Anantara Market Study

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Anantara Hotels, Resorts & Spas

Market Study
Anantara Dhigu

Prepared by: Fathmath, Afnaan, Shifaza, Mauroof and Jamsheed

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Table of Contents

1. 2.

Overview .............................................................................................................................................. 2 Anantara Dhigu ................................................................................................................................... 2

2.1. Key Features ....................................................................................................................................... 2 3. Analysis of Customer Base............................................................................................................... 4

3.1. Geographical Segmentation ............................................................................................................. 4 3.2. Behavioral Segmentation .................................................................................................................. 6 3.3. Demographic Segmentation ............................................................................................................. 7 3.4. Anantara Mix Segmentation ............................................................................................................. 7 4. Micro and Macro Environment ......................................................................................................... 8

4.1. PEST Analysis .................................................................................................................................... 9 4.2. SWOT Analysis................................................................................................................................. 10 5. Marketing Mix .................................................................................................................................... 13

5.1. Product ............................................................................................................................................... 14 5.2. Place................................................................................................................................................... 14 5.3. Price ................................................................................................................................................... 15 5.4. Promotion .......................................................................................................................................... 16 6. 7. Marketing Objectives ....................................................................................................................... 17 Lucrative Market – The Wellness Concept .................................................................................. 17

7.1. Recommended Key Features......................................................................................................... 18 REFERENCES ................................................................................................................................. 19

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Faculty of Hospitality & Tourism Studies Module: Principle of Marketing Subject: Anantara Dhigu, Maldives – Market Study

1. Executive Summary
Anantara Resorts & Spa is a leading hospitality brand, which is a member of Global Hotel Alliance (GHA – The world largest alliance of independent hotel brands). The word “Anantara” literally in Sanskrit means “without end” and evokes the freedom. Its first property Anantara Thailand was opened in 2001, they have diversified to Middle East and Asia Pacific having total of 15 properties in 10 years. The company has proven its brand name with its spirit of movement and harmony.

Anantara has four properties in Maldives under its management: Anantara Dhigu, Anantara Veli & Naladhu, which are located in one lagoon with slight variation in targeted group of the product. The fourth...
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