Marketing of the five hotels Academic Essay

You need to choose four other hotel brands and write a brief company overview of each of the organisations (400 words).

3. Using a table, identify and describe the market segments reached by all 5 of these brands using applicable demographic, geographic, psychographic and behavioural variables. Explain the table (250 words). The table is excluded from the word count.

4. Using these brands, provide two positioning matrices (perceptual maps) with 175 word explanations for each. One map should use specific product features and benefits as the axes to highlight differential competitive benefits. The other should consist of two determinant attributes of your choice, one on each axis to demonstrate Best Western’s position relative to its competitors.

5. Based on the matrices, provide a 200-word detailed explanation of the competitive advantages of Best Western compared with the competition.
6. Write a 300-word description and explanation of the targeting

strategy being utilized by Best Western and recommendations to more effectively target their specific segments.

7. Provide a 100-word positioning statement for Best Western that you would use to brief an advertising agency promoting the organization.
Your report must demonstrate evidence of further research, referenced according to the ICMS style guide.

Document brief
This document is to be written in the style of a business report from you as a marketing consultant, hired by Best Western Incorporated, to assist them in their business objective of strengthening their position in the highly competitive international tourism market over the next five years.
Please take note of the following;
ICMS cover sheet, declaration, table of contents and synopsis must be included.
Positioning maps need to be computer generated and not hand drawn.
You should reference the textbook where appropriate, plus additional secondary research sources, which should be extensive. Referencing should be in accordance to the ICMS Style Guide.
ASSESSMENT BRIEF___________________________________________________
Page 3 of 3
Marking Rubric
Item Excellent Competent Inadequate
Industry background, market overview
Excellent industry background showing some original research
Good industry background showing some original research
Poor industry background showing little evidence of research 3 2 1
Market segmentation
Excellent segmentation analysis using demographics, psychographics, usage and benefits sought in chart form
Good segmentation analysis using demographics, psychographics, usage and benefits sought in chart form
Poor segmentation analysis missing some detail or a chart such as demographics, psychographics, usage and benefits sought 5 3 1
Targeting Strategy
Clearly describe and explain the Target Strategy that perfectly matches with the market segmentation strategy.
Describe the Target Strategy that matches with the market segmentation strategy
The target Strategy does not or partially match with the market segmentation strategy 5 3 1
Positioning matrices & narrative, competitive advantage
Two excellent matrices provided with outstanding and insightful commentary
Two good matrices provided with adequate commentary
Poor or missing matrices and little if any commentary 5 3 1
Positioning Statement
Excellent positioning statement that clearly describes the target segment and need, the brand concept and the point of difference from the competition
Good positioning statement that describes the target segment and need, the brand concept and the point of difference from the competition
Poor positioning statement that partially or does not describe the target segment and need, the brand concept and the point of difference from the competition 3 2 1
Evidence of secondary research and document presentation, length
Very strong independent research approach. A professional standard document that does not need any editing and is of an appropriate length. Concise and flowing well for the reader.
Good research. Document follows ICMS style guide. Layout, spelling and grammar at expected standard for a 100 level subject.
Document flows well and is of appropriate length.
Poor research. Document too short or long, requires serious editing of structure, grammar or spelling. Poor layout, not a business document, fails to follow style guide rules, fails to flow. 4 3 1