Anantara Market Study Essay

4722 Words Oct 4th, 2012 19 Pages
Anantara Hotels, Resorts & Spas

Market Study
Anantara Dhigu

Prepared by: Fathmath, Afnaan, Shifaza, Mauroof and Jamsheed

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Table of Contents

1. 2.

Overview .............................................................................................................................................. 2 Anantara Dhigu ................................................................................................................................... 2

2.1. Key Features ....................................................................................................................................... 2 3. Analysis of Customer
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Anantara marketing team highly focuses on enhancing their customer retention rate by providing added values and services to their loyal customers. Before approaching to a specific market, Anantara analyses the buying and consuming process of the hospitality product based on geographical, behavioral and demographic segmentation. The intention of this study is to identify who buys which Anantara product where, when and why, this provide a high probability of success in striving of customer expectations.

4. Analysis of Customer Profile and Segmentation
Customer profile is defined as a description of customer or set of customers that includes demographic, geographic, and psychographic characteristics, as well as buying patterns, creditworthiness, and buying history (Businessdictionary.com).

Figure 1: Market segmentation decision process

Developing customer profiles is the first step in market segmentation and target marketing; therefore it is important to analyze the ideal customers that need to be targeted in order to maximize effectiveness and Return on Investment (ROI). It is almost impossible for an organization to satisfy the needs and wants of every customer, because not every customer
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Faculty of Hospitality & Tourism Studies Module: Principle of Marketing Subject: Anantara Dhigu, Maldives – Market Study

wants to stay in hotel brands like Anantara, Hilton and Marriott. Therefore, it’s important to indentify and profile distinct groups of

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