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How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: positioning, service excellence and people
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| 3.86 MB | Adobe PDF |
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Resumo(s)
Pestana Hotel Group (PHG)is below the fair share of revenues in the Spanish and French markets, in Portugal. Since proximity travels are the ones predicted to recover faster after the COVID-19 pandemic, Pestana aims to seize the opportunity to attract these consumers. Primary and secondary research were conducted to get a better understanding of the ideal Positioning that PHG should adopt in each of the markets, which served as a basis for the proposed Marketing Mix. The individual report complements the main project, and it focuses on explaining the theoretical concepts and application of three main components of the overall plan: Positioning, Service Excellence and People.
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Marketing Integrated marketing communications Hospitality industry B2c marketing Services marketing Pestana hotel group