Case Analysis

1430 Words Jul 23rd, 2013 6 Pages

I. Time Context

Go Hotels is the first hotel to introduce the concept of value hotels to the local market. It is a chain of essential service hotels providing quality accommodations, with a complete and convenient travel experience.

It was May 2010 when Go Hotels, a property of Robinson’s Land Corporation, the property development arm of the Gokongwei group of companies, began test marketing its value hotel at its building along EDSA beside Robinson’s Pioneer Street. Prior to this, they have opened other branches of its chain, the Go Hotels Otis in Paco, Manila which is its second value hotel in Metro Manila, hotel in Mandaluyong, in Puerto Princesa, in Dumaguete, in Tacloban, in Bacolod, and soon to
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They are concerned with the needs and demands of their budget travelers, solo travelers, and couples who do not want to sacrifice quality and comfort.

The choice of Go Hotels’ marketing mix depends on the marketing objectives, the level in the value hotel’s life cycle the services provided is in, and the available resources to provide such service. They choose to have the 4P’s of marketing mix ( product, placement, price, and promotion) for them to gain customer bonding and competitive advantage.

Product: (Focuses with the hotel’s style, facilities, and amenities) It is a low-rise budget hotel with 108 non-smoking guestrooms with a choice of queen or twin beds and with or without windows, with a courtyard venue, and a small function room. It offers a no-fuss approach to accommodations, with all the basic amenities and facilities packaged which is presented neatly (full air-conditioning, chiropractic and non-allergenic pillows, 220-V universal sockets, 22-inch LCD cable TV, safety deposit box, in-room phones for room to room calls and free in-room WiFi). There are low contemporary structure with colorful graphic accents with the designs that use a lot of bold greens and yellows, the trademark colors of Go Hotels, that assures the overall feel as simple,

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