Customer Expectations & Environment Analysis - Essay Example

Expectations & Environment Analysis. Introduction In this report we would like to address issues of an investment team who is planning to purchase the property in Lausanne, Switzerland. They wish to establish a hotel at the site maintaining the external shell of the building. This report will be covering the following areas: Description of the proposed offering.Definition of our suggested target market with justification.Clarification of the broad customer expectations from such a development.

Suggested branding and positioning with justification (including appropriate pricing levels).The propertyThe property itself is located at 45 Avenue de la Gare, Lausanne located next to Lausanne Railway Station which serves suburban, intercity and European lines, including Paris and Milan. On the opposite side of the road there is Metro Line 2, with direct access to Ouchy. In this area lot of offices, shops and museums can be found together with the Old City and other tourist attractions. Bus services with four lines serving the city and suburbs is complements the transportation options.

Many of the rooms in this property have a great view of Lake Geneva and surrounding mountains. Writer 2Benefit/ Needs AnalysisBased on the research and interviews with different population groups we have identified benefits for the potential customers and to further analyze these benefits. The benefits are:Accessibility. Affordability. Ambience (Music/Atmosphere).Social Image. Self-Actualization.Kid-Friendliness.Functionalities.Target segmentationBy assigning ranking values and priorities to this group of benefits and according to our concept we have identified the following targets:Benefit SegmentationCustomer ExpectationsAfter defining the target clients/customers, we determine the customer/client expectations and how we can meet them in our proposed plan.

Lausanne currently offers two extremes. Luxurious PalacesBeau-Rivage Palace and Lausanne Palace & Spa are the symbol of long standing Swiss tradition of ultimate hospitality. B&B/Economy (Ibis, Best Western)Outdated concept of family run properties (B&B) or impersonalized major hotel chains (Ibis, Best Western). Writer 3What we want is to create a space in between where the global glamourous/cool crowd meets the local hip crowd. This potential crowd is served well by the Swiss hospitality.

We offer a space where Swiss efficiency meets the simple, modern and productive Scandinavian customs and traditions, providing convenient locations for lunch and after-work drinks. Environment analysesWe used Google Hotel Finder to scan the competition in the area. We found places with rates as high as CHF400 at Lausanne Palace and places as low as CHF112 at Ibis Lausanne. Our target clientelle is well traveled and well-educated business professionals who are looking for exotic experience(s) rather than product(s) offereing mundane experience(s) and run of the mill environment.

We differentiate ourselves from our competition by creating a novel space. Our hotel will offer rates between CHF130-150 including power breakfast, the most important meal of the day, and more importantly free wifi which not many properties have the facility. But it must be kept in mind that the price(s) will fluctuate depending on the season, day of week, and length of stay etc.Branding and PositioningTaking into account the location of the property, and bearing in mind the target clients/customers/markets based on the analysis of benefits considered by the said clients/customers/markets, we are propose to brand and position our concept as follows:Affordable but uncompromisingAs can be seen from the proposed pricing, we plan to place ourselves between the 5-star hotels and the economy/ budget ones.

However, such a pricing does not mean that we will comprise on the facilities and amenities that are required by our target market. It will be “affordable luxury”, as expounded by chains such as Citizen M, which is familiar to our target markets. As such, the product will look plush but will not be priced as such; it will also not cost the as much to maintain the property as well.Minimal but functionalIt has already been noted that our concept is inspired by Scandinavian cool so clean lines will be maintained throughout the designs and furniture.

Functionality that is required by our target audience (be it connectivity or ease of use) will be the major consideration for us in all aspects in putting our concept together. Writer 4Practical but coolWhile function will remain in place, we will strive to create an atmosphere of cool that is generated by both design as well as the crowd that we will target (viz. local urban professionals). This ambience will be aligned with the look and feel we have planned for the property.Connected but detachedIncluded in our pricing proposition is free high-speed wifi throughout the property which will allow our guests to be always connected, whether for work or leisure.

This connection extends to the social realm with an atmosphere that is conducive to meet both fellow travellers as well as the local populace. However, once our guests close their doors to the rooms, they can retreat into a comfortable space to concentrate on their next work assignment or just relax.Loud but subtleWe will make sure our property is well-known in the city and in the region, if not beyond the shores of Lake Geneva. This amplitude in terms of marketing and image will resonate with the buzz in the common areas of the property as well as our online social presence.

Such loudness will not be vulgar but instead subtle and reassuring.Global but localTapping into the railway station next door that connects Lausanne to Paris, Geneva and Milan, we will draw business travellers that work in regional offices to stay at our property as well as weekenders exploring the attractions the city has to offer. The local crowd that we will draw to our common areas will complement this cosmopolitan character of our guests. Our proposed pop-up dining concepts will further act as a showcase of local talents.

Proposed ConceptThe following are more specific examples of the property’s concepts:Affordable Luxury.Equipped for mobile warriors.Draws in the local hip, in-the-know crowd.Writer 5Comfortable sleep.Technologically relevant (“BYOD”).Plenty of interactive, social spacePop-Up Work Space (for short-term retail, meetings, small seminars etc).Welcome Area/Bar/Lounge.Experimental Dining Space.Health Space.We have provided a pictorial examples of the various parts of the hotel in our slides that were previously provided.Conclusion