Seaside Hotel
Seaside Hotel is an American firm that is located in California in the United States. The company is recognized nationally in the hospitality sector for its high-quality products and services. It was first formed as a fast-food restaurant before it became a restaurant that serves tourists. It was likewise initially known for its amazing burgers, and until currently, the tourists love the Hotel because of its tasty burgers. It has four branches all located within California, and the headquarters of th firm is fund in Los Angeles. The Hotel was founded in 2005 by a man known as John Seaside. It became a publicly-traded company in 2017, and it is usually ranked among the best places to work in in the hotel industry. In 2018, the Hotel got an award for being the best employer and having an excellent environment for customers.
Mission statement
The mission statement of Seaside is to be the most friendly Hotel in the globe through the creating of unique experiences for customers and creating value for them and to influence the communities around us continuously positively.
Products and services
The firm offers products and services for both business and leisure tourists. It seeks to maximize its sales by providing extra services like conference facilities, bed and breakfast and family fun packages. Furthermore, the different products and services that are offered are one of the significant reasons that the customers stay at the Hotel (Lindholm, 2017). The company tells its customers that they will be in paradise when they order their burgers. The restaurant is very popular among tourists for its burgers. The main burger is the All-American Burger which has large patties and buns made by the restaurant. The meat is really tasty, and it is offered with one of the best fries in California. The chef in charge of making burgers has been with the restaurant for close to ten years and pays attention to details. For instance, the flavours of the burger are on point, and it’s juicy. Moreover, consumers can relax and have both dinner and breakfast at the Hotel. Also, the Hotel does not discriminate, and t prepares the meals according to the specification of the customer. Other services that the Hotel offers apart from serviced accommodation are gym, spas and salons, sports like table tennis and swimming pool services.
Market analysis
Market segmentation and target market
The Hotel segments its services based on a unique setting and experience. Also, the customers are segmented according to the bundle of services that a consumer would like and complementary facilities such as additional staff, spa and gym (Yusuf, Syah, Indradewa & Pusaka, 2020). The bundles of offers are dependent on how long the customer would stay and the services that the consumer requires. For instance, consumers who stay for a week or more at the Hotel will be given the hotels famous burger free of charge.
The target consumers are those persons aged between 25 and 57 years. Also, these persons have a high level of income and see the services of the Hotel as a luxury (Yusuf, Syah, Indradewa & Pusaka, 2020). The Hotel targets both local and international services who just want to relax and experiences the high-quality services that it offers. The Hotel similarly caters for those business clients that would like to host conferences, hold meetings, do team buildings or host their customers. These target consumers love the more beautiful things in life and are willing to pay more to get the best quality services available. Finally, these target consumers love unique hotel environments.
Buyer behaviour
The understanding of the reason consumers make decisions is invaluable in marketing and operating the hotel business (Nikolskaya, Kovaleva, Uspenskaya, Makshakova, Lysoivanenko, & Lebedev, 2018). It shows why the tourists choose the Hotel and the decisions that impacted his or her travelling. Various factors impact consumer behaviour, and one of them is their level of satisfaction the higher the customer satisfaction, the more easily it is for the customer to remain loyal and pay for the products and services a higher mount. Others factor is the interaction with employees, how the consumers perceive that they have gotten value for their money and th quality of services.
Competitor analysis
The hospitality sector has many competitors since there exist no barriers to entry. Also, the competitors are either local or international (Du, 2017). Some of the competitors of the Hotel are Intercontinental, Hilton, Hyatt and Four Seasons. A majority of these competitors compete on their brand name, the uniqueness of their accommodation and the quality of services. Other factors that they compete on are the strategic location of the Hotel, how the staffs behave towards the customers, the range of services that they offer and the behaviour of staff. The competitive advantage of Seaside Hotel is that it has a positive brand image and a strong relationship with its customers. Research has shown that the Hotel is one of the most competitive hotel brands in the United States. Additionally, any company can quickly enter the hotel industry, and these new firms put a lot of pressure on Seaside Hotel to innovate and change its way of doing things so that it can become more competitive. These hotels that enter the market are luxurious but offer cheaper prices and new value propositions that have made Seaside Hotel lose some of its consumers. Therefore, there is need for Seaside Hotel to continually enhance its value proposition and review its prices (Du, 2017). The Hotel has focused on building its economies of scale so that it can have lower operational costs hence the ability to make a lot of profits from a few customers. Finally, to deal with competition, Seaside hotel has invested a lot in research and development. The hospitality sector is one of the sectors that constantly evolves and for a company to be profitable, it has to keep up with the trends in the industry. The research helps the Hotel to identify the trends early and invest its financial resources wisely. Also, the research has aided the Hotel to make quick and effective decisions that will enable it to attain a competitive advantage.
Marketing plan
Marketing mix
A marketing mix is a strategic tool important for making both marketing and business decisions (Zhang, 2016). For product, Seaside Hotel is widely known in California for its high-quality hospitality and luxury services. It has four branches, all located in California. It is a tourist paradise and also a solution for business meetings and events. The rooms of the Hotel have advanced facilities, and its menu is one of the best in the United States. Also, the Hotel has exclusive membership discounts and other numerous services such as WI-FI. One can book a room online and will be gladly welcomed to the Hotel at any time of the day. Likewise, the surroundings of the Hotel were carefully selected to enhance the experience of the customers (Zhang, 2016. For instance, one branch is located near a beach, and the surrounding is meant to offer the customers peace and calmness.
When it comes to price, the Hotel has premium pricing policies since it targets the top class in society (Zhang, 2016. The pricing was decided upon after thorough research and the Hotel makes sure that people get value for their money by offering high quality services. In general, it only offers four-star or five-star customer services to all its consumers. The third P is promotion and Seaside is a well-known hotel brand in the hospitality industry in California and the United States. The marketing team focuses on creating strategies that enhance the uniqueness and quality of products and services. One of the strategies is to actively inform its consumers through its social media platforms about the amenities of Hotel and the uniqueness of its burger. Also, the firm does a lot of research about the effectiveness of its promotional strategies and the changes that are needed (Zhang, 2016. The last P is place and the company owns all the places it operates in. the ownership of the buildings has enabled the company to design the Hotel how they believe their customers would like without any restrictions. Further, the Hotel is strategically located near vacation spots such as the beach and airport and this has made it accessible to the tourists.