The Improvement and Development of a Newly-Launched Buffet Program for Moevenpick Hotel Hanoi
Pham, Thuy Trang (2012)
Kajaanin ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2012120518519
http://urn.fi/URN:NBN:fi:amk-2012120518519
Tiivistelmä
The aim of this dissertation was to conduct a research on how to improve and develop the marketing strategies and promotional campaigns of the newly-launched buffet program of the Moevenpick Hotel Hanoi Vietnam. The objective of the thesis was to analyze and evaluate the current situation of the buffet and propose solutions and proper marketing strategies to make timely changes and attract more awareness -resulting in increased revenue, heightened satisfaction of the guests, and the consolidation of the hotel's brand.
The theoretical part focused on a theory in marketing strategy in terms of market segmentation, target marketing and market positioning. Marketing mix tools (7Ps) followed to differentiate the buffet pro-gram and deliver its brand image into customers’ perception. Finally, SWOT analysis was conducted to evaluate both internal and external factors of the buffet program.
The empirical part was based on a qualitative method; open-ended questionnaires were designed and interpreted. The answers showed targeted customers, marketing position and customers’ evaluations of some special fields for the program as well as numerous promotional tactics to communicate with the customers.
The theoretical part focused on a theory in marketing strategy in terms of market segmentation, target marketing and market positioning. Marketing mix tools (7Ps) followed to differentiate the buffet pro-gram and deliver its brand image into customers’ perception. Finally, SWOT analysis was conducted to evaluate both internal and external factors of the buffet program.
The empirical part was based on a qualitative method; open-ended questionnaires were designed and interpreted. The answers showed targeted customers, marketing position and customers’ evaluations of some special fields for the program as well as numerous promotional tactics to communicate with the customers.