Dolphin Marketing Strategy

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4.0 Marketing Strategy 4.0.1 Concept of STP STP (Segmentation, Targeting, and Positioning) can be defined a process that determine how a company chooses to compete in that market against the overall market. The goal of the Segmentation, Targeting and Positioning process is to provide a direction to the company in order to develop a well suited marketing mix which is explained in Figure 4.2. 4.1 Realities of STP As there is a high supply than the demand in most market segments, the hospitality sector is placed in a competitive and a dynamic business environment. The specific characteristics involved in the service nature of the hospitality service providers, those companies face with some challenges regarding the management of those companies.…show more content…
It should enter to the segments only if it can offer superior value and gain advantages over competitors. Accordingly, the possible segments for the Hotel Dolphin can be identified as geographic segments and behavioural segments. As the prices of the hotel’s services are comparatively high, it is advisable for the company to target high income level group who look for the luxury and the art of living. Therefore the hotel needs to choose differentiated marketing strategy with a sound marketing mix. Once the company id decided upon which segment (s) to be catered, the next step is to decide on what positions it wants to occupy in those segments. As the positioning is all about acquiring a consumer’s mind share, all attempts should be put in order to ensure that it is positioned in a manner that a set of feeling is generated for the service compared with competing service providers. Marketing communication should be strengthen in a manner that a strong positioning statement is presented in the slogans. Hotel Dolphin may think of a positioning statement such as "Assures your comfortable…show more content…
By adopting a sound marketing oriented approach, Hotel Dolphin will be in a better position to market the offerings more differentiate by adjusting the marketing mix as the customers’ needs and wants are properly taken into account while developing the strategies (Li and Zhou, 2010). By tailoring the marketing mix appropriately, the company will be in a position to reap the benefit of high level of customer loyalty. A positive image facilitates to weaken the negative effect of competition and ensuring a greater performance in the

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