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(7 sub-questions, total 34 points) AAA Hotels Group is one of the leading hotel chain in Thailand. It has strong financial resources and effective operational management, so it became one of the top three in the industry. Currently, it has more than 10 brands in its portfolio. Now AAA has business major plan to manage 6 growing brands in hotel sector in hospitality industry worldwide. AAA's 6 growing hotel brand are segmented according to customer profiles as below: The brief information for each brand as below: 1. AAA Budget Positioning: "Low-price stopover accommodation" Hotel and service feature: simply basic interior/exterior designed hotel no-frilled and limited services Target customers: budget travelers, bag packers, and short-time stay travelers with limited budget who look for low price and only clean room to stay. 2. AAA Inn Positioning: "Well-being at the best price" Hotel and service feature: good interior/exterior designed hotel with standard services. Target customers: singles, couples, or group travelers with average income level who look for the best price and standard hotel room and services. 3. AAA Inn Plus Positioning: "Multiple distinctive styles for a designer experience at all-inclusive best price" Hotel and service feature: unique interior/exterior designed hotel with standard services. Target customers: singles, couples, friends, or family customer with average income level who look for unique lifestyles and entertainment activities. 4. AAA Best Aparthotel Positioning: "Fully-equipped apartments for greater comfort" Hotel and service feature: Aparthotels for a medium or long stay with facilities available in a house. Standardize service are also included as customer upon request option. Target customers: medium or long stat customers concern of seeking comfortable daily life facilities for routine daily living activities. 5. AAA Heaven Hotel Positioning: " Efficiency and well-being business and leisure" - Hotel and service feature: premium interior/exterior designed hotel in great business center connected location with nonstandard services and amenities supported as well as high-intensity pleasurable experiences. Target customers: Executive business travelers with upper income level who look for the break-down boundaries between work and leisure amenities in cosmopolitan designed hotel with great connected city location. 6. AAA Fine Stay Resort Positioning: "The finest individualized stays and services " Hotel and service feature: Distinctive private extended-stay homes and villas with an unprecedented level of exclusive services. Target customers: millionaires with very high wealthy income level who seek luxurious private rental accommodation and personal exclusive services. 1. From above market information, what are generic strategies that AAA uses to compete in Thai hospitality industry? And give the hotel brand as the example for each strategy. (10 Points) 2. What basic positioning factors for vertical axis and horizontal axis does AAA use to develop the perceptual map for their hotel brands? (4 Points) 3. What is the type of target market selection strategy that AAA uses to segment and target the customers in hospitality industry? Briefly explain your answer. (4 Points) 4. What factors are used to segment the consumer markets of AAA Budget? (4 Points) 5. What factors are used to segment the consumer markets of AAA Inn Plus? (4 Points) 6. What factors are used to segment the consumer markets of AAA Heaven Hotel? (4 Points) 7. Write positioning statement for AAA Fine Stay Resort. (4 Points)