MGT201 Assignment 3: Creative Brief for Seder Village Motel Marketing

This assignment provides a comprehensive marketing plan and creative brief for the Seder Village Motel. It begins with an overview of the motel, its services, and facilities, including rooms and suites, and its objective to offer a unique experience. The plan identifies the target audience as affluent travelers seeking new experiences, and analyzes key competitors like Crowne Plaza Riyadh Minhal and Riyadh Marriott Hotel. It outlines the motel's tone, message, and strategic positioning, emphasizing its Western-style village experience. The assignment includes timing details, a budget breakdown for promotional activities, and identifies key stakeholders such as employees, customers, government agencies, and suppliers. The project aims to develop a strong marketing strategy to enhance the motel's market presence and achieve its objectives.

Running head: MARKETING MANAGEMENT
Seder Village
Marketing Management
3/29/2019

MARKETING MANAGEMENT 1
Table of Contents
Overview of the Seder Village Motel........................................................................................2
The objective of the Seder Village Motel..................................................................................3
Target Audience.........................................................................................................................4
Competitors................................................................................................................................5
Tone, Message, and Style...........................................................................................................6
Strategic Position of Seder Village Motel..............................................................................6
Timing Details............................................................................................................................7
Budget........................................................................................................................................7
Budget Estimations................................................................................................................7
Key Stakeholders.......................................................................................................................7
References..................................................................................................................................9

MARKETING MANAGEMENT 2
Overview of the Seder Village Motel
Seder Group is one of the oldest family-owned businesses introduced in the year 1981 to
offer maintenance and operations services to Saudi Arabia's private and government sectors.
The group is involved in a different range of services like infrastructure, hospitality industry,
etc. (Seder Group, 2012). Seder Village Motel offers Suites and Rooms. It is placed in the
Seder Village, with every village facility. The Motel is offering a relaxing atmosphere and
completely equipped rooms to assure the satisfaction of the customer (Seder Village, 2013b).
The Motel is comprised of single rooms and 2 suites that are comprised of completely
furnished kitchen, has direct entry to the swimming pool of the Motel overlooking the
Lounge. The Motel premise is protected by the security team of Seder Village in order to
confirm the maximum safety of the guest (Seder Village, 2013a).
Source [(Seder Village, 2013b)]
Services and Facilities
 24 hours security

MARKETING MANAGEMENT 3
 Internet access
 Breakfast
 Swimming pool
 Housekeeping
 Telephonic access
 24 hours reception facility
 Seder Village compound facilities
Specifications of Suite
Occupancy – 2 Adults
Amenities – Washing machine, television, kitchen, Wi-Fi, bathroom
Furniture – Drawers, coffee table, king size bed, dining table, and sofa (Seder Village, 2013a)
Specification of the Single Room
Occupancy – 2 Adults
Amenities – Kitchen, Wi-Fi, television, bathroom, washing machine, bed
Furniture – Drawers, coffee table, king size bed, dining table, and sofa
Website Link - http://www.sedervillage.com/drupal2/motel
The objective of the Seder Village Motel
The objective of Seder Village Motel is to offer a lifelong experience to the customers along
with the experience of living in a western village. Seder Group is focused on leaving its
footprints in the whole world by highlighting the features of Seder Village.

MARKETING MANAGEMENT 4
Source [(Seder Village, 2013a)]
Target Audience
Some travelers do not get satisfied with the chain hotels or the old-fashioned charm of
breakfast, bed, and inns. This ideal customer base earns and has earned a high amount of
money in their life and has the capacity to pay a high amount for the best experience. While
traveling from one place to another, this particular customer group feels new experiences are
very essential that can highlight the status they have attained in their life (Firat, Turker &
Metin, 2014). Furthermore, if this customer base misses this type of experience then they feel
like they have lost something. The customers like comfortable and beautiful atmosphere
which is beyond the services provided by a four star hotel.
Customer description
 Age group 35-60, 24-35
 Old age and millennial
 Nature lovers

MARKETING MANAGEMENT 5
Competitors
The international industry of hospitality is also called as a kind industry. For a long time, this
industry had no innovations, however the development in the technological field which has
drastically altered the demand in the market. Across the world, the tourism, hospitality, and
travel sectors endure being a key to the development of the economy and job creation. In the
nation, where transport is one of the most affordable services, it is fair to accept that tourism
and travel will be a leading sector in the future. But, with the increasing demand and services
in the sector, brings new players in the industry, which eventually influences the performance
of many of the existing players (Hoteliers, 2018). Few of the key competitors for Seder Motel
in the Saudi Arabia market are Crowne Plaza Riyadh Minhal, Riyadh Marriott Hotel, etc.
(Travel Advisor, 2015)
Crowne Plaza Riyadh Minhal – It is one of the parts of the multinational chain of hotels i.e.
Crowne Place that is catering services to the business travelers and to the conventions market
(Crowne Plaza, 2018). It is basically focused towards professionals, who desire for luxurious
and high class services (Travel Weekly, 2019b). However, on the other side, Seder Motel is
focusing on the customers who desire for adventures and life to experience new things. These
types of customers avoid staying at luxurious hotels.
Riyadh Marriott Hotel – It is a franchise of Marriot Group, which is one of the biggest
chains across the world. Same as Crowne Plaza, this hotel is also focusing on offering
luxurious services to its customers and trying to give strong competition to other players in
the market (Travel Weekly, 2019a).

MARKETING MANAGEMENT 6
Tone, Message, and Style
The message of the Motel is "Seder Village – Experience Exclusive Western Style Village".
The message of the Motel is focusing on attracting customers to experience a western style
village with all the facilities and comfort. Besides this, it is basically aligned with the
objective of the company that is to provide customers a new experience of the village across
the world.
Strategic Position of Seder Village Motel
High level
of New
Experience
Low Level of
New
Experience
Luxurious
Services
Western
Services
Riyadh
MarriottCrowne Plaza
Riyadh
Minhal
Seder Village
Motel

MARKETING MANAGEMENT 7
Timing Details
It is expected that the project of promoting the business will finish within 2 months such that
the company can gain the benefit out of it and share it with its employees to motivate them.
Moreover, if the project will finish on time, the company will be able to give strong
competition to its rivals in the market and can attain a competitive advantage.
Budget
Budget Estimations
Basis Amount
Hiring agency for promotion SAR 7000
Salary SAR 2000
Operation Maintenance SAR 1000
Miscellaneous SAR 500
Key Stakeholders
The stakeholders in the Seder Village Motel are employees, customers, government agencies,
and suppliers.
Employees – Motivating employees to work effectively to meet their targets and satisfying
the customers
Customers – Receiving true feedbacks from the customers through on company's website
and online surveys.

MARKETING MANAGEMENT 8
Government Agencies – Following all the rules and regulations framed by the government
for the hospitality industry
Suppliers – Receiving different products from the suppliers at the Motel warehouse

MARKETING MANAGEMENT 9
References
Crowne Plaza. (2018). Crowne Plaza Riyadh Minhal. Retrieved from
https://www.ihg.com/crowneplaza/hotels/gb/en/riyadh/ruhsa/hoteldetail/health-
fitness#scmisc=nav_health-
fitness_cp&_gl=1*rkl8o5*_gcl_aw*R0NMLjE1NTM4NDc1NDguRUFJYUlRb2JDa
E1JNWNLbjlQU200UUlWd2hhUENoMzNKUVJ3RUFBWUFTQUFFZ0l0anZEX0J
3RQ..&
Firat, A., Turker, G.O., & Metin, A. (2014). Specification of target market in small and
medium scale accomadation businesses: a study on boutique hotels operating in city
of Mugla. International Journal of Academic Research, 6(1), 82-87.
Hoteliers. (2018). The Current Hospitality Scenario: Competition, Upswing, Marketing.
Retrieved from https://www.4hoteliers.com/features/article/11027
Seder Group. (2012). Company History. Retrieved from
http://www.sedergroup.com/home.php
Seder Village. (2013a). The Motel. Retrieved from
http://www.sedervillage.com/drupal2/motel
Seder Village. (2013b). About. Retrieved from http://www.sedervillage.com/drupal2/about
Travel Weekly. (2019a). Riyadh Marriott Hotel. Retrieved from
https://nerdyturtlez.com/tutor/order.php?id=942848

MARKETING MANAGEMENT 10
Travel Advisor. (2015). Seder Village Motel. Retrieved from
https://www.tripadvisor.in/ShowUserReviews-g293995-d3308018-r264847001-
Seder_Village_Motel-Riyadh_Riyadh_Province.html
Travel Weekly. (2019b). Crowne Plaza Riyadh Minhal. Retrieved from
https://www.travelweekly.com/Hotels/Riyadh-Saudi-Arabia/Crowne-Plaza-Riyadh-
Minhal-p3701689