Question: What are the hotel’s options in terms of changing its current market positioning?

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
icon
Related questions
icon
Concept explainers
Topic Video
Question

As Jerry met with his executives to discuss the situation, the general manager, Tracy Lee, provided more information. She described the hotel as mainly targeting the upscale and luxury business market segments (75 percent), while also attracting the upscale and luxury leisure market segments (25 percent). The hotel’s main competitors are Four Seasons, J.W. Marriott, Shangri La, Mandarin Oriental, Landmark Hotel, and Conrad Hotel, which are all located within a two-mile radius. There is fierce competition among the hotels in this market segment, and firms have resorted to price-cutting tactics during economic downturns before. The products and services of the Great Eastern Hotel have been unique and of high quality. Guests have been particularly satisfied with the ambience of the hotel given that it has focused only on its core market segments for business. The rooms have been designed and appointed to satisfy its market segments. In fact, there has been a coherence among product (tangible aspects) and service quality (intangible aspects). However, the economic downturn has raised questions about how the hotel would maintain its market.

Question: What are the hotel’s options in terms of changing its current market positioning? 

Expert Solution
trending now

Trending now

This is a popular solution!

steps

Step by step

Solved in 2 steps

Blurred answer
Knowledge Booster
Inventory management
Learn more about
Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.
Recommended textbooks for you
Principles Of Marketing
Principles Of Marketing
Marketing
ISBN:
9780134492513
Author:
Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:
Pearson Higher Education,
Marketing
Marketing
Marketing
ISBN:
9781259924040
Author:
Roger A. Kerin, Steven W. Hartley
Publisher:
McGraw-Hill Education
Foundations of Business (MindTap Course List)
Foundations of Business (MindTap Course List)
Marketing
ISBN:
9781337386920
Author:
William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:
Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing: An Introduction (13th Edition)
Marketing
ISBN:
9780134149530
Author:
Gary Armstrong, Philip Kotler
Publisher:
PEARSON
MKTG 12:STUDENT ED.-TEXT
MKTG 12:STUDENT ED.-TEXT
Marketing
ISBN:
9781337407595
Author:
Lamb
Publisher:
Cengage
Contemporary Marketing
Contemporary Marketing
Marketing
ISBN:
9780357033777
Author:
Louis E. Boone, David L. Kurtz
Publisher:
Cengage Learning