Answered: 1. Should the Great Eastern Hotel…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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As Jerry met with his executives to discuss the situation, the general manager, Tracy Lee, provided more information. She described the hotel as mainly targeting the upscale and luxury business market segments (75 percent), while also attracting the upscale and luxury leisure market segments (25 percent). The hotel’s main competitors are Four Seasons, J.W. Marriott, Shangri La, Mandarin Oriental, Landmark Hotel, and Conrad Hotel, which are all located within a two-mile radius. There is fierce competition among the hotels in this market segment, and firms have resorted to price-cutting tactics during economic downturns before. The products and services of the Great Eastern Hotel have been unique and of high quality. Guests have been particularly satisfied with the ambience of the hotel given that it has focused only on its core market segments for business. The rooms have been designed and appointed to satisfy its market segments. In fact, there has been a coherence among product (tangible aspects) and service quality (intangible aspects). However, the economic downturn has raised questions about how the hotel would maintain its market. 1. Should the Great Eastern Hotel redefine its market segments? Explain why and make assumptions. What are the pros and cons?

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