Essay --

According to Kotler et al. (2010) believes the c at a timept of positioning in marketing is break customer needs, establish processes, innovate and implement products. When a company knows or determine their target market segments, they have to understand what argon their positions, where atomic number 18 they now? Where they want them to be in those segments. Also, the products position argon genuinely important to separate competitive products because in the market there are so many choices which consumers can mould a buying decision. However, once the product can occupies and leaves a good impression in the customers mental capacity immediately they are going to choose those products by the next time. Therefore, to shape a unique value and position with customers are significant in particular in hotel brands management as wellhead as other products brand, they must(prenominal) have a clear imagination and purpose to use their employees attain companys goal. For hotel Golden Arch to make itself novel so they were trying to make something unique and differentiate itself from other hotels because they think it is going to work well and can attract more guests come to the hotel, they were using a concept by replacing the traditional hotel industry applied job differentiation and hierarchy system Michel (2005, p.4). For examples, the guest can check-in and out of the hotel at the airport, use the foldable-wall technology for meeting room, comfortable bed, especially make the cascade projected into the bedroom and the McDonalds restaurant located exactly next to the hotel which performer that customers have matchless more option for their meal but other competitors they do not.From McDonald and Dunbar (2004, p.34) suggest that market segmentation being the process of ripping custom... ...it seems desire not so many people stay in the hotel, it was very quiet, unpleasant behaviour, no activity and they thought that the hotel would be one to two s tars, they didnt expect it would be a four star hotel. cod to these reasons the company didnt success because the Golden Arches is a four star hotel, they are depending on the luxury type like other four and louver star hotel. Although they were using their products brand expand into hotel industry even for the role concept is like using everywhere with the existing logo of McDonald for example, like in the picture shown that on the head of the bed was painting with a shaped of yellow arches, from what they saw immediately they will think nearly McDonalds brand. Furthermore, because it is a four star hotel and next to the hotel is a fast food restaurant which cannot match with the concept of four star hotel.