Market Analysis : Concept of Green and Healthy Ecosystem

Running head: MARKET ANALYSIS
MARKET ANALYSIS
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1MARKET ANALYSIS
Table of Contents
Section 1.....................................................................................................................................2
PESTEL Analysis of First class Hotels......................................................................................3
Marketing Mix........................................................................................................................5
Section 2.....................................................................................................................................7
Segmentation..........................................................................................................................7
Targeting.................................................................................................................................8
Positioning…………………………………………………………………………………..9
Section 3.....................................................................................................................................9
Product....................................................................................................................................9
Place……………………………………………………………………………………….11
Price………………………………………………………………………………………..12
Promotion…………………………………………………………………………………12
People...................................................................................................................................13
Process..................................................................................................................................14
Physical Evidence.................................................................................................................15
References:...............................................................................................................................16

2MARKET ANALYSIS
Section 1
New hotels with healthy ecosystem and green facilitation are introduced in the hotel
industry among marketers to provide pleasurable and unique brand experiences to consumers.
The concept of green and healthy ecosystem is infused in first class hotel group in order to
emphasize the benefitting factor of green globe that improves the global atmosphere and
health of every living being.
The product is the ecological friendly hotel with incorporated green as well as
healthcare features. There is a use of solar panel in the first class hotels along with rainwater
harvesting system and wind power to generate electricity. The new first class hotels are
marked as innovation hotel with applied latest technology in order to incorporate the green
features. The economical outcomes are enormously profitable as these hotels provide purified
air in each and every rooms. The windows are massive enough to let the sunlight enter with a
nice scenic view outside. The rooms work as refreshment for very customer and also these
rooms work as therapy for people who suffers in depression and other disorders. The hotels
provide showers, which are infused with vitamin C, and therefore marks as a benefitting
factor. Hotels have Jogging routes, Basketball court, Billiard. It provides gymnasium hall
with advanced exercise equipment. In addition, nutritionists are available to assist the
customer’s diet. Food with balanced nutrition with right amount of calorie is given in their
restaurants. These hotels are like a community that includes spa associated with organic
material, infinity pools located on rooftop and acts as an insulator from the heat intensity, and
pet friendly area (Guillet and Kucukusta, 2016). These practices ensure the hotel’s
sustainability and global environmental production. In the realm of business world, these
practices enhances reputation for carving out the optimistic image of the new first class

3MARKET ANALYSIS
hotels. The new hotel concept encourages the effective environmental management in the
department of hospitality of tourism and hotel industry.
The marketing planning process is the major factor through which the product can
receive a successful exposure. The market plan is to use the strategy of marketing mix and
analysis to reveal the product’s efficiency and sustainability. The components of marketing
plans includes corporate connection due to which the nature of the business is established and
its overall philosophy. The primary aim is to communicate in the business to business size
regarding the external and internal entities discovered within the organization. The second
component lies in the course of analysis and forecasting. This step includes the analysis of
marketing models by using in-depth PESTLE analysis, segmentation analysis and competitor
analysis. In addition, the process of forecasting focusses on the revenue trends, sales volume,
price trends, product and consumer profiles, and environmental trends. It is used as a tool to
predict the future. The segmentation analysis is a customer centric marketing strategy through
which the company identifies their different category of customer base on the basis of
demographic, psychographic, geographic and behavioral factors (Rather and Sharma, 2017).
The third component lies in the objectives and goals. The objective of the five-star hotel
group is to aim at the business by identifying preferable customer base. It further strategizes
its way to strengthen its existence or sustainability by incorporating innovations that is
healthy and provide green services. The fourth component is to provide clarity regarding
segmentation, targeting and positioning in the hotel industry. The fifth component of
marketing strategy involves tactics and action plans by understanding the market
environment where innovations are embraced appreciably.
PESTEL Analysis of First class Hotels
Political With the inclusion of benefiting

4MARKET ANALYSIS
environmental and health factors, it
magnifies the political conflicts. The new
group of hotels majorly receives threat from
international relations, as the product serves
the most exclusive asset of personality and
potential guest. The influence of political
power facilitates the funding series provided
with global promotion and liberation of
taxes.
Economic There is a gradual inflation rate of economy
due to its target based on B2C segmentation.
The high demand of such facilitation might
lead to the declination of other resorts and
luxury hotels where there is no usage of
green-tech innovations. Currently, U.S has
been marked as the top revenue in the
worldwide luxury hotel industry. The
second leading luxury brand hotel is
recognized by China. The positions of these
hotels could be a threat to the new group of
hotels economically.
Social The five-star hotels promote the diverse
range of multi-religious and cultural values
as it specifically targets the health conscious
and brand classified customer base, having

5MARKET ANALYSIS
high literacy background and recognition in
the developed countries like Australia,
Switzerland, China, France, Germany and
many more.
Technological The rapid scaling of advancements
facilitates competitive advantage that
impacts the global business.
Legal The legal factors incorporates Tourism Act,
Laws of consumer, discrimination,
employment, health and security. The
products contribute LEED certifications to
promote green services.
Environmental factor The environmental factors are highly
incorporated with the help of green-tech
innovation due to which it increases a
favourable gain in economical factors. It
receives pressure from substitutes as the
green plan is incorporated widely across the
world. The inflation rate will be increased
following the high profile customer base.
Marketing Mix
In the realm of hotel industry, the planning and marketing process mark a great exposure
to the product. The marketing technique of directing the customers into every aspects of the
product makes the brand more relevant. These steps are initiated through broader sense of

6MARKET ANALYSIS
7Ps that include product, price, place promotion, process, people, and physical evidence. The
product furnishes the idea of values and proper information of its characteristic features to
potential customers or rather targeted customers. The product implements its existence in
order to resolve and fulfill the needs of the customer. It offers traditional therapies like yoga
and meditation and electric transportation. The electricity and energy consumption are
facilitated by energy conservational method. Pricing is applied according to the keen thoughts
and in-depth analysis of the aspects of the product. First class hotels are especially
categorized or targeted for a certain kind people who follow luxury lifestyle and are
extremely conscious about health and nutritious food. It targets only the affluential category
of people. Hence the prices are charged according to the facilities provided. Distribution of
the product is considered to be the third ‘P’ of the marketing process. Following it,
geographical areas and regions are analyzed where buyers or customers look for such
services. Media reports and media releases are active along with media mix that includes
newspaper, radio, billboards, websites. The product is promoted through travel agents and
hotel directories tied up with tourism industry (Yu, W.H. and Lee, 2014). Following it, the
process of networking is further proceeded on, which is considered as an integrated customer
exposure. It includes check in and check out and guest booking globally, payment services,
consuming services (Issakova, 2014). Focusing on the preferred segments, the hotel operates
125 hotels in 80 destinations that targets strategic location, business hubs, heritage areas,
tourist places, metropolitan cities. The physical evidence is marked by conference room,
restraint, Music, lobby, ballrooms and exhibition areas (Siakalli, Masouras and
Papademetriou, 2017). The marketing elements has turned out to be stature of high
competence in the market by focusing on the elements of marketing mix and establishing
them in details and also by maintaining a consistent deliverance of the product details and
facility to the customer base with clarity (Pechlaner and Innerhofer, 2016

7MARKET ANALYSIS
Section 2
Segmentation
The marketing model is primarily strategized by the process of segmentation. The
process has further steps including targeting and positioning and thereby maintains the stature
of STP strategy. Through such an integrative process, technological advancements are
incorporated in a systematic manner ensuring the motives to be delivered and addressed
world wide. The first priority is to focus on the psychological segmentation that includes the
upper-class customer base as the green model is infused in the luxury hotel, thereby, the
customer base has to be influential and superior economically (Siakalli, Masouras and
Papademetriou, 2017). The lifestyle and psychology of the consumer are the main criteria to
initiate the plan of being sustained. Therefore, the segmentation is prioritized in order to carry
the business to potential and selective customers. According to lifestyle, mental activities,
attitudes, personality traits are significantly marked globally. The approval of the strategic
plan is guided further through business to business leads. With the presence of customer
satisfactory features and healthy benefiting factors, the concept of new hotels is initiated with
the association of the international lucrative tourism business industry and the industry of
hospitality (Yu, W.H. and Lee, 2014). Business to business leads and conferences expand in
unifying the variant tourist base. The marketing model is carried forward to both business and
consumer base, provided with high competence features and ensured sustenance (Pechlaner
and Innerhofer, 2016). It facilitates more clarity in visualizing future prospects and thus
further increases profitable feedbacks in the future. Through market segmentation companies
divide the markets into smaller segments on the basis of their needs, attitudes, lifestyles. The
needs are further met efficiently with offered products and services and are further matched
with selective needs. The segmentation is further made on the basis of region and
geographical extent, demographic, psychographic and behavioral variables (Siakalli,

8MARKET ANALYSIS
Masouras and Papademetriou, 2017). The geographical units are focused on high profile
people with immense recognition and wealth and the customer base who prefer green
services and have a health-conscious lifestyle. Behavioral and personality segmentation has
advantageous factors for using variables that are related to the product. Following such
variables, immense attention is grabbed by the customer base as well as the business leads.
Targeting
Market segmentation is settled on the basis of targets. The process focusses
essentially on the customer base that matches with the facilitation and luxury yet productive
lifestyle. Firstly, consumer profiles are addressed following the type of engagement of the
customer, luxury on a certain budgets are mentioned, quality of amenities and other
innovation infused green technology are addressed, travel plans provided with different
means of transportations along with private jets. There are a group of consumers who are
accustomed to remaining remarkable gallery and gourmet gazers. These groups believe in
enjoying the regional food in an environment of artworks flashing around. The food imbibed
with nutrition and preferable customized dishes is mostly a satisfactory part of every
customer. Private Chefs are hired as well to follow the desirable food plans. A business
professional has different interests than a family of five with young children. The business to
business segmentation is targeted on value based segmentation, in which customers are
categorized on the economic value. Such approaches makes the sales easy and well
identified. The targets are further focused on validated needs, which works efficiently for the
products and its services. B2B segmentation is further approached in the dynamics of
firmographics segmentation that is based on information regarding customers such as
sizeable company and industries. The targeting strategy approaches B2C segmentation as
well customers are divided demographically on the basis of age, gender, religion, education,
marital status and occupation. Furthermore, the behavioral segmentation are focused on the

9MARKET ANALYSIS
attributes such as purchasing patterns, knowledge, awareness, brand loyalty, it follows up
further segmentations based on locations as it allows companies to provide exposure of its
model across the globe. The psychographic segmentation develops an in-depth understanding
on the basis of customer’s lifestyle, social class, values and personality. It helps the market to
move forward its targets with clarity and precision.
Positioning
Positioning is the process of designing the offerings of the company in order to
deliver the core ideas and benefits of the products and its services. Positioning creates a
competitive environment toward the competitors. The competence factor is visible in the
quickest service, affordability and accessibility (Pechlaner and Innerhofer, 2016). The
product thereby gains further reputation and a clear, desirable position, in comparative to the
other competing products, in the minds of the targeted customers. Marketing strategy is
always segmented to function the action plans efficiently. This process shapes up the
marketing strategy in overall business targets and goals that further outlines the action plan
functional (Siakalli, Masouras and Papademetriou, 2017). The encouragement of green
technology and benefitting environmental factors have paved the way towards an increase in
market share, product quality, capital intensity. The positioning of the group is recognized
majorly through its profit potential and resource utilization that leverages financially and
frees up from the risk involvement in business. Its position also stands firmly due to its high
profile customer base and the settlement in the geographically developed country through
which an extensive exposure is gained.

10MARKET ANALYSIS
Section 3
Product The product facilitates sustenance in the
environment along with the ideas of values
and proper information of its features to
potential customers. It implements its
existence by incorporating environment-
friendly approaches and resolve the health
and metal issues by fulfilling the needs of
the customers. Services offered by the new
group are innovative showers with inbuilt
Vitamin C, infinity swimming pools on
rooftops with power and heat renewal
methods using innovative technology,
sporting installations with proper guidance
by the coaches. Exercise related to fitness
are assessed by monitoring the health issues
of the guests. Private chefs can be hired in
order to prepare preferable regional dishes
or customized dishes. Nutritionists are
provided to screen the health diet plan o the
guests, Florist with continental expertise are
engaged in making the environment
beautiful. Innovations like clean- tech
devices provide purified air. The product
provide green services in the domain of

11MARKET ANALYSIS
luxury spas and healthcare (Guillet and
Kucukusta, 2016). Business conference with
proper facilitation and events are structured
to meet the global importance of vital
confidential preferable. The product
contributes to green-certification program
Place The hotel industry are engaged in
business preferential factors that are met by
the marketing strategy due to which position
of the industry are settled in the market. The
place of the product is focused specifically
on the demographic and geographical
stretch. Regions which are economically
developed and established like United Sates
of America and United Kingdom or any
other international financially elevated
regions are highly preferred. The image of
first class with smart use of green services
infused technology are highly maintain
(Siakalli, Masouras and Papademetriou,
2017). The new group of first class hotel is
therefore highlighted world wide for its
unique exposure of their services. The
marketing process targets almost 80
destinations through tourism and hospitality

12MARKET ANALYSIS
industry (Yu, W.H. and Lee, 2014). The
targets are mainly towards the historical and
recognized heritage areas, metropolitan
places, tourist places, and business hubs.
Price The pricing of the products are placed
depending on the facilitation factors and
services. The consistent deliverance of the
services marks the efficiency and versatility
of the product. Pricing is applied according
to the in-depth analysis of the contents and
aspects of the product. In fact the target of
customer base is based on the wealthy
profile background . prices are changed
according to the facilities provided. Services
such as private nutritionist, private chefs
and private jets are provided along with
advanced technology based sporting
installations with private trainer and
coaches. The jogging tracks are maintained
with high maintenance services. The
installation of infinity pool and maid
services and high graded surveillance
security are imposed. The pricing of all this
facility of the product imposes $100,000,
and retain the profile of first class new

13MARKET ANALYSIS
group of hotels.
Promotion With the help of internet and
advertisement agencies of tourism hotel
industry along with media reports, media
releases and media mix that includes
newspaper, radio, billboards, websites; the
product maximizes its recognition and
retains its position in the market as well as
in the business domain (Issakova, 2014).
The product is promoted through travel
agents and hotel directories tied up with
tourism industry (Yu, W.H. and Lee, 2014).
Following it, the process of networking is
further proceeded on, which is considered as
an integrated customer exposure.
People
The new group of first class hotel
through people attracts the potential
customer across the continent resulting in an
integration of diverse culture. The
marketing mix builds up the strategy for
targeting customer base according to
demographic and psychological analysis
(Issakova, 2014). People acts as a good
medium to reach up the customer desire and

14MARKET ANALYSIS
the best ways to meet the requirements.
Marketing efforts are active only when the
generation leads and favourable prospects
are delivered well with responsibility and
clarity. The customer service ensure
customer friendly people who are prepared
to serve the customer’s needs with
efficiency. In the realm of marketing,
customer service is marked the most the
best experiences are felt only when they are
engaged willfully and provide customary
satisfactions. Patronage and loyalty are the
basic traits to incorporate the products with
reliance and reputation.
Process The process is an integrated
exposure of buying. The overall marketing
process involves the context of decision-
making, building up strategic model, the
satisfactory factor of consumer’s needs, the
position in market place and the targeting
base of the product. It develops the product
to proceed further in the global market,
ensuring sustainability, long-term growth
and profitability along competitive

15MARKET ANALYSIS
advantageous factors. Through the
marketing mix strategic process it develops
a well defined planning process with clarity
and favorable determinants (Issakova,
2014). The element deals with the
facilitation of the best services to the
customers and includes process design
elements like payment policies, employee
training, hospitality recognition and
promotion, franchising policies. The
delivery processes focuses to provide the
consistent service throughout their
operations. From the strategic model of
marketing to positioning, results in core and
standardized control and management
systems.
Physical Evidence The physical evidence is marked majorly by
the product’s recognition factor that
includes the conference room, best services,
exhibition and art gallery gazing, balanced
nutritious food and private accompaniment
of high profile chefs, florist, nutritionist,
coaches and trainers. In addition the product
provide a major physical evidence of

16MARKET ANALYSIS
incorporating its unique idea of green and
healthy services by using green technology,
clean technology and healthcare technology.

17MARKET ANALYSIS
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