STRATEGIC MARKETING OF CLARION HOTEL

Strategic Marketing of Clarion Hotel

[Name of the institute]Strategic Marketing of Clarion Hotel

Segmentation

As Clarion Hotel provides services which is an intangible thing so in order to segment the market in an effective way Clarion Hotel should go beyond the segmentation factors such as demographics and psychographics and should segment the market according to the needs of the customers. This is a unique method of segmenting the customers which is discussed in the Fred David's book “concept and cases”. According to this method the customer's segmentation for Clarion Hotel would be as follows (David 2007, 204):

Categories

Needs Level

Priority

Business Travellers

High

First

International Students

Medium

Second

Fashion

Low

Third

Tourism

High

First

Governmental tours

Medium

Third

Target Market

As the above segmentation reveals to us that there are few categories of customers that possess high need and they exist in the top line of the priority list. So, this segmentation clearly reveals which market to target and which segment of the market to be put down in last of the priority list. For Clarion Hotel the best segment to target the market are business travellers and tourists.

Positioning Strategy

In “positioning and new positioning” Jack Trout writes that the minds of the customers are the ground where the battle takes place to win the position (Jack and Steve 1997, pp. 151). He mentions the minds of the customer as the battle ground because that is where a marketer is supposed to position his or her product. The captivating of customers depends on the positioning and marketing strategies that the organization adopts. Defining its characteristic strengths and weaknesses will allow Clarion Hotel to establish an image for itself in the market. Clarion Hotel has a strong-brand image. Clarion Hotel can position itself as the hotel that provides services that are unique and fill make efforts to cater variegated needs of the customers that remain unmet when customers go to other hotels. Clarion Hotel can set this positioning in the minds of their customers with the help of messages conveyed through advertisements.

Proposed New Product/Services

The following part of the paper discusses newly devised products and services for the Clarion Hotel.

Business Mania

The hotel would offer a special service for all those who travel for business purposes and stay at hotels when they visit different countries for investment and for other sort of purposes. The service includes provision of business magazines and other supplements for free so that they can track and get to know the information about the business arena of Ireland. This product with the name of business mania would also offer a service with the name of “Business Guide”. Under this service the hotel would make the provision of business guide. This business guide would be available for all those businessmen who would be staying in hotel and who have come to Ireland to establish their business. With the help of this business guide the customers would have a chance to learn about the business environment of Ireland. There would be another and very intriguing service under the umbrella of business mania with the name of “Business ...