Marketing Strategy Essay Example | Topics and Well Written Essays - 1750 words

Marketing Strategy - Essay Example Marina Bay Sands targeted the ‘Meetings, incentives, conventions and events’ and business travellers as their major markets but the hotel is now aiming at the family and leisure markets as well. The hotel appears to be entirely matching with regard to their products, experience offered and their facilities. For this reason, they appear to be attracting and containing quite distinguishable market segments. Therefore, for future markets, the economic growth and population growth in China implies that China is no longer a huge and poor market. Marina Bay Sands like many other companies should now try to locate and target the most outstanding market for them (Jauhari and Rishi, 2012). This is because previous studies of China economy have not entirely acknowledged the remarkable growth of the middle class. Research done using data from Asia Pacific and MasterCard Worldwide showed that middle class reached 87 million by 2005 from just about zero ten years ago, and is expected to rise to 340 million by 2016. This means that the middle class will occupy the 60 percent of China’s urban households by 2016 which already clocked 39% by 2006. The other markets that constitute notable target include Malaysia, India, Indonesia, Thailand and Vietnam (Cui and Song, 2009:38-41). Over the years brand positioning has also been an essential part of marketing strategy and thus, the hotel industry has accepted and embraced its value in marketing and in particular when there is extensive brand segmentation. Just like several others Marina Bay Sands has developed multiple brands in order to serve multiple market segments (Burkard, 2011). This strategy of segmentation involves the idea that the brand name is a component of the process of illustrating tangibility to what basically appears intangible. This provides a shorthand way of setting up a particular property’s value when a customer is given significant information about the service or product. With resp ect to this, the brand’s quality is based on the awareness of the potential quests, their perception of the quality and the overall satisfaction of the customers. This concept that brand positioning provides added value to both the hotel and quests, is what a reasonable growth of brand positioning relies on. When hotel brand is managed well, the hotel tends to get a rising market share from a corporate strategy point of view. Cai and Hobson (2004) say that a brand can create a distinguishable identity by establishing a given set of promises to its customers where functional features of the products are not considerably differentiated. A personality that a brand creates may be relevant reason for a consumer to select one brand over the other. A brilliant brand personality is likely to make the brand more tangible thus reducing the intangibility associated with the hotel industry. Since there is the idea that brand positioning creates a personality for an intangible unit it is, therefore, related to the consumer emotions. Burkard (2011) explains that these emotional connections to a brand come about in part from the promises mentioned above. This means that the customers rely on brand names so that they can minimise the risk that is associated with unknown brands. Therefore, the hotel’