UNLOCKING A NEW MARKET: A STRATEGIC MARKETING ANALYSIS FOR URBAN HOTEL THE GOLDEN STORK

Abstract

ABSTRACT Urban Hotel TGS, a recently established hotel in Rijswijk, refined its marketing focus in March 2024 to target young business professionals working in the Netherlands, following an analysis that identified this group as its primary customer base. To engage this segment more effectively, the hotel undertook a comprehensive analysis of the highly competitive Dutch hotel industry using Porter’s Five Forces, which underscored the critical role of customer loyalty. Customer insights revealed a preference for affordable rates, high-value facilities, and strategic locations, with most guests seeking accommodation via Booking.com and Google. A competitive assessment showed that Urban Hotel TGS performs poorly in location but competitively in pricing. To address these findings, the hotel plans to enhance product quality through improved cleanliness standards and customer service, while also introducing promotional packages, such as discounts and themed offers exclusive to its website. This revised marketing strategy is anticipated to positively influence key areas of the business, including organisational development, financial performance, supply chain efficiency, and sustainability practices