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The hotel is focusing on business clientele, it is a corporate theme hote in the city of Pullman, WA. (Business travel during week and leisure on weekend)
In this stage, you need to identify a competitive positioning, for the segments you want to target and then
develop appropriate product mix for each market segments you have chosen. Segments:(Business and leisure travelers)
A product’s position is the way the product is defined by consumers on important attributes – the place the
product occupies in consumers’ minds relative to competing products. You can follow several positioning
strategies. Products can be positioned based on:
Specific product attributes
Needs they fill or the benefits they offer. Ex. Fun – TGI Friday’s; singles bars
Classes of users such as ski resorts, eco-tourism destinations
Against an existing competitor.
Sample Solution
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