Marketing Strategy for Raffles Hotel Singapore: A Case Study

Answered

1. Marketing mix – 7Ps

Case study - Raffles Hotel Singapore (answers should be written in an academic style, using full sentences rather than bullet points or tables. Should use marketing theory, applying it to Raffles Hotel and its industry and wherever possible, critically analyzing both theory and the organization’s strategies. The reasons for the answers should be fully explains. Should use APA referencing protocol, citing relevant sources in the text and referencing them at the end of each answer.

1. Marketing mix – 7Ps

2. Analysis of Raffles Hotel’s STP (Segmentation, Targeting & Positioning) strategic - positioning in the marketplace and key target segments etc.

3. SWOT analysis of current resources and competences

4. Analysis of relevant macro-environmental (PESTEL) and industry dynamics (Porter’s Five Forces)

5. What is channel?

i) Why Is channel management important to hotel (in general)

ii) Brief background of Raffles Hotel (what kind of hotel classification would Raffles Hotel falls under?)

6. Base on this Hotel classification,

i) Discuss the different kinds of strategic alliances & partnership which are relevant to Raffles Hotel.

ii) Discuss the prons & cons of each strategic alliance of Raffles Hotel.

iii) What strategic alliances could Raffles Hotel form to increase its profits, and why would these be successful? Suggest THREE strategic alliances, and give your rationale for recommending one of them.

7. Branding strategy, brand extension

8. How could Raffles Hotel use the 7 elements of the Marketing Communications Mix (sometimes referred to as the Promotional Mix) if it opened a new hotel outside Singapore? Considering the characteristics of each element, describe their possible advantages and disadvantages to Raffles?

9. What pricing strategies could Raffles Hotel use to increase its profit margins? Discuss at least three strategies in depth, explaining possible advantages and disadvantages to Raffles, and give your rationale for recommending the most suitable one.

10. How could Raffles Hotel develop a Strong Customer Relationship Management Strategy, and what would be the benefits of this to Raffles and its customers? Clearly explain the strategy, and analyze at least two benefits to Raffles and two benefits to its customers.

11. Which methods could Raffles Hotel use to research its target audience, if it planned to open a golf course in Singapore? Compare the advantages and disadvantages of at least three methods, before recommending the one you believe most effective, giving your rationale.

12. How to select the appropriate research methods?

i) Explain the advantages and disadvantages and why you choose them and which one is your prefer one and why. • Face-to-face interviews • Web/internet interviews • Hall/central location test • Consumer panels

ii) How to use these methods to use on consumers

iii) Must know the purpose

Answer

1. Marketing mix – 7Ps

Product: The major product is a Singapore institution and since it provides safety and convenience to customers especially tourists and the actual product which offered is actually called as the flight experience received by the customers. The master brand is the major reference point and the product has distinctive name and brand. It has great way to fly and it offers the calm and cheerfulness to customers on board. The strong and innovative move made by Singapore as they concentrate on service when compared with famous long bar. It carries strong offers such as free drinks and each suite is designed with English style with old light fittings and wooden beds. The options of food and beverages are expensive and the hotel was considered to be the good quality. (Aaker, 2010)

Price: The price of the ticket will decrease during off-peak season and vice-versa for the boom season of travelling like school holidays. The hotel has highly prices for their offers and the foods and beverages are expensive. They are dined at the Tiffin Room and it was known to be the good quality. For luxury stay and for high price target customers, it offers and recommends Raffles hotel, Singapore.

Place: The Raffles Hotel Singapore is one of the most attractive places in Singapore for tourists and customers. It is the most famous cocktail in Singapore and lots of customers visit the hotel in the famous long bar. The rooms have a dining table and sofa at the entrance and it monitors to serve the customers in a better way.

Promotion: The Company has partnership with multiple top hotels and telecommunication brand as well as credit card companies. It provides cheap air tickets and covers many destinations like Europe, Paris, London and Barcelona at very best price.

People: The major target customers for this product is called as business men and business women and the hotel targets mainly the high income customers and they look for high quality and reliable service with high level of comfort ability. The hotel is recommended for people who have high level of historical buildings and hotels and high luxury accommodation and visit, other hotels are also recommended for customers. (Craig, 2002)

Process: With respect to the process, the Raffles hotel Singapore deals with the refurbishment process with the updated style in the 19th century. The Raffles hotel is influenced by the European design and offers alternate services and goals that emerge in boutique hotels in Singapore.

Physical evidence: The services cannot be put into the physical context and the customer can evidently see, touch and smell or taste. It deals with the quality of services and offers physical product by the hotel. It manages to deal with the tangibles into intangibles. Thus, it manages to deal with the culture and develops attention to meet the cultural views and experiences. The other characteristic is important that provides ambience and generates higher score among the hotel brands in the category and importance of physical evidence. (Ron, 2001)

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