Some organisations have the need to find accommodation for their employees close to their (temporary) working environment. E.g. foreign managers working temporarily in the Netherlands, project managers, medical specialists, etc.
A housing corporation wants to realise a live-work hotel especially for this group. An environment with multifunctional design and different facilities like meeting rooms, shops, and sport and leisure possibilities. Under serious consideration is a broad service package: driver services, dry cleaner’s, meal delivery etc.
The client wants to know the volume of this market, the exact needs, which services will be needed and their price level, and how a distinctive proposition can be developed.
Method
Through interviews and research an intensive market research has been done (e.g. target groups, market volume, needs, services, alternatives / competitors). For some target groups needs and purchase intention for the intended concept has been investigated thoroughly.
Result: The corporation has revised the concept and concentrated on the most attractive target groups (kept in mind the conjuncture sensitivity), and has a clear distinctive proposition.
They developed a package of services concentrated on the needs.
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