Essay on Accra Beach Hotel 3

1607 Words Oct 8th, 2011 7 Pages

(Case Study 7)

Group 2
Arceo, Alexsandra L.
Jacinto, Charito H.
Maniago, Kim Russel B.
Quiazon, Lady Lin T.

YFRESMAR/TTH – 4:30-6:00 PM
Ms. Cristina Naguit

• The Accra Beach Hotel and resort had a prime beach front location on the South Coast of Barbados, just a short distance from the airport and the capital city of Bridgetown. The centerpiece of its lush gardens was the large swimming pool, which had a shallow bank for lounging plus a swim-up bar. In addition, there was a squash court and a fully equipped gym. • The Accra Beach had two restaurants and two bars, as well as extensive banquet and conference facilities. It offered
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• The head of the WICB was asking for a discount for 50 of the 141 rooms of the hotel. Now the sales manager has to decide whether to accept the inquiry or not. One important thing for her to consider is that business people, who are the most important guest group, would be stay away because of the cricket teams. • On the other hand would hosting the teams have a publicity effect as the marketing exposure through the Board could be very beneficial for the hotel.

Alternative Courses of Action

• How can Accra Beach Hotel serve customers from several market segments? a) What will Accra Beach Hotel do to face the consequences of serving several market segments?

▪ The biggest consequences for serving several unequal segments are that the different groups of guests might be annoyed by the other group of guests. There are vacationers who feel uncomfortable with going to the beach and be surrounded by business people while their vacation. This could be one of the reasons why number of vacationers is decreasing. But the hotel business faces a decreasing number of vacation guests all over the world, so on the one hand hotels need to vary their served segments, on the other hand they should focus on a group of guests to provide superior service in the chosen segment. ▪ ABH should probably market itself in ways that will eventually reposition the hotel as a business hotel with

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