In New Zealand people are more digitally oriented. Communication which are digitally enhanced will work in this region. Marketing communication mix includes the 4 PSs “Product, Promotion, Price and Place”. The product is the hotel service here, price as to be determined according to the target audience, place is New Zealand and promotion will be developed according to that. In New Zealand the economic condition is stable and people are affluent enough hence marketing can be done through social media and the internet, apart from traditional media like television and news paper. In Malaysia the economic condition i not as affluent as the former country hence pricing has to be done keeping that in mind.
In New Zealand the population is economically stable, though there are various sections of population who still need economic up liftmen. The main target population that is aimed is working affluent professionals, and the international tourists. The international tourists are the main target group and the executive class are the next target option.
Demographic |
Gender- Male And Female Marital Status- Married/ Unmarried |
Age Group- 28 To 65 Years Income-$50000 And Above |
Geographic |
Auckland |
Psychographic |
Tourists Look For Comfortable And Luxury Lodging In Vacations |
The potential user of the luxury service provided by Grand Hotel would mainly include the tourists and the executive class of the country. The Chinese tourists are the largest number in this region (Sun, Zhang and Ryan 2015). The large number of Chinese tourists can be targeted as potential users of the service. The executives of large MNC companies and senior managers use a large amount of services from luxury hotels. Frequency of service usage is in the peak seasons when tourists pour in. The targeted members can be reached via social media, internet and advertisements around the airports.
The expansion plans as stated includes markets in the Australasian region. The countries mentioned in the target market include regions with both high and medium internet usage. Advertisement in the region can be taken up by using international news channels into consideration like BBC or CNN. Both TV and radio can utilized. Marketing experts from those regions would be employed to develop the proper marketing mix.
The target markets are diversified with cultural, ethical and religious differences. New Zealand is mainly a Christian country whereas Malaysia is a Islamic nation. Their values are different. The marketing strategy should be developed keeping that in mind. The cultural values should be given maximum importance in order to enter new markets and not offend the majority of population of that region.
References:
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Lam, C., Ho, G.K. and Law, R., 2015. How can Asian hotel companies remain internationally competitive?. International Journal of Contemporary Hospitality Management, 27(5), pp.827-852.
Matthews, B. and Ross, L., 2014. Research methods. Pearson Higher Ed.
Mosbah, A. and Saleh, A.A., 2014. A review of tourism development in Malaysia. Euro J Bus and Manage, 6(5), pp.1-9.
New Zealand Tourism., 2018. About the industry. [online] Tourismnewzealand.com. Available at: https://www.tourismnewzealand.com/about/about-the-industry/ [Accessed 22 Jan. 2018].
Savills., 2018. Savills Hotel Market Report. [online] Publications.savills.com.au. Available at: https://publications.savills.com.au/hotelsreport/?_ga=1.176398051.791909754.1485131638 [Accessed 22 Jan. 2018].
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach. John Wiley & Sons.
Statista.com., 2018. Hotels – Malaysia | Statista Market Forecast. [online] Statista. Available at: https://www.statista.com/outlook/267/122/hotels/malaysia# [Accessed 22 Jan. 2018].
Sun, M., Zhang, X. and Ryan, C., 2015. Perceiving tourist destination landscapes through Chinese eyes: The case of South Island, New Zealand. Tourism Management, 46, pp.582-595.
Tourism.gov., 2018. Tourism Malaysia. [online] Tourism.gov.my. Available at: https://www.tourism.gov.my/statistics [Accessed 25 Jan. 2018].
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