BSBMKG607 Manage Market Research: Grand Hotel Group Case Study

This report provides a comprehensive analysis of Grand Hotel Group's market research and expansion strategies. It begins by outlining relevant policies and procedures for international market expansion, emphasizing quality management and employee involvement. A detailed market research plan is presented, focusing on identifying consumer preferences in Australian and international markets to facilitate expansion. The report reviews this plan against the hotel group's marketing objectives, highlighting the importance of service quality and innovation. It also addresses stakeholder negotiation and the requirements for selecting a suitable consultant to assess risks. Furthermore, it evaluates the progress of the overall project, incorporating feedback from consultants and developing implementation procedures. The usefulness of the findings is assessed, along with the overall project performance. The report concludes with guidelines for future projects, summarizing stakeholder feedback and outlining the research outcomes, providing a strategic roadmap for Grand Hotel Group's continued growth and success.

Running head: CASE STUDY OF GRAND HOTEL GROUP
Case Study of Grand Hotel Group
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1CASE STUDY OF GRAND HOTEL GROUP
Table of Contents
Part 1....................................................................................................................................3
Relevant policies and procedures........................................................................................3
Market research plan............................................................................................................3
Review of the plan against Hotel Group’s marketing objectives........................................4
Negotiation with stakeholders.............................................................................................5
Requirements for a consultant and list of selection criteria created....................................5
Part 2....................................................................................................................................6
Task 1...................................................................................................................................6
Introduction..........................................................................................................................6
Progress of the overall project.............................................................................................6
Feedbacks from the consultants...........................................................................................7
Developing the implement procedures................................................................................7
Usefulness of the findings...................................................................................................8
Assessment of the overall performance...............................................................................9
Conclusion...........................................................................................................................9
Part 2..................................................................................................................................10
Task Two.......................................................................................................................10
Purpose of the Report................................................................................................10
Scope of the Report...................................................................................................10

2CASE STUDY OF GRAND HOTEL GROUP
Target Audiences.......................................................................................................11
Research Outcomes...................................................................................................11
Guidelines for Future Projects...................................................................................11
References..........................................................................................................................13

3CASE STUDY OF GRAND HOTEL GROUP
Part 1
Relevant policies and procedures
The policies and the procedures that might be undertaken by the organization is
dependent on the achievement of the goals of the business of expanding in the international
markets. The policies that are formed by the organization are aimed at retaining the highly
experienced staff and thereby the quality management of products and services of the
organization. The quality measures will be helping the organization to expand in the international
markets with a competitive edge. The policy of the management of the organization to involve
the employees of the organization in the processes that are faced by the same will be helping the
organization to implement the changes in the systems as per the marketing objectives of the
business. On the other hand, the best customer service rendered by the organization has helped in
maintaining the different levels of changes in the methods and the performance of the
organization.
Market research plan
The marketing survey that was undertaken by the hotel has helped the business in
identifying the needs and the preferences of the consumers in the different market structure. The
identification of the preferences of the consumers has helped the business to identify the issues
that might be faced by the business while undertaking the expansion of the business. The
feedbacks of the consumers relating to the services rendered by the organization help the
business in modifying the systems. On the other hand, the survey will be helping the
organization to bring in changes in the quality of the products and the services that are offered by
the business. As per this case, the major marketing objective of the organization is to expand in

4CASE STUDY OF GRAND HOTEL GROUP
the international markets as the specialist in the boutique hotel business. It will be facilitated
through the identification of the preferences of the customers in the Australian and the other
international markets. The time that will be required by the organization to undertake the survey
will be within 1- 2 weeks. The survey will be undertaken by the organization through the
sampling of the different consumers in the market. The key elements of the change in the
systems of the organization will be facilitated through the ident5ification of the preferences of
the organi8zation in the market.
Review of the plan against Hotel Group’s marketing objectives
The growth of the organization in the international markets is dependent on the
enhancement in the quality of the services. The identification of the needs of the customers
through the sampling of the consumers will be helping the business to develop and innovate
services that will be suiting the purpose of the consumers in the market. On the other hand, the
identification of the segmentation and the manner in which the proper marketing of the services
can be undertaken by the organization has helped in bringing forth innovation in the processes of
the business (Bolman and Deal 2017). Strategies of the organization are mainly framed based
on the monitoring over the services to ensure the quality of the services that are delivered by the
organization in the market. The innovation in the processes of the organization will be helping
the same to bring in modifications in the product offerings of the business. The difference in the
perception of the innovation that is undertaken by the business is dependent on the identification
of the needs of the consumers and thereby bring in modifications for improvising the position of
the same in the international markets (Kuipers et al. 2014). Modifications in the processes of the
business will be helping the business to undertake its clear expansion in the international
markets. The market research will be helping the organization to identify the preferences of the

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consumers and the recommendat5iosn in the form of feedbacks that will be helping the business
to innovate continuously.
Negotiation with stakeholders
Negotiation with the chief stakeholders like the investors, the suppliers, employees and
the consumers will be helping the organization to safely implement the changes in the system of
the business. Negotiation with the stakeholders of the business will be helping the same to
identify the pros and cons of the change that is planned by the business while operating in the
international markets (Skovgaard 2013). The identification of the different risk factors that
might be faced by the business while undertaking the change will be helping the same to stick on
to the marketing objectives of the business. The delineation of the needs of the customer and the
adherence to the quality and monitoring over the services that are provided by the organization
will be helping the same to convince the stakeholders of the necessity for the change that is
undertaken by the business (Goetsch and Davis 2014).
Requirements for a consultant and list of selection criteria created
The consultant that might be required by the organization is the assessor of the risk. the
risk that might be faced by the organization while undertaking the change in the processes is
required to be measured for the proper implementation of the processes. However, the
assessment of the risks that are faced by the organization might be helpful in assessing the
different situations that might be faced by the business (Raithatha and JVIMS 2015). The
consultancy functions that might be required by the organization is simply to ensure that the
organization can avoid the situation of the risks and thereby undertake the fulfillment of the
marketing objectives of the business while operating in the international markets. The depiction

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of the functions that are undertaken by the business helps in maintaining a balance between the
needs of the organization to sustain and the implementation of strategies to expand in the
Australian and the international markets. Differences in the functions of the business are
dependent on the active participation of the consultancy actions and the manner in which the
actions can be judged for the clear implementation of the strategies. The most appropriate
strategy that is undertaken by the business is dependent on the retention of the skilled workforce,
which will be helping the business to achieve the criteria of success.
Part 2
Task 1
Introduction
The following section of the paper discusses about the various aspects of the progress of
the overall project of the Grand Hotel Group. The market research being developed in the Part 1
of this paper, will help to build the evaluation of the overall project indeed. The organization will
look to spread its business operations across many countries and improve their financial position
properly as well. The purpose of this section will be to discuss about the potential success of the
market research plan for the betterment of the company’s future (Hoque 2013).
Progress of the overall project
The proposed project plan is advancing in a good manner since research plan depicts that
the potential target market of the company will be the middle- high income families. The
company will look to implement its marketing strategies in a way (Huang and Sarigöllü 2014)
The work activities have been done in a proper way so the best results can be gained by the

7CASE STUDY OF GRAND HOTEL GROUP
Grand Hotel Company,. The marketing research plan has been given the most priority in the best
ways so the organization can be able to welcome the guests from all the regions of the world
(Torres and Kline 2013). The experts have told that the sales and marketing experts are trying
their best to culturally tolerant. The training of the employees to respect the people of all the
cultures and provide them with the best services regarding the comfort in the rooms and the
offering the best cuisine has been practiced properly (Hoque 2013).
Feedbacks from the consultants
Another process about the research plan is the proper feedbacks from the consultants. The
consultants will be looking forward to submit their findings through the implementation of the
total plan (Huang and Sarigöllü 2014) Some interviews have been taken with the consultants
appointed to evaluate the success of the company. They have given their feedbacks as well. They
have said that the marketing plan of the company is very well maintained indeed (Hoque 2013).
The company is targeting to capture the Australasian market and increase their growth properly
indeed. The experts have suggested in the interviews that they should always try to have a strong
hold on their customer base and understand the needs and desires of the customers in a good way
(Alon, Ni and Wang 2012). This will be very important for the organization to retain their brand
reputation indeed. The consultants have also suggested that they should increase their budget for
the quality service so that they could gain the attraction of the new potential customers indeed.
Developing the implement procedures
There are some important and efficient ways in which the organization can develop their
regular review projects. It is very important for the organization to go through regular and
thorough reviews so they can understand in which areas they will need to improve (Jani and Han

8CASE STUDY OF GRAND HOTEL GROUP
2014). The main purpose of the project is to increase the number of customers for the
organization and increase their brand value properly. If this objective has to be reached, they will
need to implement some processes like-
 Find out the weaknesses within the organization.
 Search for the best leaders within Grand Hotel who could pave the way for the grand
success of the organization.
 The budget has to be increased in the field of recruitment and training since these are two
most valuable parts of the organization to be successful (McManus 2013).
 Use the social media to approach the high and middle income within the Australasian
region.
 Make betterment in providing the customer service (Jani and Han 2014)
 Motivating the employees to perform better and achieve all the objectives of the
organization.
 Trying to spread the business operations of the company into several new countries like
Malaysia and Fiji
Usefulness of the findings
Some interviews had been conducted on the success of the project and how well the
people carrying out the project. The consultants have found that the company has made a good
progress in increasing their brand value (Jayawardena et al. 2013). This would be very much
interesting to gain a better position in the competitive market for them. The experts have also
found that the training of the employees is done properly so they can meet the objectives of the
organization. The employees are culturally competent enough so they can welcome the guests

9CASE STUDY OF GRAND HOTEL GROUP
from all the regions of the world. They have also done the proper homework of identifying the
desires of the clients in a good manner indeed (McManus 2013). The decision of expanding into
new regions all over Australasia can prove to be fruitful from both the terms of the economic
benefits and increasing the value of the company indeed. The organizational structure is also
very well distributed as well (Huang and Sarigöllü 2014).
Assessment of the overall performance
The overall performance of the company has been quite interesting and motivating at the
same time (McManus 2013). The people who have been entrusted with the training of the
employees have revealed that the organization will thrive to make its name in the international
sphere within sometime in the future (Huang and Sarigöllü 2014) This is why they will be
looking to gain the maximum attention of the customers through their projects of proper
marketing strategies (Jayawardena et al. 2013). The identification of the problems and the
implementation of the plans will lead the company to get the desired success indeed. The plan of
venturing into new hotel markets will surely increase their market share as well.
Conclusion
The section of the paper can be concluded by saying the different procedures for
developing the procedures have been discussed in this section. It will really be important for
Grand Hotel to be culturally well competent to attract the several visitors indeed. This will surely
increase their brand reputation and let them attain their objectives. The usefulness of the findings
from the experts has shown the overall improvement in their quest to become the market leaders
in hotel industry indeed.

10CASE STUDY OF GRAND HOTEL GROUP
Part 2
Task Two
Purpose of the Report
The purpose of the report was to analyze the policies, regulations and guidelines along
with the guidelines for future projects (Brace 2018). The paper was also focused on analyzing the
policies drafted along with developing a market research project plan. The purpose is also
focused on developing a plan against marketing objectives of Grand Hotel Group along with
ensuring consistency of experience all through the hotel chain. It also has the purpose of carrying
out meetings with consultants along with providing them necessary feedback. The purpose of the
report is also to recommend implementing revised policies and practices in compliance with
company performance (Armstrong, Kotler, Harker and Brennan 2015).
Scope of the Report
The report has scope of offering a detailed view on the policies and plans that can
facilitate the company in adding value to its hotel experience through establishing expertise for
events management (McQuarrie 2015). The report also has scope for implementing skills and
knowledge in developing knowledge for preparing market research plans that can facilitate the
hotel to implement certain policies and practices. This can further facilitate the Grand Hotel
Group in growing its reputation in the market through offering quality service along with
enhancing overall hotel experience for all its consumers. The report also has a scope of carrying
out efficient market research is to analyze the ways in which Hotel Group has planned to add
value to its hotel experience through maintaining expertise for events management.

11CASE STUDY OF GRAND HOTEL GROUP
Target Audiences
The target audiences are observed to belong to middle to high income group those either
travel for the business purposes. This target audience group is observed to require personalized
as well as better attention from smaller hotels or couples those belong to the age group puff 35-
50 years. Another target audience group is observed to be Hotel Group’s consumers those visit 1-
2 times a year although there is a requirement to strengthen such relationships to develop a
stronger consumer base. The younger target audience group is observed to go for longer stay in
hotels as they decide their stay at the last minute. Mature consumers are another target audience
group that considers visiting the hotel while they travel.
Research Outcomes
Certain effective research outcomes are gathered from this report. It was gathered that
there are some important and efficient ways in which the organization can develop their regular
review projects. It is very important for the organization to go through regular and thorough
reviews so they can understand in which areas they will need to improve. Moreover, the experts
have also found that the training of the employees is done properly so they can meet the
objectives of the organization. The employees are culturally competent enough so they can
welcome the guests from all the regions of the world. The decision of expanding into new
regions all over Australasia can prove to be fruitful from both the terms of the economic benefits
and increasing the value of the company indeed.
Guidelines for Future Projects
Based on the completion of the report, certain guidelines for carrying out future research
have been considered. It is deemed that the future research will explain the heavier and opinion
of each stakeholder group and carrying out meeting with all of them (Coffee Jr, Sale and

12CASE STUDY OF GRAND HOTEL GROUP
Henderson 2015). Moreover, the future research will also focus on developing promotional
strategies for Hotel Group based on the desires of its stakeholders as well as the upcoming trends
followed by them. The interview that will be carried out with the consultants selected by this
hotel will include questions on the hotel attaining competitive advantages, unique selling points
and favorable upcoming trends. The future market research project will also consider analyzing
the political, economic and social trends along with risks related with implementation of new
plans related to offering advanced hotel services (Sarstedt and Mooi 2014). The future market
research project will be focused on analyzing the efficiency of newly implemented marketing
plan that can facilitate Hotel Group in updating its marketing strategies.

13CASE STUDY OF GRAND HOTEL GROUP
References
Alon, I., Ni, L. and Wang, Y., 2012. Examining the determinants of hotel chain expansion
through international franchising. International Journal of Hospitality Management, 31(2),
pp.379-386.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Bolman, L.G. and Deal, T.E., 2017. Reframing organizations: Artistry, choice, and leadership.
John Wiley & Sons.
Brace, I., 2018. Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
Coffee Jr, J.C., Sale, H. and Henderson, M.T., 2015. Securities regulation: Cases and materials.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence. Upper
Saddle River, NJ: pearson.
Hoque, K., 2013. Human resource management in the hotel industry: Strategy, innovation and
performance. Routledge.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer, New York, NY.

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Jani, D. and Han, H., 2014. Personality, satisfaction, image, ambience, and loyalty: Testing their
relationships in the hotel industry. International Journal of Hospitality Management, 37, pp.11-
20.
Jayawardena, C., McMillan, D., Pantin, D., Taller, M. and Willie, P., 2013. Trends in the
international hotel industry. Worldwide Hospitality and Tourism Themes, 5(2), pp.151-163.
Kuipers, B.S., Higgs, M., Kickert, W., Tummers, L., Grandia, J. and Van der Voet, J., 2014. The
management of change in public organizations: A literature review. Public administration, 92(1),
pp.1-20.
McManus, L., 2013. Customer accounting and marketing performance measures in the hotel
industry: Evidence from Australia. International Journal of Hospitality Management, 33,
pp.140-152.
McQuarrie, E.F., 2015. The market research toolbox: a concise guide for beginners. Sage
Publications.
N. Torres, E. and Kline, S., 2013. From customer satisfaction to customer delight: Creating a
new standard of service for the hotel industry. International Journal of Contemporary
Hospitality Management, 25(5), pp.642-659.
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Sarstedt, M. and Mooi, E., 2014. A concise guide to market research. The Process, Data, and.

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Skovgaard, T., 2013. REFORMING PHYSICAL EDUCATION FROM THE BOTTOM UP–
THE ART OF (MIDDLE) MANAGMENT IN TIMES OF ORGANIZATIONAL
TRANSITION. In 21st EASM Conference.