Name : Harry Kurniawan

Marketing Management (Resume and Analysis Case Assessment of Consumer

Preferences)

1. Background of the case:

Every country facing a globalitation era, and they need to boost their
economic growth. Hospiltality Business played a vital role in providing
support for this economic growth. India is one of the countries that took
part in efforts to increase economic growth.
According to Travel and Tourism Competitiveness Report (TTCR) 2011 of
World Economic Forum, India was the 68th country in the list of the world
attractive destinations. With this condition, the Hotel Industry was booming
in India. This is in line with the Government of India policy to boost travel
and tourism with a campaign like Incredible India and Atithi devo bhava
(Guest Become God). It gives the chance for Indian players and foreign
players who entered the Hotel Industry to started expand their business,
including KHR.
2. Product Information:
Kiran Holiday Residency (KHR) is a chain of hotels and resorts based in
Hyderabad, India, had been in the hotel business since 1990. KHR focusing
in customer satisfaction by giving a quality of food, pleasant and enjoyable
ambience to provide a unique experience to customer, the cuisine offered
a perfect blend of traditional and modern tastes at affordable prices, and
KHR have a highly motivated youth to work in the organization.
3. Business/Industry Situation:
Business situation that occurred in the India hotel industry is very
supportive to the players of the industry. According to the World Travel and
Tourism Council, the hospitality industry in India was growing at a rate
8.8%. and according to the experts, as of 2010, there was a shortage of
around 150,000 rooms in India, which had led to an increase in room rates.
And also the growth rate would increase further in the future considering
the number of rooms that would be required by the hotel industry.
4. Competition Situation:
The competitive situation happens to be very competitive, because not
only the major Indian Players but also the foreign players who entered the
hotel industry through joint ventures. InterContinental, the Taj Group, the
Oberoi Group of Hotels, the ITC Welcome Group of Hotels, The Park Group
of Hotels, Le Meridien Group of Hotels, and the Welcome Heritage Group of
Hotels were some of the major hotel groups in India and others foreign
players.
5. Marketing Mix:
Product

Name : Harry Kurniawan

Marketing Management (Resume and Analysis Case Assessment of Consumer
Preferences)

Brand Name: KHR already popular in the region for its hotel and restaurant
services.
Quality: Quality food given by restaurant to fulfill customer satisfaction.
Service: Restaurant ensured a pleasant and enjoyable ambience to provide
unique experience.
Features: Cuisine offered perfect blend of traditional and modern with
affordable price. A complimentary breakfast for the customers. Additional
features like SPA, laundry, pool, gym, etc that has not been mentioned.
Price
List Price: List price should be mentioned to inform a price for room, food,
and another services.
Discounts: make a discount price for stay in Weekends and Public Holiday
to make a differentiation from others.
Promotion
Advertising: make some advertising in social media, mass media, and
banner.
Direct Marketing: doing a direct marketing to corporate customer to
offering discount for meeting room, discount room for corporate employee,
and discount for restaurant.
Public Relation: make a relation with some institution, such as education,
government, etc.
Place
Location: placement in strategic location.
Transport: have an accommodation for pick-up or drop customer from
airport or others.