Marketing mix strategy for New Island bar of La Belle Vie hotel in Ha Long bay
Anh, Nguyen Duy (2019)
Anh, Nguyen Duy
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019100719668
https://urn.fi/URN:NBN:fi:amk-2019100719668
Tiivistelmä
The purpose of thesis is to recommend suitable marketing mix strategy for New Island bar of La Belle Vie hotel in Ha Long. The suggestion is based on theories of marketing strategy which includes segmentation, targeting, positioning, marketing mix 7Ps, micro and macro environmental factors. They are considered as the most effective methods to help New Island bar reaching its business goals in Ha Long bay market.
According to thesis purpose, the author evaluated the customer behavior in a bar by online survey questionnaire about habits, hobby, attractive factors in bar and also recommendations for improvement. After analyzing theoretical background, macro-environmental factors such as economy, politics, culture and technology were mentioned to understand how they affect to the development of New Island bar in term of attracting and satisfying potential customers. Finally, marketing mix 7Ps as well as segmentation, targeting and positioning would be implemented to come up with new solutions so that New Island bar could attract more customers and improve its marketing mix activities.
In term of empirical part of this thesis, the data was achieved by reliable sources and academic books. The background information of La Belle Vie hotel and the New Island bar was achieved via its official website, through a personal interview with Ms. Vu Tuyet Nhung, the sales manager of Hong Huyen company. Besides, some of the other information could be showed as personal working experience of the author. Nonetheless, the crucial internal and external factors that affect to New Island bar was described, such as economy, politics, nature, technology and so on.
Last but not least, the survey which gathered customer insights towards La Belle Vie hotel and it also reflected the consumption style currently in Vietnam. Nevertheless, the personal interview which was held with Ms. Vu Tuyet Nhung would help provid-ing more details about business goals, orientation and resolution of New Island bar in marketing mix activities. Finally, the author gave some recommendations which are suitable and matching with current situation of New Island bar so that they can deal with attracting customer’s attention and maximize the profit as well as efficiency in launching bar. The improvements would be variety choices of products, promotional discount, advertising and so on because they are implemented based on mentioned theories earlier.
According to thesis purpose, the author evaluated the customer behavior in a bar by online survey questionnaire about habits, hobby, attractive factors in bar and also recommendations for improvement. After analyzing theoretical background, macro-environmental factors such as economy, politics, culture and technology were mentioned to understand how they affect to the development of New Island bar in term of attracting and satisfying potential customers. Finally, marketing mix 7Ps as well as segmentation, targeting and positioning would be implemented to come up with new solutions so that New Island bar could attract more customers and improve its marketing mix activities.
In term of empirical part of this thesis, the data was achieved by reliable sources and academic books. The background information of La Belle Vie hotel and the New Island bar was achieved via its official website, through a personal interview with Ms. Vu Tuyet Nhung, the sales manager of Hong Huyen company. Besides, some of the other information could be showed as personal working experience of the author. Nonetheless, the crucial internal and external factors that affect to New Island bar was described, such as economy, politics, nature, technology and so on.
Last but not least, the survey which gathered customer insights towards La Belle Vie hotel and it also reflected the consumption style currently in Vietnam. Nevertheless, the personal interview which was held with Ms. Vu Tuyet Nhung would help provid-ing more details about business goals, orientation and resolution of New Island bar in marketing mix activities. Finally, the author gave some recommendations which are suitable and matching with current situation of New Island bar so that they can deal with attracting customer’s attention and maximize the profit as well as efficiency in launching bar. The improvements would be variety choices of products, promotional discount, advertising and so on because they are implemented based on mentioned theories earlier.