MRK233 CASE STUDY

MRK 233 SERVICES

MARKETING CASE STUDY
HOTEL THAT DON’T MISS A
BEATS
Professor: Ronit Teschner

Group 4:
Anh Son Mac-144848199
Khandaker Fahim Mahmud-164467193
Dylan Matalog-155436181
Inosia Milfort-110753191
Siuting Ng-153244199

HOTEL THAT DON’T MISS A BEAT

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Due Date: 23-Oct-2020

Table of Contents

Introduction..........................................................................................................................................2

 SWOT Analysis

Overview of Location............................................................................................................................3

 Transportation to the area

Primary Target Group……………………………………………………………………………………………………………..…….4-5

 Characteristics of target market

History of music in Toronto...................................................................................................................6

 A brief overview of connection to new hotel

Positioning Statement……………………………………………………………………………………………………………………….7

Conclusion ………………………………………………………………………………………………………………………………………..7

References ……………………………………………………………………………………………………………………………………….8

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Introduction
Four Seasons Hotels and Resorts, founded in 1961, is an international luxury hotel and resort company
that has been known all over the world. It has operated more than 100 hotels and resorts worldwide
with headquartered in Toronto, Ontario, Canada. With a desire to expand more locations with a new
service experience and music-themed hotel, Four Season is now searching for the perfect formula in
order to bring to customers. As a result, this report is going to introduce to the Four Season’s Board of
Directors some ideas for this new Four Seasons Music Themed Boutique Hotel in Toronto along with our
rationale for the recommendations.

History of Music in Toronto

The history of Toronto's music is based on a rich, famous, or semi-popular music scene, starting from the
1950s in several genres and backgrounds. Yonge Street remained a popular venue for rock 'n' roll, R&B,
Calypso, and jazz from 1957 to 65. Many halls were welcoming the musicians to perform. That is where
Hawkins, with his band, has recorded the Hawks, big fish in a small pond, and dubbed his promised land.
Hawkin was practicing rock 'n' roll earlier sound in those days. (Dovercourt, J., 2020).

Michael McTaggart, from 1967 to 1968, was the first regular musician to busk underground. He started
singing rock 'n' roll, ballads and discovered by a reporter in 1974 named him as "Subway Elvis" (Marci, M.
1970).

From 1960 to 75 point, rock music was taken seriously and got its place in bigger cities' halls. However, in
the early 70s, the most exciting tour on to music came up from intersecting folk and jazz as the theme of
Joni Mitchell suggested it. (Dovercourt, J., 2020).

The Grays were universally beloved musicians in the history of music in Toronto. They were first to
brought Ramones to Toronto in 1976 to play in New Yorker Theatre. It was the inspiring first wave punk
rock in Toronto in Canada. The partnership of Grays lasted until 1993. In the early 80s, Jamaican-
Canadian music was considered as the most important form of musical expression. A decade before
2000, Toronto became a kind of global hotspot for independent music. In the 2010s, Darke and Weekd
have been at the top with melodic hip-hop, hazy and R&B, along with raptors basketball. (Dovercourt, J.,
2020).

Today Toronto is one of the largest centers for music in Canada. It is also called, the capital of the
Canadian music industry. The culture of Toronto is rich, with the theme of creative artists. Music is also

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an economic driver for the city. There is a music office in Toronto, helping to nurture the city's music
communities by giving them recommendations and advocacy under the music policy of city.

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Introduction/SWOT Analysis of Entertainment

District

Knowledge of area Relatively new company

Perfect location for a hotel High Start up Cost

Strength Weakness

People will be seeking to stay within

proximity to attractions and Changes in the economy
restaurants Bad reviews
Opportunities Threats

Integration

Strengths

 We have knowledge about the area and will prepare the hotel to target the right people.
 With proximity to attractions, restaurants, and stores; it makes this a perfect location for the
hotel to build clientele and popularity.

Weakness

 With having no reviews as a new hotel, people may be reluctant to book.

 It will cost a lot to get the hotel built in the way we wish to attract the right targets.

Opportunity

 We are in the perfect location to offer people a place to stay that is in proximity to major
attractions of Toronto.
 With the surrounding cultures and history, we can integrate them to make our hotel unique.

Threats

 Changes in the economy can cause our hotel productivity rate to be low.
 Any bad reviews from customer may cause us to lose business eventually.

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Overview of Location
The Entertainment district would be best suited for our music-themed hotel. This district is located close

to Toronto’s harbor front, in downtown Toronto, is situated nearby attractions like Ripley’s Aquarium, CN

Tower and Toronto Island ferry to Toronto Island. Apart from the area being centrally located, Toronto

itself is Ontario’s most populated city. Toronto is surrounded with tens of thousands of restaurant, stores

and conference centers hosting professional basketball and concerts in the Scotiabank arena and

Baseball at the Rogers Center.

Music/ Preforming arts events and theaters in the Entertainment district

- Princess of Wales Theater

- Royal Alexandra Theater

- John Bassett Theater

- Roy Thomson Hall / Toronto Symphony Orchestra

Transportation from Toronto Pearson to the Entertainment District

- Taxi

- Toronto Transit Commission (TTC)

- Go Transit

- Union Pearson Express (UP Express)

- Uber

Best route from the Airport would be the Union Pearson Express.

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It takes approximately 25 Minutes from Toronto Pearson from Toronto Union Station, which is in the

entertainment District.

Characteristics of Target Market

Demographic Characteristics

Age: 18-50
Gender: All gender
Family status: Stability (a stable life gives them more time to relax and enjoy)
Education level: Higher (to able to enjoy classical music)
Income: High
Occupation: Business or Elite occupation
Race: All

Psychographic Characteristics

 Personality- They can have any personality. The most important is a passion and interest for
music and entertainment area.

 Values -They think going to this entertainment area is necessary and it could enhance their
personal taste. Also, the customer known the value of the music.

 Attitudes – They take music very seriously because they know how to appreciate music. At the
same time, they can relax themselves and enjoy the leisure music brings to them.

 Interests – be interested in music

 Lifestyles – These guests usually come to this entertainment are

during the holidays. And they will come with friends who have the
same interest or want to learn about it. Or just one person coming here
to meet friends who have the same interest.

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Behavioral Characteristics

 Listening to Customers

For delivering an effective customer service one of the most important thing is to listen to the
customers’ needs, wants or their concerns. If we can successfully provide satisfying and honest answers
to their questions, we can obviously gain their trust and establish a credibility in the market.

 Quick Response

Responding to a customer’s call, text or email in a timely manner is very important. When someone calls
the customer service, call should be answer properly and a representative should always listen to the
customer very carefully. Customers shouldn’t be kept on hold for an unreasonable length, and texts or
emails should be replied in a timely manner. By reducing the response time and providing a fast service,
a business can easily establish good impression in the market.

 Operational Flexibility

We should have policies and procedures for monitoring how each staff and other members of the
company are interacting with the customers, including precaution for failing to maintain the policy and
by taking measures when needed. Every customer is valuable, and we can establish our loyalty by
maintaining these standards.

 Follow Up

Repeat customers are very vital for a company because it is always easy to serve an existing customer
than dealing with a new one through various marketing efforts. Customer service does not end just by
receiving the payment, but it creates a great opportunity for a company to demonstrate their superior
customer service by following up with the customer. Showing concerns for any additional needs or taking
feedback about whether they are completely satisfied with the service, represents the company’s
gratitude towards the customers and invites them to come back.

Music Theme

As out targeted customers are aged from 18-50, we should have different music this all over the hotel.
Some parts of the hotel can have modern music themes, like posters of popular bands, singers or

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rappers. Besides, for the older group of guests coming to our hotel we can have some classical music
themes. Early 90’s rock, pop, melody or soft music posters, along with selective old musical instruments
with the heritage crafted in them will really help our hotel to stand out. Not only this theme will create a
taste of mixed flavor, but it will also be very appealing to the customers.

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Name and Positioning Statement

Toronto Jamz N’ Culture Suites

Positioning Statement

“Toronto Jamz N' Culture Suites is an entertainment hotel where music and culture may be
enjoyed during a stay. At our hotel, culture and music go hand in hand. We offer comfortable,
above average size rooms to visitors coming in to enjoy a concert, participating in a concert and
need the extra space and to people who just want to meet other people interested in music and
cultural arts. We promise to deliver a mixture of music in various sections of hotel in the form of
live bands, and Canadian historical shows every weekend as a part of our entertainment.”

Conclusiton

In conclusion, with the ideal location in the Entertainment District, where converge many famous
destinations, restaurants, and Canada’s culture, I believe that the Four Season’s Board of Directors will
consider building this hotel. Located in downtown Toronto with completely new styles than any other
hotel, Four Season hotel would be able to attract numerous visitors who love music and like experiencing
new things.

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References
Dovercourt, J. (2020). Any Night of the Week: A DIY History of Toronto Music, 1957-2001. Coach House
Books.

Marci, M. (1970). "Our 'Elvis' Sings in the Subway." Toronto Star, 114 (July 14): 1, 3.

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