Scenario: Imagine that you are a new sales manager for a Marriott hotel in a mid

Question

Scenario: Imagine that you are a new sales manager for a Marriott hotel in a mid-town location. Your hotel is located in the parking lot of a large shopping mall. There are 247 rooms, 4 suites and 20 floors. Additionally, there is over 9,000 square feet of meeting space. The hotel provides full service catering. The hotel has been recently renovated with special attention given to the lobby of the hotel. The city has a convention center in the historic district which is located approximately 8 miles away. As a new sales manager you have been assigned to the SMERF market (Social, Military, Educational, Religious and Fraternal Market). Your location is perfect for weddings and family reunions. Your goal has been set to increase wedding/family reunion revenue by at least 10% over the previous year.

What strategies would you use to identify leads in these areas?

What research methods should you use to better understand the weddings and family reunion markets in your location (city)? And why?

In your opinion, which positioning options would be most valued by wedding and family reunion groups? And why?

Explanation / Answer

To identify the leads in the specific area I would follow statistics available over registration of venues in last year. This type of approach would provide me information about the choices and preferences of the people and setting up the analysis approach would help me to maintain high quality standard in operational activity determination for the best available approach for getting the leads in the specific area. Contacting the agents and hiring agents on commission as well as having understanding of the online structure of booking for the venues would also be an appropriate approach to get specific leads for improving the overall outcome of the approach for getting the leads from the specific region.

Using quantitative methods by assessment of overall weddings happening in the city as well as their preferences would be the most appropriate way of determining the overall impact of wedding season on the bookings. As usage of the online monitoring tools such as hotel booking websites and available statistics would also be Amen approach in providing quantitative analysis of the specific scenario for improving the overall impact of service provision in the specific region. Looking at the statistical data gathered by different hotels and assessment of the criteria regarding total weddings happening in the city would also be a main factor for improving the understanding of better approach for implementation of new Strategies for the convention center.

Positioning the convention center as a cost-effective place for which occasions as well as providing better customer care service at lesser price and creating a cost differentiation technique will be the most appropriate way of placing the positioning of options for the wedding and family reunion groups. Add this group are usually finding for a budget friendly area, providing and solution would be the most appropriate way of improving the overall revenue generated by the specific place.

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