Final Exam Question
KHOS – a brand new hospitality concept of Rosewood Hotel Group
The
Rosewood Hotel Group manages three brands: Rosewood Hotel &
Resorts, New World Hotels & Resorts, and KHOS. The Rosewood
collection includes ultra-luxurious properties located in the world’s
most desirable destinations reflecting the individual location’s
history, culture, and sensibilities. New World Hotels offer a full
range of amenities and services, including restaurants, business
services, and extensive meeting facilities, mostly in China and
Southeast Asia. KHOS is a brand-new hospitality concept that combines
tastefully designed guest rooms and free-flowing social hubs where local
residents and travelers are invited to explore, collaborate, and
recover the vibrant local culture (Rosewood Hotel Group, 2021a).
The brand focuses on a total re-imagination of the hotel as “a place
where work and play, productivity and wellbeing enhance one another”
(Rosewood Hotel Group, 2021). “KHOS are designed to cater to the needs
of the new generation of travelers who are constantly on the move and
crave places to stay that understand, mirror, and support their dynamic
lifestyle,” said Sonia Cheng, CEO of Rosewood Hotel Group (Hotelbusiness, 2021).
KHOS currently has three properties in China. The brand also aims to
expand to high-profile urban locations such as Los Angeles, New York,
Mexico City, London, Berlin, Dubai, Bangkok, Hong Kong, and Tokyo (Rosewood Hotel Group, 2021b).
If
you were the Corporate Director of Marketing for the KHOS brand, how
would you use a marketing communication mix to connect with your target
customers? In order to make well-justified recommendations, you need
to:
Provide an overview of the brand characteristics and positioning of KHOS.
Describe
the characteristics of KHOS’s potential target customers. Explain with
justifications why they are the appropriate target customer group(s).
Propose marketing communication tactics that are relevant at each stage of the customer journey. You may click HERE for a simple explanation of the customer journey in a hotel context (GCH Hotel Group, 2021).
Describe the objectives of the marketing communication tactics and
explain with justifications the type of content and media (digital and
non-digital) that would be most effective to reach the customers during
each stage of the customer journey.
References
GCH Hotel Group (2021). The hotel business along the customer journey. Retrieved 24 February 2021 from https://www.gchhotelgroup.com/en/newsroom/blog/customer_journey/3258?rel=/en/newsroom
Hotelbusiness (2021). Khos by Rosewood Hotel Group Shares its Latest Brand Snapshot. Retrieved 24 February from https://www.hotelbusiness.com/khos-by-rosewood-hotel-group-shares-its-latest-brand-snapshot/.
Rosewood Hotel Group (2021a). Rosewood Hotel Group Facts 2021. Retrieved 24 February 2021 from https://rosewoodhotels.cdn.prismic.io/rosewoodhotels/60dbc3b6-9188-46a2-8b65-c17f223f5425_210202_RHG_Factsheet%5B3%5D.pdf.
Rosewood Hotel Group (2021b). KHOS factsheet. Retrieved 24 February 2021 from https://rosewoodhotels.cdn.prismic.io/rosewoodhotels/cf17aa3f-6463-4d88-8486-3768876d19da_200519_KHOS_Development-Page.pdf.
You are advised:
When
preparing for this essay, it will be useful to refer to contents such
as market segmentation, targeting, branding, positioning,
characteristics of individual customers, marketing communication mix,
digital marketing, and mobile marketing.
The essay should between 3,000 and 3,500 words.
Remember to include citations in your text and references at the end of
your essay. Please use the APA style to reference your citations. For a
free tutorial on the APA referencing style, please click HERE.
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