MRK 233 Services Marketing Case Study Hotel That Don'T Miss A Beats

MRK233 CASE STUDY
MRK 233 SERVICES

MARKETING CASE STUDY
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HOTEL THAT DON’T MISS A
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BEATS rs e
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Professor: Ronit Teschner
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Group 4:
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Anh Son Mac-144848199

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Khandaker Fahim Mahmud-164467193

Dylan Matalog-155436181
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Inosia Milfort-110753191
Siuting Ng-153244199
HOTEL THAT DON’T MISS A BEAT

This study source was downloaded by 100000835829101 from CourseHero.com on 10-30-2021 14:13:00 GMT -05:00
https://www.coursehero.com/file/73608724/GROUP-4-CASE-STUDY-updateddocx/
Due Date: 23-Oct-2020
Table of Contents
Introduction.................................................................................................................................................2
 SWOT Analysis
Overview of Location...................................................................................................................................3
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 Transportation to the area
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Primary Target Group..................................................................................................................................4
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Name and Positioning Statement................................................................................................................5
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Conclusion...................................................................................................................................................6
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Introduction/SWOT Analysis of Entertainment District
Relatively new company

Knowledge of area High Start up Cost
Perfect location for a hotel
Strength Weakness
People will be seeking to stay within

proximity to attractions and Changes in the economy
restaurants Bad reviews
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Opportunities Threats
Integration
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Strengths
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 We have knowledge about the area and will prepare the hotel to target the right people.
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 With proximity to attractions, restaurants, and stores; it makes this a perfect location for the
hotel to build clientele and popularity.
Weakness
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 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
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 We are in the perfect location to offer people a place to stay that is in proximity to major
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attractions of Toronto.
 With the surrounding cultures and history, we can integrate them to make our hotel unique.
Threats
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 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.
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Music/ Preforming arts events and theaters in the Entertainment district
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- Princess of Wales Theater rs e
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- Royal Alexandra Theater
- John Bassett Theater

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- Roy Thomson Hall / Toronto Symphony Orchestra

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Transportation from Toronto Pearson to the Entertainment District

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- Taxi
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- Toronto Transit Commission (TTC)
- Go Transit
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- Union Pearson Express (UP Express)

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- 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.
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Demographic Characteristics
Demographic characteristics are easy to identify. These include qualities such as age, sex, family status,
education level, income, occupation, and race.
Age 18-50
Gender male female
Family status are stability (a stable life gives them more time to relax and enjoy)
Education level are higher (to able to enjoy classical music)
Income is high
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Occupation: business or elite occupation
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Race: all
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Psychographics is the qualitative methodology of studying consumers based on
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psychological characteristics and traits such as values, desires, goals, interests, and lifestyle
choices. Psychographics in marketing focus on understanding the consumer's emotions and values, so
you can market more accurately.
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 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
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personal taste. Also, the customer known the value of the music.
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 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.
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 Interests – be interested in music

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 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
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coming here to meet friends who have the same interest.
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History of Music
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).
Talking about the history of music in Toronto, it has faced many up-and-down. In the beginning, street
buskers were performing as street entertainers, with time. These music families find prestigious and
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lucrative positions at different places for playing the harp, clarinet, and violin for indoor vaudeville
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shows, balls, orchestras, theatres, and wedding parties. (John, E. Z. l988). In the 19th-century, there was a
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massive demand for musicians in Toronto that they were no more playing in the streets for pennies. The
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musicians were considered as the wealthiest occupation in Toronto during the 19 th-century.
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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.
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1970).
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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).
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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
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rock in Toronto in Canada. The partnership of Grays lasted until 1993. In the early 80s, Jamaican-
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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.,
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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.
Conclusion
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MRK233 CASE STUDY

MRK 233 SERVICES

Anh Son Mac-144848199

Khandaker Fahim Mahmud-164467193

HOTEL THAT DON’T MISS A BEAT

Relatively new company

People will be seeking to stay within

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

Baseball at the Rogers Center.

- John Bassett Theater

- Roy Thomson Hall / Toronto Symphony Orchestra

Transportation from Toronto Pearson to the Entertainment District

- Toronto Transit Commission (TTC)

- Union Pearson Express (UP Express)

Gender male female

Education level are higher (to able to enjoy classical music)

 Interests – be interested in music

coming here to meet friends who have the same interest.

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