Table of Contents

Table of Contents………………………………………………………………………………………………………. 1

Introduction……………………………………………………………………………………………………………… 2

Research Topic…………………………………………………………………………………………………………………………………………………. 4

Business Question……………………………………………………………………………………………………………………………………………. 4

Aim……………………………………………………………………………………………………………………………………………………………………… 4

Objectives………………………………………………………………………………………………………………………………………………………….. 4

Literature Review………………………………………………………………………………………………………. 5

1. SWOT Analysis…………………………………………………………………………………………………………………………………………. 5
2. Analyze of competitor……………………………………………………………………………………………………………………………. 6
3. Competitive advantage…………………………………………………………………………………………………………………………… 7
4. Suggestion for action plan……………………………………………………………………………………………………………………… 9

The Ansoff Matrix……………………………………………………………………………………………………………………………………….. 9

Research Methodology…………………………………………………………………………………………….. 10

1. Introduction…………………………………………………………………………………………………………………………………………… 10
2. Data Collection………………………………………………………………………………………………………………………………………. 10
3. Data Analysis………………………………………………………………………………………………………………………………………….. 12
4. Reliability and Validity…………………………………………………………………………………………………………………………. 12
5. Limitations……………………………………………………………………………………………………………………………………………… 12

Gantt Chart……………………………………………………………………………………………………………… 13

References……………………………………………………………………………………………………………….. 14

Introduction

Paris, which is considered to be one of the most popular tourist destination in the world has been indicated to have a shortage of private rental apartment as a consequence of the housing crisis facing the city and its environs (Schofield,2005;Ball,2002;Gottlieb ;Gottlieb,1950).OEDC (2009) further pointed out that the Ile de France region is among the many regions in France having the lowest levels of housing construction per a thousand inhabitants. This domestic shortage coupled with the city’s reputation of being among the most popular tourist destinations (Euromonitor,2011).Several brands soon realized this and then established themselves alongside the traditional brands like Les Citadines. The results is increased competition. These new entrants offered modern/contemporary designs in and use the internet/online means in marketing and advertising their offerings.The traditional brands like Les Citadines  then began to feel a decline in their occupancy levels..The global economic crisis however affected all cities and therefore caused an unprecedented decline in the number of international arrives all over the world. In 2009, France experienced a 6.9% drop in its tourist arrivals (Euromonitor,2011).The drop did not quite affect the level of rental apartment shortages in the city. What is quite clear is the available rental apartments’ prices have continued to get pricier as pointed out by Simon (2011). The Paris hotel accommodation industry has continued to face challenges. The city which is known by names such as the “City of lights”  as well as the “Home of Croissants”( The European Jewish Congress,n.d) attracts a very large number of tourists who come to experience both her rich culture and history as well as her romance, gastronomy as well as shops. The city’s unique position that allows it to fit in centrally between the elements of business and leisure as well as budget and luxury make it a suitable tourism sport (Euromonitor,2010).It has been examined that Paris has the second highest occupancy rate in Europe after London with about 77.8% occupancy in 2010 (Veilleinfotourisme, 2010). It also has been shown that middle class hotels are the dominant category with a capacity of over 2,700 rooms or 35% of the Parisian aggregate supply (Beausseron, 2010). With the knowledge that Apart Hotels are part of the most sort of category accommodations, the main purpose of this research will be to identify a new competitiveness that Apart Hotels like Les Citadines are recently facing in Paris. Indeed, the growing private rental apartment concept seems to be a real alternative for tourists or businessmen who are visiting the French capital city. Besides, “Furnished apartments are growing in popularity…and there are also many private short-term apartment lets for tourists” in Paris (Euromonitor, 2010). That is why a new market appears to be exploited by online agencies like Parisian Home, Paris Cosy or Païko that are offering very competitive and attractive private accommodations to rent. The proposed study will attempt to answer the question: How can traditional Apart Hotels like Les Citadines face this new growing private rental apartment concept exploited by the three brands mentioned before?

Problem statement

The demand for quality and affordable private rental apartments in Paris has skyrocketed within the years. This has seen several providers come up with concepts that are aimed at satisfying the increased demand for these housing units. The supply of these private rentals has increased within the years. This has led to stiff competition among the traditional apart hotels such as Les Citadines and the one who specialize in designs that are contemporary such as Parisian Home, Paris Cosy or Païko. These companies are in constant quest for ways of being ahead of the park by the application of the best possible strategies.

Aim

The aim of this paper is how  Les Citadines  can use integrated marketing and communications approach in gaining competitive advantage over its competitors (such as Parisian Home, Paris Cosy or Païko) in the face this new growing demand for affordable and stylish private rental apartment concepts in Paris.

Objectives

The objectives of this study are;

• To identify the channels of  marketing that are currently being employed by Les Citadines’ competitors such as Paris Cosy, Parisian Home and Païko
• To identify the deficiencies that exists in the marketing strategies/channels that are employed by Les Citadines’ competitors such as Paris Cosy, Parisian Home and Païko.

• To analyze Paris as a strategic city for tourism industry throws a SWOT analysis.
• To provide a competitor analysis to profile Paris Cosy, Parisian Home and Païko as newcomers in the hosting market.
• To identify and evaluate the competitive advantages that the other brands have over Les Citadines.
• To propose an action plan throws Ansoff Matrix to Les Citadines.

The main objective of this paper is to investigate on the competitive strategies the Parisian Apart Hotels Les Citadines will develop to compete with private rental apartments that websites like Parisian Home, Paris Cosy and Païko are exploiting. In order to properly handle the issue, an analysis of the French Capital as a strategic location for tourism industry will be first carried out. Then a competitor analysis will be relevant to profile newcomers in the hosting market. What are their strengths and their weaknesses? Next it will be the identification and evaluation of the competitive advantages acquired by Paris Cosy, Parisian Home and Païko over Les Citadines. At last a proposal action plan throw Ansoff Matrix will be suggest to Les Citadines to be used in the evaluation of the new market with a recommendation of how to gain a competitive advantage over the other providers in a quest of increasing its market share.

What is integrated marketing communications (IMC)

Clow and Baack (2007) defined integrated marketing communications (IMC) as the coordination as well as the integration of the entire array of existing marketing communication tools, sources as well as functions within a given company into a seamless program that is aimed at optimizing the impact of the marketing strategies on the consumers as well as other end users at the least cost possible. The American Marketing Association on the other hand pointed out that integrated marketing communication as

“a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” (Loftis,2007,p.2)

This is a holistic approach that is employed in the promotion of buying as well as selling in the digital realm/economy. This concept involves the use of several online as well as offline marketing channels. The online marketing channels  entails the use of e-marketing strategies-mails, affiliate marketing, banners, webinars, blogs, Internet TV, podcasts as well as RSS.The offline marketing channels includes the use of the traditional print, mail order, radio, television, billboards as well as public relations moves.

Literature Review

Not much literature has been dedicated to the use of integrated marketing strategies in the Paris accommodation sector. In fact, this proposed study could be offer the very first literature on the various marketing channels that are employed by various hotels/ap.............