MARKETING REPORT
Introduction
The main aim of creating a business is often associated with the need to make profits; however, as dynamics shift, the company focusses on other factors that determine its profitability aspect. With the advancements in technology and shifting business trends, the marketing environment in businesses changes drastically to incorporate these fads. Customer relationships are quite crucial for the growth of any market; however, precise internal and external issues impact on the ability of a company to develop sustainable relations in serving consumers. These factors are known as the marketing environment and are essential in determining the sales progress and competitive advantage of a company (Luenendonk, 2019). They also decide how well companies can get feedback from their clientele on ways of improving their commodities. This essay aims to elucidate the roles of marketing in Alila Jabal Akhdar hotel based on the SWOT analysis; a brief background of the hotel will also be highlighted.
Background
The tourism and hospitality industry is considered to be amongst the most prestigious sectors with luxurious businesses that yield high returns. In 2014, Alila Jabal Akhdar hotel began operating in Oman. It is one of the subsidiaries of the Oman Tourism Development Company (Omran). The hotel offers its customers a magnificent landscape beauty, accommodation, restaurant, and bar as well as other wellness features such as spas. High-quality standards are maintained in this international hotel with an emphasis on class and leisure being the top priorities. It seeks to give its customers a breathtaking experience from its twenty-two mountain views, sixteen ridge views, and eight Jabal terraces (Made, 2015).
The customer’s experience is geared towards attaining emotional, truthful moments based on their knowledge of the hotel’s services. Based on feedback from customers on the trip advisor websites, most clients rated their experience at the hotel as extremely excellent and recommendable based on the views, staff, and local experiences they had (advisor, 2020). Their services are considered to be five stars rated, meaning they offer the best in terms of quality and value for customer’s money.
SWOT Analysis
Strengths
Alila Jabal Akhdar hotel is built in a mountainous area with a comprehensive view of ridges, mountains, and pools. The facility is constructed in a manner that sustains the rich Oman cultures with significant traditional décor as well as furnishings. This hotel is located on a two-hour drive from the Muscat International Airport (resort, 2020). This makes it convenient for clients who are coming from other regions to travel less by road and hence saves their time. The hotel has won many accolades in various fields in the tourism sector, showcasing its excellent performance in customer services.
Weaknesses
The hotel is located in an isolated location, which affects its accessibility; the rough terrain in the region makes it even a steep journey. Convenience is only through four-wheel-drive cars, and no other vehicles are allowed (resort, 2020). Due to the hotel’s location, guests are required to be extremely careful of their children by ensuring they are always supervised.
Opportunities
The hotel is located in the Nziwa region, which is near the UNESCO Bahla Fort, the Nziwa fort, and the souk hence can attract even more tourists who come to the area. The hotel is a unique feature located 2000 meters above sea level in the country; therefore, it can maximize this feature to attract more customers.
Threats
There are numerous hotels in the country which offer other better services and experiences to clients hence create competition for the Alila Jabal Akhdar hotel.
Role of marketing in Alila Jabal Akhdar hotel
Marketing plays a significant role in establishing business-customer relations, which promote the sale of services and products efficiently. It gives businesses the confidence to launch new products and develop better commodities based on customer feedback. For Alila Jabal Akhdar hotel, marketing has created a consistent brand image that attracts even more customers over time. The marketing environment for the hotel has mostly been external forces that affect how the company operates in providing goods and services. The hotel has been successful in establishing a good relationship with its clients hence building a competitive advantage over its other competitors. Marketing aims to give clients value for their money; the hotel promises to deliver a solitude natural serene environment that is free from the fast buzzing city life.
Meeting customer needs is quite important in determining their consistency in purchasing a business’s services or products (Brenner, 2019). The hotel has been able to satisfactorily provide a wide range of luxurious facilities such as spas, cuisine options, and authentic views, which give the client extraordinary exposure. The company has been able to significantly rely on its unique location to attract more clients while offering to sustain a rich Oman culture. Based on the reviews of the hotel’s clients, the company has been dutiful in responding and working on the complained areas. For instance, it has increased its menu options to cater for all cultures as opposed to its initial main emphasis on Oman cultural cuisines only. Based on the hotel’s strengths, it can maximize them to widen its market by capturing accurate pictures of the place and using them for marketing the hotel on social media platforms.
Digital marketing for the hotel by creating content for social media will increase the hotel’s economic growth. This is due to the increase in demand the facility will get for its services. One of the threats the hotel faces is competition from other hotels in the region. Through robust marketing schemes, the hotel can be able to face competition and remain profitably sustainably. Marketing to increase competitive advantage will mainly include showcasing its premium goods and superior services based on its strengths (Bradley, 2019). For its price ranges, the hotel ensures that it offers excellent product offerings based on its premium pricing. Marketing creates the utility of a product by emphasizing the ability of the product to satisfy wants. Based on the hotel’s location and spectacular views, it creates efficiency through promising clients’ breathtaking experience.
Conclusion
Marketing forms the basis of building a brand image and motivating more purchases of a company’s products or services. Despite factors arising from the marketing environment to disrupt customer-seller relations, effective utilization of marketing strategies makes it possible for businesses to make profits. Based on SWOT analysis, marketing aids in maximizing a company’s strengths and opportunities to eradicate the threats and weaknesses displayed. Alila Jabal Akhdar hotel aims to be amongst the best hotels in the region; hence based on its reliance on marketing to increase revenue and attract more clientele, it becomes a sustainable business.
References
advisor, T., 2020. Alila Jabal Akhdar. [Online]
Available at: https://en.tripadvisor.com.hk/Hotel Review-g10046289-d6418408-Reviews-Alila Jabal Akhdar-Jabal Akhdar Nizwa Ad Dakhiliyah Governorate.html
Bradley, J., 2019. Seven functions of marketing. [Online]
Available at: https://smallbusiness.chron.com/seven-functions-marketing-56980.html
Brenner, M., 2019. The future of marketing and the changing role of the CMO. [Online]
Available at: https://www.google.com/amp/s/marketinginsidergroup.com/strategy/the-future-of-marketing-and-the-changing-role-of-the-cmo/amp/
Luenendonk, M., 2019. Marketing environment: Explanation, components, and importance. [Online]
Available at: https://www.cleverism.com/marketing-environment-explanation-components-and-importance/
Made, T., 2015. Alila Jabal Akhdar Nizwa, Oman. [Online]
Available at: http://www.travellermade.com/hotel-partners-africa-middle-east/alila-jabl-akhdar-nizwa-oman/
the resort, A. h. a., 2020. About the destination. [Online]
Available at: https:..www.alilahotels.com/jabalakhdar/destination