Marketing research of the hotel services market in St. Petersburg

1.1 Theoretical basis conducting marketing research

Marketing research is the collection, processing and analysis of data in order to reduce the uncertainty associated with making marketing decisions. The tasks of marketing research can be very different. First of all, it's a search potential buyers, study of needs, current and future demand for a product to determine target markets, i.e. markets in which the firm can realize its goals. After the market is selected, it is necessary to make ongoing observations of its state, this is necessary in order to respond in time to the changes taking place. Market research is an important link, thanks to which it is possible to predict long-term trends in its development. The forecast will be the basis for setting goals, developing a strategy and planning the company's activities. Market research is of particular importance when the company intends to start developing, manufacturing and introducing new products to the market. The result and effectiveness of marketing research, as a whole, depends on compliance with a number of necessary requirements. For starters, research should be comprehensive and systematic, not random or unrelated. Secondly, it must follow a scientific approach based on objectivity, accuracy and thoroughness. Thirdly, the research should be carried out on the basis of the generally accepted principles of fair competition, fixed by the International Code of Practice for Marketing and Social Research. This code has been adopted by the International Chamber of Commerce(ITI) and the European Society for the Study public opinion and marketing research (ESOMAR). Further, marketing research must be carefully planned, and must also consist of a set of sequential private actions or stages. Despite the fact that in each case the structure of the study will be individual, we can talk about at least five mandatory stages. Among them:

1. Determination of the objectives and goals of the study;

2. Selection of sources of information;

3. Collection of information;

4. Analysis of the collected information;

5. Presentation of the research results.

starting point marketing research is the exact formulation of its goals and objectives. They directly follow from a problem which is actual for the enterprise in each certain period of time. The specific goal determines the choice of the main directions and volumes of research in terms of the entire product range or its individual types.

During the marketing research, economic and statistical, as well as economic and mathematical methods of information processing are widely used.

Currently, scientists distinguish four types of marketing research:

Rice. 1. Types of market research

Let's consider them in more detail.

1) Exploratory studies (exploratory) - are carried out before the development stage of the main marketing research program and are undertaken to collect the necessary preliminary information, which in turn allows you to put forward certain hypotheses and choose the method of analysis. In general, it is about searching existing problems and vulnerabilities of the enterprise.

2) Descriptive studies (descriptive) - the purpose of these studies is to state the real facts and current events. As a rule, the search for answers to questions beginning with the words: who? what? where? when? And How?. The question beginning with the word "why" in the conduct of these studies does not have a place to be.

3) Experimental studies - these are carried out in order to test the hypothesis put forward, for example, about the presence of any causal relationship between the available indicators. In particular, interesting results when direct control parameters are considered as factors, which makes it possible to use these results in management in the future;

4) Casual studies -- are analytical studies that are conducted to identify and model the cause-and-effect relationships and performance of the company with a number of factors. This type of research can be based on experimental data, as well as observational and survey data. Usually, the method of logical-semantic modeling is used, which is based on the principle of "what happens if ...". Meaningful results are obtained if applied statistical methods relationship analysis.

There are two fundamentally different, but not mutually exclusive, approaches to conducting marketing research: formal and empirical. Actually, the nature of the study can also be both formal and empirical. It should be noted that in the presence of a wide distribution of computer programs for marketing and statistics, there is a threat of excessive enthusiasm for the formal approach, in this case, preference is given to the form to the detriment of the content. The other extreme is the over-reliance on the empiricist approach, which is a consequence of quite recently quite a widespread assertion that marketing is an art.

Research is one of the most important functions of marketing and requires a clear organization. The organization, in turn, can take various forms. It can be carried out on its own by the company or with the help of other organizations that have specialization in this area. Some firms find it economically feasible to use outside organizations because it provides an opportunity to involve the best specialists without expanding your staff. Some rely entirely on the staff of their firm, while considering the services of third-party market research agencies as expensive as well as slow. However, large numbers of businesses face significant challenges in conducting market research. Therefore, the vast majority of foreign firms prefer to use a mixed form of organization of marketing research. As a rule, the choice of the form of organization of marketing research depends on the experience of the company in the market, its capabilities, the availability of qualified personnel in its own staff, and also depends on the products that the company produces, its technical complexity, etc. It is necessary to observe the principle of economic feasibility and the preservation of trade secrets. Many firms themselves are studying issues related to the development and evaluation of competitive tactics, the choice of methods for promoting goods to us on the market, pricing policy etc. Firms analyze these problems based on the materials that make up trade secret, as well as taking into account the specifics, position and intentions of the enterprise, the strategy and tactics of its market activities.

Marketing research of the hotel services market in St. Petersburg

Marketing research, as a rule, is divided into the following main groups: 1. desk marketing research, 2. field marketing research, 3. experiments 4. expert methods getting information...

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Research, assessment of the market and competitive environment of a hotel enterprise. Competition in the market of hotel products and services is based on the improvement of equipment and technology of hotel services, its organization, qualifications. labor resources quality of service, the image of the hotel on the market, the belonging of the hotel to a well-known hotel brand, etc. According to modern foreign research, at present, the hotel business has reached a high level of internationalization with high growth rates and strong competition.

Competition - the rivalry of hotel enterprises as subjects of market relations for the best conditions and results of commercial activities.

Three types of competition are typical for hotel enterprises:

• 1) functional competition when a large market variety of hotel products and services satisfies a specific market need. For example, hotels can provide accommodation for tourists. various categories, and restaurants of different classes provide food for them;
• 2) species competition arises when enterprises have products and services of the same purpose and similar in many respects, differing in certain essential characteristics for consumers (the location of hotels, the availability of parking lots, the comfort of rooms, etc.);
• 3) subject competition arising from the presence of the same products and services in enterprises, for example, in hotels of the same category.

The competitive environment is the environment in which hotel enterprises compete in the face of the constant threat of the emergence of new competitors.

The competitive environment and the intensity of competition in it largely determine the activity of the hotel enterprise, have a significant impact on its marketing decisions, its plans and policies.

Each hotel company serves a certain range of consumers, operates in a specific competitive environment, determined for it by a specific market.

The markets in which hotel enterprises can operate are classified according to a number of criteria, including territorial coverage, the intensity of the competitive environment, the qualitative structure of the market, features and content marketing activities(Table 3.14).

In addition, opening new business or expanding the existing one, the hotel company must clearly understand in which industry market it will operate, know its competitive environment with its features, i.e. present its competitive model and its structural components.

In table. 3.15 presents possible competitive models hotel market with their structural components, including the number of firms in the market and their size, the conditions for penetration into the hotel industry, the type of hotel products, the possibility of price control, forms of competition, the availability of information.

Table 3.14

Classification of markets by features

		signs classification	Market type	Market characteristics
		Territorial coverage	1.1. Local	Action: in a specific area
			1.2. Regional, within the country	in the region of the country
			1.3. National	throughout the country
			1.4. Regional by group of countries	as part of a group of countries
			1.5. World	at the global level
		Intensity competitive	2.1. Developing	Market Composition: the composition of the market is increasing
			2.2. shrinking	the composition of the market is shrinking
			2.3. Stable	little change in the composition of the market
			2.4. unstable	changing market composition
			2.5. stagnant	shrinking market composition
		Qualitative market structure	3.1. Potential	Buyers: wishing to purchase the product
	signs classification		Market type	Market characteristics
	Qualitative market structure		3.2. Valid	solvent buyers with access to products
			3.3. Skilled	from the previous position excluded customers who did not realize their need for the product
			3.4. serviced	having the opportunity to choose a product from all its diversity, including from competitors
			3.5. Mastered	preferring the products of this company
	Features and content of marketing activities		4.1. Target	The market in which the enterprise: realizes its goals
			4.2. Basic	sells the bulk of the products
			4.3. Growing	has the ability to increase sales
			4.4. Overdue	conducts unstable commercial operations, but under certain conditions the market may become more active
			4.5. Barren	has no prospects for the implementation of individual products

The market of perfect (pure) competition is characterized by a large number of equal sellers and buyers, the homogeneity of the product sold, free entry and exit from the market, open access of its participants to information, including the price of products. In other words, this type market structure, where the behavior of sellers and buyers is to adapt to the equilibrium state of market conditions.

The market of pure competition is possible in the hotel business if there are many small hotels competing with each other in a certain area.

Monopolistic competition is common in the hospitality industry and primarily in resort hotels. These hotels are hardly distinguishable by category, but have significant differences in additional services. This competition is also typical for enterprises in the entertainment and catering industries.

Oligopoly is characteristic of the car rental market and is much less present in the hotel business. But in some cities and regions where there are few hotels, this type of competition is also found.

Pure monopoly manifests itself in conditions when substitute products are not available to the consumer due to high prices, which are higher, the more

quality indicators differ in the products of enterprises. Monopoly enterprises charge high prices for their products, and consumers have the right to purchase these products or refuse them.

Table 3.15

Competitive market models with their structural components

Competitive market model	Number of firms and their sizes	Condition for entry into the industry	Product type	Price control
1. Perfect competition
1.1. Pure competition	Many small firms		Homogeneous, standardized			Equal access to all kinds of information
2. Imperfect competition
2.1. Monopolistic competition	Relatively many independent firms		Product differentiation	control		limited
2.2. Oligopoly	The number of firms is small, medium and large	The presence of significant obstacles	heterogeneous or homogeneous	Limited or significant (with collusion)	І Price	essential limited
2.3. Pure monopoly	small		Many unavailable substitute products

Pure monopoly is rare, including in the hospitality industry, where there are many competitors and substitute products.

According to the results of the study by the company "Invest-audit" Perm is in the outsider but the provision of hotels in comparison with Kazan and Yekaterinburg. The structure of the hotel market in Perm is characterized by an oligopoly - 25% total number guests account for the hotel "Ural". In addition, due to the low level of competition, another 50% of the market is shared by only four hotels. In turn, the market of Yekaterinburg and Kazan feels competition more strongly, since there the entire market is divided among themselves by relatively equal hotel complexes (monopolistic competition).

This classification of markets contributes to the conduct of special marketing research of competitors by the hotel company in order to better satisfy customer needs and, as a result, increase the efficiency of their activities.

The study of the competitive environment of hotel enterprises allows:

• 1) identify and analyze hotel enterprises that occupy the most and least favorable market positions;
• 2) determine the position of the analyzed hotel enterprise in the industry, its competitive position, the ability to defend itself against negative factors, use the opportunities and strengths to ensure its own competitive advantage.

As a result, the assessment of the competitive environment of a hotel enterprise should include the following aspects:

• the number of surveyed hotels and their size;
• intensity of competition (weak, moderate, strong);
• the probability of new enterprises entering the market (high, medium, low; assessment of entry barriers);
• competitive pressure from manufacturers of substitute goods (strong, moderate, weak; reasons);
• the degree of influence of suppliers (high, medium, insignificant; reasons);
• degree of influence of clients (high, medium, insignificant; causes).

All of these aspects of the competitive environment have a direct impact on the activities of the hotel company and should be reflected in its marketing strategy.

For each hotel company, it is important to distinguish between possible competitors and highlight:

• the closest, included in the same strategic group with a hotel company;
• potential (expanding the range of products and services offered; new enterprises entering the market);
• remote, belonging to other strategic groups of enterprises.

After identifying the nearest competitors, it is necessary to collect and analyze information regarding their activities. This information can be quantitative or qualitative.

Quantitative data can provide the following information:

• the number of nearest competitors of the hotel enterprise;
• they have a specific number trademarks;
• produced hotel products and their prices;
• cost structure in product development and sales;
• markets involved and shares held;
• main consumers;
• conducted advertising companies;
• promotion channels used.

Qualitative information contains the following information:

• image of competitors;
• personnel qualification;
• notoriety of the management team;
• the quality of products and services;
• consumer loyalty;
• features of the current organizational structure of management;
• characteristic of corporate culture.

This information can be obtained by hotel enterprises from statistical collections; price lists; funds mass media; catalogues, brochures, exhibition and advertising materials; annual reports organizations; opinions of experts and buyers; results of previous marketing researches, etc.

Collection, processing and analysis of information about the competitive environment of the hotel enterprise will allow him to get answers to the following questions:

• 1) which hotels operating on the market are competitors;
• 2) what market share each of the competitors occupies;
• 3) what marketing programs competitors use and how effective they are;
• 4) how competitors react to the marketing activities of the hotel company;
• 5) at what stage life cycle competitors' products are found;
• 6) what are financial condition competitors, their organizational structure and level of management;
• 7) what is the marketing strategy of competitors, and what methods they use in the struggle for the market.

Formalization of the collection, processing and analysis of information about competitors. Collecting information about competitors in practice is associated with significant difficulties. To overcome them, M. Porter proposed two models for collecting information about the individual characteristics of competitors. The simplest of them is shown in Fig. 3.7.

The process of assessing the individual characteristics of competitors includes seven stages:

• 1) determination of the general circle of competitors of the enterprise;
• 2) identification of potential competitors;
• 3) establishing a list of required information on these rivals;
• 4) conducting a strategic analysis of this information;
• 5) presentation of information in an accessible form;
• 6) development of a strategy based on this analysis;
• 7) observing competitors and studying the environment for the emergence of potential rivals.

If the assessment of the individual characteristics of competitors is carried out correctly, then it becomes one of the main competencies for the development of the competitive advantages of a hotel enterprise.

Methods for determining the nearest and potential competitors. Let's focus on the most simple and available ways determining the closest competitors for a hotel company:

Rice. 3.7.

Table 3.16

Matrix for the formation of a competitive market map

Rates of growth (reduction) of the market share (Т), %	Market share, %
	Market leaders (with a market share of over 40%)	Hotels with a strong competitive position (with a market share of 15 to 40%)	Hotels with a weak competitive position (with a market share of 5 to 15%)	Market outsiders (with a market share of less than 5%)
Hotels with a rapidly improving competitive position (growth over 10%)	Competitor #3	Hotel
Hotels with an improving competitive position (increase from 1 to 10% inclusive)
Hotels with a deteriorating competitive position (reduction from 1 to 5% inclusive)
Hotels with a rapidly deteriorating competitive position (over 5% reduction)		Competitor No. 1		Competitor

• 1) method based on the use of the allocation of strategic groups of competitors , discussed in detail in Section 3.6;
• 2) method , based on determining the market status of hotel enterprises using a competitive market map.

A competitive market map is built using two indicators: the occupied market share and its dynamics (Table 3.16).

According to the market share, there are four standard positions of hotels in the market:

• 1) market leaders;
• 2) hotels with a strong competitive position;
• 3) hotels with a weak competitive position;
• 4) market outsiders.

The same number of standard provisions of hotels are distinguished by the dynamics of the market share: hotels with a rapidly improving competitive position (1); hotels with an improving competitive position (2); hotels with deteriorating competitive position (3); hotels with a rapidly deteriorating competitive position (4).

A competitive market map is built on the basis of a cross-classification of the size and dynamics of the market share (see Table 3.16). As a result, 16 model provisions hotels characterizing their market status. When classifying them, priority is given to the indicator of market share dynamics.

The most significant market status belongs to the hotels of the first group (market leaders with a rapidly improving competitive position), the weakest - the enterprises of the 16th group (outsiders of the market with a rapidly deteriorating competitive position).

Assess the position of hotel "X" and its competitors using a competitive market map (see Table 3.16).

All analyzed hotels, in accordance with their position on the competitive market map, have the following market groups: competitor No. 3 has status 1, hotel " X" - status 5, competitor No. 1 - status 8 and competitor No. 2 - status 16.

Therefore, competitor No. 3 has the strongest market position. Hotel " X"- a stronger position than competitors #1 and #2.

Conclusion: Competitors #3 and #1 are the hotel's closest competitors.

In addition to the considered approaches, it is possible to determine the nearest and potential competitors based on the purchasing value of hotel products for consumers. In this case, the hotel company, by interviewing customers, establishes the main competitors for this indicator.

Questions and tasks for self-control

• 1. Give the definition of "market research".
• 2. List the main goals and objectives of marketing research.
• 3. Name the types of marketing research and explain their essence.
• 4. List the main stages of marketing research and disclose their content.
• 5. Give a description of the system of marketing research methods and its components.
• 6. What marketing research methods are specific to marketing?
• 7. What is marketing Information system, its components, as well as the processes of collecting and processing information?
• 8. Describe the goals, directions and methods of analysis external environment.
• 9. How are expert methods used in assessing the influence of macroenvironment factors?
• 10. Describe the main tasks and methods of industry analysis.
• 11. What are the goals and methods of management analysis?
• 12. Give a description of the main directions of the analysis of consumers of hotel services, the methods and approaches used.
• 13. What are distinctive features various kinds competition specific to hotel businesses?
• 14. On what grounds can markets be classified?
• 15. Describe the competitive market models in the hotel business and their features.
• 16. Expand the main parameters of marketing research of competitors.

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Vladimir Institute of Tourism and Hospitality

Course project in the discipline: "Marketing"

On the topic: Analysis of the enterprise market using marketing research (on the example of the Kovrov hotel)

Completed by: Bobrovnik Ekaterina

Gr. MG - 108

Checked by: Lavrov D.F.

Vladimir 2010

Introduction………………………………………………………………………… .3

Goals, objectives and main directions of marketing research………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….

Marketing Research Process………………………..9

Carrying out a marketing research of the Kovrov Hotel

1. Analysis of the activities of the enterprise "Kovrov Hotel" ...... 19 ……………………………………………………………….… 19

   1. The management structure of the hotel "Kovrov"…………21

      Description of the hotel “Kovrov”………………………………………………………………………………………………………………….

Conducting marketing research…………………..27

Organization and conduct of data collection…………………………………………………………..28

Analysis of the results of the conducted marketing research……………………………………………………30

Analysis of the use of research……………………………………………………………………33

Conclusion …………………………………………………………………………37

References…………………………………………………………......39

Applications

Introduction

The problem of producing competitive products is currently one of the most urgent tasks for domestic enterprises, forcing them to continuously improve their products, look for new areas of activity, and improve production and management.

Hence, in the process of its creation and operation, enterprises cannot do without the use of the basic principles of marketing and management.

Marketing is the activity of providing the right goods and services to the right audience, in the right place and at the right time at the right price, with the necessary communications and marketing controls.

Marketing not only creates conditions for entering the market, but also helps to consolidate the company's position in the market, expand sales, and rapidly change product characteristics under the influence of technological advances.

The use of marketing radically changes the concept of management in an organization, where not the general management of production, but the management of the production and economic activities of the enterprise for the development, production and sale of products in accordance with the market demand for it as a whole, comes out as a fundamental one.

Transition of production to market relations, that is, considering it as a market subsystem, it necessitates the creation of a marketing concept for enterprise management.

Making the right decisions about the direction of business development requires the availability of appropriate information. In today's information-oriented society, quick access to information about the market situation provides the company with superiority over competitors. This makes it necessary to vigorously control the dynamics of the market, the level and specifics of competition between manufacturers of goods - analogues, intermediaries and consumers.

The value of marketing information is now becoming undeniable. A special role in this is played by the correct and high-quality planning and conduct of marketing research. Being the main sources of information, marketing research makes it possible to draw conclusions and develop recommendations based on them for the formation of not only market, but also industrial, scientific, technical, and financial policies of the enterprise, which emphasizes the relevance of the chosen topic.

aim this course project is the development and conduct and analysis of marketing research of the hotel services market.

During the research process, a task get answers to the following questions:

1. Who is the consumer of hotel services in Kovrov? Where do consumers live? How much can they pay?

2. Does the price of services correspond to the level of consumer value that buyers would like to have?

3. What is missing today in the hotel services market?

The study of this problem was carried out on the example of the activity of one of the most famous hotels in the city - "Kovrov"

The subject of the study is the problem of quality analysis in the field of

hotel business.

The object of the study is the hotel "Kovrov".

The relevance of this study in the field of quality analysis

is determined by the need in the current conditions of transition to market relations to search for the best management decisions, improve management in the hospitality industry. Consideration of methods for analyzing the quality of hotel services is aimed at improving the level of service and the efficiency of the production of hotel services. The development of market relations causes the emergence of new tasks, which makes it necessary to improve management. It is important for hotel managers to understand the need to constantly improve service quality management, to pay

attention to its expansion, reconstruction of premises, introduction the latest technologies etc.

Part I Content of marketing research

Goals, objectives and main directions of marketingresearch

In rapidly changing market conditions, the most important marketing function of any tourist enterprise is to conduct marketing research. Without them, the company will not be able to navigate the business environment, find out the characteristics of the markets of interest to it, study the actions of competitors and the needs of its customers.

In the last century, marketing research as such was not needed, since most firms were small and knew their customers personally. In the 20th century, there was a need to obtain more extensive information about customers and their purchasing needs. There was a problem of lack of information. The need for marketing research is obvious. This is the relevance of this topic.

Marketing research is a set of scientific methods for collecting, analyzing and interpreting marketing data; serve to make managerial decisions in the field of marketing.

Marketing research in tourism is a function that connects through information a tourist enterprise with markets, consumers, competitors and other elements of the environment for its functioning. The purpose of marketing research is to create an information and analytical base for making marketing decisions and reduce the degree of uncertainty associated with them.

Marketing research refers to the systematic collection, display and analysis of data on various aspects of marketing activities. They reduce the level of uncertainty and relate to all elements of the marketing mix and its external environment for those of its components that have an impact on the marketing of a particular product in a particular market. The main goals and objectives of marketing research are presented in the diagram (Fig. 1.1.).

Primary goal: Information offer that satisfies the needs of users in the process of making managerial decisions

Ensuring the current (permanent) need for information for the development of strategic and tactical decisions of the company, monitoring the implementation of decisions

Ensuring the need for exclusive information to solve non-standard problems

Tasks of marketing research

Management of the marketing research process

Information collection process management

Statement of the problem, goals and objectives of marketing research

Planning, implementation and control of the study

Analysis of the results of the study

Planning, implementation and control of desk methods for collecting information

Planning, implementation and control of desk methods for collecting information

Fig.1.1 Goals and objectives of marketing research

Directions of marketing research are determined by a possible set of objects for study. The most typical directions for collecting information in the marketing research system are shown in the table (Table 1.).

Table 1.1

Typical areas of marketing research

Directions	Possible subject matter
Study of the microenvironment	Study of legislative restrictions on activities, economic conditions, socio-cultural changes, demographic trends, environmental problems
Study of the internal environment	Study of production and marketing activities, production portfolio, strengths and weaknesses of the company
Market research	Research of market characteristics, its potential opportunities, business activity trends, distribution of market shares between competing enterprises
Studying competitors	Study of competitors' products, their strengths and weaknesses, occupied market share, assessment of the market position, search for ways of cooperation and cooperation
Consumer Research	Study of consumer reaction to marketing incentives, behavior in the buying process, motivations and preferences when choosing goods, factors that determine them
Examining goods	Research of consumer characteristics of a particular product, testing of goods, packaging
Price study	Study of price elasticity of demand, the composition of production costs, the current level of prices for goods, opportunities to increase profits
Sales study	The study of the possibilities of commodity circulation, the characteristics of the activities of various types of intermediaries, the methods of sales used
Study of marketing communications

Marketing Research Process

The marketing research process includes the following steps and procedures:

1.1 Determining the need for marketing research.

1.2. Defining the problem and formulating the goals of marketing research.

2. Development of a research plan

2.1 Choice of marketing research methods

2.2 Determining the type of information required and its sources
receipt.

2.3 Determination of methods for collecting the necessary data.

2.4 Development of a questionnaire for data collection.

2.5 Development of a sampling plan and determination of the sample size.

3. Implementation of the research plan.

3.1 Collection of data.

3.2 Data analysis.

1. Definition of the problem and objectives of the study.

A clear, concise statement of the problem is the key to successful marketing research. Often clients of marketing firms do not know their problems themselves. They state that the volume of sales is falling, the market share is decreasing, but these are only symptoms, and it is important to identify the causes of their manifestation. The classic situation is when marketing research does not address the real problem. To avoid such a situation, it is necessary to investigate all possible reasons symptoms that have appeared. Often, exploratory research is carried out for this purpose. When conducting market research, two types of problems are encountered; problems of marketing management and problems of marketing research. The first occurs in two cases. First, when there are symptoms of not achieving the goals of marketing activities. Secondly, there is a possibility of achieving the goals, but the leader must choose a course of action that will enable him to take full advantage of favorable circumstances. Marketing research problems are defined by the requirement to provide managers and marketing professionals with relevant, accurate and unbiased information needed to solve marketing management problems. Problems are critical because without their correct definition, it will be difficult to identify market research problems. And this can lead to further undesirable consequences in the course of their implementation.

As for the formulation of marketing research problems, we can recommend that these works be carried out in three stages: 1. Selection and clear definition of the content of the parameters to be researched. 2. Definition of relationships. 3. Model selection.

As parameters of the study, one can name “awareness” and “attitude towards the product”. The next step is to consider the relationships between the various parameters. Defining the parameters and their relationships leads to the creation of a model. As a result, a model of possible causes of the problem that has arisen is developed, focused on the needs of consumers, the choice of solutions and the assessment of their consequences. After developing the model, the researcher formulates his formal proposals for conducting marketing research, including the formulation of marketing management problems, determining the goals and method of conducting marketing research aimed at achieving them.

The goals of marketing research stem from the identified problems, the achievement of these goals allows you to obtain the information necessary to solve these problems. They characterize the information vacuum that must be eliminated in order for managers to be able to solve marketing problems. Goals should be clearly and precisely formulated, be sufficiently detailed, it should be possible to measure them and assess the level of their achievement. When setting marketing research goals, the question is asked: “What information is needed to solve this problem?” The answer to this question determines the content of the objectives of the study.

2. Development of a research plan

Thus, a key aspect of defining research objectives is to identify specific types of information that are useful to managers in solving marketing management problems.

Based on this, the goals of marketing research can be as follows (Table 1.2).

Table 1.2

Goals of marketing research

	Description
Search (exploratory)	Provide for the collection of information for a preliminary assessment of the problem, helping to develop a hypothesis, generating ideas for a new product
descriptive	Provide a description of certain phenomena
Casual	Testing the hypothesis that there is some kind of causal relationship
Test	Provide for the selection and verification of the correctness of the decisions made
Forecast	Provide a prediction of the state of the object in the future

As for the specific method of conducting marketing research, at this stage it is described in the most generalized form and characterizes the tools for collecting information necessary to achieve research goals (for example, conducting a survey). In addition, at this stage of the study, the required time and cost of the proposed study are also usually indicated, which is necessary for the manager to decide on the conduct of a marketing study and to resolve organizational issues of its conduct.

The nature of the goals of marketing research predetermines the choice of specific types of research bearing the same names, namely: exploratory, descriptive and casual, test, predictive.

The following data collection methods can be distinguished when conducting a survey with the participation of interviewers or when respondents fill out questionnaires on their own:

1. Interviewing carried out at the respondent's home.

2. Interviewing visitors to large stores.

3. Interviews in offices.

4.Traditional telephone interview.

5.Telephone interview from a specially equipped room.

6. Telephone interview using a computer.

7. Fully computerized interview.

8. Group self-filling of questionnaires.

9. Self-filling of the left questionnaires.

10. Survey by mail.

Questionnaire and the procedure for its development

When collecting primary information, researchers must determine which research tools will be used to collect information: working papers or mechanical devices.

Questionnaire - a research tool in the collection of primary data by the survey method, which is a formalized composition of questions to which the respondent must give answers.

The composition of the questionnaire takes into account, firstly, the method chosen by the researcher for constructing a sequence of questions in the questionnaire, secondly, the purpose of posing the question, thirdly, the form of questions acceptable to the respondent, given his ability to answer them, and fourthly, the method of communication with respondent.

Formation of the sample and determination of its volume

Sample planning includes the following procedures:

1. selection of objects of the general population;

2.determination of the sampling method;

3. determination of the sample size.

The general population is a set of consumers or subjects that are the objects of research

The sample is a part of consumers who will represent the interests and tastes of all consumers in the general population.

Depending on the size of the general population and the objectives of the study, methods of continuous or sample surveys can be used.

The method of continuous survey is to survey all consumers of the general population in the market.

The sample survey method provides less accuracy than the census survey method, but it is less labor intensive.

Differences between the data of the general and sample populations are called sampling errors, which are determined by the chosen procedure for compiling (forming) the sample.

The sampling procedure is the method by which respondents are selected, random and non-random types of sampling procedures are distinguished.

Non-random sampling procedures by the sampling process itself assume the presence of non-random respondents, whose opinion may differ from the opinion of the general population as a whole, thus allowing for the presence of non-random error in the data of the research results.

The following types of non-random samples are used:

Random sampling - its elements are selected without a plan, randomly; it is cheap and convenient, but inaccurate and unrepresentative.

Typical sampling - data collection is limited to the study of characteristic (typical) elements of the general population.

Quota sampling - the sample structure is selected by analogy with the distribution of certain characteristics in the general population, from each group of the general population, participants in the study are selected, the number of which is proportional to the representation of the group in the general population.

In the process of forming a random sample, the following methods are used:

Simple sample - its elements are selected using random numbers; this approach assumes that for all units of the general population, the probability of being elected to the sample population is the same and equals the ratio of the sample size to the size of the general population.

Systematic (mechanical) sampling - its first element is selected using random numbers, the remaining elements of the sample are selected at regular intervals (jump interval, which is equal to the ratio of the size of the general population to the sample size).

Stratified (typical or group) sampling - the general population is divided into groups with a set of specific characteristics (segments or strata), in each of which, with the help of random selection, its own sample is formed.

Cluster (serial) sampling - the general population is divided into identical groups (clusters), several groups are randomly selected and subjected to a continuous survey (one-stage approach). In the two-stage approach, a sample is initially formed from clusters, from which study units are randomly selected (i.e., the sample unit of the previous stage becomes the population for the next).

There are the following methods for determining the sample size:

arbitrary (5-10% of the general population);

traditional, associated with periodic annual
research (usually 300, 500, 1000 or 1500 respondents);

statistical (based on the definition of the statistical reliability of information).

3. Implementation of the research plan.

Proper data collection is essential. During personal interviews, it is necessary to introduce yourself and say a few words about the research being conducted. When using the questionnaire given information should be included in the introduction. The confidentiality of responses should be emphasized. Tell me how long the survey will take. Don't start with questions about income and other personal questions.

Data analysis begins with the translation of "raw" data into meaningful information and includes their introduction into a computer, checking for errors, coding, and representation in a matrix form (tabulation). Usually, the coded source data is presented in the form of a matrix, the columns of which contain the answers to various questions of the questionnaire, and the rows contain the respondents or situations under study. All this is called the transformation of the original data. mean values, frequencies, correlation and regression ratios are determined, and trends are analyzed. There are five main types of statistical analysis used in marketing research: descriptive analysis, inferential analysis, difference analysis, relationship analysis and predictive analysis. Sometimes these types of analysis are used separately, sometimes together.

At the heart of descriptive analysis lies the use of two groups of statistical measures. The first includes "central tendency" measures, or measures that describe a typical respondent or typical response (mean, mode, median). The second includes measures of variation, or measures that describe the degree of similarity or dissimilarity of respondents or answers with "typical" respondents or answers (frequency distribution, range of variation and standard deviation).

Analysis based on the use of statistical

procedures (for example, testing hypotheses) in order to generalize the results obtained to the entire population, is called inferential analysis. Comparison of answers to the same question received for two or more independent groups of respondents.

Relationship analysis is aimed at determining the systematic relationships (their directionality and strength) of variables. Inference is a kind of logical analysis aimed at obtaining general conclusions of the entire population based on observations of a small group of units of this population.

Conclusions are drawn on the basis of the analysis of a small number of facts. For example, if two of your friends who have the same brand of car complain about its quality, then you can conclude that the quality of this brand of car as a whole is low.

Statistical inference is based on a statistical analysis of the results of sample studies and is aimed at assessing the parameters of the population as a whole. AT this case the results of selective studies are only a starting point for drawing general conclusions. Difference analysis is used to compare the results of a study of two groups (two market segments) in order to determine the degree of real difference in their behavior, in response to the same advertisement, etc. Checking the significance of differences is. For example, determining how an increase in advertising costs affects the increase in sales.

Predictive analysis is used to predict the development of events in the future, for example, through time series analysis.

4. Interpretation of the obtained results and their communication to the management (preparation and presentation of the final report).

First of all, the structure of the final report must meet the specific requirements of the customer. If they are not available, then it can be recommended to divide it into three parts when preparing the final report: introductory, main and final.

The introductory part includes the opening page, title page, research agreement, memorandum, table of contents, list of illustrations and abstract.

The main purpose of the memorandum is to orient the reader to the issue studied and to create a positive image for the report. The memorandum has a personal and slightly informal style. It briefly talks about the nature of the study and the performers, comments on the results of the study, and makes suggestions for further research. The volume of the memorandum is one page.

The abstract is aimed primarily at managers who are not interested in the detailed results of the study. It is sometimes referred to as a "general report". In addition, the abstract should set the reader up for the perception of the main content of the report. It should describe: the subject of the study, the range of issues considered, the methodology of the study, the main conclusions and recommendations. The volume of the abstract is no more than one page.

The main part of the report consists of an introduction, a description of the research methodology, a discussion of the results obtained, a statement of limitations, as well as conclusions and recommendations. The introduction focuses on getting acquainted with the results of the report. It contains the general purpose of the report and the purpose of the study, the relevance of its conduct.

The methodological section describes with the necessary degree of detail: who or what was the object of the study, the methods used. Additional information is placed in the appendix. Links to the authors and sources of the methods used are given. The reader should understand how the data was collected and processed, why the chosen method was used and not other methods.

The main section of the report is the section that summarizes the findings. Its content is built around the objectives of the study. The logic of this section is determined by the structure of the questionnaire, since the questions in it are presented in a certain logical sequence.

The final report will usually include a section on "Restrictions of the Study". This section determines the degree of influence of restrictions (lack of time, money and technical means, insufficient qualification of personnel, etc.) on the results obtained. For example, these limitations may have affected sampling for only a limited number of regions.

Conclusions and recommendations can be presented both in one and in separate sections. The conclusions are based on the results of the study. Recommendations are suggestions as to what actions should be taken based on the findings. The implementation of recommendations may involve the use of knowledge beyond the scope of the findings.

In the final part, appendices are given containing additional information necessary for a deeper understanding of the results obtained.

In addition to writing a report, researchers often also make oral presentations to clients about research methods and findings. In this case, there is an opportunity to answer the questions that have arisen and discuss the results.

PartII.

Analysis of the activities of the hotel "Kovrov"

Hospitality is one of the fundamental concepts of human

civilization, at present, under the influence of the scientific and technological process, has become a powerful industry in which millions of professionals work, creating coziness and comfort for the benefit of people.

The hospitality industry brings together various professional areas people's activities: tourism, hotel and restaurant business, public catering, recreation and entertainment, organization of conferences, seminars and exhibitions, sports, museum and exhibition, excursion activities, as well as the field of professional education in the field of hospitality.

The hospitality industry is a complex, complex area of ​​professional activity of people whose efforts are aimed at meeting the diverse needs of customers (guests), both tourists and local residents.

In recent years, the hotel market has been characterized by an increase in supply while reducing demand for accommodation services. This situation, as you might guess, is fraught with increased competition, which already did not allow hotel owners to sleep peacefully throughout the last quarter of the twentieth century. One of the main areas of formation of strategic competitive advantages in the hotel business is the provision of services more High Quality compared to competing peers. The key here is to provide services that meet and even exceed the expectations of target customers. Customer expectations are formed on the basis of their existing experience, as well as information received through direct (personal) or mass (non-personal) marketing communications channels. Based on this, consumers choose a service provider and, after providing them, compare their idea of ​​the service received with their expectations. If the perception of the service provided does not meet expectations, customers lose to

service firm is of any interest, but if it meets or exceeds their expectations, they can again turn to such a service provider. The buyer always strives for a certain correspondence between the price of the service and its quality. It is interesting to note that, as a rule, the buyer of a service is less likely to complain about its high price than the buyer of a physical product. If he considers the price too high, he simply leaves without buying. Dissatisfaction with the service leads, as a rule, to large losses in market share. That is why the service provider must identify needs and expectations as accurately as possible.

their target customers.

At present, the "Kovrov Hotel" has a stable

position in the market of hotel services in the city of Kovrov, having in its

segment share of 60%. However, the company's management, anticipating the entry of new players into the market in the medium term, as well as an increase in the number of rooms from small competitors, is interested in increasing the efficiency of their own business. Thus, the problem of the quality of hotel services is quite relevant.

Improving the quality of hotel services is by far the most important task necessary for successful business.

2.1.1. Management structure of the Kovrov hotel

It should be noted that the enterprise has a branched structure

controls:

The general (executive) director is an intermediary between the owners of the enterprise and management personnel, on the one hand, and guests, on the other. The CEO is responsible for the solution of a huge number of tasks: making decisions focused on the selected market segment aimed at meeting the needs of customers, determining the general directions of the company's policy within the framework of the goals and objectives, including the conduct of financial policy, which may include such issues, as the definition of limits on the costs of maintaining personnel, limiting appropriations for administrative and economic needs. The owners of the enterprise and the general director determine the range of suppliers with which the hotel maintains equity relationships in the first place.

Top management has the right to decide which system of settlements with customers

most preferable which credit cards will be accepted first. Depending on the physical size of the enterprise, the number of employees and the size of the room stock, the management structure includes the position of Deputy General Director. The head of this level plays a more prominent role, since he is at the level of making operational decisions and, in this regard, he needs to be constantly at the enterprise. He has a closer contact with clients, being obliged to solve constantly arising issues related to customer satisfaction.

The General (Executive) Director carries out operational

management of the society. The General Director carries out his activities in accordance with the current legislation and this Charter.

Deputy production director checks the quality of rooms

after major and current repairs, as well as indications

water and electricity meters.

The manager monitors the quality of the preparation of the number of rooms before

check-in of clients, and also monitors the condition of furniture and

household appliances.

The room stock department consists of such units as service

reservations, administrative service, maid service, service

security. The head of the room fund department is responsible for the creation of basic hotel services and the maintenance of the room fund in accordance with the standards adopted by the enterprise. Administrative service performs the functions of registration at the entrance and exit, settlements with customers, as well as the functions of an information center. The reservation service is in charge of reserving rooms for customers.

The maid service is in most cases the most functionally significant unit. This division is responsible for cleaning the rooms, halls, toilets, corridors, interior spaces where customers are received and served. The maids turn the used product, which is a hotel room after the guests leave, into a clean and comfortable room ready for subsequent sale. The maid service uses its own laundry, in which used bed linen, towels are converted into a clean, ready-to-eat product.

In direct contact with the maid service, there is a service

current repair, which carries out preventive and current repairs not only of the room stock and the equipment installed in it, but of the entire enterprise as a whole. The nature of the work performed by this service is extremely diverse: from electrical and plumbing to carpentry and construction works. Depending on the capabilities of the service and the nature of the work, some of them may be transferred to third parties. To the most common works entrusted to third-party construction and installation organizations, you can

include roofing and flooring work.

The administrator service is the first in the chain of interaction with

guests, she meets and accommodates guests, accepts payment for accommodation, and resolves issues that arise. Undoubtedly, it is one of the most important services of the hotel.

The security service is also an example of a dual approach,

when the performance of the function of maintaining order and security at the enterprise can be entrusted to its own service, but options for involving a third-party organization are not excluded. The hotel is responsible for ensuring the reasonable security of its customers.

The equipment engineer examines the operation status of the machines and

equipment: elevators, washing machines, pumps for pumping water, sewer pipes, batteries, plumbing.

The head of supply controls the timely delivery of household goods and building materials for major and current repairs, as well as stationery.

At this enterprise, all the analytical work is carried out by an economist, namely: he analyzes the implementation of the production plan in terms of volume and assortment, improving the quality of products, analyzes the implementation of the cost estimate for production, the cost of production, the implementation of the profit plan, the fulfillment of contractual obligations, i.e. contracts with travel companies.

Organization of accounting services, accounting at the enterprise

carried out by a specialized department (accounting),

directly subordinate to the chief accountant, who is responsible

responsibility to the management of the enterprise for the organization

accounting and provision of financial statements.

Audit committee. Financial control economic activity company is carried out by the audit commission. The Audit Commission consists of three people elected at the general meeting of shareholders by the owners of more than 50% of the company's shares. The Audit Commission makes decisions by a majority

Audits are carried out by the audit commission on behalf of the general meeting, the board of directors, on its own initiative or at the request of shareholders who own more than 30% of the company's shares in aggregate.

The Audit Commission shall submit to the Board of Directors no later than

10 days before the annual meeting of participants, a report on the results of the annual

verification of the financial and economic activities of the company. Employees of the company are obliged to provide the Audit Commission with the necessary information and documents in a timely manner. The Audit Commission has the right to demand from officials society of personal explanations.

financing of its activities, including the acquisition of funds

production, remuneration of personnel, social, medical and other types of compulsory and voluntary insurance, payment of taxes, formation of funds.

2.1.2. Description of the Kovrov Hotel

Hotel "Kovrov"

The largest hotel in the city of Kovrov has 133 guest rooms.

Historically - the central hotel of the city. As a result of investments made over the past five years, it now almost fully meets the requirements of customers and industry standards for three-star hotels. Comfortable rooms - with all conveniences, each room has a telephone with direct access to international automatic communication, a color TV, a bathroom. 133 comfortable rooms - with all amenities, including 12 double and 20 single economy class, 55 single, 31 double, 16 single rooms and 10 superior double rooms, 21 two-room suites, 4 suites.

The following types of services are provided in the Kovrov Hotel: bars, a restaurant, a business center with a conference room, international communication services, a hairdresser, kiosks and shops, round-the-clock currency exchange, a safe, a left-luggage office, air and railway reservations. tickets, organization of excursions, guide and interpreter services, tourist information, laundry, dry cleaning.

Established rates for hotel rooms, per day:

Economy class single rooms 700 rub.

Economy class double rooms 1000 rub.

Single rooms (European standard) 1200 rub.

Double rooms (European standard) 1600 rub.

Single with air conditioning 1700 rubles.

Superior single rooms 1450 rub.

Superior double rooms 2000 rub.

Three-room apartment 3200 rub.

Currently, construction in the central part of a similar

scale of the hotel is unlikely, because there is almost no left in the city center land plots sufficient area, and, secondly, the widespread laying of engineering infrastructure in this part of the city significantly increases the amount of investment for the design and construction of such an object.

Good location, reputation and the ability to serve large flows of guests will allow this hotel to occupy a leading position in the hotel business in the region.

2.2 Carrying out marketing research

So, when studying the hotel services market, we used

existing statistical information, as well as a survey of consumers and employees of the hotel industry.

It was decided to conduct a survey in the city of Kovrov and the Kovrov district. The general population - the population of 18 years of age, living in Kovrov, Kovrov district. The method of simple random sampling was used, its size was 450 respondents. In this case, the method of stratified (group) sampling was used. The general population was divided into segments, in each of which, with the help of random selection, its own sample is formed; the weight coefficient of each segment in the total sample corresponds to its share in the general population.

The survey used two main forms: questionnaires and interviews. The survey of consumers of hotel services was conducted in the form of a questionnaire.

The survey of sellers of hotel services was conducted in the form of interviews in Kovrov hotels.

2.3. Organization and conduct of data collection

Evidence gathering is one of the main stages of marketing research. Four methods are commonly used to collect data: observation, experiment, simulation, and survey.

Observation is commonly used in exploratory marketing research and is a method of collecting marketing information about the object under study by observing selected groups of people, actions and situations. At the same time, observation is considered as a process that:

pursues a specific research goal;

proceeds systematically and systematically;

serves not only to collect interesting facts, but also for the development of generalizing judgments;

subject to constant monitoring in terms of reliability and durability.

An experiment is the manipulation of independent variables in order to determine their influence on dependent variables while maintaining control over the influence of other parameters not studied. Independent variables (prices, advertising costs) can be changed at the discretion of the experimenter. At the same time, dependent variables (sales volume, change in market share) are practically not in the sphere of his direct control.

The use of the simulation modeling method predetermines the construction and analysis of a model that describes a specific situation using computer technology.

Recently, one of the most common ways to collect information about the market are surveys. The survey is the main method of obtaining marketing information about consumers, their behavior in the market, their preferences when choosing certain services of accommodation facilities, and the evaluation of various forms of service. A survey is an oral or written appeal to the respondents with questions, the content of which constitutes the research problem.

2.4. Analysis of the results of the conducted marketing

And
research

450 people participated in the survey of consumers in the hotel industry market. As a result, the following was found:

¨ The main consumers of hotel services are men (72%)

¨ Most often, the services of hotels of a high category (**** and *****) are used by men aged 30-40 years, while hotels of a lower class are used by younger and older people.

¨ Most of the respondents (84%) are employed in the private sector, the rest of the visitors are foreign pensioners.

¨ The majority of foreign guests are citizens of Germany, Sweden, Finland, Russia, Estonia.

¨ More than half of the surveyed foreign guests come to Kovrov for business purposes, less than half - for tourism.

¨ In most cases, the choice of a hotel depends on the price and location, which plays a particularly important role for guests.

¨ Most of the respondents consider the most important hotel services to be the availability of amenities in the room, free breakfast, the presence of a restaurant in the hotel, daily cleaning and linen change, as well as the possibility of washing clothes. The presence of a TV and telephone in the room and a gym in the hotel are also considered important.

¨ The respondents indicated high prices and not always friendly staff service as the main shortcomings of hotel service.

During the interview, the staff of 3 Kovrov hotels was interviewed

As a result, the following was found:

¨ On average, hotel occupancy in summer is no more than 70%, in winter - about 40-45%

¨ On average, a hotel room costs from $25 per night and more. The cheapest rooms are offered by the Zvezda Hotel - from $12, but the quality of services and the level of security there leave much to be desired.

¨ Many hotels offer discounts if the guest stays longer than 10 days. There is also a discount if more than one room is booked.

¨ In most hotels, the percentage of regular customers is the majority of all visitors (about 70%).

¨ About 50% of consumers of hotel services are residents of Russia.

¨ In general, the level of service in Kovrov hotels corresponds to the price and class.

Study use analysis

What is the Kovrov hotel market? In the process of research, the market of hotel services was studied.

An analysis of the demand for accommodation services in the territory of Kovrov shows that Kovrov has a sufficient number of places in hotels of 3-4 stars, but it continues to lack inexpensive hotels of good quality. Those. The main problem faced by consumers is the lack of large cheap hotels and guest houses of class from "one star" to "three stars" with low prices and quality services. This niche in the market of hotel services is free. Also completely absent are youth hostels - hostels - which are very popular abroad. There are two student dormitories in Kovrov that offer a bed for 500 rubles, but only in summer. Unfortunately, they are not available at other times of the year.

In turn, the hotel "Kovrov" is faced with the problem of low occupancy. The full load of the hotel is mainly due to the holding of various kinds of official, cultural and sports events in the city, which, unfortunately, do not happen so often. Therefore, the main "supplier" of guests for the hotel enterprises of the city is inbound tourism, but it is not up to the mark and few tourists still come to us. And the average length of stay in Kovrov guest is short - only about 2-3 days.

One reason or factor in low occupancy could be something as simple as the attractiveness of the hotel product. The hotel business and the implementation of a hotel product require high professional skills, the art of strategic and operational management, high spiritual culture, the best human qualities and high proficiency of the staff. However, during the survey of Kovrov hotels, one had to face an amazing feature: the cheaper the hotel was, the ruder its representatives communicated. Simple questions - how much does your room cost, how can you book it (and if you imagine that a guest who has just arrived in Kovrov is interested in this?!) - for some reason irritated the employees of some hotels.

So, the hotel market of Kovrovan today has reached the level of the generally accepted European standard in terms of the quality of service, however, in terms of the composition of the offer, it continues to be “one-sided”. According to this criterion, it is significantly inferior to Western markets, where the percentage of cheap and middle-class hotels is far from low.

Based on the determination of the level of customer satisfaction

the quality of hotel services, it is necessary to resolve the issue of parking guests' cars.

Near the hotel there are two paid guarded parking lots. It is possible to conclude agreements with parking administrations on the provision of spaces for guests' cars.

The Kovrov Hotel has an advantage in providing air-conditioned rooms. With the onset of the summer season, coinciding with the peak of tourist activity in the region, the issue of air conditioning is the most relevant. Sun-facing rooms should be air conditioned.

Unsatisfactory knowledge of foreign languages ​​by service personnel also leads to a lag in quality indicators from the level of similar indicators from competitors. This problem can be solved by more careful selection of personnel for key positions foremen of maids and administrators. Investing money in training staff in common European languages ​​does not seem appropriate, since the level of salaries of service personnel does not ensure fidelity

employees of the firm.

Currently, the hotel can only offer Internet access with a portable personal computer. This service is not in active demand. It is necessary to find the possibility of providing telematic services of high quality.

In order to ensure a strategic advantage over competitors, it is necessary to conduct a quality audit. Analysis of the quality of hotel services will create the prerequisites for subsequent quality management. Currently, the company only analyzes the quality of cleaning of hotel premises. Quarterly comprehensive quality checks should be recommended. Based on the results of inspections for the year, develop and implement a quality control program.

Conclusion

The purpose of this course project is to develop and conduct and analyze marketing research on the hotel services market.

The need for marketing research was due to the fact that the market for hotel services in Kovrov is approaching the extreme point of decline and is in the process of decline.

The data collected during the study were processed and analyzed, on the basis of which conclusions were drawn and recommendations were developed for the management of the Kovrov Hotel. To achieve this goal, the following tasks were solved.

In the first section of the work, the process of planning and conducting marketing research is presented in detail, its goals, objectives and stages of research behavior are described. Approaches are considered when choosing methods and means of collecting the necessary information, methods for forming a sample and determining its volume when conducting selective studies, and methodological issues of research.

In the second section of the work, an analysis of the activities of the Kovrov Hotel was carried out.

A process of marketing research was developed and the results of its implementation were presented.

The data collected during the study made it possible to obtain a fairly complete picture of the demographic characteristics of a potential consumer of hotel services (gender, age, monthly income per family member), professional and social status of the consumer, the purpose of purchasing the service, and the optimal price in the segment of individuals.

Thus, a company, in this particular case a hotel,

interested in increasing the number of business travelers and retaining the number of regular business travelers, having the data of this study, can work to improve the quality and range of services that business travelers pay more attention to.

Obviously, it is important not only to conduct market research, but

the results are also important. Therefore, it is necessary to compare the objectives of the ongoing marketing research and its results.

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Attachment 1

The process of conducting market research

Annex 2

Dear guests!

We are conducting a study of the market of hotel services in the city of Kovrov and invite you to answer the questions of our questionnaire. Your ratings and advice will be taken into account in order to identify shortcomings in hotel services and improve the quality of services offered.

1. How often do you use hotel services?

2. What level of hotels do you choose? (indicate the level of stardom)

_________________________________________________________

3. What determines your choice of hotel?

From location

From the quality of services provided

Other ___________________________

4. Given the same conditions for location, price and level of service, what other factors are most important when making a decision when choosing a hotel?

Safety

Furnishings of the rooms

Contingent of guests

Previous experience

Other _______________

5. Do you have a favorite hotel in Riga?

_________________________________________________________

6. Are you willing to pay more for the services of your favorite hotel if prices suddenly increase or you prefer to change it?

_________________________________________________________

Availability of a restaurant in the hotel

Breakfast included in the room price

Availability of amenities in the room

Room size (large room or small)

Is there a TV in the room

Availability of a computer connected to the Internet in the room

Having a phone in the room

Availability of radio, stereo equipment in the room

Hairdryer, bathrobes, slippers in the room

Possibility to order dinner in the room

Possibility of ordering drinks and lunches in the room around the clock

Availability of a minibar in the room

Presence of a safe in the room

Possibility of washing clothes

Availability of a gym, sauna and pool in the hotel

The presence of a hairdressing salon, beauty salon, solarium in the hotel

Availability of a currency exchange office in the hotel

Daily linen change and room cleaning

8. What else Additional services would you suggest entering the hotel where you prefer to stay?

_________________________________________________________

9. What do you dislike about the hotel where you stay?

_________________________________________________________

12. Your gender ____________

13. Your age is __________

14. Occupation ____________

Thank you for your cooperation!

Annex 3

The survey of sellers of hotel services was conducted in the form of interviews in Kovrov hotels

1. How much does a room in your hotel cost per night?

2. Is it possible to get a discount for staying in a hotel for more than 5, 7, 10 or more days?

3. What additional services do you offer?

4. What is the occupancy rate in your hotel in winter? Summer?

5. What percentage of all customers in your hotel are regular customers?

6. Residents of which countries are your main customers?

7. Why the client should choose your hotel, and not the competitor's hotel

Appendix 4

Questionnaire for our hotel guests

Dear guests!

We will be very grateful if you fill out this questionnaire, which,

which we hope will help us to improve the quality of service in our

hotel.

| You arrived in Kaliningrad: | The room should be:

| car safe

| by plane | burglar alarm

|by train internet

| bus | refrigerator

| | air conditioner

| |mini-bar

| |Your suggestion______

| |______________________________

|Purpose of your visit:

| business trip

|Have you stayed with us before? |You have chosen our hotel:

| | through a travel agency

|Will you stay with us again?

|How did you book the room:

| yes | independently

|No Why?_______________ through a travel agent

|_____________________________ | did not book (a)

Your remarks on work:

Receptions

Marketing research ...

... to improve the quality of service for enterprises hospitality industry on the example small hotels"Veronica"

Diploma work >> Physical culture and sports

For enterprises hospitality industry on the example small hotels"Veronica". 2.Object research- small hotel"Veronica". 3.Item research– study and analysis ...

The sphere of hotel business in the modern world on the example hotel "Hyundai"

Coursework >> Physical culture and sports

... Analysis external sphere and market hotels Vladivostok 2.2 Ranking method and analysis results marketing research ... research- sphere hotel business in modern world on the example ...

Starting construction of a new hotel you need to study the market in detail, make sure that investments in hotel real estate are justified and the market is ready to accept a new hotel facility. For this, marketing research is carried out. Such studies can be carried out both by the investor himself, and on his behalf - by an independent professional company.

Marketing research must include:

Studying the economic base the study area and the presence in it of "generators" of transit trips. AT this study long-term analysis is very important. The period of effective operation of a hotel property varies on average from 20 to 40 years. A long-term assessment is necessary to determine economic trends for the near future: market stability, its possible growth, the emergence of new "players", market stagnation - everything that can affect the economic climate.

Study of the "offer". Availability in close proximity to the planned object of other hotels, analysis of their operating activities including the level and range of services provided. Ideally, such a study should contain data on hotel occupancy over the past five to ten years. It is necessary to analyze peak periods and periods of low load during the entire studied period of time. In addition, it is necessary to calculate the possible obstacles for the successful entry into the market of a new accommodation facility.

A professionally conducted marketing research should fully take into account the experience of market development in the past and present, as well as predict its future development. This approach will enable the investor to understand expediency and efficiency project, will allow to determine the type of the future hotel and a set of mandatory and additional services.

Product type definition.

Product type definition starts with pre-project preparation- primarily from professional marketing research. Provided that its results have revealed development prospects, the investor must determine the type of product, which most successfully fits into a specific site and meets market conditions. Creation new services and outlets in a hotel always leads to an increase in the cost of its operation, so their planning should always be based on existing demand and lead to an increase in indicators such as occupancy or average price for the number.

In addition to a thorough study of supply and demand in a particular market, other factors should be taken into account when creating a hotel product:

The possibility of creating additional demand for hotel services. Bringing a unique and unusual hotel product to the market requires its own consumer. Product novelty may temporarily "pull" some of the consumers, but, having satisfied the interest, the consumer can return to the "tested" standard product, which is presented on the market by competitors. Therefore, it is necessary to make sure that the output product will gain a foothold in the market and find "its" regular consumer.

Combination "price quality". An analysis of the activities of the most successful participants in the hotel market reveals a common pattern for all - they offer a high-quality product that meets basic needs at an appropriate price. For example, a full-service hotel located in the city center or in close proximity to food establishments often does not have a large selection of bars and restaurants, but compensates for their absence with a large number of rooms.

Analysis of transit trips and potential consumer groups. It is necessary to establish the seasonality of such trips, the capacity of consumer groups by segments, the required conditions and purchasing power. It is also necessary to take into account the potential increase in the number of trips.

Location of the planned hotel in relation to demand generators (transit trips) and transport routes of various types. The surrounding infrastructure of the selected location is the proximity of restaurants and entertainment venues.

Competitive environment: the level of average daily prices and seasonal occupancy, focus on certain groups of consumers by segments, analysis of services and infrastructure, competition in relation to each other and the potential emergence of new players.

After completing all the research and developing conclusions, the investor needs to pay attention to good review and availability future hotel. Will the building and the sign be visible, is the exit from the main highway and the entrance to the hotel convenient enough?