The paper “ Marketing in Hospitality Management - Stanley Hotel’ s Positioning in a Competitive Environment" is a spectacular example of a case study on marketing. Marketing strategies that are developed for certain business differs a lot. Most businesses produce services and products that they can take to the customers. However, in the case of a hospitality business such as a hotel, the customer is expected to come to the hotel. This makes it different from other businesses and marketing strategies that should be developed are trickier. An example of a hospitality business is the Stanley Hotel. 2.0 MarketingThe three basic steps that are associated with marketing were applied to the Stanley Hotel.
These three steps were used to identify and analyze the market needs and position the hotel with the product that will enable to use of the targeted market segment. 2.1 Market SegmentThe age range of 25 – 45 formed the major demographic on the weekday base. This age group was people who were employed and their professional positions were middle and upper management level. During the weekends this age group with there families was included.
This has made it possible for the baby boomer generation to become potential customers. Generally, the market is segmented into two groups that formed the demographic group that constituted leisure and business. The segment population or number usually varies in different quarters and it mostly depended on the season and the number of local dairy events that are in the given year. 2.2 Target MarketThe hotel has analyzed the market and obtained data that was possible to identify the main market that the company can maximize.
In the first year, Stanley Hotel has targeted the smaller market in each of the quarters since it was easier to achieve. This assumption was made because most competitors will overlook this market hence it could be less competitive. However, in this segment, there are some shortcomings. The hotel has discovered that there are less demand and extra supply in the smaller segment of the market and this will make it hard to succeed in the smaller market segment. Therefore, Stanley Hotel decided to identify the targeted market according to seasonal, demand and events in each quarter.
In the second and third years, the main market target would be the first, second and fourth quarters in terms of business customers. According to the targeted market, the third segment of each year could be leisure according to the market segment. From this information the Stanley Hotel was able to develop a market mix strategy that brought in the issues of service and products; this could be able to use the demand of each of the targeted markets. 2.3 Positioning and ProductThrough the analysis of the market segment and the target market, Stanley Hotel is positioned in a three-star property.
This level of the hotel enables a flexible means in terms of services and products that will suit business and leisure targeted segments in the demographic group. However, most customers are in the class of baby boomer generation, this will influence their financial status. To fulfill this obligation, the services and products should be excellent with medium-range pricing. Stanley Hotel has focused its attention on the hospitality sector that incorporates accommodation and food & beverage that is easily embraced by the total market (both segments).
Therefore, other services such as touring and conferences are not that beneficial to the hotel.