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Marketing Of Four Seasons Hotel Shanghai

2755 words - 12 pages


MK 201
Marketing of Four Seasons Hotel Shanghai


Lecturer: Kathryn Medico
Student: Lu Yizhi [ luyi080789 ]
Duy Hung Pham [ phdu271188 ]
Class: 2A

March 12th , 2012
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 ...view middle of the document...

The report is divided into three sections. In the first section, we introduce and give some detailed background information about the hotel including its history, stage in the lifecycle and the product and services the hotel is offering. In the second section, we identify the hotel's target market and analyse their characteristic. In the last section, the information about the promotional tools or marketing strategies which the hotel is using are given related some examples. After that, it is the findings and analysis of the tools or strategies and our own opinions.

Background of Four Seasons Hotel Shanghai
Four Seasons Hotel Shanghai is invested by Shanghai Industrial Holdings Limited Company and managed by a very famous hotel brand, Four Seasons Hotels & Resorts. It is ideally located in the heart of Shanghai's downtown, adjacent to Nanjing Road and Huaihai Road which are famous as the business, entertainment and shopping centers of Shanghai. It was built in October 2002. The internal and external design of the hotel is blended of Chinese and Western concepts to provide the guests special feelings. Four Seasons Hotel Shanghai has a total of 439 rooms. All of them are comfortably, elaborately decorated and well-equipped with modern guest amenities. The food and beverage products feature Chinese, Japanese and Western style. There are three restaurants, Si Ji Xuan, Shintaro and Steak House, offered three different types food to satisfy all kinds of the guests' needs. In addition, Four Seasons Hotel Shanghai is well-known for many important events hold there cause the amazing ballrooms. Health & Fitness Center is including an indoor heated Swimming Pool, Gym, Steam Room, Sauna and Massage. The hotel provide the guests all kinds of services even some of them you cannot imagine! For example, the hotel provide couple guests the couples' service which is including offering silky pyjamas, classic 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 stay Four Seasons Hotel Shanghai to have a unforgettable experience.

The Lifecycle Stages of Four Seasons Hotel Shanghai
As a modern city hotel, Four Seasons Hotel Shanghai does not have a long history. But only for one decade developing, it has successfully acquired its a mount of fixed customer groups of business leaders, political leaders and super stars. It is inseparable from the adaptable marketing strategies used during different lifecycle stages of the hotel. According to the research they did, there was few Chinese knew Four Seasons Hotels and resorts before Four Seasons Hotel Shanghai built cause that Four Seasons Hotel Shanghai is the first Four Seasons Hotel in Chinese Mainland. So during initial developing stage, the primary tasks for its marketing are target market positioning and brand promoting which purpose to build reputation, create the right image of hotel and...

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