Proposal on Market of Small Hotel

Problem statement and Objectives

The research topic of this study is analyzing a market of small hotels in Almaty, by defining the proper marketing strategic planning for the Hotel ALMA. In connection with the prospect of tourism development in Kazakhstan, there is a demand in the service sector, including the hotel industry. Thus, we have to analyze and estimate the significance of the small hotels and the reasons for its existence.

According the topic, the discussion will be going on an effective marketing strategy as a success factor for the small hotel market survival.

During the research there could be such objectives as:

* To define a small hotel market in Almaty

* To identify of various success factors for the market existence on such competitive market

* To investigate the Marketing Strategy as the most important success factor for the industry

In order to support my research I would like to use small Hotel Alma as a case study, in which I will:

o characterize the features of the hotel, "Alma", his place in the market of small hotels in Almaty, its target audience;

o analyze the result of the marketing in the development and operation of the hotel "Alma", noting the advantages and disadvantages;

o develop practical recommendations for its improvement;

o Prospects for development of marketing in the hospitality industry.

Relevance of the subject due to the fact that in the developed market of hotel obligatory condition for a successful competition of hospitality company is striving to meet the modern needs and desires of customers, as encouraged the suitable marketing strategic planning.

The aim of this work is to demonstrate the necessity and importance of the marketing strategic planning in the promotion of services, in particular in the field of hospitality. The current state of marketing of the hotel "Alma" and formulate development prospects of the marketing strategic planning in the industry. Evolution of marketing impacts on the hospitality industry, because success in this area is based entirely on the preferences of the consumers.

According the previous objectives, next hypothesis could be defined:

1. There is a good market niche for the Small Hotel industry

2. There are a big variations of he success factors which help to survive at the Small Hotel Market.

3. According the all success factors, marketing strategic planning is the most significant one for such market, as small hotel industry.

Preliminary background information

The main prospects for the hotel business in Kazakhstan is mainly focused on only four "A": Almaty, Astana, Atyrau and Aktau. The imbalance between supply and demand cannot reasonably adjust prices for hotel services. In general, the construction of hotels in Kazakhstan is more expensive than in the European countries and cities, and even than in Russia - because of the additional cost of customs, transportation and specialized professionals for construction and design, which so far have invited from abroad.

According to the Statistics Agency, in Almaty operates 58 hotels and number of rooms in them reaches 3900. For a city the southern capital of Kazakhstan, is not enough. Due to lack of hotels in the hospitality market observed lack of competition among the players not being able to adjust the level of reasonable prices for the benefit of visitors. However, to estimate how much is not enough room Hotel Almaty, difficult. This is due to the fact that the hotels prefer to play down the official