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Another type of marketing research called situation analysis is needed to determine what guest like and dislike. Situation analysis is the foundation of any good marketing effort it is the determination of a property’s current market position and projected opportunities for promotion. In order to plan properly. You first need to know as much as possible about the business, the market place, and the environment in which the business operates. Situation analysis is not based on intuition or lucky guesses. Instead, it is accomplished by thorough, careful research and analysis of five basic components.

3.2.1. The product: This is what the property has to offer in terms of accommodations, facilities and services. Product involves both tangible and intangible aspects. Not only

must one consider features such as the number of guest rooms in a hotel property but it is also necessary to study psychological factors such as the image of the property and the atmosphere created by the furnishing in the lobby. Current marketing efforts, including marketing objectives and how well the property is accomplishing desired goals, should be evaluated. Analysis of the products takes into account both the strengths and the weaknesses of the property as a whole.

3.2.2. The market – What types of business does the property currently attract and why?

Identification and analysis of past and current guests for group and individual transient markets should be conducted. Market analysis involves a demographic/sociographic profile of the guests in terms of what they look like and a psychographic/sociographic profile of “what they think and do. This process of guest identification should be completed for the property as a whole and for each separate facility in the property.

3.2.3. The competition – the same kind of product and market analysis should be conducted for all the relevant competitors, both in the local market area an in other cities and locations. What are the competitor’s strengths and weakness? How is the competition different from or similar to the property under study? Which of the difference will be significant to what markets.

3.2.4 Market segmentation – This portion of the situation analysis is based upon matching the property’s needs to the guests needs. First, determine the property’s needs by identifying specific profit areas. (rooms, food, beverage, other income areas), that require additional sales activity.

In hotels, evaluating guests needs takes into account their preferences for physical facilities (Luce meeting rooms) and also their personal held, such as their desire for luxury, convenience, or security. Once property and guest needs are determined market segments can be categorized and the appropriate target markets can be chosen to fulfil property needs.

3.2.5. Evaluation – situation analysis is not a one-time activity. It is an ongoing process for monitoring the property’s progress and opportunities in the market place. The marketing plan which is developed from the situation analysis must be companied with

actual results, and new strategies for achieving objectives should be developed as necessary. Research should constantly monitor changes in the market and the environment and frequently evaluate the property’s fit with the current situation in order to maintain a competitive edge.

Customer surveys and comment cards provide helpful information for a situation analysis. Customer surveys are questionnaires given to individuals and groups at the time of room check-out, after they have eaten meals or after they have attended barguest or other functions to find out how they liked the food, service, cleanliness, price and atmosphere customer comment cards are very similar to customer surveys. These tent-shaped cards are usually located in each table in the restaurant and/or in the guest rooms. They ask the customer specific questions in rating various aspects of the facility.

4.0 CONCLUSION

This unit has taught us how to determine effective planning for customer needs. This made us to focus on the important key areas discussed.

5.0 SUMMARY

Planning concept in the sales of hospitality took cognizance of effective planning for customer’s needs and important key area of focus in the planning process.

6.0 Tutor – Marked Assignment

1. The feasibility study concentrates on four areas. Enumerate with explanation, four areas that are involved in the feasibility study of an effective planning for customer needs.

7.0 REFERENCES

1. John R. Wallear, introduction to Hospitality, 12th Edition (1944). Rose Education academic press, London pg 73-81

2. Anita, Tull (1998)- Food and Nutrition. OxfordUniversity Press Pp 22-31

3. James R. Keisen (1998) – principles and practices of Management of Hospitality industry (second edition) MCgraw hill book coy Ltd Pp. 30-35.

4. Tom powers, (2002) Introduction K Management in the Hospitality Industry. Fourth Edition Kent all hint publication Dubuquestiowa. Pp 25-33

UNIT 5

HOTEL PLANNING, MARKET CRITERIA AND THE BUSINESS OF SELLING

CONTENTS

1.0 Introduction 2.0 Objective 3.0 Main Content

3.1 Basic Elements of a Marketing Process