Marketing Research

Individual Project

Charter Hotels is a boutique company which plans to open a new major hotel chain in the U.S. Jerry
Smyth, CEO of Charter Hotels, has asked you to prepare a comprehensive marketing research plan that
will provide Charter Hotels with the necessary information to be successful in the new venture.

Charter Hotels is committed to innovation, and believes that the key to success in the highly competitive
travel industry is to respond to changes in consumer demand. Ms. Smyth wants to understand the
consumer mindset related to ideal overnight accommodations, technology needs, and guest
expectations. She is committed to responding to consumer preferences by making Charter Hotels
something unique with reimagined public spaces and customized services.

Sal Rosfield, Director of Marketing is interested in learning what the business can do to create consumer
interest and demand for Charter Hotels in the U.S. He thinks consumers want authenticity and on-
demand delivery in their travel experiences. Rosfield also believes there is real opportunity to target
travelers who are under 35. Ms. Smyth is skeptical about this target market and thinks that the company
should focus more on older business and leisure travelers who have more disposable income. They hope
the research will help identify and define a clear target customer.

Greg Houseman, Director of Operations notes that food services are key to building a successful
property. He thinks the hotels should have localized menus and use locally-sources food. Jeffrey
Sanchez, CFO thinks the expense of localizing food offerings will not be offset by additional revenue and
supports a standardized, national menu.

Mr. Sanchez adds that consumer preference can be efficiently built through the creative use of
technology to include artificial intelligence, mobile applications and advanced analytics in order to adapt
to customer behavior in real time. Although he is not sure how consumers want technology to be used
by hotels. Sal Rosfield agrees that integration of technology is essential but notes that consumers have
some privacy concerns as well.

One area that all the executives agree on is that the property will be designed to conserve energy and
water - to be a 'green' property. This is something they know that consumers value and it reduces
operating costs.
The executives explain they plan to open 300 hotels under the brand name 'Charter Hotel.' The real
estate for the new hotels has already been purchased but the hotel design can be changed based on the
research.

Each property will have 175 rooms, public spaces, meeting facilities, restaurant, bar, and other
amenities such as a business center and fitness room. The design of the public spaces and amenities will
be based on consumer preferences discovered in the marketing research.

The hotels will be from three to eight stories depending on specific site requirements and include on-
site parking. Parking will be free in suburban locations but there will be a charge for parking at business
district and downtown hotel properties. Valet parking service will only be offered at the business district
and downtown locations.

Each hotel will have 165 standard rooms (418 square feet each), and 10 larger suites ranging from 600
to 2,100 square feet. Standard rooms will include a bedroom with a king or two queen beds,
nightstands, dresser, small desk with chair, upholstered chair and ottoman, sofa, standard closet, and
bathroom with tub, shower, sink, and counter. Rooms will be equipped with a TV, phone and other yet
to be defined amenities.
Read the Charter Hotel's case study information noted below. As a consultant for the company, you are
tasked with researching the hotel industry, current situation, and provide a marketing research plan that
can assist the company with their entry strategy into the U.S. be sure to discuss the following, using
research and evidence from sources to support your plan:

1. Determine the research problem

A. Provide a case background and business situation
B. Share your research objectives and questions
C. Identify what role your research should play

2. Identify the background information

A. Collect hospitality and hotel market, industry, and trend data.
B. Identify target audience viability and customer preferences.
C. Research hotel technologies and public space information

3- Use 3-5 outside and credible sources including refereed journals, trade publications, research studies,
and similar secondary sources 3.
A. Explain types of research to be used.
B. Discuss the research specifications, sampling strategy, and data collection methods.

4. Create a consumer survey with at least 10 questions. Use a free online survey site such as
SurveyMonkey.com.