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Market Strategy Analysis of a Hotel Brand in a Specific City


In this course, you learned how to analyze consumer behavior, use technological tools for marketing, set prices, create advertising campaigns and understand trends in the industry.  For this assignment, choose a specific brand from a hotel company of your choice (Courtyard by Marriott, Homewood Suites by Hilton, Hyatt House by Hyatt, etc.), research and analyze their market strategy and write 1,700 – 3,000 word paper.  When selecting a brand, please select a specific brand in a specific City – for example: Homewood by Hilton St. Jacobs Waterloo.

Consider the following questions:

· Environment:  Who are they competing with?  What consumer and technology trends impact them?  What cultural environmental, ethic, or political factors affect them?

· Market Segment:  Who are they marketing to?  And how are they positioning themselves in their marketing segmentation?  

· Product:  What are their product offerings?  How does this make them competitive relative to their competition?  What is their pricing, their brand and their approach?

· Marketing:  How do they advertise?  This should include TV, Radio, Internet and Social Media.  If the local hotel you are writing about is not advertising, then what is the rest of the brand advertising?

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