Sales and Marketing
There should be inclusion of efficient steering and controlled implementation of real-time information which can assist in relaying timely information from various market segments.
Targeting and positioning of Hotel Tempus are based on workable strategies dependent on the nature of market segment.
Corporate market segment seems to have the highest paying capacity, hence contributing the largest share of total revenue collection.
The efforts taken should be focused on two subsets, namely, Non-Negotiated Territory Accounts and Negotiated National Accounts, which can enable maximum contribution to the revenue during weekdays.
Location of Hotel Tempus within strategic regional towns gives it advantage over other competitors in attracting leisure groups, especially during weekends. Hotel Tempus can use long-stay segment to cater for the gap created by corporates during weekends.
Field sales team would assist in identifying potential customers within this segment.
Building of good and large conference hall within hotel’s premises would enable Hotel Tempus to charge its guests in attendance as well as those utilizing its accommodation facilities a premium price for its services.
Premium can as well be charged within the events segment based on Hotel Tempus brand value and domestic recognition.
Target market will be extended to encompass married couples with affluent backgrounds. Such a strategy would include those from mid-western countries, who always enjoy new dining experiences, entertainment and shopping.
In running an international business, management is always recognized as a complex operation, which basically requires understanding of both the theoretical and the practical aspects, to operate it successfully.
One of the marketing strategies that managers would use to remain relevant and competitive within the industry is technology and ‘servicescape’ they establish with intention to appeal to their customers.
Research demonstrates that the level to which hotel venture is able to retain its customers, while coming up with ways of attracting new ones, directly influences performance and profitability of the venture.
Equally, there exists compelling evidence that customer perceptions, emotions and feelings of particular new technology establishment will directly influence the relationship which develops between customers and organizations.
But while there is a wide body of research on these variables and their effects on customer retention and loyalty, few, if any, studies have purposely dealt with branding serves as core variable within such settings; and the outcomes obtained will be used to elicit positive customer responses, particularly in developing positive perceptions, emotions and behavioral intentions that will go a long to reinforce customer retention and loyalty.
Moreover, few empirical studies have assessed how factors related to marketing strategy innovations lead to uniqueness of service enterprises. This will affect overall performance and profitability levels of Hotel Tempus.
Sales and Marketing Organization Structure
Channels of Reservations
Distribution performance of the hotel is based on channel mix which utilizes available active digital travel market. Presence of digital market ensures creation of transparency within hotel pricing structures since the industry wields competitive pressure on rates.
This will create adequate challenge to management team, especially based on maintenance of profitable levels.
Due to rapid growth in consumers’ use of mobile and social tools for travel shopping as well as booking, the hotel will enrich its IT department with new professionals to ensure full utilization of such communication tools.
Consumers, such as Benjamin McGowan, would demand Hotel Tempus to use its voice-activated or map-based capabilities. This provides higher value tapping, which can be used to develop travel planning, at the same time monitoring available travel-specific search models.
Social sites will be used as sales channels owing to customers’ current intense usage of such channels. Potential consumers often review popular sites, such as Facebook, so these sites should be used to provide potential channels for distribution.
In such a set-up, travelers are capable of gathering information, while at the same time easily referring to other colleagues as well as suppliers to Hotel Tempus. Merchandizing role of search engines, mobile and social media tools need to be enhanced for the purposes of providing the hotel with commercial transaction platforms.
One of the dominant themes within the market that consumers are familiar with is the case on discounted hotel rooms based on last-minute bookings.
From strategic point, the hotels market penetration to product development and market development to diversification will be considered highly successful, finally making the organization one of market leaders in hotel industry.
Creating a relaxed atmosphere with comfortable food unit in the setting of one billion populations, fast-growing economy with large number of service professionals will present major reason for business success in the field where old players still channel some products from overseas.
This would help in implementation of the main strategy, quality food and services at competitive prices. It is necessary to understand the need of keeping updated with new trends and customer preferences within hotel industry.
Food offered will be anchored by traditional menu sets ready in the market with powerful offer on French food known for purity and comfort for heart and soul.