group assignment mkt 101 topic marketing analysis golden sea hotel

Introduction: The Golden Sea HotelGolden Sea Hotel is located at the heart of the touristic center in Nha Trang city.. Their service quality is alsoincredibly good and they have a wide v

FPT UNIVERSITY - CAMPUS HO CHI MINH

GROUP ASSIGNMENT (MKT 101)

TOPIC: MARKETING ANALYSIS

Class: MKT 1702

TABLE OF CONTENTS

I INTRODUCTION 3

1 Introduction: The Golden Sea Hotel 3

II MARKETING ANALYSIS 3

1 Consumer behavior analysis and how the hotel executes 3

3.4.b Added value for customers 12

3.4.c Promotion activities and customer gratitude 13

III MARKETING PLANS 13

1 Problems analysis 13

2 New Strategies 13

3 Marketing and PR strategy 13

IV REFERENCE LIST 15

1 Introduction: The Golden Sea Hotel

Golden Sea Hotel is located at the heart of the touristic center in Nha Trang city The 3-starhotel was founded in June 2011 It has 42 rooms whose price range is from 300,000vnd to700,000vnd It has been run by a family since its establishment It is one of the newest andnicest three-star hotels in Nha Trang with 40 spacious and luxurious rooms

This is a small private hotel founded by afamily In the early years, the companysucceeded in attracting customers andachieving a certain amount of profit As Ihave researched on the internet, they are oneof the 3-star hotels that are not too famousbut receive a lot of positive reviews fromcustomers Their service quality is alsoincredibly good and they have a wide varietyof room types so every traveler can find theright room for their needs

Although they are just a small business, they are still one of the best 3-star hotels in NhaTrang city in particular and for those who have experienced the service here in general

II MARKETING ANALYSIS

1 Consumer behavior analysis and how the hotel executes

- Consumer behavior is considered to be an inseparable part of marketing This is a term thatdescribes the elements that influence consumers’ thoughts, feelings, behaviors, and decisionsthroughout the process, from the point at which a need is created and catalyzed to thepurchase decision to and after when consuming the product or service During this process,many factors influence consumer behavior

(Source: Philip Kotler & Gary Armstrong (2020)

1.1 Cutural Factors

- As we all know, cultural factors are an essential factor that exerts a broad and deep influenceon consumer behavior in several respects as culture, subculture, and social class Culture isthe most fundamental determinant of a person's desires, perceived values, and behavior Weknow that Golden Sea Hotel is located in the busy tourist center of Nha Trang city with manytypes of tourists from many parts of the world with multi-cultural backgrounds Therefore, thehotel must balance these cultural features together to create harmony and comfort for allvisitors from domestic to Asian, European, through the location, layout, service, and meals.

The room layout is simple but modern, using neutral warm colors The breakfasts are full ofpopular Vietnamese dishes such as Pho Bo, spring rolls, etc There are also Western dishessuch as omelets, and whipped cream for dessert Besides that, the major social classes: Upper-class, middle class, working-class, and lower class According to the information provided bythis hotel, its main target customers are both middle-class Vietnamese and internationaltravelers from all over the world Families with kids who want to spend their vacation at thebeach, couples on their honeymoon, and businesses are all possible visitors to the hotel Thisis most evident in the price, an average room costs from 300,000 to 700,000 VND, perfectlysuitable for the middle class With the price criterion associated with quality and service, thehigher the price, the more incentives customers receive, such as the number of beds, thenumber of breakfasts, and the view of the hotel, Customers can choose the service that suitstheir current interests and income Only in terms of materials and incentives, in contrast, interms of service spirit, the hotel is always welcoming and wholeheartedly to all customers,regardless of social class As a result, we see that Golden Sea hotel has loyal customers bothdomestically and abroad They are always pleased to choose the hotel as their first choicewhen visiting Nha Trang, demonstrating how well the hotel has managed to balance thecultures of its guests and that of our country.

1.2 Social Factors

1.2.a Groups and social networks

- Groups are a form that has a lot of influence on consumer buying behavior According toPhilip Kotler states: “A person’s reference group consists of all the groups that have a direct(face-to-face) or indirect influence on the person’s attitudes or behavior.” Customers whohave directly experienced the hotel's services are called membership groups The choice ofthese people is the most accurate because they have experienced and used the service here,and they can also share their views and feedback with others through social networks.Looking at the reviews on media sites like Facebook, Agoda.com, and Booking.com, we seethat most of the feedback is very positive, they are very satisfied with the hotel So when

other people see these comments, they can also decide whether to come here for a vacation ornot On the other hand, since it was founded and run by a family in 2011, it was a time whenadvertising and the social network had not yet evolved This hotel is “advertised” bycustomers naturally and has the strongest impact through word-of-mouth influence Guestsoften receive this "special advertisement" through their acquaintances, so they haveconfidence that the reviews of this hotel are genuine and determine the experience As aresult, until 2014, when the social network became more developed the Golden Sea Hotel wasalways trusted by tourists, and the number of guests coming to book rooms was stable andincreasing day by day

(Source: Agoda.com,2005-2022)

1.2.b Family

- Family is society's most essential organization for consumer behavior The preferences forall options will be heavily influenced by parents, who think through their family membersabout the suitability of their trip For example, the elderly will be booked by their children fora simple, quiet room, the children are often shared with their parents in a room with a doublebed Golden Sea hotel has many types of rooms and services to meet this such as singlerooms, double beds, family rooms, free for 1 to 2 children under 18 years old when travelingwith their parents, These things create convenience, many choices, and create suitableconditions for family members to have the best vacation

1.2.c Roles and status

- People often choose products and services that are suitable for their roles and status Aperson can have many roles and positions depending on the circumstances at the time Awoman can be the boss in the company, she can stay in a high-class single room for 300,000VND if accompanied by an employee On the other hand, she may also be a married personand traveling with her family, now she can stay in a family room for 500,000 VND The hotelalways meets these requirements, it just depends on each role and status of guests

- A buyer's decisions also are influenced by personal factors such as the buyer’s Age and cycle stage, Occupation, Economic situation, Lifestyle, Personality and self-concept

life Individuals' needs and desires change as they go through the cycle of life Young children'sbuying motivations and senior citizens' buying motivations are completely different Whetherpeople belong to the same social class, age or culture, there are people with different lifestylesthat lead to different needs So, this also depends on self-concept, personality, and lifestyle.Some people will like minimalism but some people like colorful, or some people like quietbut conversely, some people like vibrant, These are individual characteristics, and it's verynormal to happen in a community and the hotel has to balance it An even more importantfactor is occupation and economic setting, which determines the ability and suitability whentourists want to choose a hotel, room, or service for themselves And as we all know anyonecan become a customer of Golden Sea hotel, this hotel always strives to serve and satisfy allrequirements of guests

1.4 Psychological Factors

1.4.a Motivation

- Motivation is defined as “a need that is urgent enough to drive the person to seeksatisfaction.” A person can have multiple needs at any point in their life Some needs areinstinctive in nature, they arise from physiological stressful states of the body such as hunger,thirst, fatigue, etc Others are of psychological origin, they arise from states of psychologicaltension such as the need to be recognized, admired, or respected Every need becomes amotive only when it is increased to a sufficiently strong level Human needs are arranged in ahierarchy from most pressing to least pressing

- In this case, visitors may need to rest for a while to continue their travel or business trip andthey choose the Golden Sea hotel as a stopover Because at this hotel, they are fully met withphysiological stressful states and psychological tension The hotel serves each meal well andcares about the food and drinks of guests with delicious dishes that make them feel familiarand dear Not only that, Golden Sea hotel also gives visitors a private space, alwaysrespecting customers, the security of the hotel is very good, there is a private car park, and therooms have a safe so that guests can store their valuables Moreover, the entertainmentservices on holidays such as meetings on New Year's Day, entertainment services at thebeach, also give visitors the motivation to develop themselves

1.4.b Perception, Learning , Beliefs and Attitudes

- Perception and learning play an important role in making a consumer's decision to choose a hotel Through customer reviews on Agoda.com or Booking.com, Golden Sea hotel can actively learn, improve its weaknesses and promote its advantages to develop better Hotel marketers can learn and build demand for hotels by combining those offerings with powerful drivers, taking advantage of cues from guests and themselves in a positive way Last but not least, beliefs and attitudes have a huge impact on consumer behavior, they are difficult to change Because if they trust the quality of a product/service, they will immediately buy, and

book an appointment without hesitation And if consumers have incorrect beliefs about a certain product/service, they will immediately ignore the purchase behavior, thereby greatly affecting the business performance of the business It can be seen that the Golden Sea Hotel has a loyal customer base, which proves that they have very good faith and attitude towards the hotel.

2 STP Model

2.1 Segmentation

2.1.a Demographic segmentation

- They divide customers into different groups based on demographic information including:age, income, gender, education level, marital status, family size, race, title, religion and more.They decorate bedrooms and apartments with a focus on foreign and domestic tourists Thehotel also has a variety of room types to suit each individual's needs such as private rooms for1 person or rooms for couples or family rooms

- The marketing team looked at the company's data to see who interacted with their emails,ads on fan pages and on hotel websites They then use this information to create a list ofpeople who will receive matching product emails Through email and other marketsegmentation efforts, Golden Sea Hotel has increased its email marketing revenue to a higherlevel

2.1.b Psychographic segmentation

- This strategy is about the beliefs, values, personality and lifestyle of the customer All ofthese characteristics can influence their purchasing decisions Psychographic groups can be acombination of other types of segments, like their age or religion (demographic) or theirlocation (demographic) These details often play a role in a person's attitude and lifestyle - They have deluxe rooms for special customers who have a lot of money and there are moreadvanced types of services for customers who book VIP rooms as well as normal rooms forpeople who don't have too much money There are also special services for foreign touristssuch as souvenirs and culinary culture of Vietnam at the hotel

2.1.c Behavioral segmentation

- Some customers spend months researching a hotel before they decide to book, while someare "compulsory shoppers" who often book as soon as they see it Some people want to go tothe hotel to see it in person, while some people always book online Once they know abouttheir customer behavior, it will be easier for them to give them what they want

- The Golden Sea Hotel has done advertising on their fanpages as well as on websites ormiddleware to book hotel rooms They learn about the times when customers visit the most tosee boost ads and send emails at times when customers are most active

- With this new strategy, The Golden Sea Hotel has increased their email open rate by 40%.They also doubled their email click-through rate and made many times more revenue thantheir previous campaigns

2.2 Targeting

2.3.a Positioning

- Customers when they come here will feel the uniqueness and difference of The Golden SeaHotel The quality of service is verry good and the staff are verry professionally Every roomhere are verry convenience, the hotel has everything customs need when they come here Ifyou need a warm spot to spend the holiday with your family, our Deluxe rooms with twocomfy mattresses and a lovely city view won't let you down Our excellent Wi-Fi is providedin every room, and there are public laptops in the lobby if you're a businessperson who needsthe internet to do your work All rooms also come complete with air conditioning, hair dryers,kettles, safety boxes, etc

2.3.b Differentation

- There are many 3-star hotels in Nha Trang and they also have quality rooms for customers but that does not make The Golden Sea Hotel fade from other hotels The Golden Sea Hotel isfamous for its beautiful view quality Customers can watch the sea 24/7 and can walk to the sea to enjoy the trip In addition, The Golden Sea Hotel also has unique room decorations and services, better quality than other hotels, so it is completely correct that there are many good reviews of this place by tourists

3 Marketing Mix - 4P’s Model

3.1 Product

- It was one of the 3-star hotels of Nha Trang and always attracting a significant number of domestic and foreign tourists in the years before the Covid pandemic So, what has created the prestige and trust of The Golden Sea Hotel in the hearts of customers? It is the ability to meet all customers' needs in terms of service and diversify the wishes of visitors.

3.1.a Based on room

- The hotel has a total of 42 rooms, and each room is always rated as quite spacious andcomfortable Besides, the hotel offers different room groups to suit the needs of eachcustomer.

3.1.b Based on services

- Almost when coming here, the hotel has never received a complaint about the service fromcustomers Most of the rooms in the hotel are fully equipped with amenities and facilities tosatisfy customers:

1 Layout and furniture

2 Safety and security items

3 Amenities

- Mini bar- Air conditioner, fan- Linen clothes, hypoallergenic- Sleep comfort items- Socket near the bed- Clothes rack- Wardrobe- Flat iron

- Dressing table suitable for disabled people

- The bathroom has a gentle path

- Besides, the hotel also provides other entertainment services such as: Free Wifi in all rooms,TV with domestic and international channels, desk phone to contact the reception 24/24 Inaddition, The Golden Hotel is also located in the center of Nha Trang, travellers can go to