Marketing Strategy
Our marketing strategy's objective
is to communicate the unique set of services that we offer to discerning hotel
guests. We attempt to direct the focus of our guests to the issues of quality
and value for the money as opposed to simply the bottom line costs
associated with their stay.
Our marketing strategy will allow us
to communicate our brand values, develop close working relationships with our
customers and suppliers and to identify the needs of our guests in an effective
manner. Continued differentiation and growth are two goals we have set for
ourselves. Growth will take place by targeting new areas of business within
both local and national communities.
Value Proposition
Riverview Hotel offers the best, most personalized service for the
corporate traveler. We include business essentials in every room, such as a
nice desk, internet connection, wireless access, and provide easy to access
meeting rooms with all audio-visual and technology needs as well as catering
for longer meetings.
Critical Issues
We have many strengths including our
differentiation strategy, our flat structure and highly skilled and well
trained staff. Our weaknesses involve the need to communicate our strategy more
clearly in the external environment, our high staff turnover and training
requirements due to seasonal fluctuations.
Although there is a low to medium
threat of a competitive brand entering the market, there are also opportunities
as regards the high level of dependency of our guests for our particular
service and our strong position within the community with both customers and
suppliers.
Critical issues for the Riverview
include:
- Continuing to differentiate from our competition and offering added value to our guests.
- Retaining our current levels of repeat business and developing further customer loyalty in a competitive market.
- Attract new market sectors such as the Notown University-based business sector.
- Continue to be perceived as a supportive member of the Notown community.
Financial Objectives
- Increase overall room revenue by 10% on the past year.
- Accomplish growth within the given budget of $250,000.
- Increase corporate contracted rates to reflect the return of confidence in the corporate travel market.
- Keep payroll expenses down and reduce the level of overtime within the workforce.
Marketing Objectives
To continue to communicate our strategic
objectives to our target markets effectively.
To provide a positive hotel experience to all
our guests.
To accomplish our growth targets within the
given time and budget.
Expand our markets and identify new markets
for our product and services.
Target Market Strategy
Our primary targets continue to be
professional visitors to the region from the following industries, where
annual corporate contracts can be entered into:
- Travel trade;
- IT industry;
- Automotive.
Local firms will be targeted for day
use of conference facilities, room nights for visiting executives and long stay
professional guests.
Messaging
It is critical to the success of the
Riverview Hotel to make sure that the hotel is kept up to the highest level in
order to keep the high quality branding that Riverview properties are known
for. Our messaging will reflect this high standard that we want to be
associated with. We need to print brochures with high quality photographs as
well as on high quality paper. It will be important to spend a little bit extra
on marketing materials to ensure that they keep our "high quality"
message in front of our customers.
Branding
The Riverview Hotel, Notown USA, is representative of the five
star brand within the 'Exclusive Business Hotels of the World'
group. All Riverview Hotels are boutique properties, offering between
25 and 35 exclusive rooms.
The Riverview properties are
renowned for their convenient and strategic locations within major
cities throughout the country. Also synonymous with the brand are the high
level of personal service guests receive, and the extensive range of comprehensive
business facilities available in luxurious settings.
Target Market Messaging
Target Market Messaging
|
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Market Segments
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Messaging
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Travel
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Most
Luxurious Small Hotel
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IT Industry
|
Business
Ammentities and Proximity to IT Industry
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Automotive
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Best Business Ammentities
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Strategy Pyramids
Our marketing strategy is to focus
customers' attention on the high quality of the services we offer. Within this
strategy are three main points aimed at different market segments.
We will provide:
- The Best Business facilities
- Personalized Services
- Luxurious Amenities
