This part of the project requires you to apply your skills and knowledge to profile a target market
or market segments in accordance with a marketing plan and to develop market positioning
strategies. To do this part you need to read the case study on Grand Hotel Group that is provided
in the Additional Information at the end of this assessment document.
Research the organisation, Grand Hotel Group in the case study and prepare a written report of
about 1000 words.
a) Explain how you will identify appropriate market segments for Grand Hotel Group into new
b) Enlist different sources of consumer data and information for segmenting and profiling markets
to meet the requirements of the marketing plan for hotel business into new markets. Determine
the process of segmenting the market as per the identified criteria.
c) What will be your review strategy to measure the usefulness of your selected segments in terms
of factors such as size, potential, distinctive needs, and easy identification of members or
distinctive media use patterns?
d) Determine your selected market segmentations on the following components:
a. Attractiveness of a market segment
b. Capability of the organisation
Continue with the report in Task 1 and using the information provided in the case study on Grand
Hotel Group complete this task.
a) Describe key approaches to entering into a new market for your product and service (Grand
Hotel Group). Evaluate your marketing approach that meets the market conditions and consumer
b) Define and describe the target market in terms of the potential users and using appropriate
c) Based on your product and service expansion plans into new markets identify
available strategic marketing options and select targeting strategies that best meet the
requirements of the marketing plan.
BSBMKG401 Assessment1: Assignment, v2, March 2017
© Apex Institute of Education
Page 6 of 11
Part 1: Checklist and Scope of Submission
Before you hand in Part 1 of your assignment , use the checklist below to make sure you
have completed all the tasks and have included all relevant information.
Explained how to identify appropriate market segments·
Enlisted different sources of consumer data and information for segmenting·
Explained review strategy to measure the usefulness of selected segments·
Determined the selected market segmentations·
Described key approaches to entering into a new market for product and service·
Defined and described the target market in terms of the potential users·
Identified available strategic marketing options and selected targeting·
You are now required to demonstrate your skills and knowledge to profile the target
audience, market and develop a positioning strategy. For this, you will be required to use
demographic or psychographic description, describe consumer attitudes, ensure that the
profiling and positioning strategy meets organisational requirements and submit a
positioning implementation plan.
Using the information from Part 1 and the case study given in the additional information
on Grand Hotel Group you are required to complete the given tasks and present the
findings in a report of at least 800 words.
a) Describe the total market and selected market segments in the form of a consumer profile.
b) What will be your media selection terms in the new markets according to the consumer nature
and characteristics? Establish your media preference in Malaysia for middle class consumers.
c) Describe the categories to measure consumer attitudes towards products and services being
offered by Grand Hotel Group.
d) Establish a process to ensure that profiling meets organisational requirements in terms of
language, format, content and level of detail.
a) Discuss different types of positioning strategies which are available for you to fulfil the
requirements of your prospective consumers in Australasian region.
b) Implement your positioning implementation plan according to your organizational
c) Establish a strategy to document and communicate the plan to relevant personnel with scope
for feedback and appropriate adjustments if required.
Part 2: Checklist and Scope of Submission
Before you hand in the Part 2 of your assignment , use the checklist below to make sure you have
completed all the tasks and have included all relevant information.
Described the total market and selected market segments in the form of a consumer·
Identified media selection terms in the new markets according to the consumer nature·
Described the categories to measure consumer attitudes towards products and services·
Established a process to ensure that profiling meets organisational requirements·
Discussed different types of positioning strategies·
Implemented positioning implementation plan according to organizational requirements.·
Established a strategy to document and communicate the plan to relevant personnel·
The CEO of the Grand Hotel Group is planning to implement several promotional strategies to
attract customers from various demographics. Given below is a brief on one of the promotional
Give away competition for customers who get creative by sticking a best ‘selfie’ at the hotel foyer
wall. The CEO wants to go with a ‘bang’ by advertising this in all TV stations during family watching
times and in the newspapers. He wants to take it to next level by posting the ad in the social media
as well. In addition to the posting the photos onto the wall, he also made a recommendation that
the photos should go onto the hotel face book page. He is hoping that this promotion is targeted
at families, young couple and teenagers. The participants will also take a short survey on their
personal preferences etc. it is hoped that these participants will be targeted in all future give away
or other competitions. The winner will be announced at the end of the year and get a free
weekend accommodation for two in the president’s suite and a free tour package for two.
You have been assigned the task of conducting research on the following relevant legislations,
codes of practices and national standards and how they impact the implementation of the above
Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice
Free TV Australia Commercial Television Industry Code of Practice
Trade Practices Act
Using the information from the above scenario and the information you gathered from the above
websites, you are required to prepare a report of at least 800 words.
Research the information from the above websites and find out how the requirements can have
impact on the selected promotion. You will be providing summary on each legislation and code of
practice listed above with respect to what the management of the Grand Hotel Group should be
mindful of to avoid risks and breaches
Imagine if this promotion is carried out in Parramatta Westfield shopping centre using a different
strategy such as ‘raffles’ and you wish to identify your target participants based on the following
Young people (20-24 year olds)
High income earners
Using the data from Australian Bureau of Statistics (ABS), identify what categories of census data
you will use for identifying your target participants and provide details on why you chose these
Hint: ABS produces community profiles which contain information on demographics in a given
area. Please visit the following website and enter “Parramatta” in the search location text box.
Download the community profile file and extract data. Use this data to provide your response. The
data file will have census information in various categories.
Part 3: Checklist and Scope of Submission
Before you hand in the Part 3 of your assignment, use the checklist below to make sure you have
completed all the tasks and have included all relevant information.
Conducted research on the listed websites to find required information·
Summarised the points for each relevant legislation and code of practice which includes·
information that the hotel management must be mindful of.
Researched and analysed ABS data to complete Task 2 and provided appropriate responses·
Additional Information : Case study – Grand Hotel Group
The Grand Hotel Group started business with one small boutique style hotel in Sydney, Australia.
Over a period of 12 years it has grown to now comprise a chain of 15 hotels across 5 different
countries in the Australasian region. This growth was a result of an acquisition of a small hotel
chain and establishment of some new properties, mainly in Australia. The group employs cultural
specialists and prides itself on its multicultural expertise that assists with its success in welcoming
guests from all regions of the world.
The group is owned and financed by a large consortium of business people and several large
investment companies. It is in a strong financial position for expansion. The Group now employs
1000 staff in full time, part time and casual positions. The Head Office, located in Sydney, houses
the management team for the group.
Vision: The vision for the Group is to expand geographically to provide a quality boutique
alternative in key locations across the Australasian region, while maintaining its reputation for
exceptional personalised service.
Mission: By 2017 the Grand Hotel Group will have a significant presence in all countries in the
Australasian region and aims to open another 2 hotels in New Zealand and 5 in Malaysia and Fiji.
The Head Office of The Grand Hotel Group houses the Chief Operating Officer and the Strategic
Management Team, the Chief Financial Officer and the Finance Department (finance officers are
allocated a number of hotels to service), the Human Resources Manager and assistant (the system
is devolved with HR representatives in each hotel), the Development Team, who manage building
contracts and maintenance, and the Marketing and Sales Team (a team of 15 culturally capable
managers and staff) and the frontline management team that form the main liaison team of the
company. Marketing and sales staff are constantly travelling to visit the hotels and may be
seconded to a hotel or country for 6 months in the period leading up to acquisition or
commissioning of a new hotel.
Most staff employed by the Grand Hotel Group are based in the hotels. This includes Manager and