Marketing analysis, Novotel, Novotel La Grande Motte Golf, Segmentation target positioning, SAPAB
Novotel La Grande Motte Golf is based near the golf course of La Grande Motte, a Mediterranean seaside resort, south of France, 25 minutes south-Est from Montpellier.
The hotel belongs to the Company named SAPAB. This society owns two other hotels. One in Paris and the second in Switzerland. Miss Blanc has been the director since 2013. To keep its 4 stars, the hotel has been reassessed in 2020.
There are 60 rooms on three floors. It includes a bar/restaurant and five seminary rooms.
[...] There are residential seminars, including at least one night's accommodation. Habit of stay : Seminars are scheduled several months in advance. They are booked either by the company's sales department or by an agency The average stay is 3 nights. They are present at the hotel during the week, excluding weekends and school holidays. They eat breakfast, Meals include starters, main courses, desserts and drinks and they spend money at the bar. The seminar organiser chooses the hotel according to the location, the quality of the services and the price. [...]
[...] Competitors The competitors of the hotel are mainly present 10km around the hotel. The main competing hotels are Mercure, Golf Hotel, Belambra and Le Prose. Pestel We'll use the SWOT analysis (Strengths, Weakness corresponding to an internal analysis and Opportunities and Threats on an external analysis) based on the PESTEL one to analayze every factor. P stands for political, E for economy, S for sociologic, T for technologic, E for ecology and L for legal. opportunities threats -Membership of Accor hotel: potential clients. [...]
[...] Its location overlooking the golf course is a definite asset. An aggressive communication policy will have to be put in place to achieve the commercial and financial objectives. [...]
[...] -Renovation: a cost that needs to be compensated. -4-stars standards have to be renewed: being aware of the changes. -Not accepting animals. -Depending on the groups for some innovations and new ideas. 7°) Strengths and Weaknesses The Novotel La Grande Motte Golf hotel is part of the Accor hotel group, the leading hotel group in France and Europe and 6th worldwide. This specificity allows them to benefit from the marketing, commercial and strategic expertise of a leading group with an international reputation. [...]
[...] They mainly book directly or via the ACCOR website. The average length of stay is 2 nights. They eat breakfast and meals at the hotel and spend money at the bar. They select the hotel on several criteria: location, proximity to the golf course, parking included. This clientele is very demanding, they want a special welcome and require quiet rooms. They generate a high average price Rates : ALL-ACCOR" members benefit from a 10% discount Non-members pay full rates 4 - Types of customer targeted / Buyer Persona Primary Target "Business" Target / Segmented "Seminary" target / Segmented Secondary Target "Golfer" target / niche 5 - Positioning Statement "Work, Move, Breathe, the Novotel La grande Motte Golf is the perfect place for a successful business or leisure stay all year round." 6 - Positioning map 7. [...]
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