Wallace Fort Hotel

Q1. Should the hotel continue with the existing positioning?

Yes, the hotel should continue the existing positioning as a premium hotel which is located away
from the city crowd. The current set of customers are loyal to the hotel and have been visiting the
hotel even though its services are priced higher. Moreover, Kasauli being a small town with a
colonial ambience, the Wallace Fort Hotel is aptly positioned as a hotel that looks like a fort. The
reason for customers staying true to their loyalties towards the hotel is the very positioning of the
hotel as an old fort that is now converted into a hotel.

Q2. What additional data do you need to support your answer?

Additionally, the following data might be required to further support the answer:

Information of any other prominent hotels already running in and around Kasauli.
Number of customer visiting the hotel during non-peak season
A primary research to ascertain the number of customers preferring to have breakfast in
their hotels, customers expectations from hotels amenities viz. gym, spa etc.
 Precis Module 2

Keeping why as the centre for any strategy/task is a key to make it more meaningful. Usually,
organizations and people understand the How and What part of their work, but they are not able
to justify their reason for doing so. Mostly, the Why is confused with What leading to poor
strategies and missing out on the big picture.

Marketing Strategy

Marketing strategy is about enhancing the product/service offering to make the customers extract
more value of it. The strategy should be such that it helps in increasing the maximum customer
share of wallet and to have a high Net Promoter Score.

The foundations of a good strategy requires a holistic understanding of the competition, both
globally and in the domestic market. For e.g. a street food vendor competes with McDonalds located
in a mall. Having an efficient means of channel marketing to reach the point of consumption
effectively through:

Situation Analysis
Segmentation-Target-Positioning
Marketing Mix
Implementation of Strategy