Mountain Province State Polytechnic College 1

Accountancy Department
Marketing 11: Principles of Marketing
Assignment_The Victoria Court’s Marketing Segments

The Victoria Court’s Marketing Segments

What is Victoria Court drive-in Hotel and Restaurant? What are the needs and wants of
each three market segments targeted by Victoria Court? Who are the main competitors for each
market segment? Do you agree with the resegmentation strategy embarked by the Victoria
Court group?

Victoria Court drive-in Hotel and Restaurant is a chain of full service motels in Metro Manila.
It has a logo depicting a classy but mysterious-looking lady in a hush-up motion, with a
background of black and silver. It supposed to embody secret, ant it means that apart from
quality and fast service, Victoria also offers privacy, courtesy, prompt service, world class
facilities and state-of-the art housekeeping.

The three market segments, which are targeted by the Victoria Court, are drive-in hotel and
restaurant, the husband and wife, and the party market. In addition, Victoria Court targets the
needs and wants of every market segment. These needs and wants are summarized as follows:

 Drive-in Hotel and Restaurant

1. Quality employees
2. Standardization of equipments/materials
3. Well accommodation
4. Quality and prompt service
5. Special foods and beverages
6. Entertainment

 The Husband and Wife

1. Comfortable place
2. Well-organized rooms
3. Clandestine romance or well-groom bed for good resting
4. Extreme privacy: private conversation/moments
5. Pleasant and clean comforters, bed sheets, etc.
6. Convenient rooms or suites for spare time
7. Special foods and beverages
8. Entertainment

 The Party Market

1. Well-accommodation
2. Comfortable place/atmosphere
3. Complete facilities
4. Quality and prompt service
5. Special foods and beverages
6. Entertainment

Kristie Rose Liswid

March 15, 2017
 Mountain Province State Polytechnic College 2
Accountancy Department
Marketing 11: Principles of Marketing
Assignment_The Victoria Court’s Marketing Segments

The main competitors for the three market segment are famous hotels and restaurants
establishments (5 star hotels/international hotels), popular malls, stable business establishment
nearby the location of Victoria Court.

Yes. I agree with the resegmentation strategy embarked by the Victoria Court group
because the image of it is only for “lovers”. Nowadays, the people are searching for other types
of rooms which are more convenient, more relaxing, more unique, more private, more affordable
and more fun. The Victoria Court group utilized other market segment that would be accessible
to the public, the husband and wife and party market. At present, many customers of the
Victoria Court group are enjoying their quality services, not just by lovers or the traditional
market but also the party goers (groups/family/company/travelers).

If you have a chance to travel in Manila then try this Victoria Court Drive-in Hotel and
Restaurant. Victoria Court H & R is too pricey .Don’t worry for the payment. Just utter these
words to the cashier, “Sorry, I can’t fully pay my bills right now because I am saving up.”

Sources:

www.victoriacourt.biz/mobile/aboutus/view.com - by Victoria Court, Philippines (2012)

www.marvzmartinez.wordpress.com – by Marvz Martinez (Dec. 12, 2014)
www.studymode.com/subject/three-market-segment-of-Victoria-court-page1 .html – by Agbay,
Ronnil and company (June 30, 2015)

Kristie Rose Liswid

March 15, 2017