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Катя Слайд №1
Good morning. Today, my colleagues and I will present to you our project on called "Assesment of the possibilities of launching a new hotel complex to the N. Novgorod market". We are representatives international consulting agency by name Советник. Our client is an American company Collins that has requested to conduct marketing research for the possibility of entering the market of Nizhniy Novgorod their hotel.
Катя Слайд №2
СоветникЪ
To this, our team has identified a number of tasks.
1) Analysis of the market of Nizhniy Novgorod
2) Analysis of competitors in the market of Nizhniy Novgorod
3) The symptoms and problems of this company
4)Conduct research and analysis of information
5) The general conclusion about whether or not the company to go to Nizhny Novgorod market
6) Give appropriate recommendations
Вероника Слайд №3
Helios are hotels of slightly higher than middle class. They are intended for different guests: from businessmen up to tourists with big families. You can even travel with your favorites while Hilios provides tourists with special accommodations where they can put up at with their pets. Helios offers a wide range of rooms and services 24 hours a day.
Вероника Слайд №4
Hotel’s infrastructure
Besides standard range of services, Helios have 5 restaurants with special cousins, conference halls, fitness center, SPA, rooms for people with special abilities and so on.
Вероника №5
Competitors
Now in Nizhny Novgorod market there are 4 potential competitors for Helios.
All this hotels provides spread range of services.
Алина Слайд №6
Statement of a problem of the company
First of all, it was necessary to define, whether it is necessary to conduct this research of the market. For this purpose we answered the following questions:
1) Whether there is already information on the company?
Answer: Yes, this company provided us all necessary information.
2) The decision has to be made now?
Answer: No, we have enough time for carrying out research.
3) Whether this company can afford carrying out research?
Answer: Yes, this company has necessary resources for carrying out research.
4) Whether exceed expenses on carrying out research over the value of received information?
Answer: No, information which we will receive during market research, will be very valuable and necessary for further work and won't exceed expenses.
Now we can tell that the need for carrying out research of the market is high.
Алина Слайд №7
The following stage of our work is problem and research objective definition. Problem of the Helios network is expansion of a network of hotels by means of an entry into the new market.
Proceeding from a company problem, we form a research problem. The research problem – to estimate opportunities and advantages of an exit to the Nizhny Novgorod market of a network of Helios hotels.
Вероника Слайд №8
Opportunities
Алина Слайд №9
Problems of management - Design
Now it is necessary to create problems of management which give information by means of which we solve company problems. For this purpose it is necessary to create tasks of the company which are transformed to a research design
For example, the Task of the company is to estimate success of hotel complex in the Nizhny Novgorod market. And its design will be to learn the frequency of visit of hotel and so on.
Вероника №10
Development prospects
2009 – 4 hundred 13 thousand people
2012 – about 7 hundred thousand people
Катя Слайд №11
Area of market researches
Marketing area is characterized by the fact that the ideas and concepts of aging rapidly due to changes in market conditions. For some enterprises typical passivity: marketing strategies adopted yesterday is not productive use today.
We will use several methods of matching demand with supply:
In our case we deal with consumer marketing when the company owning hotel provides services to directly end user.
Катя Слайд №12
Method way of obtaining information
When carrying out market researchers, our company will use focus groups, as a method of collecting an information.
A focus group is a group interview, which makes the moderator in the form of a group discussion on a pre-developed scenario with a small group of representatives of the studied part of the population, who are similar according to the main social characteristics.
This method has several advantages:
Вероника Слайд №12 (2 последних пункта)
we can observe for the focus-group and get access to real users, their problems, emotions and language.
Алина Слайд №13
Choice of a method of collecting and information processing
The main methods of obtaining primary data are poll, supervision, experiment and the panel.
Polls allow to investigate rather wide area of the problems relating to marketing. Polls can be disposable or repeating. Repeating polls call the panel. The group of persons, the enterprises can act as the panel. The panel is a type of continuous selection. She allows to record changes of observed sizes, characteristics.
Supervision is the process, open or hidden from observable, collecting and registration of events or the special moments connected with behavior of studied object.
Experiment is the most important tool of the analysis and testing in marketing system. The main goal of experiment is a research of behavior of object on dynamics of its output parameters at change of entrance characteristics which can vary both the experimenter (laboratory), and environment (field).
Алина Слайд №14
The tasks necessary to carry out before questioning
For obtaining information necessary for us we will use a questioning method since it is the fastest and cheap way of data collection. In the questionnaire we will use open unproped questions that the respondent could easily and easy answer them.
Before issuing the questionnaire it is necessary to make a number of tasks:
1) Research objective definition;
2) Data collection method;
3) Development of a question;
4) Question assessment;
5) Receiving confirmations from the client;
6) Questionnaire pretest;
7) Questionnaire change if necessary;
8) Data collection;
9) Tabulation and report.
Катя Слайд №15
Questionnaire
To obtain the necessary information, we will use the method of questioning. We will present an example of our questionnaire. After the release of this form we collect data necessary for us to explore. This is example of our questionnaire.
Алина Слайд №16
The purpose of our agency was to estimate opportunity and need of a conclusion of new hotel complex on the Nizhny Novgorod market. Having executed a number of tasks, we came to a conclusion that in Nizhny Novgorod it is possible to realize creation of new hotel and in the future it will make big profit