About this Assignment

For this final project, you will need to analyse a hotel chain's preliminary entry strategy into the Guyana marketplace and prepare a marketing research plan/proposal for their team.

Read the Hotel's case study information noted below. As the consultant group for the company, you are tasked with researching the hotel industry in Guyana and the current market situation, plus providing a marketing research plan that can assist the company with their entry strategy into the Guyana market. Specifically, they want to know which target audience to focus on including food preferences, technology expectations, amenity offerings and public space configurations. In a paper of at least 2,500 words, be sure to discuss the following, using research and evidence from sources to support your plan:

1. Determine the research problem

A. Provide a case background and business situation.

B. Share your research objectives and questions.

C. Identify what role your research should play and communicate how the plan will benefit the company once commissioned.

2. Briefly Identify the background information

A. Collect hospitality and hotel market, industry, and trend data.

B. Identify target audience viability and customer preferences.

C. Research hotel technologies and public space information.

Use outside and credible sources including refereed journals, trade publications, research studies, and similar secondary sources - APA format. List these on a Works Cited or Reference page at the end of the marketing research plan.

3. Select the research design

A. Explain types of research to be used.

B. Discuss the research specifications, sampling strategy, sampling size and data collection methods.

C. Address any ethical considerations.

4. Evaluate the research design

A. Data analysis - Provide a thorough analysis plan.

5. Communicate the impact

B. Discuss potential limitations in the study.

B. Provide conclusions.

C. Provide a Gantt chart detailing the expected stages of the project and the timeline to complete each stage.

Case Study

A boutique hotel company has plans to open a new major hotel in Guyana. You are tasked with the preparation of a comprehensive marketing research plan that will provide the Hotel with the necessary information to be successful in the new venture.

The hotel is committed to innovation and believes that the key to success in the highly competitive travel industry is to respond to changes in consumer demand. They want to understand the consumer mindset related to ideal overnight accommodations, technology needs, and guest expectations. They are committed to responding to consumer preferences by making the boutique hotel something unique with reimagined public spaces and customized services.

The Director of Marketing is interested in learning what the business can do to create consumer interest and demand in Guyana, particularly with the projected influx of new hotels in Guyana. The company believes that consumers want authenticity and on-demand delivery in their travel experiences. They also believe there is real opportunity to target travellers who are visiting Guyana for business related to the growing oil and gas industry. is However, although they would like to target this particular niche, the executives still believe that they can also focus on younger tourism and leisure travellers, as well as the facilitation of smaller events. They hope the research will help identify and define a clear target customer.

The Director of Operations notes that food services are key to building a successful property. He thinks the hotels should have localized menus and use locally-sources food. However, the CFO thinks the expense of localizing food offerings and potential supplier shortages will not be offset by additional revenue and supports a standardized, international menu.

The CFO adds that consumer preference can be efficiently built through the creative use of technology to include artificial intelligence, mobile applications, and advanced analytics in order to adapt to customer behaviour in real time. Although he is not sure how consumers want technology to be used by hotels. The executives agree that integration of technology is essential but notes that consumers have some privacy concerns as well.

One area that all the executives agree on is that the property will be designed to conserve energy and water - to be a 'green' property. This is something they is of increasing value to consumers, and it reduces operating costs.

The executives explain they plan to open multiple hotels under the brand in the Caribbean. The real estate for the new hotels has already been purchased but the hotel design can be changed based on the research.

The property will have 65 rooms, public spaces, meeting facilities, restaurant, bar, and other amenities such as a business centre and fitness room. The design of the public spaces and amenities will be based on consumer preferences discovered in the marketing research.

The hotel will be from three to six stories depending on specific site requirements and includes on-site parking. Parking will be free and valet parking service will only be offered at the location.

Each hotel will have 55 standard rooms (285 square feet each), and 10 larger suites ranging around 650 square feet. Standard rooms will include a bedroom with a king or two queen beds, nightstands, dresser, small desk with chair, upholstered chair and ottoman, sofa, standard closet, and bathroom with shower, sink, and counter. Rooms will be equipped with a TV, phone and other yet to be defined amenities.

Room rates will be localized by market and change based on demand to maximize revenue. The hotel will be designed to incorporate personalisation although what and how the customer experience is personalised still needs to be defined.