Read the “InterContinental Hotels Group PLC: Holiday Inn Division” case provided on blackboard and answer the following questions:
1. What type of market segmentation strategy is InterContinental Hotels following? Is it market differentiation, niche marketing, or market integration?
2. Is InterContinental’s portfolio of brands an advantage or disadvantage? Assess the pros and cons of operating in so many segments of the market
3. What kind of positioning strategy should the company adopt for Holiday Inn and Holiday Inn Express?
4. Draw a perceptual map for any one of the brands of the InterContinental Group.