New Product Strategy

Topics: Hotel, New product development, Hotels Pages: 8 (2593 words) Published: May 21, 2013
Executive Summary
Due to drastic changes in technology, consumers’ requirement, desires, has enhanced the importance of ‘new product’. In order to survive in a challenging globalization environment, every organization is striving for its survival, and their survival is possible due to ‘new product’. The Scenic Hotel is as well. As such a fiercely competitive industry, Scenic hotel have to adapt the environment and make some changes. This report will propose a new product can be developed in Scenic hotel, which is in touch with market needs. The report consists of two parts: the first part pertains to new product development, objectives for new products are determined. It will choose three possible new products/service ideas, which are daily necessities, multilingual staff and family interconnecting room. After evaluation and screening, the family interconnecting room is established. Next step is to give a brief description of it. The second part demonstrates strategy of family interconnecting room, which is mainly target on international families. The second part will provide a comprehensive coverage of proposed strategies that can to be implemented to make the new product idea successful.

Executive Summary3
New product development5
Organization Background5
Three possible new product6
Explanation of idea generation7
Screening process8
Product Description9
New Product Strategy10
Target market10
Positioning statement11
Product Strategy12
Customer Service Strategy13
Pricing strategy14
Distribution strategy15

New product development
Organization Background
Scenic Hotels is one of the two main Scenic Hotel Group brands created out. Nine hotels in the group offer business, family and tourist travellers accommodation throughout New Zealand. Scenic Hotels 4 star plus properties include hotel rooms, apartments and self-contained units. Scenic Hotel Auckland is a part of the chain. It is located in central Queen Street, which is the heart of the Auckland central business district (CBD). The Scenic Hotel Auckland was the city's first high-rise building and to this day has kept parts of its original Art Deco elements. The hotel has a total of 100 self-contained guest rooms, each equipped with a kitchenette. It also offers studios, suites and a penthouse. Standard and superior rooms feature air-conditioning. Order in room service or make use of the kitchenette in your guest unit. The central Auckland meeting venue is located on the top floor of the Scenic Hotel Auckland. The penthouse includes a boardroom ideal for small business meetings. Equipment hire and catering can be arranged on request. Scenic Hotel has its own restaurant and bar (Scenic Hotel Group, 2012).

Three possible new product
First of all, Scenic Hotel can provide some daily necessities to guests who have a requirement of those. Such as toothpaste, toothbrush and 2 pairs of comfortable Scenic-logoed slippers, however, the gusts only need to pay the cost price as a symbolic payment, which is much lower than the stores. Second one is a kind of service, which is to Engage Multilingual staffs to assist gusts during their entire stay a full-time Multilingual staff (At least have three language skill) Chinese speaking Hilton employee will be on staff to answer question, help with the check-in and check-out process, to offer directions to local attractions and much more. The third product should be Family interconnecting rooms which comprises of two rooms. One of the interconnecting rooms is a double bed room, and another one has two beds and some toys inside, which specially offer for children.

Explanation of idea generation
Through observation in internet, such as the hotels booking websites, I found that many guests, especially the international tourists, they usually stay in Hotels without toothbrush, toothpaste and slippers with them. Unfortunately, there are few hotels in New Zealand...
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