Laureta, Ma. Theresa Cielo A.
Victoria Court Drive- in Hotel and Restaurant is a chain of full-service motels catering mostly to the upper income market segment. The traditional market for drive-in-hotels and motels are lovers who avail of one out of the many specially designed “theme” rooms (Japanese room, jungle room, oval office room, game room etc.) for three hours (now called wash-up time). In the early 1990’s, Victoria Court embarked on an aggressive campaign to attract two additional segments of the market: the husband and wife market and the party market. Their mission was to slowly transform their image by communicating to the public that their drive-in-hotels could be used predominantly for legitimate purposes such as for resting, or for group social occasions. They have also acquires Hotel La Corona affiliated with the best western international hotel group.
BACKGROUND OF THE CASE:
* Identify the needs and wants of each of the three segments targeted by Victoria Court. * What will be the strategies should make of Victoria Court to promote their new “theme” rooms for the new market segment? * Who are their main competitors for each market segment?
* The primary target market of Victoria Court is walk-in, free-travelling guests and couples that seek a place with privacy for the purpose of rest and recreation.
CHAPTER 2________________________________________SITUATION ANALYSIS
A, RECOMMENDED SOLUTIONS:
The 4P’s strategy which are the Product,...