Ocean Wave Apartment Case Study Dar es Salaam is a coastal capital in the process of reinventing itself, and is emerging as a cosmopolitan city that is enjoyable to explore. Dar remains at heart a bustling Swahili market town, yet is a center of trade and commerce which attracts ambitious Africans from all of Tanzania and its neighboring countries, and international communities who come to this port for all manner of business. This is Tanzania's communication hub, a world apart from the lifestyle of the rural majority. Because of the nature of the city, Dar es Salam is surrounded by a number of specious hotels and apartments for its cross boarder/ international business people one of which is Ocean Wave apartments. Located on the shores of the Indian Ocean within 9 km of Kivukoni Fish Market in Dar es Salaam and 0.6 miles from East Africa International School, Ocean Wave provides accommodation with free WiFi and flat-screen TV. The accommodation features a hot tub. Opening to a terrace with sea or pool views, all units are fitted with a kitchen with an oven. A microwave and fridge are also provided, as well as a coffee machine. The apart hotel offers an outdoor pool. Guests can also relax in the garden or on the sun terrace. One of the prominent features around the apartment is the famous Kariakoo Market which is only 10 km from Ocean Wave. At this market, people can bargain for anything from textiles to tropical fruit and the market is alive every day of the year. Other facilities at Ocean Wave include air conditioning, hot tub; swimming pool and free private parking is available on site.All units include a flat-screen TV. Some units feature a terrace and/or balcony with sea or pool views. There is also a kitchen, fitted with an oven. A microwave and coffee machine are also provided. Towels are available.Ocean Wave also includes an outdoor pool. The property also has grocery deliveries.Travel Office is 1.3 miles from Ocean Wave, and Mwenge wood market is 2 miles away. The nearest airport is Julius Nyerere Airport, 10 miles from the property. The apartment is run by (3) three Somali nationals who are into partnership and involved in various business ventures. One of the key ventures they are involved in is the construction of such apartments and hotels in different parts of the world. They have constructed such buildings in Dubai, South Africa, Kenya, Egypt Belgium and several of them in Tanzania. Ocean Wave apartment was opened to the public in June 2015 and by then it was the only apartment in the East of Dar es Salam. The demand was very high and the apartment was always fully booked and people had to make bookings at least a month before going there. Today, the story is not the same for the apart-hotel as it has suffered high competition from its close rival reducing its market share. Between 2017 to 2018, more than (5) five apartments have been constructed around that area and fighting for the same clientele. Management is contemplating of selling the apartment as whole or individual houses to families. The above data was based on a real-life situation, but details have been changed for assessment purposes and may not be an accurate reflection of reported news. QUESTION ONE You are a marketing consultancy and have been approached by Ocean Wave. This client is very worried about the dropped enquires about the Hotel considering the Increased number of hotels around the area. Based on the information within the case study, you are required to Conduct a marketing environmental scanning (audit) for this organization using the SWOT analysis tool and advise the firm the best course of action to achieve its objectives. Think of a marketing campaign for this firm and advise how the campaign can help them penetrate new markets and increase market share. Describe any (5) five roles of marketing to Ocean Wave management.
Ocean Wave Apartment Case Study
Dar es Salaam is a coastal capital in the process of reinventing itself, and is emerging as a cosmopolitan city that is enjoyable to explore. Dar remains at heart a bustling Swahili market town, yet is a center of trade and commerce which attracts ambitious Africans from all of Tanzania and its neighboring countries, and international communities who come to this port for all manner of business. This is Tanzania's communication hub, a world apart from the lifestyle of the rural majority.
Because of the nature of the city, Dar es Salam is surrounded by a number of specious hotels and apartments for its cross boarder/ international business people one of which is Ocean Wave apartments. Located on the shores of the Indian Ocean within 9 km of Kivukoni Fish Market in Dar es Salaam and 0.6 miles from East Africa International School, Ocean Wave provides accommodation with free WiFi and flat-screen TV. The accommodation features a hot tub. Opening to a terrace with sea or pool views, all units are fitted with a kitchen with an oven. A microwave and fridge are also provided, as well as a coffee machine. The apart hotel offers an outdoor pool. Guests can also relax in the garden or on the sun terrace. One of the prominent features around the apartment is the famous Kariakoo Market which is only 10 km from Ocean Wave. At this market, people can bargain for anything from textiles to tropical fruit and the market is alive every day of the year.
Other facilities at Ocean Wave include air conditioning, hot tub; swimming pool and free private parking is available on site.
All units include a flat-screen TV. Some units feature a terrace and/or balcony with sea or pool views. There is also a kitchen, fitted with an oven. A microwave and coffee machine are also provided. Towels are available.
Ocean Wave also includes an outdoor pool. The property also has grocery deliveries.
Travel Office is 1.3 miles from Ocean Wave, and Mwenge wood market is 2 miles away. The nearest airport is Julius Nyerere Airport, 10 miles from the property.
The apartment is run by (3) three Somali nationals who are into
Ocean Wave apartment was opened to the public in June 2015 and by then it was the only apartment in the East of Dar es Salam. The demand was very high and the apartment was always fully booked and people had to make bookings at least a month before going there.
Today, the story is not the same for the apart-hotel as it has suffered high competition from its close rival reducing its market share. Between 2017 to 2018, more than (5) five apartments have been constructed around that area and fighting for the same clientele. Management is contemplating of selling the apartment as whole or individual houses to families.
The above data was based on a real-life situation, but details have been changed for assessment purposes and may not be an accurate reflection of reported news.
QUESTION ONE
You are a marketing consultancy and have been approached by Ocean Wave. This client is very worried about the dropped enquires about the Hotel considering the Increased number of hotels around the area.
Based on the information within the case study, you are required to
- Conduct a marketing environmental scanning (audit) for this organization using the SWOT analysis tool and advise the firm the best course of action to achieve its objectives.
- Think of a marketing campaign for this firm and advise how the campaign can help them penetrate new markets and increase market share.
- Describe any (5) five roles of marketing to Ocean Wave management.
Step by step
Solved in 4 steps
