Samenvatting

The objective of the current project was to find out wich marketing strategy when it comes to promotion and product will be the most effective in orfer to reach a new segment -gay people to celebrate the weddings in Amstel Intercontinental Hotel.
In order to reach this objective the qualitative reseach as well as the SWOT analysis were conducted by the researcher. The objective of the qualitative research was to answer the following research questions:
- What are the preferences of gay couples of the Netherlands towards wedding celebrations?
- Which informational sources do gay couples of the Netherlands use while searching for a place of the wedding celebration?
The SWOT analysis was conducted in order to answer the following reseach question:
- How capable is Amstel Intercontinental Hotel in the realization of the new marketing strategy?
Further the results of the qualitative research and the SWOT analysis were correlated.
Based ob this correlation the reccomendation conserning the new marketing strategy for Amstel Intercontinental Hotel was conducted.