Marketing assignment
The Inn at Prescott Ranch is a small, boutique hotel located inPrescott, Arizona. It opened in 1998. The Inn has identified themain competition as the Prescott Resort, owned and operated by theYavapai Nation, and the Hassayampa Inn, a historic hotel indowntown Prescott, adjacent to Whiskey Row.
The Inn has 65 rooms on two floors—each with a private balcony.The nightly room rates are the highest in Prescott. The Inn offersa full array of amenities—both in the public areas and in therooms. The Inn offers complimentary van service to the GatewayMall, Bucky’s Casino, and Whiskey Row; and valet parking serviceswith covered parking. There is nightly entertainment in the lobby.In-room amenities include high-thread-count linens; terry robes;organic soaps and toiletries; flat-screen TVs with DVD players; andBose® stereo systems.
The Inn maintains a full bar and has an agreement withWildflower Bakery to provide daily continental breakfast for anadditional charge to nightly rates or included in the Bed &Breakfast Special. Boxed lunches may also be pre-ordered fromWildflower Bakery. The Inn is not “flagged” or branded. Themanagement is highly involved in local organizations. There is anexisting contract with Yavapai College for sponsorship of itsperforming arts series with Paramount Studies for a project beingfilmed in the Prescott area. In addition, the Inn at Prescott Ranchhas been featured on Arizona Highways TV, Arizona Highwaysmagazine, and in the Arizona Republic travel section. TheInn also participates in the local chamber of commerce and tourismpromotional efforts for the Prescott area.
Management is looking for a marketing plan for 2011.
Questions:
1. If you were preparing a marketing plan for thishotel, how would you describe the company, its positioningstrategy, and its value proposition?
2. What do you want to know about themarket—demographics and psychographics?
3. Describe each of the 4Ps.
4. Without doing further research, who is the perceivedtarget market?
5. Does the hotel have a brand image? If so,define.
