The paper “ Five Asia Hotel - Situational, Company, Customer and Competitors Analysis, SWOT, Market Segmentation, Marketing Strategy Employed" is a good example of a case study on marketing. The Five Asia hotel has employed the three basic steps that are used to analyze and identify the market needs and position them with the product that will ensure that the targeted market segment is achieved. This is a six-year-old hotel that currently faces competition and other problems that are depicted to be out of context. Hence, to understand the problems and difficulties that are faced by the hotel analysis in terms of hotel situation, competitors, customer, climate and SWOT analysis. 1.1 Company AnalysisThe main aim of the hotel is to increases the number of customers that they receive.
The facilities and services that are offered in the hotel include foods and beverages and hotel accommodation in which there are 200 rooms. The rooms are grouped in the form of luxuries and benefits that are associated e. g. single, double and presidential suite. Additionally, there are cottages and form a good place for all levels of classes of people.
Currently, 20% of the accommodation services are booked on weekdays while at the weekend 30% of the rooms are booked. Moreover, the food and beverage sector tends to bring more revenue. The hotel is located in an area where the population is high and there are people from different professional income earners who dictate the type of luxury that they should be accorded. The market is a population that accounts for 60% of the middle earners with 25% low earners while 5% accounts for higher-income earners. This is a unique marketing scenario because the product is not taken to the customers but the customers are supposed to come to the products and services.
Moreover, the internal environment is ready to participate in marketing success. The budget, marketing team, and internal departments are flexible and are ready to ensure that the strategy succeeds (Baker 89). The weakness that the hotel is exposed to is the issue of workers. The hotel lacks enough workforces that could assist in the marketing of the product. Furthermore, the hotel has a poor reputation because of previous services. The key market where the business is coming from is those people who participate in businesses e. g.
conferences and local people who want some break from their day to day activities. The hotel has to maximize the middle-income earners who double-ups as middle-class earners. 1.2 Customer AnalysisThrough research that was carried out showed that the people who visited the hotel accounted for 15% of the entire population. This population comes from those people who visit the hotel because of business and leisure activities. These are professional people who range between the middle and low-income range earners which accounts for 85% of the population. 1.3 Competitors AnalysisCompetition in such service is usually very high because the segment is big, hence creates an opportunity for a lot of businesses to create a segment in the market.
Therefore, it is an important aspect of understanding the marketing strategy that is employed by the competitor. This means that Five Asia hotel has to develop a strategy that is different or better than the one from the competitors.