Its proximity to central Loss Angeles also gives an advantage to the hotel to target the urban dwellers seeking recreation facilities outside the central city.
Marketing programs
Pricing of services and products offered by the Long beach hotel is under management and control of market conditions of demand and supply. Prices are elastic depending on the season of the year. During peak periods, prices for accommodation services range from $100 to $400. These prices aim to meet the demands of a bigger range of people. The prices vary depending on the capability of a customer. Price charge depends on the facilities available in the hotel rooms and other services that a customer may require such as dinner and breakfast. Charges such as $400 per night are inclusive of dinner and breakfast. The market plan is keen on the pricing strategy adopted bearing the impact it may cause to the business. Pricing mechanism considers the rates of charges by competing businesses and formulate a pricing system will create a competitive advantage. Pricing decisions that are strategically or even tactically from a position of strength are highly rewarding (Stapleton & Thomas, 1998).
The distribution channels for Long beach hotel include the use of online channels such as social networks and websites. Online channel of distribution is fast, cheap and covers a wide geographical area. Getting feedback through online channels is also easy. The hotel has a website in which it describes the services and products offered.
Advertisement
Long beach hotel targets to use billboards that offer direction and information about the location of the hotel. Advertising will also make use of monthly magazines and articles especially in the tourism sector. Personal agents will use brochures and posters that give detailed information about the services and products of the hotel. In a bid to expand sales and capture a wide market, television and radio advertisement will assist to create this awareness.
Market research
Market research is prior to promotional and advertising activities to determine the viability of the business in the target market. Market research will collect data pertaining to the taste and preferences of the market, the recreational facilities people prefer and the nature of competition. Research is through quantitative methods in order to cover a wide geographical area. Information for this method relies on the use of questionnaires, secondary sources and observation. The numerical evidence is analyzed to draw conclusions and test hypothesis. The hotel performs research on the external environment and the target markets, and conducts the analysis of the information for marketing of the products (Westwood, 2002). Research will provide key information about the...
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