2014 Marketing Plan Of Four Seasons Hotel 60236x

2014 Marketing Plan of Four Seasons Hotel & Resort - one of the world's leading hotel management companies - for nearly 50 years, transformed the hospitality industry by combining friendliness and efficiency with the finest traditions of international hotel keeping. SWOT Analysis - Strengths - Weakness - Opportunities - Threats Marketing Strategy - Market Segmentation - Market Targeting - Market Positioning marketing project Group Member : Fathimath Samaah Harjit Kaur Kamal Fahimi Chen Xuena Zhang Duying Table of Content - The Philosophy or Mission Statement of the Company - A Brief Profile and History of the Company - Current Marketing Situation - SWOT Analysis - Directions for Future - Marketing Strategy - Action Plan - Budgets - Recommendation History of Four Seasons Hotel 1960 – 1969 | FOUR SEASONS IS BORN - Sharp was just a young architect and builder - Afterward, he build his first hotel with his father - In this decade, he opened 3 Four Seasons Hotel

1970 – 1979 | A FOCUS ON LUXURY - Began with a vital moment – set a good foundation in London, England Create future direction & signature services Opened 10 more hotels across Canada had opened & began its first US management contracts 1980 – 1989 | EXPANSION INTO THE USA opened flagship hotels in a few US cities

- a unique brand name was coming into its own - the company began to transform itself from a hotel owner operator into a management company It also started to manage hotels in mixed-use developments 1990 – 1999|GROWTH AROUND THE WORLD Become a North American leader in hospitality - Cater to the demand for a new generation of leisure experiences offering excellent service and facilities in mysterious destinations

- the company also occupied to a number of destinations in Europe and Asia 2000 – 2009 | A GLOBAL LUXURY BRAND - Four Seasons Hotel continued to grow Four Seasons Private Residences, Residence Clubs and other branded residential offerings were integrated with urban and resort Four Seasons locations The strength of the brand had become a promise of a quality of life 2010 - PRESENT

Four Seasons has kept the focus on global expansion It is expected to reach 100 in 2015 in the total number of hotels - the company is focus on creativity and innovation, and strengthens its leadership in the luxury tourism Current Marketing Situation All hospitality organizations operate in a macro-environment that is constantly changing

- Before consider their marketing strategies, close monitoring of such environmental changes is essential Macro-Environment Forces - Economic Sector - Political/Legal Sector - Social-cultural Sector - Technological Sector - Environmental Sector Economic Sector Four Seasons secured its continuous economic growth

- Through the management for excellence strategy imposed by Taylor

the company has been able to established an economic stability Political/Legal Sector Gain success = consider legal and political sector as part of their strategy It put high effort in the business ethical questions. make sure that all their services will be useful in response to their social responsibilities Social-cultural Sector they value the opinion of their employees no matter what is their nationality - It is competing globally; they need employees from different cultures to help in decision-making

- indicated that the international managers has been able to create a positive relationship in the local managers Social-cultural Sector they would be fair in treating all their employees

- allow each employee regardless of their culture to voice out their opinion to further enhance the corporation's structure Technological Sector It is a technologically developed corporation recruitment process more effective by making it available online

training by an alternative flexible method of E-learning Technological Sector - The company offers more than 100,000 online courses The potential customers can get any information or booked for service online - the company offers technologically facilitated room for their customers Environmental Sector It is paying a high attention on protecting the environment so hotel chain is the leading one in this sector - Concern location of the hotels and the materials what they are using for building they are trying to use power sources as much as they are able to Market Segmentation Direction of Future Introduction of Four Seasons Hotel & Resort - Private Jet : More routes to Disney Orlando

- Promote health set of food to families - More concentrate on health on clients' vocation in Hotel Strengths 1. Brand Reputation 2. Location of Resort 3. property in Orlando is in collaboration with Walt Disney 4. The exclusive and Unique services by Four Seasons Resort - Four Seasons Hotels & Resorts has been in the hotel industry business for more than 50 years - Four Season is described as Prestige and known among top luxury brands around the world. The brand has sustained its high end lifestyle and luxury image over the years. - Top scale travelers for their personal and business trips - Strong financial position - Company known for innovation - Diversified market Brand Reputation Location of Resort - The Four Season Resort at Orlando is going to be the 1st 5 star hotel in Orlando, Florida - Location of the hotel includes Park View Rooms offer a view of the Magic Kingdom Park special fireworks displays property in Orlando is in collaboration with Walt Disney - Collaboration with Walt Disney services

- Disney merchandise delivery directly to the resort The exclusive and Unique services by Four Seasons Resort - Compared with the B hotel in the Walt Disney Resort such as lakeside bar and grill, family pool with dive in movie theater, lazy river, kids’ water activity pool, kids club with playground, and a teen’s club with its own private access to the lazy river and 40 Four Seasons Residence Club Units, and up to 90 branded Four Seasons Residences. Weakness 1. Catering a high percentage on family focused market. 2. Dependency on Walt Disney Resorts business - Any unforeseen occurrences related to Walt Disney Resort may effect the Four Seasons business 1. Partnership with international airways 2. Emerging markets and expansion 3. Product diversification 4. Market expansion via Disney (Disney channels / amenities

Opportunities 1. Competition nearby – B Resort (previously known as Royal Plaza) - Originally opened in 1972, renovated to B Resort - price wars: focuses on affordability - same target market - some similar services 2. Threats faced by Walt Disney would affect the Hotel Threats Market targeting Philosophy and Mission Statement Recommendations Action Plan Budget • Canadian based management company established in 1960’s • Began with 125 rooms motor hotel • Corporate culture based on the founder’s belief • Presently 90 over locations in 38 countries • Providing customers with exceptional customer service • Golden Rule • The simple idea that if you treat people well, the way you would like to be treated, they will do the same the urban,median-income families and kids Market Positioning - Additional private jet route to and from Orlando international airport

- Increase marketing efforts on the family market - set new marketing strategies - increase marketing for the target market of Walt Disney - follow the action plan as the hotel is still under construction - concentrate on the SWOT of the hotel and take necessary action - sources for information about the local market which include state and regional tourism bureaus, hotel-industry groups - Target to increase the profit over the years - Location - Promotion (packages, wedding) - Callobration with Walt Disney