Marketing Management Hospitality and Tourism

Question: Discuss about the Marketing Management for Hospitality and Tourism. Answer: Introduction This research paper will help in identifying the target market for the new Sofitel hotel in the region of Sydney CBD. It is very crucial for any firm to understand the desired needs of the target market segments before establishing a hotel in a certain region. The different characteristics for the target market have been elaborated with the analysis of desired market segments for the new hotel. Target market/ segment characteristics Identification of target markets for Accor group regarding new Sofitel hotel in Sydney The market trends need to be identified in order to identify the target market for the new Sofitel hotel in the Darling harbor Sydney region. This includes the corporate travel policies, local business trends, and economic cutbacks (Donovan, 2011). The clients of the Sofitel hotel should be the corporate clients consisting of both the international as well as the domestic clients. Different clients are going to be identified such as the backpackers and the Solo Travelers, couples, families and the business travelers. There need to be different packages available depending upon the number of persons and the number of nights staying in the Sofitel hotel. ICC international convention centre is going to be open in the month of December and therefore it will be better to target the Mice along with the corporate customers (Eden, 2010). The domestic customers should be assisted with some discounted offers and lower price rates. The customers are of different categories and have different ne eds so there should perfect marketing strategies for the targeted audiences. The hotel is going to target leisure, millennial guest, corporate, free person traveler, large as well as small groups, MICE, sports customers. Moreover, the aged people or the middle-aged people should be offered different packages as per their suitability (Pierre, 2014). The target market defines the customers on the basis of geographic location, age, sex, gender and combination of various factors (Mekemson, 2009). The target marketing strategies merely divided into four crucial types of the marketing such as age target marketing, income-sensitive marketing, gender-specific marketing and geographic target marketing. It is crucial to target the customers on the basis of their incomes; different people should have different types of accommodation available at the Sofitel hotel. This helps in providing desired services as per the suitability of the customers based on their income. It has been seen that Sydne y is one of the best tourist places so there need to be suitable strategies for the couples. The management team of the Sofitel hotel needs to execute effective promotional strategies in order to attract the targeted audiences and the targeted audiences should be the clients from the international markets as well as from the domestic markets (In Other Scholarly Journals, 2010). It is a matter of fact that the families merely visit for longer duration and there needs to be some discounted plan for the families as to make them revisit the Sofitel hotel (Customer Service for Hospitality and Tourism, 2012). The visitors from the international market need to be recognized and they are considered to be most important for the development and growth of the organization. Specific characteristics of the target market for this brand and style of Sofitel hotel There are some of the crucial characteristics of the targeted market segments, such as demographics, psychographics, usage, benefits and the geographic location. Figure: Target Market Characteristics Demographics This involves the people based on their gender, age, income, education and different other factors. It is crucial for the Sofitel hotel to identify the targeted audiences based on these potential factors (Davis, 2012). This will help in understanding that the audiences can spend how much of the amount for staying at the Sofitel hotel. Classification of the customers on the basis of their income will help in assisting them with the desired satisfactory services (Marticotte Carrier, 2009). Psychographics The psychographic choices reveal the different lifestyles and the standard habits of the people related to fashion and are considered to be very important for serving the customers with best quality of services (Desbordes, 2013). Therefore, it is considered to be most crucial for the management and marketing team of the Sofitel hotel to identify people on the basis of their lifestyles (The art of cross-cultural branding, 2008). Choices are different for different people and they also like to visit as per their reliability and suitability and thus, the focus should on delivering the top most quality of the products with differentiation prices (Marui, 2015). Usage The frequent visit to the Sofitel hotel s are done by some of the clients and they become the regular customers so services along with the pricing strategies need to be different as to satisfy the customers with the desired offerings (Levinson Perry, 2011). There are certain events and conference meetings which can be held on a regular basis so the international along with the domestic clients need to be considered ("Googles latest accomplishment: refining marketing practice", 2012). The services and the offerings are therefore considered to be vital in attracting the new customers as well as to retain the old clients within the business. Benefits It has been seen that there are customers who look forward the offerings and the benefits for staying at a particular Sofitel hotel (Marticotte Carrier, 2009). Therefore, in order to increase the profitability of the firm, most important is to highlights the desired benefits for staying at the Sofitel hotel such as free Wi-Fi services, best customer services, top most quality of foods at door step and all other corporate facilities as to retain the customers within the business (Jensen, 2013). The competition throughout the Sofitel hotel industry has made it very crucial for any of the particular firms to assist the customers with wide range of facilities as to increase the number of customers. Geographic location One of the significant characteristics for the identification of the target markets is the geographic location. The location of the Sofitel hotel is near Sydney CBD in the Darling Harbor region (Levinson Perry, 2011). This particular location is the point of attraction for maximum number of the international as well as the domestic clients and therefore it will be easy for the management team to attract a large number of the clients toward the Sofitel hotel (Search for flavor changing neutral currents in top quark decays in pp collisions at 7 TeV, 2013). This also includes the availability of the transportation services as for the convenience of the clients staying at the Sofitel hotel. Conclusion The Accor group is committed towards the establishment of a new Sofitel hotel in the Darling harbor region of Sydney CBD. The demographics, geographic location and the different factors such as the ages and the incomes of the customers need to be evaluated before identification of the targeted audiences for the hotel. The paper evaluates complete research on different customers which needs to be targeted. References Customer Service for Hospitality and Tourism. (2012). Davis, B. 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