A Marketing Study Conducted for the Grace Inn of Phoenix, Arizona
Dude, Susan Elizabeth
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The purpose of this study is to identify the Grace Inn's position in the Phoenix hotel industry and to evaluate the changes it is making to establish a marketing-oriented approach to sales. This study begins by examining the economic impacts of tourism in the city of Phoenix and how it affects the hotel industry. It is followed by a discussion of the unique hospitality product, the effects of hotel chain affiliation, and a detailed description of the Grace Inn's goods and services. A description of the Grace Inn's competition includes a consumer profile and the determinants of demand. The marketing strategy section covers the marketing mix: product, placement, pricing, and promotion. Recommendations for the future include an operating audit, some personnel changes, and continued market development.