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Essay / Research Paper Abstract
This 12 page paper examines different data needed as part of a marketing plan for a budget hotel located in Aqtau in Kazakhstan. The paper considers the demographics of the target market and other factors such as psychographics, geographical appeal, social and cultural factors. The paper than considers the micro and macro competition that should be considered in any marketing plans. The bibliography cites 8 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEkazahot.rtf
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Unformatted sample text from the term paper:
COMPETITION 11 4.1 Direct Competition 11 4.2 Indirect Competition 14 4.3 Substitutes 14 5. MARKETING MIX: PUBLICITY AND PUBLIC RELATIONS 15 REFERENCES 18 1. Introduction The Victoria Hotel located in
Aqtau City, Kazakhstan is competing in an industry which has seen new entrants in recent years. In order to compete effectively the hotel needs to know and understand its market
to target that market with advertising and public relations exercises where appropriate. The first considerations needs to be who the target market
are, the consumers that are most likely to be attracted to the product or services offered. The Victoria Hotel is a budget hotel and as such is aimed at the
middle to lower end of the hotel market, but to be more precise in the marketing the target market can be more clearly defined. 2. The Target Consumer 2.1 Demographics The
hotel is a budget hotel with facilities that will match. This means that the higher income bracket markets are likely to be ore attracted to the up market hotels. The
first element of the demographics is the income group. Ruling out the higher income groups we can look to the middle and lower income groups. Overall, the GDP per capita
in the country was only $8,200 in 2005 and 19% lived below the poverty line (CIA, 2006). This means that although the country has holiday resorts and the process
may be low by western standards this is still a poor country and many residents may not be in the market to look at purchasing hotel accommodation, so this also
excludes the lower income section as 19% of the population live below the poverty line. The target market will be the leisure travellers from middle income families where there
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