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Marketing Mix Case Study

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Caroline Mwaniki
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66 views1 page

Marketing Mix Case Study

Uploaded by

Caroline Mwaniki
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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MARKETING MIX CASE STUDY

QUESTION 1
Rosewood hotel; a five (5) star hotel was established on the 6th of April, 2016 in Ghana. The
hotel adopted differential pricing for different rooms. Interestingly, the hotel has unofficial
cartel for deciding the room tariff. Rosewood hotel is located in Tsopoli - away from the city
where there is less pollution, and relatively less traffic congestion. It is in fact a beautiful
landscape. Rosewood hotel is not into heavy promotion, but the group advertises via
magazines and some amount of event sponsorship. They rely more on direct marketing
activities. Rosewood’s hotel maintains its natural environment and latest state of the art
facilities. The hotel understands the role played by people in a service organization and
market their service offer to their own employees so that the employees understand the need
for maintaining high quality standards. The service quality at Rosewood Hotel has always
met the consumer’s expectation. Process management is an essential element of Rosewood’s
Hotel’s marketing strategy. Implicatively, this process has been perceived by their customers
as relevant and value-laden. There are no complicated steps to follow in order to obtain a
service. The key physical ambience of Rosewood hotel includes a beautiful signage, deluxe
interior designs and an imposing edifice which are consistent with its brand preposition.

Required:
As the incoming marketing executive of Rosewood hotel, explain the various elements in the
extended marketing mix to management with reference to the case study.

QUESTION 2
Select a company within the hospitality industry and analyse the 7Ps of the marketing mix.
1. Product - Provide an overview of the products and services offered by your chosen
company
2. Price - Explain the pricing strategies implemented by the companies you have chosen.
3. Place - Business location and the impact on marketing strategies
4. Promotion - Explain the promotional approaches implemented by the companies you have
chosen
5. People - Explain about the staff, training etc
6. Process - Explain the entire process from start to customer delivery
7. Physical Evidence - Explain how physical evidence plays a crucial role in shaping the
perception of a company.

Include appropriate images to support your answer

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