group assignment marketing principles khách sạn hoàng hải nha trang golden sea hotel

Consumer Behavior analysis and how the hotel executes 33.. Consumer Behavior analysis and how the hotel executesThe battle of media advertising to get into the minds of target customers

GROUP ASSIGNMENTMARKETING PRINCIPLES

KHÁCH SẠN HOÀNG HẢI NHA TRANG – GOLDEN SEA HOTEL

LECTURER: Phó Thị Mỹ Hạnh

Group 4

Nguyễn Ngọc Tú Anh - DS160125Vũ Thị Ngọc Ánh – SS160483

Lâm Thiên Trang - SS170200Ngô Tường Gia Ân - SS170419

Ngô Đình Tuấn – SE173431

Class: MKT1702

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Table of Contents1 Introduction 3

2 Consumer Behavior analysis and how the hotel executes 33 Segmentation/Differentiation/Targeting/Positioning 44 The elements of 4P 5

5 Your recommendations 76 References 10

I Introduction

Hoang Hai Nha Trang Hotel - Golden Sea Hotel is a hotel founded in 2011 by a family This is a 3-star hotel with a number of rooms up to 42, the price ranges from 300,000 to 750,000 per room for VIP rooms The hotel is located at 27A Hung Vuong, this is a convenient location for walking as well as visiting the sea Hoang Hai - Golden sea Hotel has a full professional staff and basic English level to be able to communicate and guide foreign tourists There is a motorbike rental service for those who want to go and explore everywhere in Nha Trang You can call or text through the hotel's fan page to receive help and book a room completely free of charge [ CITATION Hoà10 \l 1033 ]

II Consumer Behavior analysis and how the hotel executes

The battle of media advertising to get into the minds of target customers is one of the most intense battles today In the age of information explosion, "personalized" positioning is the best way a company can do to get the right perception of customers Leads to customer behavior research that helps brands directly attack user needs Understanding consumer behavior will help businesses make appropriate products, marketing and sales strategies Consumer behavior can directly influence the decision to purchase or reject a business's product Therefore, studying consumer behavior along with factors affecting consumption behavior helps businesses to recognize and predict the consumption trends of each specific customer From there, make timely and effective plans.[ CITATION Giả \l 1033 ]

Before doing any in-depth research into customer needs and behavior, it is necessary to perform market segmentation – dividing customers into groups of objects with different common characteristics The classification can be based on criteria such as age, occupation, gender, interests and personality and as above In the first years of establishment, Golden Sea's main target customers were middle-class customers Vietnam and international guests from all over the world Hotel guests can be anyone from families with young children who want to spend their vacation on the beach, to honeymooning couples The hotel has a reasonable price ranging from 300,000 VND to 700,000 VND which is very suitable for 3

tourists Although the hotel is known by many people as well as many high returning customers because of its good service, the hotel is not too focused and serious in advertising and marketing.[ CITATION Var18 \l 1033 ]

Currently, the tourism industry is gradually developing again, both domestically and internationally, the hotel needs to change the way it is managed and positioned First, it is necessary to survey and segment customers from which to list out their needs and wants To segment customers, we are based on demographic characteristics (gender, age, location), web behavior, preferred media channels, online shopping habits To find out which customer characteristics are most valuable to your business, you can analyze which customers buy from you most recently and most often Customers search for information related to products/services that meet their nee[ CITATION Cli21 \l 1033 ] To find out which customer characteristics are most valuable to your business, you can analyze which customers buy from you most recently and most often ds from various sources such as personal sources (reviews from other people, referrals from family), empirical information ( drawn by customers themselves), commercial sources[ CITATION Vin21 \l 1033 ]

III Segmentation/Differentiation/Targeting/Positioning

Researching customer behavior will help businesses understand clearly and correctly about the psychology, decisions and factors that affect customers' decisions To determine customer behavior, we should identify the influencing factors[ CITATION LeP20 \l 1033 ]:

1 Cultural factor

-Culture: is an important factor to be analyzed in any undefined market penetration campaign Knowing the characteristics of each culture and choosing the right fit for your business goals helps you convey the right message of the campaign more effectively.

2 Social factors

- Social network: is a platform where users connect with each other through the Internet People can freely express their views and opinions freely with a large amount of traffic and interaction Therefore, this is a potential channel that businesses are focusing on in researching customer behavior.3 Social class: is the hierarchy of status among groups of people People from different social classes will have different behaviors and needs for a product/service.

4 Family: each family member can have words and actions that directly or indirectly affect the customer's behavior.

5 Status: customers tend to choose products/services that represent their status with different roles.-Age: at different ages, customers will have different needs for products/services.

-Gender: product demand will be different and consistent with their gender.

- Profession: Depending on the nature of work of each industry, customers will tend to consume appropriate products.

6 Personality and appearance: Depending on the living environment, each person's personality will be different and therefore their shopping needs are also different (have high income to use brand name).- Psychological factors: Attitude: how to react to all experiences and situations occurring in life.

IV The elements of 4P1. Price:

Golden Sea Hotel is a 3-star hotel, the main target customers of the hotel are middle class Vietnamese andinternational tourists from all over the world Therefore, the number of 42 rooms of Golden Sea with prices ranging from 300,000VND to 700,000VND According to prices checked on agoda.com :

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For the Deluxe room with King bed and balcony (Deluxe Balcony King) the price fluctuates around 360,315vnd for one night.

With a Deluxe Double Room with 2 Double Beds (Deluxe Double Room with Two Double Beds) the price ranges from 356,449vnd - 376,659vnd for one night.

For a Deluxe Double Room with Bath, the price ranges from 356,760 VND - 377,004 VND for one night.

With a standard double room (Standard double), the price fluctuates around 800,000 VND for onenight.

With a standard room with 2 beds (Standard Twin) the price fluctuates around 500,000 VND for one night.

With a Superior Double Bed room, the price fluctuates around 800,000 VND for one night For a deluxe room with 2 beds with a balcony (Deluxe Twin Balcony), the price fluctuates around VND 1,000,000.

With a VIP room (VIP Room) the price fluctuates about 1,600,000 VND With a VIP room (VIP Suite) the price fluctuates about 478,459 VND.

For a 4-person room with a balcony (Quadruple Room Balcony) the price ranges from 524,836 VND - 611,358 VND.

With a family room (Family room) the price fluctuates around 1,000,000 VND [ CITATION Khá\l 1033 ]

2. Product/Service

Attitude: The hotel has given customers a comfortable and pleasant feeling, customers also feel relaxed when using and enjoying the services at the hotel The hotel's success is reflected in a number of factors including the enthusiasm and dedication of the owner and the service staff at Golden Sea (according to the text of the Description of the given topic).

About the location: As the description says, the hotel attracts customers by its excellent location With such a great location, customers can conveniently visit Vinpearl Land Nha Trang as well as the nearby Nha Trang beach.

About service quality: the hotel provides customers with the fastest and most convenient service Guests get express check-in, free WiFi In addition, for VIP customers, they can check in early and get up to 2 hours early and subject to room availability Regarding food and beverage service,customers enjoy special benefits for their stay: room service [24 hours], coffee shop, bar, restaurant Besides in terms of health: the hotel supports gym and Spa, activities also have swimming pool [indoor] and library.

3. Promotion

About promotion: Golden Sea hotel is having a special promotion program for customers Currently, in the coastal city of Nha Trang, there is a VnExpress Marathon running on August 28 in the city For participating runners, just read the code "runner" to get an extra 15% discount, in addition, the hotel has also applied for other promotions [ CITATION Hoà10 \l 1033 ]

4. Place

With the location of the hotel, Golden Sea Hotel is located in the heart of the coastal city of Nha Trang The location of the hotel is right near the sea, so it is very convenient for the needs of customers who like to go to the beach and swim.

V Your recommendations

Golden Sea Hotel is one of the hotels in the city center of Nha Trang Currently, the hotel does not focus much on the media segment, so the majority of customers are regular customers, longtime guests or introduced guests Hotels are increasing, so the competition in this service industry is very harsh The

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number of customers coming to Golden Sea has decreased in recent months Using digital and social media marketing approaches to engage business customers and manage customer relationships anywhere, anytime[ CITATION Kot20 \l 1033 ].Therefore, we need to come up with more marketing promotion plans to bring more people who know how to create new customers to the hotel.

Hotels should apply SWOT.

• Strengths: Nice location The hotel is known for the enthusiasm and dedication of the owner, the excellent location of the hotel, the quality of service provided.

• Weaknesses: The hotel has been built for a long time, marketing has not been promoted Therefore, not many people know about it on social networks.

• Opportunities: Developing technology to promote marketing, combined with restaurants and travel sites.

• Threats: customer trends change, they want more scenes to take pictures, hotels are built more and more, and monumental facilities attract customers.

Vietnam has a population of nearly 100 million people, with the number of social network users reaching about 73.6 million by 2020 In 2021, about 95% of Vietnamese Internet users will use Facebook, making the platform a national platform and becoming the leading social media channel in the

country[ CITATION Tuấ22 \l 1033 ] The age of using Facebook is very diverse from elementary school to adults who use Facebook to search, exchange, and read daily newspapers Thereby, we can rely on that to promote promotion by setting up a page to post how the hotel works, reviews, and gives hotel information.

In 2021, TikTok's user base in Vietnam will reach about 16.69 million people The number of TikTok users in Vietnam is expected to grow to 17.42 million users by 2025[ CITATION Tuấ22 \l 1033 ] Using

the social network TikTok is increasingly popular Through websites on youtube is also a platform worth exploiting People use TikTok, Youtube every day Thereby we can use this platform to promote products On the tiktok platform, there are quite a few tiktokers, and youtube has many pages of youtubers about travel and experiences such as Khoai Lang Thang with 745.3k, Swan Lake 10.9k on tiktok On Youtube we want to hit hard on family sites like Family Cam Cam 998k, Family Dau Dau 373K, Family Mango 472k on youtube The hotel can invite them to the hotel to experience, give reviews about the quality of services as well as the hotel's facilities, thereby promoting the Golden Sea hotel to their followers Offer 100 vouchers of 20% discount on hotel rooms for the first guests to follow Khoai Lang Thang page and Swan Lake to check in at the hotel Guests traveling with families will receive a family package at the hotel.

- Souvenir.- Voucher

- Complimentary daily buffet breakfast.

The estimated cost to run ads and invite KOLs on platforms with service costs is 500 million With the current influence of social networks, it will bring a desirable effect far beyond the money spent, bringing many new customers to the resort in the future.

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