Marketing Anlaysis of Shangri-La Hotel

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TABLE OF CONTENTS List of figure 3 List of table 4 Executive summary 5 1.0 Introduction 6 1.1 Purpose 6 1.2 Background information 6 1.2.1 Industry background 6 1.2.2 Organization background 6 1.3 Scope 7 1.4 Methodology 7 1.5 Assumptions and limitations 7 1.6 Plan 7 3.0 Marco Environment 8 3.1 Economic 8 3.2 Cultural 8 3.3 Political 9 4.0 Micro Environment 10 4.1 Customer 10 4.2 Competitors 10 4.2.1 Hilton 10 4.2.2 Marriott 11 4.2.3 7 Days 11 5.0 Product Analysis 12 5.1 Product category 12 5.2 Type of product 12 5.3 Three levels of product 12 5.3.1 Core product 12 5.3.2 Actual product 13 5.3.3 Augmented product 13 5.4 Branding and strategies 14 5.4.1 Brand positioning 14…show more content…
Meanwhile, it will mention some terms on hotels, resorts and spa. All of the information is from the official website of Shangri-la company and some online research. 1.4 Methodology The resources of this report are almost from the relative academic journals, online databases, and others from Shangri-la official website. 1.5 Assumptions and limitations During the research, some journal articles about the operation of Shangri-la in Monash library could not be accessible, however, the information can be found from other available ones and the official websites, which are apparently impartial. 1.6 Plan The plan for this report will focus on subheading listed below. Under each of these subheadings, detail information and examples will be provided for further illustration for particular area. 3.0 Macro environment 4.0 Micro environment 5.0 Product analysis 6.0 Target market analysis 7.0 Analysis of current product 8.0 Conclusion 9.0 Recommendation 3.0 Macro Environment The macro force which consists of 6 factors can affect consumer buying power and spending patterns. These forces represent ‘uncontrollables’, which the company must monitor and respond to (Vieceli, J. & Valos, M., 1998). 3.1 Economic The Gross Domestic Product (GDP) in China expanded 9.70 percent in the first quarter of 2011 over

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