This 12 page paper looks at a case study supplied by the student and answers five questions. This includes looking at what major elements should be included in the marketing plan for this upper segment hotel chain in Asia. The paper then defines the campaign objectives the company should pursue, outlines the communications mix recommended, discusses the methods utilised in order to evaluate the success of the communications strategies and tactics you propose and finally considers in what ways the company may benefits from having a strong brand identity. The bibliography cites 3 sources.
Name of Research Paper File: TS14_TEshanghot.rtf
Buy This Research Paper »
Unformatted Sample Text from the Research Paper:
position that the company is occupying or seeking to occupy. The case of the Shangri La Hotels provided by the student is a company where there high level of differentiation
with superior levels of service. The mission statement is "Delighting customers by providing quality and value through distinctive service and innovative products". To develop a marketing plan these ideals must
be retained and communicated as a reason for their potential customer to come to the hotel. The elements that need to be included will be aspects that communicate this
service and look at the motivation that the potential customers will have to buy. The services are one aspect, but there are also other additional features, such as stunning location,
the loyalty scheme called the Golden Circle. The potential guest will also need to be shown how to book the hotel; this may mean a telephone number and the use
of a web site. If we put these together we can see the main elements that will need to be included form the basis of the 4 Ps. By
looking at each of these we can consider the way that may makeup elements of the marketing communication. The product need to
be communicated with words and images that can evoke not only a factual representation but try and convey the emotional feelings and satisfaction that a stay could bring. Kotler (2003)
argues that when booking a hotel room it is not the hotel room that is the reason for the purchase, but the experience. The desired experiences will depend on the
type of hotel booked, this may range from merely a good nights sleep in a convenient location to an experience of luxury. The intangible aspects of the service need to
Back to Research Paper Results