5. Market-Product Focus
This section describes the five-year marketing and product objectives for Hudson Gardens Bed & Breakfast and the target market, points of difference, and positioning of its establishment.
Marketing and Product Objectives
Hudson Gardens Bed & Breakfast marketing intent is to increase occupancy, from out of state travelers, as well as, local residents looking for a change in scenery. Generate repeat business and increase length of stay.
• Current markets. Current markets will be grown by creating a welcoming and positive experience that will ensure repeated guests and referrals, offering incentive packages and special to motivate guests to return, sponsoring local events to gain exposure, and use social media platforms to effectively reach out target markets.
• New markets.
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Hudson Gardens Bed & Breakfast is composed of 4 uniquely styled en-suite rooms with views of exquisite gardens and the water views of the New Rochelle Harbor. Its New England physical structure, New England décor influence, home cooked continental breakfast, comfort, and hospitality will take guests back in time while still enjoying the modern comforts of cable and Wi-Fi.
• Personalized Customer Service. Unmatched personalized customer attention with a family friendly atmosphere. Guests can expect quality lodging and services during their stay.
• Prime Location. This waterfront, suburban paradise is steps away from local New Rochelle museums and attractions, and also a short twenty minute train ride from New York City.
Positioning
Hudson Gardens Bed & Breakfast will position itself as a high-end, upscale Bed & Breakfast with high quality and comfort facilities, unique personalized customer attention, and competitive pricing. Guests are not just paying for a room they are paying for the experience.
6. Marketing Program
The Hudson Gardens Bed & Breakfast marketing mix consists of product, pricing, promotion, and place as described
Peter Vincent, a contemporary architect, claims that “[the Halekulani Hotel is] the epitome of casual elegance… [It has] become a model of Hawaiian architecture” (“Honolulu’s Best Architecture”).
The three questions listed above identified some key areas of opportunity for Kudler Fine Foods. It is obvious that Kudler Fine Foods needs to conduct further research in the areas of product selection, value of products, and customer service. Kudler’s current marketing strategy identified programs to focus on high end products and services through specialty cooking clinics and a high-end frequent shopper program. With the results of the 2008 survey it would be a waste of resources to implement these marketing initiatives. Through survey responses it seems that Kudler customers would much rather see a wider variety of products in the stores with better pricing. Kudler customers are looking for more selection and more value. One of the marketing initiatives did include customer training which was also identified by the survey. The Kudler customers stated that the employees were not very courteous, which will keep customers away from the stores. No matter what products your store has, if the customer service is poor, you will not be successful.
Now I’m going to talk about what Alton towers can do to get more customers by making new a new futuristic ride for all those thrill seekers looking for something new. So I’m going to devise and new marketing mix for a new ride but I will also be taking into consideration the key market segments.
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SERVICE. We are committed to providing the best experience and enjoy positively interacting with everyone we meet. We genuinely care about every customer we see and do our best to find solutions to any problem that might come our way.
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