insisted on identifying the most modern and efficient approaches to marketing through the request to obtain a thorough analysis of the factors that will shape its future strategy.

Marketing remains a nascent and developing field in Vietnam, which is shown by how most companies are clumsily tackling it and how lacking they are at utilizing available marketing resources to grow their business. Meliá Hotel Hanoi is not an exception to the overwhelming number of companies failing at marketing themselves. With a rising number of event hosting requests along with the renovation of multiple spaces within the hotel including the two restaurants, it is critical for the hotel to implement a better strategy to promote its events and promotions, reach out to its potential and loyal customers, either local or global, and establish a more inviting and professional image for itself.

As a resulted, this is a recommendation report that focuses on the local business environment, the Vietnamese people, and the hotel’s SWOT analysis, with the purpose of helping Meliá Hanoi beat the odds.

The recommendations in this report are made based on the assumption that the technological state of Vietnam will remain the same, in other words, no natural disaster or dramatic events (attacks, war, etc.) will occur in the next few years. Other assumptions are there will be no new law or regulations that can strongly impact the communication channels, the media and the established rules concerning the freedom of speech and censor in the country. The final assumption is that the design template of Meliá Internationals will not observe any obvious changes in the near future.

The information in this report comes from up-to-date sources such as videos, online articles, research papers and reference books. Some of the most reliable sources are from internationally renowned newspaper and world financial institutions, such as Forbes, World Bank, etc. Furthermore, to provide the readers with a more panoramic view of the current business environment, some of the information originates from my own observation, experience, self-conducted survey, and knowledge of the country.

The information in the report was limited by multiple factors, including the unpopularity of marketing in Vietnam – therefore, the lack of reliable resources that shows intensive knowledge of the field – and the lack of statistical data available to the public.

This report deals with issues that do not contain many industry-specific words. As a result, all of the terms used in this paper are relatively easy to understand and does not require specific explanation.

The recommendations given at the end of this report will be partially based on the academic research and mostly based on the observable current marketing trends in Vietnam and in the world, as well as the SWOT analysis of Meliá Hanoi. The final recommendations will be heavily weighted on the current state of the hotel, in terms of the resources available and the binding level of the hotel to Meliá Internationals.