The survival of Ramsden Alpha Hotel is largely dependent on the effectiveness of its marketing strategies. This paper will attempt to defend this assertion as it seeks to analyze the case of Ramsden Alpha Hotel by knowing company’s key marketing identity or message, to know that it offers to whom. The paper will further analyze Kate Chan’s effectiveness in creating and sustaining a relationship with desirable customers in the light of Ramsden’s key marketing identity. 2. Analysis and Discussion 2. 1 What is the Ramsden’s key marketing identity or message?
Ramsden’s marketing identity or message is that it has the position of providing qualify alternative business for travelers that are not looking for over-priced or expensive accommodation. The targeted customers are looking for value with a touch of class (Case Study – Marketing Report of Kate Chan). 2. 2 What does it offer and to whom? The marketing message offers a good an attractive and viable alternative to travelers and holidaymakers as target markets while allowing these target customers to have value better than the Ramsden’s competitors do.
2. 3 Analyze Kate Chan’s effectiveness in creating and sustaining a relationship with desirable customers in the light of Ramsden’s key marketing identity. Specifically, Kate Chan’s desires to strengthen the position of Ramsden compared with competitors by improving levels of information directly to its target customers. She believes that the strategy will make sure that the target customers would have informed decisions at the time they choose hotel accommodation and restaurant booking.
Kate Chan’s effectiveness in creating and sustaining a relationship with desirable customers in the light of Ramsden’s key marketing identity may be described as highly strategic. Since the company is presently offering an accommodation for value better than competitors are, it could be deduced that the same is a competitive advantage. Such competitive advantage could in fact create and sustain relationship with desirable customers. Desirable customers are those from which the company could depend to sustain it profitability that would meet its financial and strategic objectives of maximized wealth for its stakeholders (Brigham, E.
and Houston, J. 2002) and it marketing of objective a maintaining a sustainable market share with certain level of profitability (Churchill, Jr. and Peter, 1995; Cooper, 2000). As manager of sales and marketing, Kate Chan is fulfilling a marketing department’s major role in optimizing revenues and retaining customers for the organization. As any marketing plan or strategy requires the effort of all staff, from front office through to the General Manager, Ms. Chan is doing the same based on case facts in accordance with theory.
Her having written a report to the regional manager and furnishing a copy to the finance manager, does not only document events but could be a gesture of seeking support from other departments to put plant into effect. Rutherford and O’Fallon (2007 p. 307) described marketing as ‘… a process of creating and sustaining productive relationships with desirable customers’ and trying to do so more effectively than competitors do. Ramsden is doing the same by improving communication to would-be customers at time when decision is relevant.
As marketing is principally structured to motivate purchases and, to create customers loyalty and identity for the brand through sales, advertising, and promotions, the action to improve communication is geared toward such directions. Furthermore, Rutherford and O’Fallon (2007) assertion that the process of marketing involves about ‘Deciding what to be and what to offer to whom’, offering a value but still retain a profit, and ‘Creating awareness and stimulating demand’ also finds confirmation in the plan to improve communication with customers by providing the right information as the right time.
Kate’s strategy as planned appears also to respond with internal and external environments. Thus, for Ramsden Alpha Hotel to remain effective, it should formally review its marketing process at least once a year to be sure if it is still suited to its market. The market changes if the external and internal environment changes. External environments may involve looking into the social and macroeconomic environments (Samuelson and Nordhaus, 1992) and internal environment may include knowing improvement in its employees’ skills as way of updating the company’s strengths as basis for change in strategy.
Focus on customers’ need to make informed decisions at the time they choose hotel accommodation and restaurant booking takes advantage of opportunities as revealed by social changes (Massie, 1987). 3. Conclusion It can be concluded that Ramsden Alpha Hotel was doing well in the light of its present marketing strategy of occupying a good marketing identity or message of being a good alternative to providing accommodation for travelers and holidaymakers positioned to provide better value to said customers better than competitors occupy.
Improving access to information when the decision will just have to be made by customers is strategic in accomplishing its company objectives. The process involves the company’s knowing its competitive advantage (Porter, 1998) and using or taking advantage of the same against competitors. Such was the essence what its marketing manager plan to do. References: Brigham, E. and Houston, J. (2002) Fundamentals of Financial Management, Thomson South-Western, US Case Study – Marketing Report of Kate Chan
Churchill, Jr. and Peter (1995) Marketing, Creating Value for Customers, IRWIN, Sydney, Australia Cooper, L. (2000) Strategic marketing planning for radically new products, Journal of Marketing, Vol. 64 Issue 1, pp. 1-15. Massie, (1987) J. Essentials of Management, Prentice-Hall , Inc Porter (1988) Competitive Advantage, Free Press , London, UK Rutherford and O’Fallon (2007), Hotel Management and Operations, Fourth Edition, Wiley Samuelson, P. and Nordhaus, W. (1992), Economics, McGraw-Hill, Inc, London, UK