OPTION 3: The Imperial

THE IMPERIAL TIMELINE

F
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1
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1
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1
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1
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2
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What is the problem?
4%
96%
MARKET SIZE
The Imperial Other hotels
9%
91%
MARKET SIZE
The Imperial Other hotels
1920 1950s
The market size grew but the imperial market share went down
because it didnt renovate
Strategic alliance with KenSafar
! Two-week package tour
! 3 nights at The Imperial
(Adjust to time zone and climate)
! 7 days in the Safari
! 4 more night at The Imperial
(Rest before going home)

The requirements
! Improvements in the appearance of the hotel.
! Pay KenSafar a 20% of the clients booking this option.
! Undertake a marketing audit.
Improvements in the
appearance of the hotel
! Re-paint the whole hotel walls
! Give the option of theme rooms
! WI-FI access in all the hotel
! Renew useless rooms into massage
rooms
! Renew the swimming pool and put a
jacuzzi
! Turn the restaurant into a buffet
Undertake a market Audit
! What is a market audit?
! Analysis and evaluation of a firms marketing approach,
activities, aims and results achieved
! When would we make the audit?
! When all the improvents are done.
! Then we will put advertising around travelling agencies of all
around the world.
! After making all this and obtaining our new clients we will
take the market audit.
Marketing
Mix
PLACE
PRICE
PROMOTION
PRODUCT
PRODUCT
BEFORE:
As many days in the hotel as you wanted
(normal hotel)
WE WERE HERE
PRODUCT
7 DAYS IN A HOTEL
&
7 DAYS IN SAFARI
INTRODUCTION
PRICE
Normal room + Safari
! 91,50$ + 30% / per night
! 500$ of Safari
Suite + Safari
! 310,80$ + 30% /per night
! 500$ of Safari
PLACE
! VERY CENTRIC
! PERFECT LOCATION
PROMOTION
! NEW ANOUNCEMENT:
The Imperial has come back
! We will promote ourselves in the travel agencies.
! Travel agencies = target costumers (travellers)
C
O
N
C
L
U
S
I
O
N