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Global Marketing Research Project Presented to Mr. Shahid Malik Group Members: Fahad Ali Khan Farjad Iftikhar Usman Riaz Shehzad Ahmed Sultan Haider.

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Presentation on theme: "Global Marketing Research Project Presented to Mr. Shahid Malik Group Members: Fahad Ali Khan Farjad Iftikhar Usman Riaz Shehzad Ahmed Sultan Haider."— Presentation transcript:

1 Global Marketing Research Project Presented to Mr. Shahid Malik Group Members: Fahad Ali Khan Farjad Iftikhar Usman Riaz Shehzad Ahmed Sultan Haider

2 The World of 70 Islands

3 History Geography and Demographics Consists of 29 islands Cuba is located south of the Bahamas, America is situated northwest of these islands and the closest US state is Florida Land area 13,939 km 2 Population of 330,000

4 The capital of Bahamas is the island of Nassau Tourism and global banking and asset managing GDP is one of the best in Continent America and the fourth richest nation there Economic Condition: Moderately Free Unequal distribution of money Educational, health, housing, unlawful immigration from Haiti and Global Drug Trade Culture

5 Political Political and law background similar to that of UK Free National Movement vs. Progressive Liberal party Gray Cliff company is strong enough to cope with any political noise and pressure Economical Richest West Indian nation Steady economic position is due to tourism attraction Tourism inculcates more than 50% of the GDP and has employed the chunk of population Gray Cliff is a famous resort for high profile people and celebrities

6 Social 85% African Bahamians, 13% European Bahamians and 1% each for Greeks and Foreigners Love to rejoice and celebrate 29 islands Gray Cliff offers an experience of a life time for the people who can afford it. Technological Technology available is up to the requirements of a 5 star hotel. New technology is adapted instantly to accommodate people Security Checks, Registers, Accounts are all state of the art

7 Legal British law is followed in Bahamas, so in order to set up hotel or restaurant in the islands, one must comply with all the legal requirements of the law to make sure that the hotel is registered and then start operations.

8 The World of Potentials

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10 Political Economical Social Technological

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12 History Current Introduction

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14 People in higher income group. Disposable income ranging from 100,000 to unlimited. Politician’s, Ambassadors, Tourists. Functional Value and Operational Excellence

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16 Bargaining Power of Supplier Costs for switching Suppliers- High  Availability of Suppliers- High  Food suppliers- High  Overall Demand for Supplies in Industry –High Overall Bargaining Power of Suppliers-Low Bargaining Power of Supplier Costs for switching Suppliers- High  Availability of Suppliers- High  Food suppliers- High  Overall Demand for Supplies in Industry –High Overall Bargaining Power of Suppliers-Low Bargaining Power of Customers Brand Switching Costs- Low to Medium  Standardization- Medium  No. of alternate Brands- High  Pricing- Similar in 5 star Hotels differentiated in other categories. Overall bargaining Power of Customers is High Bargaining Power of Customers Brand Switching Costs- Low to Medium  Standardization- Medium  No. of alternate Brands- High  Pricing- Similar in 5 star Hotels differentiated in other categories. Overall bargaining Power of Customers is High Threat of Substitutes S ubstitute Products- High  No. of restaurants- Unlimited at all levels.  Switching Costs- Low to Medium  Substitutes can be found at any place because of the nature of the product being Food but facilities like event management cannot be found at everyrestaurant or the place where food can be bought. Threat of Substitutes is high Threat of Substitutes S ubstitute Products- High  No. of restaurants- Unlimited at all levels.  Switching Costs- Low to Medium  Substitutes can be found at any place because of the nature of the product being Food but facilities like event management cannot be found at everyrestaurant or the place where food can be bought. Threat of Substitutes is high Existing Rivalry  Number of Players with same target market- Medium  Brand Loyalty- High  Brand Switching Costs-Medium  Differentiation in Services- low  Perceived Differences in Food Quality- Low  Rule of Three and Four- True in this case Existing Rivalry  Number of Players with same target market- Medium  Brand Loyalty- High  Brand Switching Costs-Medium  Differentiation in Services- low  Perceived Differences in Food Quality- Low  Rule of Three and Four- True in this case Threat of New Entrants  Investment- High  Government Policies – Moderate  Exit Barriers- High  Access to input and Supplies- Easy  Substitutes Available- High Overall threat of New Entrants- Medium to High Threat of New Entrants  Investment- High  Government Policies – Moderate  Exit Barriers- High  Access to input and Supplies- Easy  Substitutes Available- High Overall threat of New Entrants- Medium to High

17 A decision for Gray Cliff..

18 Pakistan Cooking Style: Use of Chili Sauces Alcohol: No Alcohol Prefered Food: Chicken, Mutton, Beef, Fish, Bar.B.Q, Desi food“Salan” Weddings: 3 Functions, different “Mehandi Baraat Walima” Prefered Music: Pop, Bhangra in weddings, Trans Normally Rooms Style: Big Rooms. Religion: Islam Bahamas Pakistan

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20 Luxurious room, Dine in, Swimming pool and full Member services Weddings, Concerts, Seminars and other shows Special Gray Cliff Rolling Cigars.

21 Rooms for rent: Guest room, King, = $179 Executive Level guest Room=$350 Executive Level, 1 Bedroom Junior Suit=$450 1 Bedroom 2 room Suite=$550 1 Bedroom Executive Suite, King or Twin/Single Bed=$600 1 Bedroom 2 room Suite, King -$1,031 Event Management: It depends upon the size of the event the prices start from 80,000 Rs to 500,000 Rs Hall Rent: It depends upon the size of the hall and the time to be consumed. Pricing starts from 200,000 – 600,000 Rs.

22 Islamabad. Near blue Area

23 Customers Profile Gray cliff’s targeted customers are price insensitive The income group that falls in target market starts from Disposable income 100,000 to unlimited level. People who are prestige and social class conscious are Gray Cliff’s target market. People who prefer eating food in a comfortable and healthy environment with quality food and services regardless of its price. Promotion Strategies.

24 Positioning Statement “Gray Cliff is a prestigious and luxurious Hotel that provides quality products of food in comfortable environment with efficient and satisfying services with added features like event management and honey moon packages unlike the competitors”

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26 Motivators Rich History. Good range of products. Experience De-Motivators Low brand awareness Lack of local food know how. Heavy marketing research required Settled competitors

27 Prospect Event Management New hotel, New style and customers get attracted. Hazards Competition Law and Order conditions of Pakistan. Lack of research might lead towards the disaster.


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