Essay --

According to Kotler et al. (2010) believes the concept of positioning in marketing is identify customer needs, establish processes, innovate and implement products. When a company knows or determine their target market segments, they have to understand what are their positions, where are they now? Where they want them to be in those segments. Also, the product's position are very important to other competitive products because in the market there are so many choices which consumers can make a buying decision. However, once the product can occupies and leaves a good impression in the customer's mind immediately they are going to choose those products by the next time. Therefore, to create a unique value and position with customers are significant especially in hotel brand's management as well as other product's brand, they must have a clear concept and purpose to use their employees reaching company's 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 â€Å"the traditional hotel industry applied job specialization 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 shower projected into the bedroom and the McDonald's restaurant located exactly next to the hotel which means that customers have one more option for their meal but other competitors they do not. From McDonald and Dunbar (2004, p.34) suggest that â€Å" market segmentation being the process of splitting custom... ...it seems like 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 stars, they didn't expect it would be a four star hotel. Due to these reasons the company didn't success because the Golden Arches is a four star hotel, they are depending on the luxury type like other four and five star hotel. Although they were using their product's brand expand into hotel industry even for the design 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 about McDonald's 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.