The Marketing Plan for Gilligans Backpacker Hotel - Research Paper Example

A MARKETING RESEARCH PLAN Lecturer’s Introduction Marketing is a process that entails developing and implementing plans to identify, anticipate and satisfy the consumer demands for an organization or an enterprise in order to maximize profits. A market analysis main element entails market research to identify and anticipate the customers’ requirements as well as the planning of an appropriate marketing mix for meeting the customer requirements. Marketing research involves recording gathered information about the customers, the products, market and completion of an enterprise and the gathered data is then analyzed and used for informing marketing decisions (Dahl 2010). Marketing research plan is important in setting out how the marketing strategy is going to be put into practice. The marketing research plan ensures that everyone in the business know what is being done and what each member needs to do to make it happen (Clark 2005). The organization The organization I choose to do a market research plan is the Gilligan’s Backpacker Hotel located in Australia in the entertainment industry. The hotel and resort provides a good attraction for visitors all around the world both local and foreign visitors. Most of the tourist either begin or end their tours in the cairns vibes in the hotel. At Gilligan’s hotel, you can drive right into the party scene filled with regular social events and cool people. The hotel is strategically located near the sandy beaches therefore it provides an idle place for visitors to visit (Ooi & Laing 2010). The resort is Australians leading youth hotel resort. Not many aged people visit the hotel. Services offered by the resort include traditional backpacker accommodation rooms as well as hotel rooms. The rooms are fully conditioned with ensuite. Other services available include free linen provision, free airport pickup between 8 am and 8 pm every day, free Wi-Fi, internet café as well as stunning lagoon swimming pools. Entertainment facilities include open deck bars, heaps of plasma televisions, outdoor pub screens and various sporting events. However, very few aged people visit the hotel as the majority of visitors visiting the hotel are aged 55 years and below. It is, therefore, important to conduct market research outlining the collection of information to identify the gap that exists within the market for a new product aimed at individual aged 55 years and above. The market research plan Approach There is an existing gap in Gilligan’s Backpacker Hotel and resort in terms of its provision of services since majority of visitors visiting the destination are aged 55 years and below. An effective market research plan must entail clear objectives that help towards the attainment of the long-term strategic goals (Qian 2013). Thus, the objectives needs to be specific, measurable and realistic to helping in attainment the stipulated organizational goals. The hotels market research plan objectives includes 1. Understanding the customers and their preferences among the individuals aged 55 years and above 2. Identifying new opportunities for the enterprise to grow and increase the organizational profits 3. Monitoring the existing competition within the industry 4. Determining the sales potential of the new products and services Making an initial investigation Before starting to conduct a market research plan, it is important to conduct an initial investigation to determine the information that the organization is expected to get. It is essential to determine whether the sources of gathering information are enough in line with the market research objectives. After identifying the research objectives, it is essential to analyze the market, customers and competitors (Morgan et al. 2009). This entails the type of consumers the organization aims to attract, the spending pattern and preferences of the market, determining the key competitors and how the products to be offered can differ with the rest, how the sales have been doing in the recent days as well as determining the size and distribution of the market (Kok & Biemans 2009). In line with the guidelines of conducting a market research plan, the hotel will make an initial investigation plan to determine the existing gap among individuals aged 55 years and above to meet their needs. Planning the market research Planning for the marketing plan is essential after the initial investigation to help in meeting the enterprise objectives. The plan chooses to utilize primary research approach in gathering the right information. It is also important to determine the time and money that is required in conducting a market research plan and the people to be involved in conducting a market research (Hadcroft & Jarratt 2007). Due to the urgency of the project, the approach chosen allows the relevant information to be collected within a two months period. Therefore, the market research plan will take two months for total completion. 35 organizational members will work under the marketing department to take part in the organizational market research with an expected budget plan of 2500$ to be utilized. Collecting the data / methodology The method to be utilized by the project in collecting information is the primary research approach. This entails gathering information through the organization’s own efforts in line with the objectives. Focused groups surveys and interviews will be used in data collection. Question to be addressed through the primary research approach includes 1. Who are the targeted customers and how can they be reached? 2. What kinds of entertainment services do the target group want or buy? 3. What are the factors that influence the buying decision making for the intended customers? 4. Who are the competitors and how do the operate and what are their strengths and weaknesses? The benefits of primary research is that market analyses can be performed to a specific and desired target group, and the research instruments can be tailored to answer specific questions (Williams 2007). However, the research approach can be expensive, and time consuming if not performed by the organization on its own. In order to ensure efficiency and utilization of lesser time, the hotel utilizes 35 organization members to be involved in the interviews and surveys. Another advantage resulting from the hotel doing the research on their own is that the costs of doing the market research will be kept down as well as provide an opportunity for the organization to understand the market better (Summers 2001). Interviews and customers visits Interview and interacting with customers is of primary importance in the environmental scanning phase of the market research plan. Listening to the customers is importance to help in identifying new product opportunities. Regular contacting with customers helps to monitor the emerging markets trends and changes in the business environment (Safari 2012). It provides an opportunity of exposure to the customers and their way of viewing the world in terms of their own perspective as well as helps the organization to define issues and explore those perceptions in depth. Interviews and visits play a role in the evaluation of the decision outcomes. Moreover, the interviews to be conducted are important in supplementing the focused group surveys to be conducted (Wilhelm et al. 2013). Some organizations are reluctant to asking their customers for interviews and visit for the fear that the customers will be made to feel uncomfortable or inconvenienced. A good way of involving the customers for an interview to reduce the associated awkwardness is offering the customers some form of incentives when they participate in an interview (Driver & Johnston 2001). Therefore, the market research survey will offer some promotional incentive for hotels services among the members who will take part in the survey. Special focus will be put to the individuals who are aged 55 years and above. Focused group surveys Surveys are important in providing factual descriptions on the behaviors of simple perceptions of consumer groups to determine ways of attracting the particular focus group. Focus groups surveys are important in identifying emerging issues and trends as viewed by the customers within a particular segment of the market (Borkan 2010). Focused groups surveys are used in exploring the advantages and disadvantages of several possible themes employed by an organization. They are very efficient and effective in defining, exploring and generating as compared to describing and monitoring trends (Leeuw 2005). The stimulus of engaging in-group interactions entails generation of fresh perspectives to define the differences among various subgroups in the market and explore the consumer’s preferences. Therefore, the market research plan will be involved in conducting focused group surveys to individuals aged 55 years and above visiting the hotel to determine ways of attracting the particular focus group. Casino and the gaming industry A casino is a modern facility that accommodates certain types of gambling activities. The gaming industry provides a great source of entertainment among visitors and is usually built in combination with hotels, retail shopping malls and restaurants. Casino is a facility that is associated to be a source of entertainment among the aged individuals (55 years and above) that can be a great source of entertainment in Gilligan’s Backpacker Hotel (Repetti & Ph 2011). By incorporating a casino in the enterprise, then the hotels will be able to attract different age groups to enjoy facilities in the hotel. However, much debate exists on the social and economic consequences resulting from casino gambling. Conclusion An essential part of the business planning is conducting a market research. To be successful in the enterprise, it is important to run about the customers, the competitors as well as understanding the industry. Market researching involves asking the right questions, in the right manner to the right people. This provides the enterprise with directions and helps the business to stay on top of other competitors. If Gilligan’s Backpacker Hotel utilizes the market research plan appropriately, the business will be able to attract individuals of all age groups especial those aged 55 years and above and maximize on its profits to ensure furthered growth and success. References Borkan, B., 2010. The Mode Effect in Mixed-Mode Surveys: Mail and Web Surveys. Social Science Computer Review, 28, pp.371–380. Clark, S.D., 2005. Questionnaire design: how to plan, structure and write survey material for effective market research. Choice, 42, p.1066. Dahl, D., 2010. How to Write a Marketing Plan. Inc.com, pp.1–3. Driver, C. & Johnston, R., 2001. Understanding Service Customers: The Value of Hard and Soft Attributes. Journal of Service Research, 4, pp.130–139. Hadcroft, P. & Jarratt, D., 2007. Market Orientation: An Iterative Process of Customer and Market Engagement. Journal of Business-to-Business Marketing, 14, pp.21–57. Kok, R.A.W. & Biemans, W.G., 2009. 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