Case Study of Marketing Manager Review Writing - Management Assignment Help

Assignment Task

Task

1. What is it that motivates a customer to book a hotel? We need to think beyond the hotel product and features and understand how we can sell and deliver experiences.

2. During this exercise you will focus on how a hotel must engage customers through creating memorable experiences, and how experiential marketing connects to the customer to create value.

3. You are the Sales & Marketing Manager of a 150 room, independent hotel. The property is in a trendy location, close to the offices of several media and fashion companies. The main street has many independent shops and restaurants.

Your hotel has a bar and small restaurant/ coffee shop, popular with guests and locals.

The business mix is 50% Corporate and 50% Leisure.

• 35% of your guests book via your own website
• 20% via GDS
• 30% via OTA
• 0% book direct over the phone with the Sales office
• 5% via FIT agents.

The owner is about to complete a refurbishment of public areas and bedrooms, so you now have the opportunity to create a new “Executive” floor of 50 rooms, with lounge area to be sold at a premium.

You are confident you can sell these new rooms if you position them correctly to the right customer.

Using the knowledge you have gained from the module and reading material, please answer the following questions:

• Suggest which of your customers you will target for the new rooms and why
• Decide how you will differentiate the new experience
• Explain how you aim to integrate these experiences into the product and your marketing.

Review criteria:

• You will be assessed by your peers based on 2 criteria.
• Document: How well you specifically address the specific issue raised in the question
• Understanding: How well you demonstrate that you have an understanding the issues raised in the question.

Questions needed to be answered:

Question 1: 

Project Title.

Question 2: 

Define your customers from the information given and suggest which market/channel segments you will target for sales of the new Executive experience. Give justifications for your decision.

Question 3:

Please suggest how you will differentiate the customer experience and explain how this is relevant and attractive to the identified guest segment.

Question 4:

With a focus on offering that “bit extra” the guest is looking for, explain how you will integrate this into two targeted marketing campaigns.

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