WHY DOES KARL NUESER BELIEVE THAT A RE-EVALUATION OF THE OVERALL MARKETING STRATEGY OF THE NASSAUER HOF HOTEL IS NECESSARY? DO YOU AGREE?
Karl Nueser believes that re-evaluation and of the overall marketing strategy of the hotel is necessary. The re-evaluation of the marketing strategy can help the management of the hotel to identify some flaws or loopholes. Based on the information, derived from the evaluation, the management can make some adjustments in the strategy to adopt some international hotel marketing trends. Of course, the hotel management can focus on several new targets and segments. Of course, the purpose of this re-evaluation of the marketing strategy is to enhance the visibility of the competitive positioning.
DEVELOP A SWOT ANALYSIS ASSESSING THE NASSAUER HOF HOTEL IN ITS PRESENT COMPETITIVE ENVIRONMENT.
Strengths
An extensive array of exquisite facilities for customers is the big strengths of this hotel. The company has a good financial condition and a large customer base as well. Also, the hotel management has sustained the brand image in the region, which is a prominent strength.
Weakness
The business globalization has been sidelined by the management of this hotel. For Instance, the marketing process looms traditional, which is a big weakness. Streamlining the hotel services through marketing process is not up to the mark.
Opportunities
The business expansion seems necessary in the competitive environment. Making new franchise agreements is a top opportunity, which can be enhanced to increase the revenue Streams and expand the business.
Threats
A large chain of different hotels such as Hyatt Hotels, Marriott Hotels, Starwood Hotels, Four Seasons Hotels & Resorts, and Mandarin Oriental are some threats for this hotel due to the business expansion and differentiated services for different segments. Obviously, customers are converted, and it looks a huge threat.
WHAT IS THE NASSAUER HOF HOTEL’S COMPETITIVE ADVANTAGE?
The marketing consortia have emerged as a top competitive factor. It leads towards the competitive advantage. Due to this, the management can make some customer-driven strategies to enhance the visibility of satisfaction and loyalty. Through marketing consortia, the hotel management can meet customer needs and enhance their experience, which justifies the differentiation and competitive advantage.
IDENTIFY THE PRIMARY MARKET SEGMENTS OF THE NASSAUER HOF HOTEL.
The primary market segments of the Nassauer Hof Hotel are in the limelight. These segments are triggered by some facilities, provided by the hotel management. High level of amenities for guest ad business class is the prime market segment. Also, based on customer needs in the hotel market, tourism and bars are other key segments, which are increasing revenue streams.
EVALUATE THE PRESENT MARKETING MIX OF THE NASSAUER HOF HOTEL.
Product
The high-quality service for the customer has not been compromised. The service portfolio has been streamlined by the hotel management.
Price
The management uses the skimming pricing strategy to position better in the minds of basemen and other people, which are containing high income.
Place
The company is hitting some targeted areas, which enables the company to make several segments. The management wants to exist in top business hubs of the region.
Promotion
The promotional process has been accelerated by the company through exquisite facilities and services. Also, wellness centers, fitness, and massage facilities are top promotional tools to streamline the services.
WHICH OF THE STRATEGIES PROPOSED BY THE MANAGEMENT TEAM DO YOU RECOMMEND THAT KARL NUESER ADOPT? EXPLAIN.
There are some proposed marketing strategies, which can be adapted by the management to streamline the hotel facilities and services. However, I would like to recommend the participation in different trade fairs and direct sell calls. The participation in different trade fairs a can help the management to identify new targets and know the competitive traits. According, the company may make some adjustments in the marmot process to exist prominently in the competitive hotel industry. The direct calling is also a good marketing strategy, which has been proposed. For Instance, through direct sales, the marketing team can work with customers derive some needs and trends to boost the satisfaction and positive buying decisions in the presence of many substitutes
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