Reference no: EM133318902
Assignment:
For this task, you must assume the role of a Marketing Manager for a Hospitality company of your choice. A short five-minute presentation, in a boardroom setting, to the CEO of that company. The presentation will focus on setting out the future marketing plans for launching or relaunching an existing product or service. You, the marketing manager, must explain and pitch to the CEO the new advertising strategy of your selected product with clear evidence from theoretical application to support your justifications.
The chosen company is The Ritz-Carlton: Luxury Hotels & Resorts and the product/service is to get the hotel into augmented reality by using the Consumer Behaviour Model (for example: when the guest check-in the hotel they will download an app that will offer them access to a map of the hotel to find their room or other facilities that the hotel offer by using augmented reality, a tutorial inside the room in case they don't know how to use some products or where are that products, access on the menu for each day and how it's looking, and the touristic attractions that are around by using the phone it can give you information about what you see, it can also help people with disabilities) (How can the hotel adopt this new technology by using the Consumer Behaviour Model?). For this task critically evaluate the 5 stages of the Consumer Behaviour Model (Buying Decision Process) by Engel, Blackwell, and Kollat (1968), by using one theory for each stage, from the ones related below.
Problem Recognition: What original problem did the selected product solve? What other future problems can the product also solve from a consumer behaviour perspective?
- Maslow Hierarchy - what level of the hierarchy?
Information Search: Where should the consumer search for this information? Where should the product advertise?
- ELM - Central and Peripheral Cues
- Motivation and Consumption Motives
Evaluation of Alternatives: What other competitive product options are there in the market and what problems do those alternatives solve in terms of psychologically for the consumer?
- Perceptual Map
- Competition
Purchase Decision:
- Diffusion of innovations - at what point will the purchase decision be made
Post Purchase Evaluation:
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