Your company is an international property firm that is keen to introduce a new hotel brand in Singapore. As their Marketing Manager, you are tasked to make recommendations whether they should do so.
1. Discuss how marketing research could be applied to the different facets of the marketing mix (Product, Price, Place and Promotion) as research questions to understand the potential of introducing a new hotel brand in Singapore.
(40 marks)
2. Discuss how focus groups should be conducted to help you understand preferences for a new hotel brand. Your recommendations should cover the following 3 areas, and be accompanied by clear justifications:
(i) Objective(s) of the focus groups. (10 marks)
(ii) Profile of the focus group participants (5 marks)
(iii) How the focus group should be organized (15 marks)
