Could you make positioning statement for this analysis?

Targeting Strategy:

One of the main aspects of marketing is targeting because it should be known to whom we are addressing the product or the service which also helps us to easily gather data. Hotel marketing is really important on their customer service, as hotel marketing heavily depends on the customer feedback as technology improves. So, what to do to have a decent positive reviews and feedback from customers, which also promotes other people to book a room in that hotel. It is about making hotel as much attractive as possible to gain new customers. Many people dont like hotels that much as apartments are more affordable, but how hotels encounter this issue? If a hotel can market themselves decently, put an affordable price and make everyone feel like they are on paradise then customers mind will shift from pointed issue. It should be pointed that technology has dramatically changed the market, making it more competitive and easier for customers to choose. Four Season Hotel has improved their digital marketing and one of top in websites such as TripAdvisor and Booking. Because Four Season knows they need to be everywhere, keep up with change and promote themselves as much as possible. Data shows that abandonment of booking hotels is 75% mainly because of people are easily distracted. (Whitney, 20120) What differs our hotel from others is the remarketing strategy, popping a lot of ads just to remind customers they would make a right choice if they would choose us. Moreover, our hotel ensures that they are targeting the right audience. As located in a very eventful country, Four Season made such that a lot of honorable guests from around the world wants to stay there. It is mainly because of its location near the Caspian Sea and Boulevard, easily accessible place where you can get to main city points, and its high customer service. It is a place to live like kings and that is what customers want. Another point is that Four Season is a world-wide brand which enables Four Season Hotel Baku to attract a lot of luxury guests around the globe for big events such as Formula 1 and Euro League 2019. As we have 2 segments which are demographic and psychographic. As it is a luxury hotel, it mainly focuses on the foreign guest which come to Azerbaijan for big events or diplomatic missions. As Azerbaijans diplomatic missions occur consistently with European and Commonwealth of Independent Nations the demographics of guest mainly consist of Eurasian origin. As Eurasian countries and people actively participate in sport and cultural events, this fact furtherly confirms the previous statement. Psychographic targeting of our hotel is based on luxury. As theory itself states, our hotel concentrates on luxury care, high customer service and its location which is on the same area with most of luxury brand shops. It is also home to a luxury restaurant-bars like Zafferano Italian Restaurant and Baku Fine Dining Italian and Cigar Overall. Hotel also resembles modern and European culture which attracts a lot of customers. These marketing strategies helps Four Season Hotel Baku to create and target special groups. The more specific they are with their segmentation the easier to find high paying customers. And that is what our model hotel does!

4. Positioning

4.1 Perceptual Map

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Above you can see the position of our hotel in the market based on price and quality. In this spectrum we can observe that Brand 5 is the best option, however quality does not consider the location which is also essential variable during choosing hotel. Brand 5 is Badam d'Art Boutique Hotel and it is satiated 2,5km from center, and based on reviews of previous commers it is hard to commute to center and other main landmarks.