Marketing Analysis of Four Seasons Hotels

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Marketing Analysis:
Four Seasons Hotels and Resorts

Subject: 2012 Electif 136 : Marketing du luxe
Lecturer: RIOUX Christophe

Made by Erasmus student:
Valeria Grinevich


Introduction 2

History of Four Seasons Hotels and Resorts chain 3

Marketing Strategy Analysis 4

SWOT analysis 7

Target segments 7

Marketing Mix (4Ps) 8

Bibliography 11


For my luxury brand marketing analysis I choosed the Four Season Hotels chain, as on my mind it is one of the most successful and well-known hotel chain, providing 5 star service all around the world.

Every hotel – is a masterpiece. You won’t find two similar hotels, as all of them are
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In my report we will have a look on marketing campaign, which FHS is using to stay that successful company in this highly competitive market of luxury accomodation.

History of Four Seasons Hotels and Resorts chain

The Four Seasons Hotels is a Canadian based company that was started in 1960 by Isadore Sharp, the current chairman and CEO. The first hotel was actually a motor hotel in downtown Toronto.

There are currently 80 hotels and 16 resorts in 35 countries including India, USA, Egypt, Italy, Turkey, Russia, Malaysia and China. Since 2001, every resort includes a spa complex.

The company offers a range of business services such as offices and video conferencing, fractional and whole residences in New York, Costa Rico, Mexico and San Diego, wedding services and vacation packages.

The company key services include:
1. The Four Season brand licensing
2. Hotel Management
3. Hotel Ownership
4. Hotel development consultancy

Last year, and for each of the past 25 years, Four Seasons received more AAA Five Diamond awards than any other hotel company and has recently been named Top International Hotel Chain by the Zagat Survey and Four Seasons continues to be one of Fortune magazine's Top 100 Companies to Work for in America.

From the 1970, with the increase in business travel, Four Seasons followed a targeted course of expansion, opening hotels in
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