Marketing Assignment Location and Segmentation of Hotels.

The hotels that we are writing about are The Ritz Carlton Singapore, the Intercontinental Singapore Hotel and the Marriott Singapore. Our main hotel will be the Ritz Carlton Singapore. We chose the hotels as they pose as prominent hotels in Singapore and they are also known overseas as well. Although they are quite similar, there are also several differences that can be seen as well. They are also very distinct in branding, and value their brands very highly. All three hotels boast amenities and services that will cater to a majority of their customers. As well as an experience that they believe we will value as customers. 1. Target Audience (Segmentation) 2.1 Psychographic - The main target audience of The Ritz Carlton†¦show more content†¦2.1.1 Marriott Singapore We positioned the Marriott Singapore second as we view it as a moderately expensive hotel, as well as their room rates being second expensive and they do not offer as many luxurious amenities however they do have a notable amount of services provided. 2.1.2 Intercontinental Singapore We positioned the intercontinental Singapore, as one of our group mates was unaware of it being a luxury hotel, and thought of it as a standard hotel, and it was also the cheapest of the three, however it is still aimed at the upper class and upper middle class. It also does not have as many amenities as the other two hotels. Ritz Carlton Singapore Marriott Singapore Intercontinental Singapore Ritz Carlton Singapore Marriott Singapore Intercontinental Singapore Least Least Most Most Service Service Price Price 2.2 Competitive Advantage of Main Hotel (Ritz Carlton Singapore) Although the Ritz Carlton is now a subsidiary of Marriott Hotels, it is better known than the Marriott as it has been in popular culture (refer to appendix 2) it was mentioned in E.B White’s children novel, The Trumpet Of the Swan as well as the HBO original series Boardwalk Empire. Therefore, people will think it is a better hotel as it comes from a brand name thatShow MoreRelatedMariot Market Segmentation and Targeting966 Words   |  4 Pages1. Identify several major categories of segmentation used by Marroitt. Marriott decided to enhance travelers’ value by segmenting the market and then targeting selected segments, each with a different brand. Then as now, Marriott was the flagship brand. 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