Springhill Guest House

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CASE STUDY- SPRINGHILL COUNTRY GUEST HOUSE

1. INTRODUCTION
2. THE BEST TARGET SEGMENT
3. THEIR MEDIA / INFORMATION SOURCE HABITS
4. PREFERENCES BASED ON PREVIOUS PURCASING
5. THE KEY BUYING CRITERIA

1. Introduction
Springhill Country Guest House is a large hotel and conference facility owned and operated by the Jackson Family in Queensland. They have a lot of features such as general hospitality, conferences and orchard. Springhill aims to maintain its current growth and continues to develop and strengthens the Springhill brand. It also adds new product to the Springhill brand.

2. The best target segment
Springhill believes their best segment will be based on a correlation of income and some key lifestyle factors (specific personal interests, hobbies) specific availability and previous similar purchases /trips) By the analysis of the Market Research, the best segment is the Very Busy People (VBP) to Springhill. Usually, they have high interested in food and they feel they are successful or capable of success. Therefore, they look for quality or value, not much consider about the cost. Moreover, they want to have a “special holiday experience”.

Example of Data to be analysed - From the Springhill Country Guest House Market Research Analysis - 1| Resp| age (Years) | income ($K)| Combined Income ($K)| Holidays (days)| Holiday Budget ($K)| Business Trips per Yr| # of Holidays per year| # of times eat out per week| 1| 50| 100| 250| 10| 12| 7| 4| 2|

2| 35| 70| 100| 5| 5| 3| 3| 3|
3| 65| 250| 250| 11| 13| 2| 1| 1|
4| 40| 65| 95| 7| 4| 4| 2| 3|
5| 27| 120| 185| 6| 8| 5| 3| 5|
6| 40| 85| 85| 10| 5| 9| 2| 4|
7| 35| 95| 120| 15| 6| 1| 3| 2|
8| 53| 55| 70| 9| 3| 0| 2| 3|
9| 55| 45| 195| 8| 10| 0| 4| 2|

Example of Data to be analysed - From the Springhill Country Guest House

3. The media/information source habits
Through utilizing channels that reach the target audience.
Supplements and editorial, TV and Pay TV/cable Travel and Health programming and online content dedicated to inspiring and informing the target audiences. According to table of <Springhill Country Guesthouse Marketing Research Frequency - Categorical Interests>,. In Media, the table shows different interests between the people themselves and their spouse. The people themselves are more interested in internet. On the other hand spouses are interested in newspaper.

Springhill Country Guesthouse Marketing Research Frequency - Categorical Interests

FREQUENCY - CATEGORICAL INTERESTS|
| | | |
Media| | |
Newspapers| 23| | 26|
TV| 25| | 24|
Internet| 29| | 20|
| | | |
Spouse Media| | |
Newspapers| 30| | 19|
TV| 27| | 22|
Internet| 26| | 23|

4. Preference based on previous purchasing
Springhill has to understand how prospective guests obtain information and make their decisions. * Usually they look for information on websites, travel shows and magazines. * They consult with their familiar relations or experts who have high knowledge about travel. For example friends, family and travel agent can be a consultant. * In making a decision, the person who is involved in the decision-making occupies one of the important parts. Because this will vary according to the situation and whether it is a consumer purchase or an organizational one. * The period which is made holiday choices is important too. * The most important parts are that how they finance their holidays. Therefore it is very important not to forget the previous holiday period.

Springhill undertakes pre- and post- survey cards of guests. When the guests have left, Springhill sends mails and often phones follows-ups not only to gather information but also to show real personal interest.

They can influence repeat sales and what the buyer tells others about the...
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