The Hotels Current Situation Marketing Essay

Currently, the Emirates palace hotel is the most expensive ever built second seven star hotels in the world. The hotel is owned by the government of Abu Dhabi and operated by the Kempinski Hotel Group. The hotel commenced its first operation in Nov 2005 with an aim of providing standards of technology and luxury. Its main concern is to built as superlative for national prestige, not to earn profit (Emirates Palace Hotel, Abu Dhabi, United Arab Emirates).

Emirates place is representing about fifty nationalities and employs approximately more than two thousand five hundred staff. They have strategy to serve each guest with three staff members. The Emirates hotel is serving their customers with the wide services of fountains, palms, architecture reflecting different landscapes of the desert, private beach, four restaurants, three bars, cafes, two helicopter helipad and lounges (Emirates Palace Hotel, Abu Dhabi, United Arab Emirates).

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The external architecture has more than hundred domes that can rise up to 60 m and glitters in the sun that resembles like dome of pure gold. It has total floor space of 850000m2 and concept of traditional decorations with the eastern and western wings combined with the state of the art technology (Emirates Palace Hotel, Abu Dhabi, United Arab Emirates).

The Emirates hotel is trying to meet the high standard of high technology, high comfort with the high services. They always try to serve the customers with the high technology, unique services and luxury in order to fulfill their aim. The different restaurant serves different taste of foods and different dining facility. There is luxury accommodation at the Emirates place as well as meeting and conference facility (Emirates Palace Hotel, Abu Dhabi, United Arab Emirates).

Marketing Research Objective:

The growing environmental and competition have been the reason behind the undertaking of the research proposal. The market research proposal aims to conduct the feasible study in order to determine the following objectives:

To analyze the history and current situation of the hotel.

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To analyze the consumer behavior in context of hotel services and product.

To analyze the expected services and products of the consumers from a seven star hotel.

To analyze the marketing strategy which the hotels adopt to attract more customer lines.

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To propose the market strategy which the hotel should adopt to achieve and sustain the competitive advantage.

In order to fulfill the above objective we are planning to collect information with the help of a survey. This survey conducts the method of questionnaire consisting of suitable ten questions which provide crucial data to the UAE citizens that utilizes the hotel resources frequently. This study would also help to propose the market strategy to sustain the competitive advantage and attract more customer lines. The information would be vital and valuable for conducting the research because the hotel’s major preference is customer and their preference. The hotel industry is the service providing industry therefore they should have proper balance between the products and the services. They need to more emphasize on the customer’s choice in terms of products and services. Products refer to their accommodation services, dinner, taste of food, conference and meetings, architecture etc while services refer to serve the products in appropriate and pleasant manner.

Significance of the study:

The study is significant for developing new marketing strategies as well as analyzing the current strategies. It would help to assess the customer’s preferences and choice so that the product and services can be designed accordingly.

We are planning to collect the information through the primary and secondary research method that will include the customer preferences, the competitors, target audience, existing marketing strategies as well as scope and limitations of the marketing strategy.

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The company need to analyze the competitive market and should be aware of their competitor’s approach of marketing. Before implementing any new market strategy it is required to compare it with the current marketing policies and strategies and also to get aware with the scope and limitation of such proposal and their efficiency. The customer is the target of the hotel and to meet the target customer, company should be aware of their taste and their preferences.

c. Explain the primary and secondary research methods you will use and List the research questions you are planning to ask. Explain why they have been chosen such methods and research questions.

Research Methodology

Research Method

To conduct the research we have undertaken the primary and secondary research methods. For the primary research we have formulated a well prearranged questionnaire. The questionnaire is based on the questions revealing about the customers preferences and the strategy that attracts them more and are more appealing to them. The questionnaire is based on the 5 points Likert scale questions for the responses of the respondents in order to analyze the research findings more vibrantly.

Sampling- Random Sampling:

We will use the Random Sampling Method. Random Sampling Methods include the acquiring of data from a non-specific selection of the target population so as to get a non-uniform data for the area specified. The questionnaires are distributed among the respondents on the random basis and thus random sampling has been used for collecting the data for the study by assorting questionnaires.

Respondents and Sample Size:

The sample size of the study is 100 and the respondents of the study are the citizens of the UAE and tourists.

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Sources of Data:

The data associated with the project has been collected through both the sources i.e. primary as well as secondary sources of data collection.

Data Collection:

The Information pertaining to the Sources of Data Collection & their respective Research Instruments are as follows:

Methods of Data Collection

Research Instruments

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Analysis Details

Details of the Analysis

Primary Source

Questionnaire

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Evaluation of the customer preference and the marketing strategies which attract them or are more appealing to them. Also to find out expected products and services from the Hotel.

Responses from citizens and tourist using luxurious services would be used to obtain the required views as per the questionnaire developed for this purpose.

Secondary Source

Sources collected from the internet through books, journals, articles and news.

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Statistical analysis of the data and evaluation of cross tabulation of the variables to check the reliability and validity of our research study.

The industry’s reports and old research studies pertaining to

Analyzing the consumer behavior.

The questionnaire consists of the following questions:

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What were the main reasons for choosing this hotel to visit?

The staff behaves very professionally and in appropriate manner.

The internal and external environment are very luxurious, comfort and hygienic.

The services provided in the hotel are meeting the quality standards of luxury and comfort.

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The rates and tariffs are worthy and has proper value for money paid.

The prices of additional activities offering in the hotels are favorable and reasonable.

The advertisings and promotions are creative, attractive and justifying with the services of the Emirates Palace.

The Emirates Palace needs to deduct rates of services offered.

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Is the Emirates Palace need to introduce some attractive packages or discount offers?

Is it worthy to pay high amount for the qualitative and luxury services?

d. Present a weekly schedule detailing the activity milestones of your primary and secondary research –

S. No

Research Method

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Scheduled details

Distribution of First 25 questionnaire / conduct secondary research through previous study.

1st week

Distribution of Second 25 questionnaire and collection as well as analysis of first 25 questionnaire/ conduct secondary research news.

2nd week

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Distribution of Third 25 questionnaire and collection as well as analysis of second 25 questionnaires/ conduct secondary research through journals.

3rd week

Distribution of fourth 25 questionnaire and collection as well as analysis of responses of third questionnaire/ conduct secondary research through articles.

4th week

Conduct secondary research through literature and collection and analysis of fourth 25 questionnaires.

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5th week

Combining all the analysis data and conducting proper analysis and findings and evaluates a common assumption based on the primary and secondary research.

6th week

The study would be taken into six consequent weeks in order to bring efficiency and accuracy in the study.

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BMKT N 350 managing the promotional mix:

History of the Emirates Palace:

The Emirates Palace is associated with the group of Kempinski hotels which is Europe’s oldest luxury group successfully running from last more than a century. It began in 1897 in Berlin with the foundation of hotel “Betriebs- Aktiengesellschaft” and a parallel construction of M. Kempinski & Co by Berthold Kempinski. The M. Kempinski & Co was later on acquired in the year 1953 by the “Hotelbetriebs- Aktiengesellschaft” (History: A Success Story for More Than a Century ). The group expands its network with the establishment of various luxurious hotels in different countries. The Emirates Palace’s construction began in Dec 2001. All phase of construction was completed in three years with more than twenty thousand workforce over uses of 250,000m3 concrete. The hotel was owned by the municipality of Abu Dhabi. The project architect of the Emirates Palace was Wimberly Alison Tong & Goo and the construction was undertaken by Belhasa construction, Arabien construction, Actor Electromech and ACC (Arabian Construction Company). The responsibility of the project management was of Projacs and Turner Construction. The Bin Moosa Debbas supplied lightening while its planning was carried out by Wimberely Allison Tong & Goo as well as by the DEPA group (Emirates Palace Hotel, Abu Dhabi, United Arab Emirates).

The hotel was built with an aim to serve as a superlative for national prestige. Its concern is not profit making. The hotel was constructed to meet the highest possible standards of comforts and luxury (Emirates Palace Hotel, Abu Dhabi, United Arab Emirates).

IMC Objective:

Emirates Place is the one of the Abu Dhabi’s most luxurious hotel and iconic as the 5-star intent in the hospitality sector. The integrated marketing communication strategy is very crucial for the success of an organization. The integrated marketing communication indented as the goal that would be achieved rather than the marketing practices at market place. The Emirates applied the principle of the IMC. Communication plays a very important role in marketing. The Emirates needs to communicate with present and potential consumer. Integrated communication adds the persuasive value to the product and customer. The communication provide framework by which marketer develop and present the communication process to define the target audience with intention to desired set of responses. Integrated communication is a tool of marketing planning to develop the comprehensive plan that evaluates the strategies in the context of communication. IMC is the strategic execution, evaluation and control of communicative procedures that can enable the stakeholder’s network (GOO, 2000).

For effective marketing communication plan following IMC objectives needs to be followed by the Emirates Hotels for achieving the plans-

Recognize the target Audience-

For effective communication plan the Emirates Palace need to identify the target audience. The target audience influences the decision of the communicator and the target audience is the tourists. The target market perception is very important for achieving the marketing objectives which can be achieved by the survey method.

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Determine the objectives and design the message-

As per the Cognitive, affective and behavioral responses of target audience the Emirates needs to define the objectives by the marketing communicator. After developing the communication objective the company needs to design the effective strategies. Message should be defined to gain the attention, to capture the interest of the consumers. Message should be defined in a way to solve the problem including the clear message content, message format, message structure logically.

Effective communication channel-

To communicate the message there is a need to select the effective communication tool to reach the target audience and capture the competitive market. The communicator needs to select the communication tool whether personal or non personal communication channel including the print media, emails, electronic media and should be designed according to the requirement of the consumers.

Marketing communication mix develops and manages effectively-

To manage the communication tools there should be well planned communication budget for developing the communication mix. The communicator must decide how to allocate the promotional tools including the sales promotion, personal selling and direct marketing in order to achieve the consumers.

Marketing Communication process must be managed effectively to acquire the desire goals-

For implementing the integrated communication process the indented message should be delivered to the audience with strong message consistency and higher sales impact to unite the several brand image and messages. These will improve the Emirates ability to reach the target customer at the right time at the right place.

Integration is a crucial factor for effective marketing communication. Through the integration the Emirates can establish the strong message and image to deliver its product and services to accomplish the objectives. Integrated marketing communication sustains the company to gain the competitive position in the mind of the consumer or sustain the target positioning to accomplish the plan.

Audience-

The market segmentation is most important factor for analyzing and satisfying the customer needs over its competitors. Market segmentation is the process to anticipate the target market and potential customers by determining the target people or audience. The target audience should be based on some criteria’s including, substantial, accessibility, unique needs of the customer. Market segmented on the basis of Geographical, Demographical and psycho graphical variables.

On the basis of Geographical Segmentation-

On the basis of geographical segmentation in Abu Dhabi we can divide the market on the basis of region, population, customer group and climate.

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Region- This type of segmentation divide the market on the basis of continent, state and country. Populations- Abu Dhabi has large population size so as per this prospective there are large number of population and has different culture.

Customer group- the customer group is tourist and citizens of Abu Dhabi.

On the basis of Demographical Segmentation-

For the demographic segmentation we divide the market based on the demographical variables such as age, gender, social class, ethnic group, occupation etc. The Abu Dhabi has strong demographic factor that fulfill all the requirements of the Emirates Palace luxury and comfort. Secondary, there is huge number of tourist who visits the UAE and helps in the success of the Hotel.

On the Basis of the Psychographic Segmentation-

In Psychographic segmentation the market can be segmented on the basis of psychographic variables such as attitude, values, activities, interest and self image. The hotel value is to create the standard of the luxury not profit making hence, the Abu Dhabi has strong Psychographic segments to fulfill the objective of the Hotel (Lang, 2007).

Conclusion:

There is a wide scope in the Hotel industry which is totally based on the customer preference and choice. Therefore, this study would help us to analyze the consumer behavior as well as help to design the marketing criteria to achieve the objective of the research.

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