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Marketing Assignment
M&S Motels Corporation
LAARABI SIHAME
CONTENTS
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ABSTRACT
This paper is a marketing project that is going to talk about M&S
Motels Corporation, starting from the competitive products in the
market, marketing analysis, environmental analysis, SWOT, and the
five forces analysis, to the conclusion, describing and explaining what
distinguish this product/service from the other services, and what
makes it unique in Morocco
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INTRODUCTION
The word Tourism is defined as The temporary short-term
movement of people to destinations outside the places where they normally
live and work, and activities during their stay at these destinations; it
includes movement for all purposes, as well as day visits or excursions.
(Holloway, 1987, p.2 and 3)
Morocco is one of the rare Arab countries that dont have oil and
gas resources; Moroccos economy is mainly based on agriculture and
industry. Indeed, these two sectors cannot constantly provide the
Moroccan government with needed and expected incomes; besides,
they are unable to solve Moroccos crucial social and economic
problems such as unemployment and poverty. The countrys strategic
geographical situation and unique natural assets encourage the whole
society to see tourism as the future economic sector that society can
rely on. Consequently, the government sacrifices a great budget and
energy to develop tourism.
The society is making much effort on strengthening the touristic
side of Morocco by working on a new strategic activity of vision 2020
that it aims to get Morocco into the worlds top twenty destinations
and a model of sustainability in the Mediterranean destinations.
Since Morocco is working on a step forward in tourism, motels
would surely be needed in a country that is willing to receive a big
number
of
international
and
domestic
tourists,
M&S
motels
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2. Rif Motel:
Rif Motel
It is 4km away from the center of Ouezzane city, allow its visitors to
rest under a green area characterized by the beauty of the landscape
and the serenity of the countryside. The Motel has a Rif infrastructure,
[] twelve rooms that have windows on either the pool or the
surrounding hills, 4 air conditioned apartments for large families or
groups who prefer to have the opportunity to cook and have the
comfort of a home, a caf-restaurant offering drinks and Moroccan
dishes from organic products of high quality and at reasonable
prices; a swimming pool; Prolonged outdoor terrace with a space of
500 m2 around the pool, a spacious parking that can accommodate
several cars and even coaches.
The visitors are not all satisfied with this motel, but most of them found
it simple, calm, since its encountered with green areas, along with the
tasty Moroccan dishes.
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security
A playroom will be there too for kids, well chosen games for the
safety of children
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MARKETING ANALYSIS
The marketing toolkit:
The product/ service:
Every day, thousands of people travel, either for business, paying a
visit to someone or just for the pleasure of traveling and discovering
new areas in their country; but sometimes it happens to be a very long
way to get their destination, thats why M&S motels Corporation is
planning to build motels in Morocco for the good of travelers, to get a
rest from driving, and enjoying the luxury service in our motels.
There are many features that make M&S special:
All visitors will have a free car check/ repair, in case damage
happened to the car while traveling, noticed or not, our
mechanic experts will take care of it for free.
All rooms are well arranged and equipped with superior quality
carpets and luxurious furniture and fittings; and provided with
wifi, smart TVs, hot water, air conditioner, and wide windows
for a beautiful view.
There will be no suites or VIP rooms, so customers will be
having the same service quality.
People who will work in the motel will be chosen carefully
according to their high experience
A big covered pool, so visitors will have the ability to swim
even if the weathers not so good
A gym for customers who like to stay in shape in holidays
Our motel will take care of laundry
The motel have its own restaurant, offers international food,
and the breakfast is for free, also in Ramadan days, there will
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Place:
Price:
Promotion:
The promotion of the motels will be wide, beginning with big boards
with a picture of the motel and its name M&S, the phone number
of its according to the city where it is situated, so each city will have
its own phone number, and the website of the company
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ENVIRONMENT ANALYSIS:
Macro Environment Factors:
Demographic forces: The product/ Service, M&S is offering is
mainly directed to people who like traveling, either tourists or
local guests; that makes the market segment wide.
Small families, couples, friends, or even people who prefer to
enjoy life alone, will find M&S motels very comfortable and
relaxing to stay in.
Economic factors: Compared with hotels or Riads, M&S
motels prices are very suitable, in addition to the free
services the motel is offering, no doubt that customers will be
very happy with it.
Social and Cultural forces: it is possible that Morocco is
substituting motels by Riads, but they are actually expensive,
thats why motels should be in Morocco. M&S motels will solve
the equation by offering a mixture between all what is
Moroccan and international, so that all visitors, either local or
tourists will feel comfortable while being in M&S Motels.
Natural/Physical forces: the spots where M&s Motels will be
situated are mostly surrounded with green spaces, different
kind of trees, and beautiful gardens full of diverse flowers and
herbs.
The M&S motels will also have a specialist in agriculture to
make sure of the gardens and natures are not affected by any
kind of pollution.
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SWOT ANALYSIS
Strength:
As its been mentioned many times before, motels will
be existing in Morocco for the first time, and this is an
advantage for M&S Motels Corporation
M&S Motels are offering a very good service based on
hiring highly experienced people, who will take care of
the customers and make sure they feel completely
happy about the service
The prices M&S have are very suitable, plus the services
that are offered for free, like the cars check/ repair, the
laundry service, and parking
The factors that make M&S Motels special, and a good
place to enjoy are many, amongst them: the high quality
of service, the fact that motels will be in Morocco for the
first time, the access to gym and the covered pool, the
beautiful view of the landscape around it , large family
style rooms
The existence of international restaurant
Weakness:
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Opportunities:
The large space around M&S motels, that allows it to
expand more, and add more attractive leisure items like
playgrounds, and other sports field
The possibility to add more rooms
Customers have the ability to comment about the motel
using the website of M&S Motels Corporation, and
changes might happen according to the comments
Threats:
M&S Motels might face several threats:
If new motels will be built, there
will
be
more
competitiveness
If customers dont like the increase of prices
The competitiveness between M&S motels and Moroccan
Riads
Suggestions:
To improve the quality of M&S Motels, the light should be shed
on the weakness and threats that might be an obstacle in the
successful of the project.
When new motels are built, the way M&S promotes to
the Motels will have to do better to attract
customers
The prices should increase slightly and only during
summer
The free services will be offered only to the first 100
visitors
VIP rooms and suites should be added
Customers should pay for membership to get access to
the gym and the pool
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more
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REFERENCES
2016].
Anon, (2016). [online] Available at:
https://broganwest94.wordpress.com/2013/10/25/micro-
17 Jan. 2016].
Irani, Z. (2012). Journal of enterprise information management. [Bradford]:
Emerald.
Kotabe, M. and Helsen, K. (1998). Global marketing management. New
York: J. Wiley.
Kotabe, M. and Helsen, K. (2010). Global marketing management.
2016].
Montgomery, C. and Porter, M. (1991). Strategy. Boston: [Harvard Business
School Press].
Relaisraselmaa.com, (2016). HOTEL RELAIS RASS EL MA. [online]
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