Executive summary
Small Canada will be a boutique hotel located in Vancouver. This organization will serve the needs of such groups as business travelers, married couples with or without children, and honeymooners. The marketing strategies of this hotel will be based on such elements as the unique design of the interior, the use of online media that can reach many potential clients, and flexible pricing policies. During the next year, the management should rent a building for this hotel and complete its redesign. Furthermore, one should develop an online website in order to attract potential customers.
Analysis of services and products
This hotel will be called Small Canada. It will offer various services and amenities to visitors; for instance, one can mention Internet access, gym, Jacuzzi, safe box, pool, conference room, play-yard, and a bar. It should be mentioned that some of these elements will be intended for specific segments of the market. For instance, the conference room can be of great use to business travelers. In turn, other offerings such as cribs or the play-yard can benefit families traveling with children. In turn, married couples and honeymooners can benefit from various amenities offered by Small Canada.
Nevertheless, the major offering of this hotel will be the design of the interior. In particular, it will imitate the homes of European colonists who settled in Canada. Moreover, the design of each room will incorporate themes derived from Canadian history. In total, this hotel will include 25 rooms..There will be 5 single rooms, 15 interconnected rooms that can be used by families, and 5 double rooms. They will be priced in the following way:
- Single room – $ 150
- Interconnected – $ 250
- Double room – $ 200
This organization will serve the needs of people aged between 25 and 55. The target audience will be both male and female. Furthermore, they will represent the upper-middle class. The customers will be divided into two groups, business travelers and tourists. In turn, tourists will be divided into such groups as married couples, honeymooners, and families with children.
Analysis of services offered by competitors
As it has been said before, Small Canada will serve the following groups:
- business travelers;
- married couples;
- honeymooners;
- families with children.
The hotel will face considerable competition from other hotels located in the downtown of Vancouver. Some of them can also serve the needs of the market segments identified in this plan. At first, one should speak about the Fairmont Hotel. It can serve the needs of business travelers and various up-scale tourists. This organization has such strengths as the highest quality of services and convenient location. As far as its weaknesses are concerned, one should mention that the prices of this hotel are higher in comparison with Small Canada.
Furthermore, one should speak about Rosewood Hotel Georgia; it serves the needs of honeymooners and married couples. The main strength of this organization has a wedding venue. Moreover, it is also located in the downtown of Vancouver. Additionally, it is associated with such prominent individuals Queen Elizabeth II, the Beatles, Jack Carter, and so forth. Nevertheless, these services of this organization can be afforded only by very affluent individuals.
Additionally, one can choose such a hotel as the Four Seasons Vancouver. The main strength of this organization is that it can effectively serve the needs of travelers with children. This is one of the segments that Small Canada will also target. However, it does not have a unique design that Small Canada will have.
Apart from that, much attention should be paid to Westin Grand that can serve the needs of affluent business travelers. For instance, there are many conference rooms that can be used by corporate executives. Nevertheless, this organization does not a homely atmosphere which Small Canada can offer. For example, the design of its rooms is more standardized. Furthermore, the prices set by this competitor are considerably higher. Therefore, some business travelers may not afford the services of this hotel.
Finally, one can mention the Blue Horizon Hotel. It can serve the needs of married couples who travel with or without children. This organization offers several amenities that can benefit such people, for instance, it is possible to speak about the indoor pool and fitness center. Nevertheless, this interior design of this hotel is rather standardized. So, as far as this criterion is concerned, Small Canada has a certain competitive advantage.
Analysis of major factors in the environment
The economy of Vancouver is expected to grow; thus, one can expect the number of business travelers may increase in the future. These people may come from other parts of Canada, as well as the United States. Some of them will prefer to stay in Small Canada.
However, there are no factors that can increase or decrease the proportion of other market segments, such as families with children, honeymooners, and married couples without children. In turn, it is possible to consider some emerging market segments. For instance, one can speak about young and unmarried travelers who want to learn more about the culture and history of different countries, including Canada. Some of them can be very affluent individuals. They may take an interest in using the services of Small Canada.
Analysis of market segments
At first, one should consider the needs of leisure travelers. The first group includes young married couples and honeymooners who may be interesting in traveling to Vancouver. They are affluent individuals who want to learn more about the unique culture of Canada. These people can be attracted to boutique hotels. The interior design and the quality of services are the main reasons why these people may choose this hotel. Moreover, they can benefit from such amenities as Internet connection and Jacuzzi. Additionally, the bar located in this hotel can also appeal to these visitors. They will occupy approximately 40 percent of the rooms.
Furthermore, one can speak about business travelers. These people may rely on such services as an Internet connection. Additionally, they can benefit from such amenities as the conference room and the safe box. They will occupy at most 15 percent of the rooms. They will choose this hotel because it offers a good ratio of price and quality.
Additionally, married couples with children may benefit from using interconnected rooms. Moreover, these people may choose this hotel because their children will have access to a play-yard. Furthermore, parents may use cribs. These people will occupy approximately 35 percent of the rooms. Overall, potential customers may choose Small Canada because this hotel has a unique design. Moreover, it offers specific amenities that can effectively meet their needs. Each of these groups has a rather high purchasing power. Furthermore, they set high criteria for the interior design of hotels.
Reference List
Canada Business Network. (2014). Writing Your Business Plan. Web.
Customer Alliance. (n. d.). Hints for creating a succesfull Hotel Marketing Plan. Web.
Hotel & Conference Center. (2006). Hotel Business Plan. Web.