Chapter6: Target Markets: Segmentation And Evaluation
Section: Chapter Questions
Problem 3SC
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Rosewood hotel; a five (5) star hotel was established on the 6th of April, 2016 in Ghana. The hotel adopted differential pricing for different rooms. Interestingly, the hotel has unofficial cartel for deciding the room tariff. Rosewood hotel is located in Tsopoli - away from the city where there is less pollution, and relatively less traffic congestion. It is in fact a beautiful landscape. Rosewood hotel is not into heavy promotion, but the group advertises via magazines and some amount of event sponsorship. They rely more on direct marketing activities. Rosewood’s hotel maintains its natural environment and latest state of the art facilities. The hotel understands the role played by people in a service organization and market their service offer to their own employees so that the employees understand the need for maintaining high quality standards. The service quality at Rosewood Hotel has always met the consumer’s expectation. Process management is an essential element of Rosewood’s Hotel’s marketing strategy. Implicatively, this process has been perceived by their customers as relevant and value-laden. There are no complicated steps to follow in order to obtain a service. The key physical ambience of Rosewood hotel includes a beautiful signage, deluxe interior designs and an imposing edifice which are consistent with its brand preposition.
1. As the incoming marketing executive of Rosewood hotel, explain the various elements in the extended marketing mix to management with reference to the case study.
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