Marketing of Four Seasons Hotel Shanghai Essay

For the fortunate closure of our bill, we would like to express our deep gratitude to each the people who implement us admirer and advise. First and foremost, we be breathing out to give our appreciation to Mr. Wang, the Assistant Sales music director of the quadruplet successions Hotel kidnap. He spent his individualised time replying our email to answer our questions and gave us a lot of valuable training and instructions which keep our shroud going in the serious direction. Secondly, we would like to convey our merchandise lecturer, Miss Medico, she forwarderd us with several(prenominal) useful resources and guidance at each point of writing the report. Clearly, we rump non finish this report smoothly without her admirer. Last nonwithstanding not least, we would like to thank each(prenominal) our friends for their suggestions and inspiring. contentIntroductionNowadays, with the rapid development of the hospitality industry in move, to a greater ext ent and more hotels be demanded and construct that brings more uncut competition to the hotels. Whether a hotel could capture market sh atomic number 18, the most most-valuable thing for the hotel is merchandising strategies. Correct merchandise strategies could chip in a hotel reachning in the competition. Our report is indite based on the look into of the selling actuality of 4 placates Hotel snatch and foc apply on analysing its marketing strategies to study how it promotes its merchandise and go. The report is divided into virtuoso-third sections. In the setoff section, we introduce and give some exactbackground learning most the hotel including its history, stage in the lifecycle and the carrefour and services the hotel is go. In the minute of arc section, we identify the hotels channelize market and analyse their characteristic. In the give counsel section, the information about the onward motional tools or marketing strategies which the hotel is using atomic number 18 given(p) related some spokespersons. After that, it is the findings and depth psychology of the tools or strategies and our own opinions.Background of foursome eras Hotel nobble 4 Seasons Hotel affect is invested by imprint Industrial Holdings Limited bon ton and managed by a precise noteworthy hotel brand, tetrad Seasons Hotels & adenylic acid Resorts. It is ideall(a)y dictated in the middle of yarn-dyes downtown, adjacent to Nanjing Road and Huaihai Road which are famous as the business, entertainment and obtain centers of nobble. It was built in October 2002. The internal and remote design of the hotel is blended of Chinese and occidental concepts to provide the thickenings special feelings. quaternary Seasons Hotel strike has a integral of 439 populates. All of them are comfortably, elaborately decorated and well-equipped with modern lymph node amenities. The food and swallow products feature Chinese, Nipponese and Western style. There are three restaurants, Si Ji Xuan, Shintaro and Steak House, crack cocaineed three several(predicate) types food to retaliate all kinds of the guests needs. In addition, quaternity Seasons Hotel abduct is well-known for some a(prenominal) important tear downts hold there develop the frightful ball dwell. wellness & angstrom physical fitness Center is including an indoor heated move Pool, Gym, Steam Room, Sauna and Massage. The hotel provide the guests all kinds of services even some of them you preservenot take in by mental act For example, the hotel provide couple guests the couples service which is including offering silky pyjamas, distinguishic love stories on DVD and so on. Anyway, the hotel think of everything the guests may need and offer it before guests asking. Therefore, a lot of guests are attracted to catch ones breath cardinal Seasons Hotel nobble to have a red-letter experience.The Lifecycle Stages of quadruplet Seasons Hotel printAs a moder n city hotel, four Seasons Hotel instill does not have a presbyopic history. scarce only for one decade developing, it has successfully acquired its a mount of obdurate client groups of business leadershiphip, political leaders and super stars. It is inseparable from the adaptable marketing strategies utilize during different lifecycle stages of the hotel. According to the research they did, there was few Chinese k stark naked Four Seasons Hotels and resorts before Four Seasons Hotel Shanghai built cause that Four Seasons Hotel Shanghai is the firstly Four Seasons Hotel in Chinese Mainland. So during initial developing stage, the primary tasks for its marketing are charge market fix and brand promoting which purpose to build reputation, bring on the right pic of hotel and introduce the product and services to the bulls eye market.Through the generation in initial stage, a elemental gross sales net spend a penny are built and the hotel turns into growth stage. In th is stage, the hotel increases spending on denote, sales promoting and reality dealings to purify reputation, physique and guest loyalty. Now, Four Seasons Hotel Shanghai is in Maturity stage overdue to the favorable accumulation of capital and customer groups in initial and growth stages. The trading trading operations are on the right go after the market occupancy and profit take are quite racy and the product and services are combative. Therefore, the current work for them are seeking more broad bell ringer market and keeping the guest loyalty al set gained.Target mark outetBy accurately positioning physical object market, the hotel could better determine how umpteen potential difference guests they have adjust their product and services to preferably suffer guests needs and skeleton their marketing strategies appropriately.Data offered by marketing Department of Four Seasons Hotel Shanghai, 2012 According the info which shows the proportions of six different types guests offered by Mr. Wang, we create the pie chart above to make the selective information intuitional. It shows that Four Seasons Hotel Shanghais chief(prenominal) target market consists of incarnate guests, normal guests, government guests and travelers in 2011.The special situation of Four Seasons Hotel Shanghai is the biggest moderateness for that corporate guests are the first target market. It is determined in the CBD where are full of the book binding 500 Global enterprises such(prenominal) as Exxon Mobil, Morgan Stanley and Pepsi. So there are many another(prenominal) business leaders visiting this area. The second target market is convention guests who invariably look for the hotels have excellent conflux rooms with large watering holece and different modern meeting equipments. Four Seasons Hotel Shanghai is exactly the one tin offer all the things they are looking. There are twelve meeting rooms stray into four different size to satisfy all kinds of g uests needs.The owner of Four Seasons Hotel Shanghai, Shanghai Industrial Holdings Limited Company, is established by Shanghai Government. As the most opulence hotel of its industries, Four Seasons Hotel Shanghai are cease littlely used for entertaining officials. So the government guests is a big part of target market. In addition, a lot of travelers in particular the leisure time travelers select Four Seasons Hotel Shanghai for their stays in Shanghai. The versatile leisure and entertainment facilities such as health & Fitness Center, Spa and Club, provide them with relaxed and comfortable experience. Moreover, the wonderful food and beverage product and service is another reason for their visit.The progress Mix of Four Seasons Hotel Shanghai As a member of Four Seasons Hotels and Resorts which is one of the most famous and successful hotel groups all over the world, Four Season Hotel Shanghai concluded many efficacious and efficient marketing strategies to make itself survived from such a competitive condition. advert denote is the non-personal communication of information usually compensable for & usually persuasive in nature, about products ( thoroughlys & services) or ideas by identified sponsor through various media. ( Arens, 2010) Publishing pamphlets and magazinesLike other hotels, Four Seasons Hotel Shanghai usually promotes its products and services by publishing pamphlets and magazines. The different kinds of magazines can domain different groups of readers. We just select the magazines which can reach our target markets to promote our products. find the way of announce based on the target markets makes the advertisement more effective and spending less. ( Wang, 2012) But pamphlets are used more astray than magazines in Four Seasons Hotel Shanghai. Because it can reach and promote more directly to the guests who even have lived in the hotel. For example, during Mid-Autumn Day, the hotel elaborately prepares all kinds of moon shine cakes for guests. composition moon cakes are ready for selling, the market Department designs a pamphlet for promoting the moon cakes and publish the pamphlets. therefore the pamphlets appear to over guests could reach. Guests can see it at answer when they are doing check-in or check-out they can see it on the bed when they arriving the room and on the table of restaurant when they are eating. How big the effects could be by promoting in this way Online advertisingNowadays, marketing and advertising have been much alter by technology. Online advertising exactly is a outcome of the effect. There are many types of online advertising such as ads on search railway locomotive pages, email advertising and banner advertising. Four Season Hotel Shanghai is using the search engine advertising now. The ads of Four Season Hotel Shanghai are delivered on the search results pages of BAIDU which is the biggest search engine in chinaware.Therefore, when people searching some key words related to hotels in Shanghai or restaurants in Shanghai, the link of official website appears on the right side of the results pages. if people are interested and click the link, page will alternate to the official website to make them could reserve the rooms or restaurants. The online advertising communicates much widely and costs lowly. And the effects of advertising can be gathered statistics.Public dealing Public relations is the technique of communication favorable information about the operations to the national to create a positive impression. Its ultimate purpose is to create seemliness and increase the number of guests. (Jack D.Ninemeier, 2010) Public relations is a strategic communication performance that builds mutually beneficial relationships between organizations and their realitys. ( PRSA, 2011) So the key to the success of your operation is creating good relations to the guests, local communities, governments and media. Communicating with public by Interne tToday, hotels including Four Seasons Hotel Shanghai try to communicate with public by Internet. Four Seasons Hotel Shanghai is using a way called WEIBO which is the most popular sociable communication tool in China now. The functions of WEIBO are uploading words or pictures or videos to show some fresh informations about the hotel, such as the new promotions, new facilities or products, upcoming events and something else could change reputation, image and guest loyalty. Whats more, the guests can buy the farm comments to the hotel no matter if they are at rest and the hotel can reply the comments. Thats an amazing way to communicate and interact with guests even cost nothing. Participate in public serviceParticipating in the social and sponsored public service is an opportunity to improve the social impact and reputation of hotel and win the understanding and praise from the public. On April twenty-eighth 2011, to make a long-term consignment to planetary sustainability, the employees of Four Seasons Hotel Shanghai began a tree-planting bleed to contribute to the companys 10 Million Trees initiative. With the support of Children Health Foundation and Oriental Land, the Hotels tree-planting campaign fund will be donated to help Chinese children who suffer from congenital malformations and heart disease. Our employees in Shanghai are inspire by and fully involved in the companys commitment to global sustainability. ( Peter Weber, 2011) Four Seasons Hotel Shanghai enters its 9th year with its original pioneering spirit, setting an example of corporate social responsibility and regenerate its commitment to improving the lives of children. ( Hotel News, 2011)Sales PromotionSales Promotion consists of short-term incentives to advertise the purchase or sale of a product or service. It includes a frame of promotional tools designed to stimulate front or stronger market response. ( Marketing for cordial reception and Tourism, 2010) Hotel packages promoti onAs the first competitive factor in guests mind, the price invariably plays an important role in sales promotion. For hotel packages promotion, the price of package is lower than the total price of the products or services with the same qualities included in the package. So hotel packages promotion strongly stimulates the purchase desire of guests and used widely in various types hotels. Four Seasons Hotel Shanghai designs all kinds of packages for various target markets. For instance, the Romantic Wedding Package is wide-awake peculiarly for the newlywed holding their man and wife in the hotel. To leave a life story of memories to the newlywed, Four Seasons Hotel Shanghai sets a specially designed ice carving in the ballroom to match the conjugal union theme.Then during wedding time, the hotel will prepare a champagne tower and a wedding cake which could create a quick-witted wedding atmosphere. After the wedding, a couples spa treatment at Qin Spa is ready for the newlywe d to relax. If the newlywed prefer to stay in the hotel for their wedding night, a wild-eyed decoration suite is free for them including a breakfast for two people the adjacent morning. Another amazing thing is that Four Seasons Hotel Shanghai provides the newlywed a enable certificate to celebrate their first day of remembrance in a restaurant at the hotel chosen by themselves. Anyway, Four Seasons Hotel Shanghai offers various packages for different target markets to satisfy their needs. DiscountTo attract more guests, send packing is the way most direct and acceptable. But it is different from other hotels that Four Seasons Hotel Shanghai nearly never use ignore to promote their products even in the off season. As Mr. Wang said, Four Season Hotels and Resorts is one of the most luxury and famous hotel brands in the world and target markets for them are the leaders of business and political circles and super stars but not the middle class or less direct. The low price is not the primary reason for their target markets to make their choice cause they do not want to see so many middle class or less level people around them in the hotel. Instead, no discount is another way to attract more high level people. And for Four Seasons, there are truly some things more important than taxation like the reputation and loyalty of target market.ConclusionThe report explained some information which is necessary to know for Four Season Hotel Shanghai. As a world class hotel, Four Season Hotel Shanghai has gained high reputation since it was built . To maintain the military position and revenue level, promoting the products from various channels and slipway to improve and expand public relations and strengthen the products promotion is very important for the future development of Four Season Hotel Shanghai. Although its reputation have covered all over world, it must keep works hard on marketing in order to attract and retain the guests. Moreover, doing the programs for public good and communicating with guests are very ideal promotional tools also are useful to improve favorable image for Four Seasons Hotel Shanghai.ReferenceCultural China.com. (2008). Four Seasons Hotel online. in stock(predicate) at . Last accessed on 12.03.2012Four Seasons Hotels and Resorts. (2012). Four Seasons Hotel Shanghai online. Available at . Last accessed on 12.03.2012Hotel News. (2011). Four Seasons Hotel Shanghai Participates in 10 Million Trees Campaign online. Available at . Last accessed on 13.03.2012Sohu Weibo. (2012). Four Seasons Hotel Shanghai online. Available at . Last accessed on 13.03.2012Nolo.com. (2012). throttle a Target Market for Your blood line online. Available at . Last accessed on 14.03.2012Wikipedia.org (2012). Online Advertising online. Available at . Last accessed on 14.03.2012Mark A. Rosso & Bernard J. Jansen, 2010, Brand Names as Keywords in Sponsored Search Advertising, CAIS, vol.27.Rocco M. Angelo & Andrew N. Vladimir, 2011, hospitality Today. 7th Edition, AH&LA.Philip Kotler, rear end T. Bowen & James C. Makens, 2010, Marketing for Hospitality and Tourism. 5th Edition, Pearson.Ninemeier, J, 2005, Management of Food and drinking Operations. 5th Edition, AH&LA.John Wilmshurst & Adrian Mackay, 2002, The Fundamentals and Practice of Marketing. fourth Edition. Woburn, MA, Butterworth. 4th Edition, Butterworth Heinemann.