Creating marketing strategies for wedding business unit of Amari Atrium Hotel

Abstract: Abstract Date: May 29, 2008 Course: Master Thesis (EFO 705) Authors: Apiwat Suvagondha 790819 Pattamaporn Soparat 840216 Tutor: Tobias Eltebrandt Title: Creating marketing strategies for wedding business unit of Amari Atrium Hotel Problem: What should be marketing strategies for wedding business unit of Amari Atrium Hotel? Purpose: The aim of our thesis is to analyze the wedding market in Bangkok together with consumer purchasing behavior of Thai’s couple regarding to wedding ceremony in order to create the marketing strategies towards marketing mix (7Ps) for wedding business unit of Amari Atrium Hotel. Method: This thesis will be mainly focused on the information gathering from the primary data by conducting interviews and questionnaires distribution to gain the insight and in-dept information for this market and very useful for the target audience. Moreover, the researchers realized that the secondary data can give us the general overview for this market. The theoretical framework is based on “Marketing Plan for Service Business” book by Malcolm McDonald. This framework illustrated the outline of marketing planning process for service organizations which consisted of four phases: establishing the strategic context; conducting the situation review; formulating marketing objectives and strategies; allocating budgets and devising a detailed first-year implementation plan. However, the phase of formulating marketing objectives and strategies will be focused. Conclusion and Recommendation: As the rapid growth of wedding market in Thailand, many companies would like to take the opportunity to gain the market value. Amari Atrium Hotel is known as the wedding venue provider also would like to be in this market that comes with the new form, providing full wedding service or one stop service. In order to compete with the existing rivalries, the hotel should have sustained marketing objective and strategies toward their target customers. Since the full wedding service is considered as the services development for Amari Atrium Hotel; therefore, the marketing objective is to promote one stop service about value added and benefit of this new service to target audience in order to increase sales volume by 10 percent in one year. Moreover the created marketing strategies are compatible with this marketing objective in order to archive the objective. The specific approach for marketing strategy in each element of the marketing mix will be explained in the recommendation part.