Marketing is often thought to be only selling and advertising. However, marketing consists of many other functions that can be seen a lot more important than simply the exchange of goods. (Kotler & Amrstrong 2004: 5)
"Marketing is the activity, set of establishments, and processes for creating, conversing, delivering and exchanging offerings that have value for customers, clients, associates and society most importantly. " (Middleton et al. 2009: 21)
The marketing strategies for the hotel industry are significant and can make an enormous difference between clear rooms and a superlatively booked hotel.
The hotel online marketing strategy should cover every area of marketing, advertising and its communication from online to direct in person face to face tactics.
The business should try figuring out its key marketplace, chalk out a meaningful marketing strategy and where it desires to position itself in the market.
QT Sydney Hotel market
Like the other hotels, QT Sydney Hotel focuses on people of lasting age ranges who may easily support themselves.
Determining the right and significant target market is vital.
When defining a marketplace of your hotel such as QT Sydney Hotel, we can expect that the categorization can be carried out in three distinct levels.
The first level contains customers who are willing to book a room and possess the resources to reserve the hotel premises.
The second level contains customers who have the resources to reserve the room but not actually the desire.
The third level consists of customers who are not able to buy but if supervised can change their willingness and also book the accommodation later
Education, Travel trade and commerce
Local businesses and many firms can also be targeted for a complete day use of facilities in the premises such as discussion rooms, room times for visiting executives and long stay professional friends.
Market segmentation and the bases that QT Sydney Hotel uses
Market segmentation recognizes that people differ in many ways like in their needs, attitudes and life-style. (Middleton et al. 2009: 97)
Through market segmentation companies separate their market into smaller sections. Every one of the segments have specific needs and by dividing the marketplace those needs can be fulfilled more proficiently with products and services that match their unique needs. (Kotler 2004: 239)
There are many ways the hotel can use to portion its market. Different segmentation parameters are employed, both separately and in groupings as a whole, in order to classify consumers into different sections.
According to Kotler, four major variables that are generally used in market segmentation are: geographic, demographic, psychographic and behavioral parameters.
Geographical segmentation divides the market into different physical items such as cities, areas, countries or local climate and population thickness. By this way whenever a hotel is deciding in which areas to operate and market, they can steer their initiatives to geographical differences in needs and needs of the people of that region. For example Sydney QT Hotel pays attention to their premises in north areas where it is colder and also have circumstances of the art work centralized home heating mechanisms as compared to the hotel premises in the South. (Kotler 2004:239)
Demographic segmentation is based on the market split into groups based on age group, gender, family size, income, career, education, religion, contest and nationality. This segmentation is one of the very most popular and effective bases for segmenting customer groupings for the hotel industry. That is wholly and specifically because the client wants are directly interrelated to its dependants such as income and years. (Kotler 2004: 240-241)
Based on different parameters further such as public course, lifestyle, and individual personality characteristics, psychographic segmentation is ones of its varieties for the hotel industry where QT Sydney hotel operates. For example, people may stay in the same city, be of the same age group but one of them can be a student while the other can be considered a entrepreneur. This segmentation affects their lifestyles greatly and therefore also has an effect on the buying habits and hiring rooms of the people. The hotel needs to tailor its strategy relating to each different segmentation to yield the most benefits for the customers and the hotel itself.
Behavioral segmentation categorizes the customers into categories based on their knowledge, attitudes, uses and responses to something. This group of segmentation particularly has the benefit that are inexplicably linked to the hotel industry itself. When the hotel has learned when and why the customers are bookings its premises and its rooms, they can associate their marketing techniques to it. For instance some getaways like on Valentine's Day or at Holiday people have a tendency to book hotel rooms and halls for exclusive parties and communal gatherings, the hotel may benefit maximum from the situation and prepare special deals and marketing communications to its customers. (Kotler 2004: 244)
In hospitality industry these same segmentation parameters can be used but addititionally there is an array of subgroups that for example almost all of the hotels use.
Hotels like Sydnet QT Hotel should usually use only one variable when segmenting these subgroups and that is the purpose of travel. By defining the goal of hotels can classify many subgroups such as corporate and business/business clients, tourists on group bundle tours, unbiased and leisure vacationers. By acknowledging different segments a hotel can target their services better. (Middleton et al. 2009: 97-99)
Target Market coverage strategy
Relationship marketing can be considered a unique form of marketing that stresses customer retention and their increased satisfaction and their value of money services.
It shifts the paradigm target from the recruitment of new customer to the retention and restoration of existing ones.
Relationship marketing differs from other kinds of marketing for the reason that it recognizes the long-term value of customer connections and expands communication. (Middleton et al. 2009: 92)
When planning g a marriage online marketing strategy hotel QT Sydney must remember that not all customers want a romantic relationship with the hotel. That is why it must be carefully considered which types of customers are usually more likely to duplicate their visit to the hotel.
While most hotel websites include Face reserve, Twitter and LinkedIn "follow-us" keys, the ability to engage and convert private tourists into customers is still an elusive goal for many. However, the hotels must make an effort to engage their customers and help them to produce the meaningful results and gains from the online marketing strategy.
As the hospitality industry is beginning to learn social press and its effect on their profits on return, these are venturing more into adapting to the newer technology and taking the customer's needs. The public mass media that is integrated in a natural way and is utilized to talk to guests through the travel cycle is a lot more impactful.
Another most popular form of marriage marketing is to gather information from the customers about their stay and if they had any grievances or ideas for improvement.
Internal marketing is also an extension of a online marketing strategy that considers the importance of the service of the hotel employees while getting together with customers
Better costs strategy can be another strategy the hotel can use to penetrate in the market and get more guests and enhance the loyalty of the prevailing customer. It may also be linked to triumph over the challenge of low customer conditions at the hotel. The daily rate could for example change based on the occupancy of the hotel or there may be a more useful way of increasing the sales before hand whenever there are low customer flows arriving to the hotel.
Section 2 :
Analysis of QT Sydney Hotel Marketing Mix
The marketing combination is one of the major concepts in modern marketing and is often raised in general conversations of marketing. Marketing mixture is a set of marketing tools a company uses to follow its marketing goals in the target market. (Kotler 2004: 56-57)
product, (variety, quality and services)
price, (repayment period, savings)
place (location, programs and distribution) and
promotion (advertising, marketing and sales)
The main idea of marketing is to effect and persuade the consumer to buy and use the business's product or service. To be able to get customers to take action a company uses the four P's as a mixture in order to affect the demand because of its products. (Kotler 2004: 56-57)
In the hospitality industry just the hotel Sydney performs, the merchandise are primarily designed to meet the needs and needs of business and leisure travelers/corporate and business executives. As part of the marketing mixture for a hotel room is seen as a product that the hotel markets to its customers. However the hotel rooms may differ in quality or in services they provide and derive from the customers need to have the specific type of room. For instance a entrepreneur can have different needs from a hotel room (using a conference hall, appointment rooms, lounge for corporate meetings when compared to a leisure traveler or even a corporate exec.
In the hospitality industry the place of business is often the main element to success. A hotel's location is very important to visitors and for that reason they usually study carefully which hotel and where they choose. The location of the hotel affects the transportation options, how accessible it is good for example from the air-port or the city center. (Bowie & Buttle 2004: 26-27)
Pricing decisions can greatly affect the the demand and success of the hotel. Inside a hotel setting such as the Sydney QT including the hotel occupancy rates and special run time offers and discounts for new and existing key customers are crucial and require a whole lot of attention and consideration.
Promotion is usually the function of most marketing and sales departments and it offers all the tools a company may use to talk to customers. A hotel can for example use different websites, billboards and interpersonal media to advertise their products and services and also use brand recognition to their benefits. (Bowie & Buttle 2004: 28)
Brands help consumers to recognize what the merchandise or the business is, for example people relate the Hilton Hotel chain with luxury and good quality. They are able to link the Sydney QT hotel to the same category or even better as a multi-purpose hotel that caters to all of its market
That helps the Sydney QT hotel when they are planning their marketing strategy. (Bowie & Buttle 2004: 208)
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