Marketing with limited budget
- Publisher: Saimaan ammattikorkeakoulu
The purpose of this research-based thesis was to get an idea how managers of two small resembling hotels of a specific region deal with marketing process with a limited budget. In addition, the aim of the thesis was to examine if hotel managers who were interviewed perceive marketing only in the way of ‘promotion’ rather than marketing research, marketing mix and marketing environment theories. It was also found out if hotel managers of those hotels consider marketing as a key to successful hotel performance.
The theoretical part of the study consists of analyzing different marketing elements as marketing plan, marketing research, marketing mix and marketing environment. All of them were chosen because they do not require financial investment. Moreover, prime ways of hotel’s promotion with limited budget were discussed and analyzed. The empirical part of the study consisted of semi-structured interviews with hotel managers.
The results of the study show that hotel manager focused on the promotion instead concentrate on more significant marketing concepts and theories. Moreover, both hotels do not consider marketing as best alternative leading to successful hotel performance. All in all, all information was analyzed and the author got an idea how hotels handle marketing related issues with limited budget.