Marketing Essentials

My Space

Simplicity is the Ultimate Sophistication

The grand success of your market has driven the parent organization to focus on developing a 100 room budget hotel called My Space in Muscat, Oman. You have been approinted as the Brand Manager, of the proposed budget hotel, My Space.

Budget Hotels plays an important role in providing affordbale accomodation, mainly to business travellers. However, the nature of the budget hotel shares several generic operational characteristics including a strong branded product, extensive geographic coverage of the hotel network, easy accessibility, outsourced reservation system, fixed or promotional variable room rates and relatively limited service, to name a few.

The word Budget play very advantageous role to these hotels, as it reduces the expectations and anxiety of the customer about the services that would be provided to them. This reduced expectation from the customer, helps the budget hotels to fulfil customer requirements with limited services and facilities.

This is one of the major reasons, that is driving your organization to move in this path. Your company expects My Space to be the most preferred budget hotel in Muscat, offering unique services, focused on the actual needs to the customer. My Space should be the most prefereed budget hotel in Muscat, providing the customer with real, home away from home experience.

With the motto of Simplicity is the ultimate sophistication, My Space need to work towards providing sophistication through simple measures, that would improve customer satisfaction. My Space would focus on providing all the possible facilities at affordable prices, upon request to make sure that the customers are able to complete their business activities while being in the room. The rooms must have all the basic amenities required for the guests to have a peaceful stay.

It is a know fact that organizations make the maximum use of the marketing mix to promote their product and achieve competitive advantage. This is common to all the hotels, whether they come under the budget or star grade hotel categories. The creative usage of marketing mix help these hotels to differentiate themselves and thereby achieve competitive advantage. Research has shown that achievement of competitive advantage is not a factor of the type of hotel type but, the effective implementation of their marketing strategies. Hence, a focused marketing plan, and creative implementation with proper control measure can help any type of hotel to achieve sustainable competitive advantage.

Task

As you have been appointed as the Brand Manager of My Space, the senior management has instructed you to study the macro and micro environment in Oman and design a strategic marketing pla+

LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives

P3 Compare the ways in which different organisations apply the marketing mix to the marketing planning process to achieve business objectives.

LO3 Develop and evaluate a basic marketing plan

P4 Produce and evaluate a basic marketing plan for an organisation.

The recommended word limit (excluding bibliography) is 2,500 words, although you will not be penalised for exceeding the total word limit.

Unit 2 - Marketing Essentials

The answer is through the scenario

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