Discuss about the Integrating Marketing Communications and Satisfaction.
A place like Bangkok, which depends on tourism entirely, has the best class of hospitality and hotel industries globally. Most of the hotels are of good quality and above the average level. Hotels such as the holiday Inn that is located at Gaysorn Plaza and Sheraton Group of Hotels are some of the excellent hotels that have grown in the country due to the demands of the tourists. One of the leading competitors to this is the St. Regis Hotel, which is affiliated to the Minor International Public Company Limited (Suwanamas, Trimetsoontom and Fongsuwan, 2015).
The hotel is situated on Rajadamri Road, which is at the center of the city, is 47 stories high, and stands tall over the skyline of the city. It is designed by the famous Brennan Beer Gorman Architects and comprises of 227 guestrooms, which includes 51 suites and 53 residences which serves luxury amenities and undoubtedly the best dining platter that sets it apart from all other competitors (The St. Regis Bangkok | Official Website | Best Rates, Guaranteed., 2017). The hotel offers the first butler service and includes the Elemis Spa and the restaurant by the name of ZUMA, which is the only one in Thailand. The size of the rooms range from 45 to 250 square meters and is designed exquisitely, which offers a relaxing mood from the urban society pace. The windows offer a view of the entire skyline of the city and also the parks and the golf courses that the company has for itself. The hotel also takes pride in the butler system, which is available all the time for the service of the guests (Penner, Adams and Rutes, 2013).
The main aim of this project is to see the marketing strategies of the hotel and the methods of advertising that the company has chosen in order to attract more customers in Thailand. It will also take in to account the butler service that is unique to this hotel chain.
The main aim of this research is as follows:
The following will be the research questions for this proposal:
Marketing is defined as the process through which products and services are delivered to the customers. It includes the development of the product or the service, the price at which it will be available in the market, the medium through which it will reach the customer and the implementation of the marketing strategy (Batra and Keller, 2016).
Marketing strategy is defined as the process, which is aimed to increase the revenue and the share of the company in the market. The strategies help to set certain actions, which will directly be of benefit the company to meet their goals. The marketing strategies take three of the most important elements in the account. It helps the firm to understand the customers to which the products are aimed at. The means through which the customers can have a prior knowledge of the products that is available in the market and the methods to build a strong customer base (Kotler et al., 2015).
The luxury hotel applies many ways to promote their brand and image. It does not take in to consideration any mass gathering as their method of advertising because the consumers they target are different from the others (Agmapisam, 2014). The marketing strategy applied by the hotel is in two divisions:
The hotel has their own Facebook page and their personal fan page where people are constantly updated with the daily happening of the company such as the promotions, the upcoming social events that are undertaken by the company and the dishes that the cooks prepare are all photographed and posted in the website to arouse the interest of the people.
The company takes pride in their hundred years plus experience in the butler service. The company takes care of its clients through the butlers who look after each need of the customers. The service is customized, diplomatic and looks forward to all the attention that is required by the customers at all possible times. Some of the activities that the butler undertakes are the packing and the unpacking of the luggage that the customer brings while travelling (St. Regis Butler, 2017). They do that so that the customer does not have to take the headache of these hassles and can have a relaxing holiday. Even for an evening meeting, the butlers press and iron the clothes that the customers desire to wear. The company also offers the eButler service whether the customer stays at the hotel or just outside that. The customer needs to send a mail and the service desk will take a prompt action (Travel.cnn.com, 2017).
It is the systematic and organized way in how to proceed with the proposal. It involves the type through which the researcher wants to go ahead with the research process. It helps the researcher to identify the different techniques that are available to conduct the research.
There are three types of investigation that is taken in a research proposal, namely:
For this research, the descriptive type of investigation has been taken in to account as the datas that are present previously.
The collection of data method means the ways in which datas can be collected. It consists of two types, primary and secondary. The primary data are the ones that deals with the questions and answers and the interviews that are conducted by the researcher to complete the research. The secondary source is where the researcher takes help from the books, journals, the articles that are available, and all the necessary documents that are available and needed to complete the research process.
For this research, the researcher has chosen the secondary type of data collection, as there are many articles that are present in the form of journals, web pages and books. Most of the datas that are available are recent and shows the present situation of the St. Regis Hotel in Bangkok. Based on these datas, the analysis will be provided along with the recommendation list that may be required in the future. The major research portion will depend on the secondary data type, but the researcher may use the primary source if it is necessary.
The researcher may face difficulties to some extent in order to access the information that is required and the facts may sometimes be manipulated and can be incorrect. These hindrances are taken in to account while the research is being conducted.
While undergoing the research process, the researcher needs to maintain certain restrictions and should not disobey that throughout the process of research. According to the Data Protection Act, 1998, the work that is not published yet by the researcher has to maintain some privacy. If the researcher does not follow that then it will be considered as a breach of the Act and will be liable for the breach of the issues relating to ethics.
There are two types of analysis, which are:
The researcher has chosen qualitative type of analysis for this research as there are no numerical or mathematical calculations in the process.
In order to conduct a research, the main problem of the researcher is mainly due to time and budget. The less time and the inadequate budget are the limitations of this research.
Reference List
Agmapisarn, C., 2014. A hedonic pricing analysis of hotel room rates in Bangkok. ABAC Journal, 34(2), pp.1-17.
Arvidsson, A. and Niessen, B., 2015. Creative mass. Consumption, creativity and innovation on Bangkok’s fashion markets. Consumption Markets & Culture, 18(2), pp.111-132. Arvidsson, A. and Niessen, B., 2015. Creative mass. Consumption, creativity and innovation on Bangkok’s fashion markets. Consumption Markets & Culture, 18(2), pp.111-132.
Batra, R. and Keller, K.L., 2016. Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing, 80(6), pp.122-145.
Bradi?, M., Kosar, L. and Kalenjuk, B., 2013. Business Guests Satisfaction in the Hotel Industry: A Case Study of North American Hotel Chains.
Chen, P.H. and Huang, T.W., 2014. Judicial Standard for the Well-Knownness of Trademarks in the Hotel Industry under the Case Law of the Taiwan Intellectual Property Court. NTUT Journal of Intellectual Property Law & Management, 3(2), pp.164-177.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson Higher Education AU.
Miranda, F.J., Rubio, S. and Chamorro, A., 2014. An Assessment Methodology for Hotel Websites: Application to the Top 10 Cities. Hospitality, Travel, and Tourism: Concepts, Methodologies, Tools, and Applications: Concepts, Methodologies, Tools, and Applications, p.284.
Penner, R.H., Adams, L. and Rutes, W., 2013. Hotel design, planning and development. Routledge.
St. Regis Butler. (2017). St. Regis Butler. [online] Available at: https://stregisbutlerservice.com/ [Accessed 11 Jan. 2017].
Suwanamas, C., Trimetsoontorn, J. and Fongsuwan, W., 2015. The effect of perceived service quality on customer emotions, customer satisfaction and customer loyalty: a PLS-SEM approach towards a luxury hotel in Bangkok, Thailand. Journal for Global Business Advancement, 8(4), pp.374-398.
The St. Regis Bangkok | Official Website | Best Rates, Guaranteed. (2017). The St. Regis Bangkok | Bangkok Luxury 5 Star Hotel. [online] Available at: https://www.stregisbangkok.com/ [Accessed 11 Jan. 2017].
Travel.cnn.com. (2017). 7 reasons to check into Bangkok’s St. Regis hotel | CNN Travel. [online] Available at: https://travel.cnn.com/bangkok/visit/7-reasons-check-out-bangkoks-new-st-regis-hotel-954169/ [Accessed 11 Jan. 2017].
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