Marketing Strategy In A Bed And Breakfast Industry: A Case Study Of Nihao Taipei Guesthouse In Taiwan.
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Date
2014
Authors
Pow, Lay Hooi
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
This research is to study about the marketing strategy and strategy formulation adopted by Nihao Taiei Guesthouse, a guesthouse with Taiwnese art and culture. Better income has encouraged a lot of people go for a vacation to recharge and relax from the busy working liife. The recent trend showed that hotel is no longer the only choice for the tourists, the acceptance level of homestay are keep on increasing especially in teenagers and budget travellers as well as those who like to make friends and interact with other tourists from other countries.Taiwan is famous with their homestay and also the friendly culture. People now not only pay for the services and environment of a homestay but also the values and concepts carry by the homestay.
Nihao Taipei is being explored and understood from the perspective of market segmentation, market targeting and its brand positioning strategy. 7P’s marketing mix of Nihao Taipei Guesthouse also being examined in order to understand the marketing strategy. Nihao Taipei Guesthouse creates value and competitive advantages through its strategy formulation. Analysis of the case study is conducted using SWOT analysis to determine the strength, weakness, opportunities and threats, afterwards using TOWS to analyze the action plan accordingly. Recommendations are given at the end of the report based on the analysis.
As a conclusion, Nihao Taipei Guesthouse able to improve by defining a new way of achieving business sustainability, building up a better marketing strategy and introducing a comprehensive way of formulating the company strategy.
Description
Keywords
Marketing strategy , in a homestay industry