Detailed Marketing Strategy Report: AF Hotel and Aqua Park Analysis

This report provides a comprehensive analysis of the marketing strategy employed by AF Hotel and Aqua Park, a four-star establishment in Azerbaijan. The report delves into the hotel's target market strategy, identifying key customer segments such as backpackers, couples, families, and foreign tourists, and detailing how the hotel caters to their needs through various room types and amenities, including an aqua park. Furthermore, the report examines the marketing mix of AF Hotel and Aqua Park, covering the 4Ps: product (accommodation, dining, entertainment, and recreational facilities), price (premium pricing strategy), placement (location in the Caucasus near the Caspian Sea), and promotion (utilizing television, websites, and social media). The conclusion emphasizes the importance of a well-defined marketing strategy for hotels to reach the right audience and effectively implement the marketing mix to achieve business objectives and improve their market shares. The report also includes a detailed list of references from books, journals and online resources.

Marketing Strategy

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Target market strategy of AF Hotel and Aqua Park...............................................................1
Marketing mix of AF Hotels and Aqua Park..........................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing strategy refers to the business plan of an organization that provides outline or
guidelines of overall activities plan which helps in finding clients, investors and customers for
business plan (Baker, 2014). Its major focus is on what a company wants to achieve for business
and their efforts for marketing and promotion. This report is based on AF Hotel and Aqua Park
which is a well-known four star hotel and aqua park in Azerbaijin. It provides a variety of
services to their customers like accommodation, restaurant and bar, entertainment, spa and
wellness, conference hall, etc. Topics that will be covered in this report are target market strategy
and marketing mix of company.
MAIN BODY
Target market strategy of AF Hotel and Aqua Park
Target market refers to a particular group of people who like to buy or consume a
company's products and services and this group has common product needs. For example:
college students have desire for technology products, affordable vehicle, etc. When a company
decide their target market they design target market strategy which include certain factors such
as how to promote products and services, communicate and reach group and so on.
The AF Hotel is providing single and duplex rooms, four three bedrooms apartments and
duplex cottage for more than four people. It shows that they are focusing on customer group who
are backpackers and solo travellers, couples, family and foreign tourists. There are also Aqua
Parks of AF Hotel with swimming pools, entertainment centre, playground and sports facilities
such as football, volleyball, basketball and tennis court which aims to attract children and adults.
Their main focus on the basis of income is on high income and middle income group who want
to spend their vacation in luxury place and hotel.
The AF Hotel and Aqua Park is focusing on respective group of customers or people
because they are the one who want to visit and explore new places and get convinced to spend
money on vacations which helps respective company to earn profit and grow their market shares
(Morgan, Katsikeas and Vorhies, 2012). These people effectively and easily do word of mouth
promotion if they like and get impressed with the services of visited hotel and place.
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Marketing mix of AF Hotels and Aqua Park
Marketing mix refers to the perfect division of products, price, place and promotion
strategies which are used for common welfare. It represents 4 P's of marketing that are product,
price, place and promotion. It is important for an organisation to select appropriate marketing
mix because sometimes, products get failed in market due to wrong selection of same (Fifield,
2012). The AF Hotel and Aqua Park uses marketing mix to select set of actions or tactics which
they can use to promote its brand or products and services in the target market. The marketing
mix of respective Hotel and Aqua Park is mentioned as below:
Figure 1: 4 P's of Marketing Mix
(Source: The Marketing Mix 4P’s and 7P’s Explained, 2018) Products- A product can be tangible or intangible which fulfils the needs and wants of
specific or target customers. It is the responsibility of organisation to always come-up
with new and unique ideas of products that attract and convince target customers to buy
it. The products and services offered by AF Hotel and Aqua Park are single and double
duplex rooms, three four bedroom apartments, duplex cottage for more than four people,
swimming pool, entertainment centres, playground, sports facilities, restaurant and bar,
spa and wellness, conferences hall and so on. Price- Price is an amount which is expected to be paid by the end user and it directly
affects the sale of products and services. Price gets affected by distribution plan, value
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chain costs and mark-ups as well as competitor’s price of rival products. The price of
products and services of AF Hotel and Aqua Park are based on their customer lifestyle
and financial status. Pricing strategy used by AF Hotel and Aqua Park is premium pricing
in which they set cost of products and services higher than their competitors and to make
value for money, they improve and develop quality of products and services for their
customers (Pricing at a Premium, 2019). Placement- It refers to the placement strategy of a company so that products and services
can reach at target customers easily and attract them to pay for it. By this, management of
an organisation identifies the channel and place which is suitable to disclose their
products and services (Kumar and Rajan, 2012). The AF Hotel and Aqua Park is based
on special place in Caucasus which is popular and known place for local and foreign
tourists. Its complex is located on Caspian Sea that is known for healing mineral salts
which is famous and attract a large number of tourists. The location of respective hotel is
very attractive and peaceful which attracts more customers and visitors. The hotel can
hire appropriate employees and conduct operational functions according to requirements
which helps in smooth functioning of operations.
 Promotion- It includes advertisements, sales, promotions, special offers and public
relations. So, it is necessary for an organisation to select appropriate promotional
strategies to communicate with their target audience and customers (Lusch and Vargo,
2014). The respective hotel uses various methods to do their promotions such as
television commercial, hotel websites, face-book pages, etc. Appropriate strategies of
promotion for AF Hotel and Aqua Park can be social media advertisements, television
promotions, twitters channels, YouTube videos and hotel’s website so that they will
attract more customers and become able to reach audience at large which leads to growth
and profit of firm.
CONCLUSION
From the above report, it can be concluded that a hotel must design appropriate
marketing strategies so that they can focus on right audience or customers at the right market
place for which they should design strategies according to targeted market. Further, it has been
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assessed that hotel performs marketing mix in which they have selected appropriate strategies
related to product, price, placement and promotion.
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REFERENCES
Books and Journals
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Morgan, N.A., Katsikeas, C.S. and Vorhies, D.W., 2012. Export marketing strategy
implementation, export marketing capabilities, and export venture performance. Journal
of the Academy of Marketing Science. 40(2). pp.271-289.
Fifield, P., 2012. Marketing strategy. Routledge.
Kumar, V. and Rajan, B., 2012. Social coupons as a marketing strategy: a multifaceted
perspective. Journal of the Academy of Marketing Science. 40(1). pp.120-136.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Online
Pricing at a Premium. 2019. [Online]. Available through:
<https://quickbooks.intuit.com/r/pricing-strategy/6-different-pricing-strategies-which-is-
right-for-your-business/>.
The Marketing Mix 4P’s and 7P’s Explained. 2018. [Online]. Available through:
<https://marketingmix.co.uk/>.
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