Project 1 You have just commenced working for a company that sells several accommodation packages. Write a detailed 1,200 word report outlining: how the target market for these products/ services will...

MARKET POSITIONING OF ACCOMODATION PACKAGES
Table of Contents
Introduction    3
Target Market for Accommodation Package    3
The Procedure to Analyse the Customer Segment and Profiling    3
Marketing Plan    4
Evaluation of Marketing Plan    5
Recommendation    6
Conclusion    6
References    7
Introduction
Marriot Hotel, one of the leading international chains of hotels and pioneer in the hotel industry, offers different categories of accommodation packages. The packages are designed based on different types of room available, the food in offer, the amenities in offer such as pools, pubs, conference hall and many more. In some of the packages, the service offered is only for lodging and foods are not included. These packages are prepared based on different customer segments, and sometimes-tailored made packages are prepared. In this report, a detailed discussion will be made with respect to the identification of the target market, the procedure used in the identification of the target customer, the customer profiling method along with the design and development of promotional activities and the network used for these promotions.
Target Market for Accommodation Package
Identification of the target market is the first step before selling the package. Rather (2018) has suggested that it is an essential task for the accommodation service provider to understand the motivational factors affecting their purchase decision of the consumer. In the initial step, there are a number of ways to identify the target market such as:
· Pre and post stay survey: One of the best methods is to understand the experiences gathered by the guests who have already stayed in the hotel. This includes the guests review regarding the rooms, the foods offered, the service offered and the amenities available to them during the stay.This method will help the hotel administrator to tailor their packages according the needs of the guests.
· Online reviews: In the digital world, it has become a lot easier to understand the perspective of people towards anything. The customers review regarding the services will help a lot to understand the likes and dislikes of the people.
· Demographic and Financial Status: Customers can also be identified based on their income and the class they belong to. Their age and gender is also a deciding factor as there are many young generation working people, both male and female travel for both leisure and work. Their income and expense capability is also one of the important deciding factors.
The Procedure to Analyse the Customer Segment and Profiling
An accommodation company can use a number of places to make the market segment based on the customers. Tussyadiah and Zach (2017) have discussed that there a number of segments through, which the customers can be identified to prepare customer profile. The accommodation company can segment through following process:
· Corporate: Hotels receives a number of company executives and business travellers; hence, they are the priority of focus. The customer segment generally makes a visit for meetings, business and conference related activities; hence, they require services according to their work and visit profile.
· Leisure: A group of customer...