...[pic] Marketing MK 201 Marketing of Four Seasons Hotel Shanghai [pic] Lecturer: Kathryn Medico Student: Lu Yizhi [ luyi080789 ] Duy Hung Pham [ phdu271188 ] Class: 2A March 12th , 2012 Acknowledgement For the successful completion of our report, we would like to express our deep gratitude to all the people who give us help and advise. First and foremost, we are going to give our appreciation to Mr. Wang, the Assistant Sales Director of the Four Seasons Hotel Shanghai. He spent his personal time replying our email to answer our questions and gave us a lot of valuable information and instructions which keep our report going in the right direction. Secondly, we would like to thank our Marketing lecturer, Miss Medico, she provided us with many useful resources and guidance at every stage of writing the report. Clearly, we cannot finish this report smoothly without her help. Last but not least, we would like to thank all our friends for their suggestions and inspiring. Contents Aknowledgement 2 Introduction 4 Background of Four Seasons Hotel Shanghai 4 The Lifecycle Stages of Four Seasons Hotel Shanghai 5 Target Market 6 The Promotion Mix of Four Seasons Hotel Shanghai 7 Advertising 7 Publishing pamphlets and magazines 7 Online advertising 8 Public Relations 8 Communicating with public by Internet 8 Participate in public service 9 Sales Promotion 9 Hotel packages promotion 9 Discount 10 Conclusion 10 Reference...
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...2087 JUNE 15, 2007 CHEKITAN S. DEV LAURE MOUGEOT STROOCK Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime Value Introduction For nearly 25 years, Rosewood Hotels & Resorts (Rosewood), a private hotel management company, sought to build a global reputation with iconic luxury hotels such as The Mansion on Turtle Creek in Dallas and The Carlyle in New York—trophy properties so distinctive, each could thrive on its own name, without any “corporate” identification (see Exhibit 1 for brand history). The Rosewood brand was muted, unmentioned in advertising, and known mainly to hotel professionals. However, in early 2004, to boost the company’s growth, John Scott, Rosewood’s new president and CEO, and Robert Boulogne, vice president of sales and marketing, were considering a new brand strategy. As Boulogne recalled: We thought the time was right to establish Rosewood as a true brand incorporated into the name of each hotel and prominently displayed in all communications for and at our properties. This would help provide us with a platform for encouraging guests who stay at one of our properties to stay at some of the others. But, they wondered how far they could push this branding strategy without undercutting the distinctiveness of each individually branded hotel. Company Profile and Background Headquartered in Dallas, Texas, Rosewood Hotels & Resorts, L.L.C, was a privately held company, established in 1979 by the Caroline...
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...2087 JUNE 15, 2007 CHEKITAN S. DEV LAURE MOUGEOT STROOCK Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime Value Introduction For nearly 25 years, Rosewood Hotels & Resorts (Rosewood), a private hotel management company, sought to build a global reputation with iconic luxury hotels such as The Mansion on Turtle Creek in Dallas and The Carlyle in New York—trophy properties so distinctive, each could thrive on its own name, without any “corporate” identification (see Exhibit 1 for brand history). The Rosewood brand was muted, unmentioned in advertising, and known mainly to hotel professionals. However, in early 2004, to boost the company’s growth, John Scott, Rosewood’s new president and CEO, and Robert Boulogne, vice president of sales and marketing, were considering a new brand strategy. As Boulogne recalled: We thought the time was right to establish Rosewood as a true brand incorporated into the name of each hotel and prominently displayed in all communications for and at our properties. This would help provide us with a platform for encouraging guests who stay at one of our properties to stay at some of the others. But, they wondered how far they could push this branding strategy without undercutting the distinctiveness of each individually branded hotel. Company Profile and Background Headquartered in Dallas, Texas, Rosewood Hotels & Resorts, L.L.C, was a privately held company, established in 1979 by the Caroline Rose Hunt Trust...
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...Introduction…………………………………………………….1 Market analysis……………………………………………….1-6 Segmentation…………………………………………………1-3 Targeting………………………………………………………3-4 Positioning……………………………………………………4-6 Conclusion……………………………………………………..6 Referencing…………………………………………………….6 Introduction As a marketer of a hotel, I will discuss the market segmentation, targeting and positioning. HUAZHU HOTELS GROUP is the first domestic Chinese multi brand chain hotel management group, ranked The Globe Hotel 16. March 26, 2010, HUAZHU HOTELS GROUP successful listing on the NASDAQ. In China more than 200 cities have more than 1400 hotels and more than 30000 employees, owns 6 hotel brands: including business brand - Jubilee Yue Hotel, Seasons Hotel, Star Way Hotel, Han TING Hotels, Hai You Hotel, and holiday brand of diffuse heart Resort Hotel in the country for the guests to provide accommodation, from high-end to parity business travel to leisure experience. HUA ZHU HOTELS GROUP want to build a worldwide leading hotel group, at the same time, try to best for service, let everyone choose HUA ZHU HOTELS GROUP, better Hua Zhu, better life. Market Analysis Segmentation: Market segmentation is the opposite of mass marketing and is part of the segmentation, targeting, and positioning framework. Segmentation is defined as the process of dividing a potential market into distinct subsets of consumers with a common need or characteristic and selecting one or more segments to target with a specially designed marketing mix. Besides aiding...
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...Summary of the Key Facts of the Case Rosewood Hotels and Resorts is a private luxury hotel management company established in 1979, headquartered in Dallas, Texas. The first hotel managed by the company was The Mansion on Turtle Creek, opened in 1980. As of 2003 the Rosewood had 12 hotels worldwide, with a total capacity of 1,513 rooms, with a nightly rate varying between $120 -$9,000. Rosewood competed with luxury corporate branded hotels such as Ritz-Carlton and Four Seasons but unlike them, Rosewood operated unique properties, each with its own name or brand. Each one of such hotels reflected local character and culture defining Rosewood’s “Sense of Place” philosophy. This meant that each one of the properties captured what was unique about the given location; architectural details, culinary concepts, interiors, etc. The Rosewood branding was soft and meant to be complementary; the Rosewood logo appeared discreetly on low-profile amenities such as clothes hangers and stationary. Hotel greetings did not mention the Rosewood name. 2. Define the branding options and discuss the nonfinancial pros/cons of each. Address the pros and cons and how you will deal with them. Rosewood brand had low recognition and brand-wide usage among guests. While guests were seeking a unique Rosewood property experience and product, they were not making the connection between Rosewood properties and were increasingly identifying with other strong hotel brands. Guest data revealed that although...
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...SUMMARY Rosewood Hotels & Resorts (Rosewood) was a group of private iconic luxury hotels without any corporate branding in 2004. To boost the company’s growth, the then CEO and Vice President decided to bring about corporate branding of Rosewood hotels but also wanted to maintain its distinctiveness of each individually branded hotel. CURRENT SCENARIO As of 2003, Rosewood had 12 hotels worldwide with a total capacity of 1513 rooms. The nightly rates ranged from $120 for one of the Saudi Arabian properties to $900 for a Canadian lodge. Rosewood was known for its ability to enhance its property’s value by being unique and differentiated from the regular chain of hotels. But on the competitive front they did compete with corporate branded hotels like Four Seasons, Ritz-Carlton, St. Regis, One & Only and Mandarin Oriental Hotels. And they also competed with collections of individually branded hotels like Auberge, Rock Resorts and Orient Express. Rosewood had continued to brand itself as an individual collection as it wanted to support its core value of “Sense of Place”, where each hotel exhibited its local character, culture and design. The individual hotel names were more prominent than the Rosewood brand itself. In April 2003, John Scott was taking over the CEO position in Rosewood, realized the limitations of individual branding. He realized that while the guests sought the unique Rosewood property experience, they didn’t make connections to other Rosewood...
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.............................................................................................................. 2 - 3 Market Analysis ................................................................................................................ 3 - 7 Target Market Analysis .................................................................................................. 7 - 10 Marketing Strategies .................................................................................................... 10 - 12 Conclusion ............................................................................................................................. 13 References ...................................................................................................................... 14 - 15 1.0 Executive Summary Borneo Safe Haven Bed and Breakfast is a bed and breakfast hotel business that is located exactly at the hearts of Kuching City. Kuching has millions of foreign travellers coming in and out every year ever since year 2010. Kuching has attracted many tourists due to the cleanliness of the city, the many tourist attraction places like museums and national parks, the friendliness of the citizens in Kuching also welcomed a lot of the tourists that visited Kuching. We will be utilising an old shop house and convert it into a modernized bed and breakfast hotel yet providing the customers the feel of staying in Borneo. We will also have a rooftop swimming pool with chilling areas and...
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...MKT2SMA Service Marketing Semester 3, 2011 Coogee Sand Hotel & Apartment Qian Yi STU ID: QIYIF113 You Liang STU ID: YOLIF111 16 January 2012 Table of Contents 1. Acknowledgements 3 2. Executive Summary 4 3. Coogee Sands Hotel & Apartment’s corporate and marketing objectives 5 4. Situation Analysis6-10 5. Customer Analysis11-12 6. Service Product Analysis13 7. Current Pricing Strategies 14 8. Current Promotional Strategies 15 9. Service blueprint and problem allocation16 10. Analysis of Customer Quality, Satisfaction, Perceived Value and Customer Retention Efforts17-18 11. Internal Marketing19 12. Marketing Strategy20 13. Budgets21 14. Implementation22 15. Evaluation and Control23 16. References24-25 1. Acknowledgments It is with deep gratitude that I have to thank my friend, the HR manager of Coogee Sands Hotel & Apartment, Tao weining for his support and continuous help throughout this whole report. With his expertise in Coogee Sands, he provided me numerous of valuable information and ensures the success completion of this report. I have to thank our group mate and friends, who contributed to the information collection. This report would have never been finished without their assistance. 2. Executive Summary This report states Coogee Sands Hotel & Apartment’s marketing objectives, analyses the current situation that Coogee Sands faces. This report also provide...
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......................................................... 3 3.0 ANALYSIS: .......................................................................................................................................................... 3 3.1 THEORETICAL FRAMEWORKS ........................................................................................................................ 3 3.1.1 MASLOW´S HIERARCHY OF NEEDS ......................................................................................................... 3 3.1.2 SEGMENTATION, TARGETING AND POSITIONING .................................................................................. 4 4.0 QUESTION 1....................................................................................................................................................... 4 5.0 QUESTION 2....................................................................................................................................................... 6 6.0 QUESTION 3....................................................................................................................................................... 8 7.0 LIST OF REFERENCES ........................................................................................................................................ 10 2 1.0 INTRODUCTION In my 2nd semester interdisciplinary mock exam 2015 I will focus on Residence Hotel&Club...
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...VADYBOS KATEDRA Son Nguyen IMPROVEMENT OF MARKETING IN THE HOTEL’S SERVICES BUSINESS MARKETINGO TOBULINIMAS VIEŠBUČIŲ PASLAUGŲ VERSLE Baigiamasis bakalauro darbas Verslo vadybos studijų programa, valstybinis kodas 612N10003 Marketingo vadybos specializacija Verslo studijų kryptis Vilnius, 2014 Table of Contents Introduction 4 Topic relevance 4 Aims and objectives 5 PART I: Marketing as a concept of market management 6 1.1. Marketing in tourism: the model, concept 6 1.2. Problems in the sector that has became apparent, Hypothesis 9 1.3. Peculiarities modern hotel marketing company 12 1.4. Marketing improvement methodology 15 1.5. Marketing research in tourism sphere 19 1.6. Marketing research 25 PART II: Analysis of organizational and economic activity of hotel business 26 2.1. Segmentation of the hotel business 26 2.2. Activity analysis of hotel ‘‘Novotel’’ 28 2.3. Marketing tools designed to improve tourism and hospitability sector 37 2.4. Competitiveness and positioning of the hotel 45 PART III: Development of marketing improvement activities for hotel business 55 3.1. Development of measurement for the effective marketing activities 55 3.2. Suggestion for marketing improvement in hotel business 61 3.3. Development of measurements for the effective marketing activities of ‘’Novotel’’ 66 Conclusion 66 References 69 Appendices 70 Figure 1 Process of marketing management 14 Figure 2 Main types of situations...
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...Peninsula Hotel Chicago A Marketing Plan • Executive Summary Set in the heart of the “Magnificent Mile”, The Peninsula Hotel Chicago is ideally situated for visitors to experience all that the city has to offer. On the doorstep of Chicago’s premier business and shopping district, the hotel is located in the center of the city’s most exclusive shops and steps from the historic Water Tower. The Peninsula Chicago has 339 luxurious and spacious guestrooms and suites furnished in a magnificent classical style. The Peninsula Hotel property is renowned for its convenient and strategic location within the city. Also synonymous with the brand are the high level of personal service guests receive, and the comprehensive business facility available in luxurious settings. The Peninsula Chicago is targeting rich businessmen, repeat executives and leisure travelers by offering them great discounts in order to bring the occupancy and revenue up for the second quarter of 2011. By analyzing the marketing environment and completing the SWOT analysis the hotel can create specific strategies in order to meet the marketing objectives. The action plan will organize and distinguish the activities during the second quarter within the marketing team. Our marketing plan is structured to enable us to achieve the strategic goals we have set for ourselves in terms of increasing overall revenue as a result of differentiating our products and services from the competition. Our marketing team will...
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...Iowa State University Digital Repository @ Iowa State University Graduate Theses and Dissertations Graduate College 2014 A review of studies on luxury hotels over the past two decades Yin Chu Iowa State University Follow this and additional works at: http://lib.dr.iastate.edu/etd Part of the Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Home Economics Commons, Management Sciences and Quantitative Methods Commons, and the Marketing Commons Recommended Citation Chu, Yin, "A review of studies on luxury hotels over the past two decades" (2014). Graduate Theses and Dissertations. Paper 13913. This Thesis is brought to you for free and open access by the Graduate College at Digital Repository @ Iowa State University. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Digital Repository @ Iowa State University. For more information, please contact hinefuku@iastate.edu. A review of studies on luxury hotels over the past two decades by Yin Chu A thesis submitted to the graduate faculty in partial fulfillment of the requirements for the degree of MASTER OF SCIENCE Major: Hospitality Management Program of Study Committee: Liang (Rebecca) Tang, Major Professor Tianshu Zheng Fatma Baytar Iowa State University Ames, Iowa 2014 Copyright © Yin Chu, 2014. All rights reserved. ii TABLE OF CONTENTS Page LIST OF TABLES ....
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...| | | |Summary | | | |Over 5 years of experience in Information Technology with extensive experience in performing Manual and Automated testing | | | | | |Extensive experience in testing Web and GUI based Client-Server applications by performing validation, manual as well automated testing in various | | |industry domains | | | | | |Experienced in implementing QA methodologies, Test Case Design, Test Tool Usage, Test Execution, Defect Management and Defect Tracking | | | ...
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...Introduction The KenBarry Hotel – now known as The Blackpool Hotel – appeared in Channel 4’s “Ruth Watson’s Hotel Rescue” which aired in 2009. The programme showed new owners Rod & Shaun facing a lot of problems. At first view the hotel is shabby, rundown and cheap. Rooms are in great need of a refurbishment and with an average of only 10% occupancy business is not good. In a popular location of Blackpool competition is high. As the hotel is so poor quality it is actually only listed as a B&B. Legislation states that to be registered as a Hotel the property must have a number of en-suit bathrooms. As this is not the case the most the KenBarry can charge per night is around £27. In an attempt to improve the hotel renovations have began but very slowly. Furthermore the owners want to open a beauty therapy room in the hotel to try and bring in more custom. This report looks at the extended marketing mix, segment and contexts. It will also include any recommendations on how the company could further improve the hotel and attract more customers. Review of Micro and Macro Environment Prior to deciding their corporate strategy, a business should carry out a full analysis of their micro environment. Needham & Coles (1995) describe Micro Environment as “Factors or elements in an organisation’s immediate area of operations that affect its performance and decision making freedom. These factors include competitors, customers, distribution channels, suppliers, and...
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...| Richmonde Hotel Ortigas | | | 3/17/2016 | Case Context and Analysis on Web and BAR | | | Richmonde Hotel Ortigas CASE context on its WEB AND BAR marketing channels COMPANY BACKGROUND Operating since 1999, Prestige Hotels and Resorts, Inc. or PHRI is the inaugural plunge of Filipino-owned Megaworld Corporation into the hospitality industry. Megaworld is regarded as one of the Philippines’ leading urban developers concentrating on large-scale projects set in prime developments geared primarily to the middle and high-income markets. Richmonde Hotel Ortigas or RHO is the first property built and managed by PHRI. It opened its doors in 2000 at the heart of Pasig’s central business district, the Ortigas Center. It is a four-star hotel brand fully committed to meet the preferences of the globetrotting business executive and world-class traveler. Indulging the market to a first-rate and individually tailored style of service, RHO became prominent for its tagline, “Distinctly Richmonde, Distinctly Personal.” INDUSTRY OVERVIEW The hospitality industry is a broad category of fields within the service industry. The majority of business niches are composed of only a handful of different businesses, but this field applies to nearly any company that is focused on customer satisfaction and meeting leisurely needs rather than basic ones. One of the most defining aspects of this industry is that it focuses on customer satisfaction. While this is true of nearly...
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