MD SAZZAD HOSSAIN

MARKETING STRATEGY OF MALMAISON HOTEL

Md Sazzad Hossain
Course: Administrative management ID: Hossain_0111061
DATE OF SUB ISSIO!: 1"#0$#%011 SUB IT TO: &' SA(ED EASI! SU O!

Table of contents
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MD SAZZAD HOSSAIN

1' A)stra*t++++++++++++++++++++++++++'$ %' A*,no-.edgement++++++++++++++++++++++'$ $' Introdu*tion''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''/ /' 0iterature &evie-++++++++'''''''''''''''''''''''''''''''''''''''''''''''''''''''' " "' S1OT Ana.2sis o3 a.maison Hote.'''''''''''''''''''''''''''''''''''''''''''''''''''''''' 6

6' Target Segments ''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''6 4' ar,eting i5 Ana.2sis'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''4 a.maison Hote.++ '''''''''''''''''''''''''''''''''''''''''''''''7

6' &e*ommendations 3or

7' Con*.usion ''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''10 10' &e3eren*es ''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''11

MD SAZZAD HOSSAIN

Abstract:
a.maison and Hote. du 8in are )ot9 internationa..2 reno-ned U: )outi;ue 9ote. )rands' As a mission< t9e2 are *onstant.2 striving to o33er t9e )est in 9os=ita.it2 ea*9 time< ever2 time< at a.. o3 t9eir =ro=erties' T9e2 a.so endeavor to in*or=orate Cor=orate So*ia. &es=onsi)i.it2 into t9eir strateg2 and t9eir *om=an2 *u.ture' >resent.2 t9ere are 1% a.maison and 1/ Hote. du 8in?s .o*ated around t9e U: in )ot9 *ount2 retreats and *it2 9u)s' A.toget9er t9ere are around 1700 rooms and more t9an "0 restaurants and )ars' As su*9 t9e2 vie- it as im=ortant to res=e*t t9e environments t9e2 o=erate in< )e*ause t9e2 9ave a ro.e to =.a2 in t9eir .o*a. *ommunities' T9e =ast t-o 2ears 9as )een *9a..enging 3or ever2one due to t9e e*onomi* *risis< 9o-ever< t9e2 9ave in a*tua. 3a*t ta,en more so*ia. initiatives during t9is di33i*u.t =eriod t9an ever )e3ore< in order to ensure t9at t9e2 *ontinue to a33e*t t9eir =eo=.e and t9eir *ommunities in a =ositive -a2'

Ac no!led"e#ents:
First o3 a.. I -ou.d .i,e to give t9an, to m2 =arents -9o send me a)road 3or 9ig9er studies and t9eir enormous e33ort ,ee= me a.ive as a gent.e 9uman )eing' I -ou.d .i,e to give m2 gratitude m2 su=ervisor to.eran*e and e5=ert guidan*e' I am ver2 a==re*iative to r' Hasan Tari;< &egister o3 t9e *o..ege< 3or 9is guidan*e' r' Sa2ed Easin Sumon< 3or 9is )a*,@u=<

Fina..2< s=e*ia. t9an,s 3or a.. o3 m2 3riends and 3ami.2 mem)ers to 9e.= me to a**om=.is9 m2 re=ort in a ne- *ir*umstan*e'

Introd$ction:
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MD SAZZAD HOSSAIN

a.maison is a 9ote. )rand in t9e United :ingdom' T9e grou= o=erates 1% 9ote.s and is -9o..2 o-ned )2 1B Arou= Ho.dings' T9e 9ote. )rand -as 3ormed in 177/ and is named a3ter t9e C9ateau de a.maison on t9e outs,irts o3 >aris' T9e *9ain is o-ned )2 !1B Arou= Ho.dings' T9eir )rand =remise is BHote.s t9at dare to )e di33erentC' T9e grou= a.so o-ns t9e Hote. du 8in 9ote. )rand' a.maison 9ad a turnover o3 D60'%41 mi..ion in %007' T9ere are 1% 9ote.s .o*ated in A)erdeen< Be.3ast< Birming9am< Edin)urg9< A.asgo-< 0eeds< 0iver=oo.< 0ondon< an*9ester< !e-*ast.e u=on T2ne< O53ord and &eading' Ever sin*e 177/< t9e2 9ave )een =i*,ing u= gongs and a**o.ade 3rom t9e 9os=ita.it2 industr2 and most im=ortant.2 t9eir greatest 3ans and *riti*s @ 2ou t9eir guests' !ot one to ).o- our o-n trum=et )ut -e t9oug9t 2ouEd .i,e to ,no- more a)out some o3 t9e s9ining tro=9ies t9e2 9ave on t9eir s9e.ves at t9e moment''' a.maison O53ord @ Hote. o3 t9e (ear @ Arou=< Caterer and Hote.,ee=er A-ards %004AA Hote. Arou= o3 t9e (ear %006 F %004 a.maison O53ord voted a Hot !e- Hote. )2 Conde !ast a.maison O53ord @ 1inner o3 t9e Best Hote. Bar< 0ondon and t9e Sout9 =resented )2 t9e T9eme Bar G &estaurant A-ards a.maison 0eeds @ 1inner o3 t9e Best Drin,s G 1ine 0ist A-ard =resented )2 t9e 0eeds &estaurant A-ards a.maison 0eeds @ 1inner o3 t9e (or,s9ire Tourist Board Hote. o3 t9e (ear %006 a.maison !e-*ast.e @ Ao.d A-ard 1inner 3or 0arge Hote. o3 t9e (ear a-arded )2 T9e !ort9 East Eng.and Tourism A-ards %006 anager @ Caterer G Hote. :ee=er a-ards H---'ma.maison'*om

&o)ert B' Coo, @ Best A**essed %/#0%#11I

T9e aim o3 t9is re=ort is e5=.ain t9e mar,eting strateg2 o3 a.maison Hote. -it9in t9e 9ote. mar,et' To *om=.ete t9is re=ort a detai.ed >EST and S1OT ana.2sis o3 a.maison Hote. 9as )een *arried out< and t9e *urrent target segments o3 t9is 9ote. 9ave )een identi3ied' In t9is re=ort t9e aut9or a.so eva.uated t9e a.maison?s *urrent mar,eting mi5< and )asis o3 t9ese t9e aut9or re*ommended 3or t9e 3urt9er im=rovement o3 t9is 9ote.'

Literat$re Re%ie!:
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MD SAZZAD HOSSAIN

BT9e )oundaries -it9in -9i*9 organiJations *an o=erate are 3re;uent.2 set )2 .egis.ation F 3rom t9e ingredients t9e2 *an .ega..2 =ut into t9eir =rodu*ts to t9e )ui.dings t9at t9eir em=.o2ees are a..o-ed to -or, in'C David er*er H1776I Ana.2Jing t9e =o.iti*a. situation< t9e 0a)our =art2 is in =o-er and re*ent.2 t9e2 9ave made some *9anges to t9eir dossier due to t9e BCredit Crun*9C' T9e =o.iti*a. *9anges 9ave )oug9t a )ig im=a*t on a.maison Hote. as *9anges to .egis.ation mean t9e2 -i.. 9ave to ada=t and ma,e amendments to a)ide )2 t9e *9anging .a-s' 8AT 9as )een redu*ed 3rom 14'" =er*ent to 1" =er*ent 3rom 1st De*em)er %006 unti. $1st De*em)er %007< -9ere a.maison 9ad to revie- t9eir 8AT goods and servi*e *9arges' A**ording to inte. HIm=a*t o3 t9e Smo,ing Ban F U:@ De*em)er %004I on 1st Ku.2 %004< t9e U: )e*ame t9e .argest =o=u.ation o3 =eo=.e a33e*ted )2 a smo,ing )an' T9e smo,ing )an 9ad )ot9 =ositive and negative im=a*ts on 9ote.s' A3ter 7#11 t9e government o3 United :ingdom im=osed stri*t visa =o.i*ies 3or t9e visitors due to terrorist atta*,s< it a.so )oug9t a 9uge im=a*t on 9ote. industr2' T9e *9anges in e*onomi* .egis.ation -i.. a33e*t T9e a.maison in t9e U: as ne- 9ig9er rate o3 In*ome Ta5 o3 /" =er*ent -i.. )e introdu*ed 3or in*omes a)ove D1"0<000' T9is suggests t9e .u5ur2 *.ient mar,et -i.. )e a33e*ted as t9e2 -i.. not 9ave as mu*9 dis=osa).e in*ome as =revious.2' Anot9er 3a*tor -9i*9 -i.. *ontri)ute to t9is negative out*ome is t9at t9e =ersona. a..o-an*e -i.. )e restri*ted to 9a.3 its va.ue 3or t9ose -it9 in*omes over D100<000 3rom A=ri. %010' T9e so*ia. ana.2sis =resents t9at t9ere is a =otentia. target mar,et o3 *.ients -9i*9 -i.. )e o.der *.ients due to t9e ageing =o=u.ation' ' A**ording to inte. HBritis9 0i3est2.es F ar*9 %004I t9e U: =o=u.ation is an ageing =o=u.ation<

T9e t9ird age grou= is )e*oming a gro-ing mar,et 3or a.. t9e )usinesses in t9e U:' T9ere is a re*ent in*rease in t9e amount o3 =eo=.e t9in,ing more a)out -9at 3ood t9e2 eat and t9e amount o3 a*tivities t9e2 do' a.maison 9ave L9ea.t92? o=tions on t9eir menu as -e.. as a 3u..2 e;ui==ed g2m in Hote.' Te*9no.og2 is )e*oming a maMor 3a*tor a33e*ting )usinesses )e*ause it is a.-a2s e5*e..ing' T9e a.maison is 9eavi.2 de=ended on te*9no.og2 < guest are getting t9e 3a*i.ities o3 on .ine )oo,ing< on .ine revie-s< te.e=9one *on3eren*ing< t-ent2 3our 9our internet a**ess< modern g2m e;ui=ment and ot9er te*9no.ogi*a. advantage'

S&OT Anal'sis of Mal#aison Hotel: Ana.2sing t9e S1OT it 9as )een esta).is9ed t9at interna..2 t9e a.maison 9as man2 strengt9s' a.maison is a re*ognised )rand around t9e -or.d< ,no-n 3or its )outi;ue de*or and its
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MD SAZZAD HOSSAIN

im=e**a).2 9ig9 standard o3 servi*e' a.maison?s re=utation around t9e -or.d is )ased on a .u5urious =.a*e to sta2 -9ere guests *an re.a5 and )e ta,en *are o3 in )eauti3u.< st2.is9 environment' Auest is 9ig9.2 satis3ied -it9 t9e a.maison?s =rodu*t and servi*e' T9e *urrent *redit *risis 9as *reated some di33i*u.t *9a..enge 3or t9e a.maison< as t9e 9ig9 *osts asso*iated -it9 maintaining t9e *om=an2?s *urrent =osition ma2 not )e e33e*tive in .everaging t9e *om=an2?s )usiness' a.maison?s advertising and =romotions a*tivities are ver2 sma..< t9e2 are not ver2 a*tive -it9in t9e .o*a. *ommunit2< )e*ause o3 t9is t9e2 mig9t .ose *ustomers outside o3 t9eir target grou=' a.maison?s sta33 training =.an is ver2 .engt92 and e5=ensive< t9e2 a.so got 9ig9 ;ua.it2 o3 3urniture and de*or< t9e *ost o3 running a.maison is *om=arative.2 9ig9er t9an ot9er )udget 9ote.' a.maison *ou.d )ring more advertise *am=aign and o33er sa.es =romotion in t9eir mar,eting =.an< )2 t9at t9e2 -i.. not .ose t9e =otentia. mar,et' a.maison *ou.d target t9e Euro=ean mar,et due to t9e *urrent e5*9ange rate< -9i*9 is en*ouraging Euro=eans to trave. over to t9e U:' Due to t9e *redit *run*9 t9e gro-ing demand o3 )udget 9ote.s are u= going< in t9is =oint o3 viea.maison is strugg.ing to *o=e t9e *om=etition -it9 )udget 9ote.s' Again )e*ause o3 e*onomi* do-nturn< =eo=.e are )it re.u*tant a)out t9eir 9o.ida2' Tar"et Se"#ents: Considering t9e ana.2sis o3 t9e S1OT *urrent target segments 3or a.maison *an )e identi3ied'

Aeogra=9i*a..2 a.maison 9ote.s are a.. )ased in *ities a*ross t9e *ountr2N t9is ma,es t9em a**essi).e to most =eo=.e via =u).i* trans=ort' T9is a.so means .eisure and )usiness trave.ers are targeted )2 a.maison' A**ording to Bu2er Be9avior )ase o3 segmentation a.maison is ver2 mu*9 *on*ern a)out t9e need o3 t9eir va.ua).e *ustomer' In terms o3 )usiness trave.ers< t9e2 -ou.d )e .oo,ing 3or a *om3orta).e 9ote. -it9 a.. t9e amenities t9e2 need' a.maison =rovides 9ig9 s=eed -ire.ess internet *onne*tion as -e.. as *on3eren*e and meeting 3a*i.ities' Businesses ma2 -ant to im=ress overseas *.ients< in order to do t9is t9e2 *ou.d )oo, t9em into t9is su=erior 9ote. su*9 as a.maison' A**ording to inte. H%006I< in %004 /4O o3 9ote. sta2s in t9e United :ingdom -ere 3or Cor=orate and Con3eren*e reasons *om=ared to %0'4O 0eisure )rea,s' Target segments o3 )usiness trave..ers< grou= )usiness and t9e .eisure#tourist mar,ets are ;uite sta).e )ut it *an )e seen t9at t9ere are more o==ortunities in t9e .eisure#tourist mar,ets' a.maison o33er a re.a5ing san*tuar2 3or .eisure trave.ers to s=end a .ong -ee,end< t9e2 9ave g2m 3a*i.ities< restaurant< )ar and individua..2 de*orated rooms' a.maison gets )us2 -it9 t9e )usiness *ustomer on -ee, da2s and 3or -ee, end t9e2 .oo, 3or 3ami.2 and .eisure *ustomer' So a.maison?s anot9er target is t9e *ou=.e -9o are on .eisure tri=s< a**ording to a.maison?s -e)site t9e 9ote. o33ers L0ove Suite 0ove? 3or .eisure see,ing *ou=.e' From D17" =er nig9t a *ou=.e *an enMo2 a g.orious suite< *9am=agne on i*e< *9o*o.ate di==ed stra-)erries< aromati* oi.s and *and.es< a *9i..ed a. CD
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MD SAZZAD HOSSAIN

and t9at a.. im=ortant *9am=agne )rea,3ast in t9eir room' H---'ma.maison'*om A**essed %/#0%#11I' a.maison does a .ot o3 a*tivities on di33erent o**asions su*9 as ot9er?s da2< Fat9er?s da2< 8a.entine ?s Da2< C9ristmas >art2< !e- (ear Eve et*' A**ording to demogra=9i*s )ase o3 segmentation< ma.e and 3ema.e )ot9 )usiness trave.ers and .eisure trave.ers are targeted )2 a.maison' a.maison are .i,e.2 to target t9e 3o..o-ing stages o3 t9e BFami.2 0i3e C2*.eC a**ording to ur=92 and Sta=.es H1747I< Ba*9e.or< !e-.2-ed< Fu.. nest III and Em=t2 nest I' a.maison targets a.. age grou= -9o 9as a reasona).e in*ome and de=ending on t9eir *areer su**ess' a.maison -ou.d target Arade A H=ro3essiona.I and Arade B H=ro3essiona. StatusI *itiJens' Mar etin" Mi( Anal'sis: T9e ar,eting i5 is a term used to des*ri)e t9e *om)ination o3 ta*ti*s used )2 a )usiness to a*9ieve its o)Me*tives )2 mar,eting its =rodu*ts or servi*es e33e*tive.2 to a =arti*u.ar target *ustomer grou=' T9is *onsists o3 t9e =rodu*t< =ri*e< =.a*e< =romotion< =92si*a. eviden*e< =ro*ess and =eo=.e' Ana.2sing t9e mar,eting mi5 o3 a.maison Hote. t9e most re.evant to t9e identi3ied target segments are =ri*e< =rodu*t and =eo=.e' )rice: T9e =ri*e is t9e sum a *ustomer =a2s 3or t9e =rodu*t' T9is is determined )2 a num)er o3 3a*tors in*.uding mar,et s9are< *om=etition< =rodu*t identit2 and t9e *ustomerEs su==osed va.ue o3 t9e =rodu*t' T9e )usiness ma2 in*rease or de*rease t9e =ri*e o3 =rodu*t de=ending on t9e e*onomi* situation as -e.. as demand' a.maison Hote. set t9eir =ri*ing strateg2 on t9e )asis o3 t9eir interna. and e5terna. )usiness 3a*tors su*9 as mar,eting o)Me*tives< mar,eting@mi5 strateg2< *ost and organiJation 3or =ri*ing< nature o3 t9e mar,et demand< *om=etition< ot9er environmenta. 3a*tors< su*9 as government< and e*onom2' T9e su**ess )e9ind a.maison is< t9e2 3o..o- t9e L>remium >ri*e Strateg2? e33i*ient.2 on t9eir =ri*ing =.an' T9e =ri*e 3or )usiness *ustomer are varied on di33erent 3a*tors su*9 as 9o- mu*9 t9e2 are -i..ing to =a2< -9at t2=es o3 rate t9eir *om=etitor are o33ering< 9o- .ong t9e2 are =.anning to sta2< are t9e2 )oo,ed an2 meeting room or )an;uet )a.. room in 9ouse or not< t9e =ri*e are a.so set on t9e -e)sites a3ter .oo,ing at t9e demand 3a*tor' T9e =ri*es o3 t9e room are set a3ter some resear*9 made )2 ar,eting de=artment so t9at t9e 9ote. -i.. a.-a2s remain t9e 3irst *9oi*e o3 guest -9en t9e2 *om=ared t9e =ri*e -it9 ot9er 9ote.s'

)rod$ct of Mal#aison Hotel:

MD SAZZAD HOSSAIN

In t9e 9os=ita.it2 industr2 =rodu*t is a tangi).e o)Me*t or an intangi).e servi*e' T9e Core >rodu*t is t9e =92si*a. venue -9ere t9e *ustomer?s needs are satis3ied )2 eating< drin,ing or s.ee=ing' T9e A*tua. =rodu*t in*.udes t9e =er*eived ;ua.it2 o3 t9e )rand< -9ere a.maison is re*ogniJed 3or a 9ig9 standard o3 servi*e and *onsisten*2' a.maison is t9e .u5urious =.a*e to sta2 -9ere guests *an re.a5 and )e ta,en *are o3 in )eauti3u.< st2.is9 surroundings' a.maison o33er t9e great 3ood and great -ine< a**ording to a.maison -e)site BDivine.2 tast2 *uisine =re=ared -it9 in*redi).e .o*a. ingredients'C H---'ma.maison'*om A**essed %7#0%#11I T9e 3ood is sour*ed 3rom -it9in $0 mi.es o3 ever2 9ote.' T9e 1ine 8o2age o3 a.maison -9i*9 gives guests t9e o==ortunit2 to taste -ine 3rom around t9e -or.d' a.maison is a uni;ue =.a*e 3or meeting< *on3eren*e and =rivate 3un*tion' A.. t9e meeting and *on3eren*e rooms are 3u..2 e;ui==ed to 3u.3i.. t9e *ustomers need' BIn t9ese times 2our )usiness needs an edge' A.. t-e.ve o3 our 9ote.s 9ave meeting rooms t9at are =er3e*t 3or )usiness meetings< =resentations< =rivate =arties and =rivate dining' And )e*ause 2our event s9ou.d )e =ure t9eatre -it9 a)so.ute.2 no dramas< 2ou -i.. a.-a2s 9ave a dedi*ated meetings *oordinator to ensure a.. runs smoot9.2'C H---'ma.maison'*om A**essed %7#0%#11I A( TO!IC< 0E >ETIT S>A< CAFP A0 are avai.a).e 3or )ot9 )usiness and .eisure guest< g2m are 3u..2 e;ui==ed -it9 3itness D8Ds' A)erdeen< Birming9am< !e-*ast.e and an*9ester a.maison 9ote.s are o33ering a 3antasti* S>A treatment in t9eir 0E >ETIT S>A' a.maison is =et 3riend.2 9ote.N guest =et *an sta2 in t9e 9ote. 3or an e5tra D10< 3or t9is =et get a )ed and a 3eed )o-.' B A0 AISO! IS O!E OF THE OST >ET F&IE!D0( HOTE0S I! THE U:' He .oves 2ou' (ou adore 9im' It?s rig9t and =ro=er 2ou )ot9 enMo2 a. .i3e toget9er'C H---'ma.maison'*om A**essed %7#0%#11I

)eo*le of Mal#aison: T9e >eo=.e e.ement o3 t9e mar,eting mi5 re3ers to t9e 9o- an organiJations sta33 intera*t -it9 *ustomers and ot9er sta,e9o.ders during sa.es and =re and =ost sa.es' Em=.o2ees =.a2 a vita. ro.e in an2 servi*e industr2 )e*ause o3 t9e dire*t intera*tion -it9 *ustomers' a.maison re*ruit t9e rig9t =eo=.e to suit t9eir )usiness' A .ot o3 time and investment s=ent to deve.o= t9eir em=.o2ees' B2 t9is t9e2 ma,e sure t9at a.maison sta33s are t9e )est sta33 o3 entire
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MD SAZZAD HOSSAIN

9ote. industr2' a.maison 9ave a designed deve.o= =rograms< t9at -i.. 9e.= deve.o= t9eir 3uture .eaders and =rovide a o==ortunit2 3or =eo=.e to gro- -it9 a.maison' A**ording to a.maison -e)site @B1e -ant 2ou to )e t9e )est' T9atEs -92 -e =rovide a -9o.e range o3 training and deve.o=ment o==ortunities on*e 2ouEre on )oardC' H---'ma.maison'*om A**essed %7#0%#11I a.maison is )eing a-arded 3or t9eir *areer o==ortunities< re.ating to t9e *urrent movement o3 em=.o2ee deve.o=ment' a.maison gained t9e BBest =.a*es to -or, in Hos=ita.it2 %006C H---'ma.maison'*om A**essed %7#0%#11I a-arded )2 t9e Caterer and Hote.,ee=er' Reco##endations for Mal#aison Hotel: S+ort Ter#: a.maison *ou.d introdu*e t9e 3ree -i 3i a**ess in t9e entire 9ote. 3or %/#4< Ht9e *urrent o33er is B1ire.ess internet is 3ree 3or u= to $0 minutes an2-9ere in t9e 9ote.< or is avai.a).e 3or .onger =eriods at t9e 3o..o-ing rates: 6 9ours @ D4'"0< %/ 9ours @ D10C @---'ma.maison'*om A**essed %7#0%#11I )2 t9is more )usiness trave.er -i.. )e en*ouraged to sta2 in a.maison' T9e2 a.so *ou.d =rovide t9e 3a*i.it2 o3 va.et =ar,ing and 3ree =ar,ing 3or t9e in 9ouse guest' a.maison s9ou.d )oost u= t9eir =u).i* re.ation and =ersona. se..ing te*9ni;ues< sa.e =romotion su*9 as t9e2 *ou.d send amenities to a.. in 9ouse 8I> guest< 9ote. *ou.d =rovide 3ree )rea,3ast or S>A *ou=on to regu.ar *ustomer et*' Hote. s9ou.d introdu*e ne- menu -it9 di33erent t2=es o3 3oods HC9inese< Indian and Ita.ianI ever2 one -ee, as t9is -i.. 9e.= *ustomers to 9ave a variet2 o3 3oods instead o3 going to ot9er restaurant' ost o3 t9e a.maison Hote.s are *it2 *enterN t9e2 are )it 3ar 3rom air =ort' a.maison s9ou.d =rovide 3ree s9utt.e servi*e air =ort to 9ote. and 9ote. to air =ort' Medi$# Ter#: !o-ada2s =eo=.e are ver2 9ea.t9 *ons*ious' Considering t9e 9ea.t9 *ons*ious so*iet2 a.maison must ensure t9e restaurants -it9in t9eir 9ote.s o33er a menu -it9 an e5tensive 9ea.t92 o=tion' A.. t9e a.maison 9ote.s 9ave not got 3u..2 e;ui==ed A2m and S>A S-imming =oo.' a.maison s9ou.d *onsider esta).is9ing A2m< S>A< S-imming =oo. to a.. o3 t9eir 9ote.s' Some o3 t9e a.maison 9ote.s *ar =ar, is not s=e*ious< some o3 t9e *ar =ar, )it 3ar 3rom 9ote.< t9e2 s9ou.d re3ur)is9 t9eir *ar =ar, and ma,e it more *onvenient 3or t9eir guest' E*onomi*a. re*ession is going on a.. over t9e -or.d and U: e*onom2 is su33ering more t9an ot9er *ountries< at t9is moment a.maison s9ou.d target medium earning .eve. =eo=.e' Lon" Ter#: a.maison *an *on*entrate to )udget mar,et' In 3uture t9e2 *ou.d introdu*e some Budget 9ote.< )2 t9is a.maison -ou.d *ome in to )roader mar,et' It -i.. 9e.= t9em to ,ee= t9e *om=etition -it9 )udget 9ote. )rands' Again most o3 a.maison 9ote.s are in *it2 *enter< a.maison s9ou.d introdu*e some o3 t9eir )ran*9 )2 t9e air =ort' Customers a.-a2s -ant variet2 and .oo, 3or entertainment< so a.maison *ou.d atta*9 a.maison Ho.ida2 &esort< a.maison Hone2moon
9

MD SAZZAD HOSSAIN

&esort< a.maison Adventure resort< a.maison Casino et*' T9e 9ote. s9ou.d go under re3ur)is9ment in *ertain 2ears and it needs moderniJe and u= great t9e guest rooms< .ounge and ot9er te*9no.ogi*a. areas' A3ter ana.2Jed t9e mar,eting re=ort o3 a.maison 9ote.< it *ou.d )e sa2 t9at a.maison is *urrent.2 su**ess3u. 9ote. )rand -it9in t9e 9ote. industr2' T9e2 *ou.d in*rease t9eir sa.es and =ro3it to 3o..o- a)ove re*ommendation'

,oncl$sion:
a.maison is one o3 t9e .u5urious and gorgeous 9ote.s among t9e =resent mar,et' Sometimes *.ients *om=.ain regarding t9eir )rand ;ua.it2 .i,e: most *ommon *om=.aint -as t9at t9is origina..2 grand and *9i* 9ote. is no- ver2 tired and in urgent need o3 an u=date< severa. guests 3e.t t9at it -as over=ri*ed 3or -9at is a*tua..2 o33ered and did not re=resent good va.ue 3or mone2< a.t9oug9 t9e a.maison )rand is s2non2mous -it9 *ontem=orar2 *9i*< some guests 3e.t t9at t9e rooms -ere not9ing s=e*ia. and -ere disa==ointed in t9is res=e*t< some guests 3e.t t9at t9is 9ote. did not re3.e*t t9e a.maison )rand' T9oug9 t9e2 9ave some o)sta*.es regarding t9eir servi*e )ut t9e *om=an2 o-ner or de*ision ma,er must ta,e some immediate ste=s to im=rove t9eir servi*e and tr2 to maintain t9eir )rand re=utation'

References

:ot.er< >' :e..er< :' H%006I Kerse2' U'S'A' ==' $/6

ar,eting

anagement' 1%t9 Edition' >earson >renti*e Ha..< !e-

Di))< S' Sim,in< 0' ' >ride< 1' Ferre..< O'C' H1774I ar,eting Con*e=ts and Strategies' T9ird Euro=ean Edition' Houg9ton i33.in Com=an2< !e- (or,' U'S'A' ==' 6"0 >ri*e-ater9ouse*oo=ers H%007I U: 9ote.s 3ore*ast' Issue %0< =='%0
10

MD SAZZAD HOSSAIN

Hoo.e2< A' >ier*2< ! G !i*ou.aud< B H%006I Edition' >earson Edu*ation 0imited' >=' %14 Ba,er' H%00I

ar,eting Stratag2 and Com=etitive >ositioning /t9

ar,eting T9eor2 a student te5t T9omson 0earning >=' %%0 Hand)oo, o3 Strategi* ar,eting' &eed Edu*ationa. and

Egan' C G T9omas' H1776I T9e CI >ro3essiona. >u).is9ing 0td< >=' $%

9tt=:##---'dire*t'gov'u,#en# one2Ta5AndBene3its#Ta5es#BeginnersAuideToTa5#DA_/01"67" A**essed %/#0%#11 9tt=:##---'ma.maison'*om A**essed %7#0%#11 ---'statisti*s'gov'u, A**essed F %%#0%#11 9tt=:##a*ademi*'minte.'*om#sinatra#o52gen A**essed F %%#0%#11 9tt=:##a*ademi*'minte.'*om A**essed %/#0%#11 9tt=:##---'*aterersear*9'*om#Arti*.es#%006#01#10#$16%6%#ma.maison@and@9ote.@du@vin@remain@ =ositive@3or@%006'9tm. A**essed %/#0%#11

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