Foreign Market Entry Strategy - Four Seasons in Brazil

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Four Seasons Hotels and Resorts
Strategic Marketing Plan for Entry into Rio de Janeiro, Brazil

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EXECUTIVE SUMMARY

Four Seasons Hotels and Resort is the world’s premier luxury hotel management company. It is currently operating 83 hotels in 35 countries and has built an unrivalled reputation for reliability, trust and connection with its guests (Four Seasons, 2010). As the hotel mogul prepares to enter Brazil, this paper narrates in detail the marketing plan Four Seasons will implement in the local geopolitical environment. Brazil’s present political, legal, social and economic state draws the conclusion that acquiring a local luxury hotelier while utilizing its business resources like a partner, is the best mode of entry for Four Seasons. Fasano’s grandiose local brand recognition as a world-class hotelier and partnership with Brazilian real-estate developer, JHSF, makes it an ideal candidate for Four Seasons’ market entry strategy.

Exceptional personalized customer service, an integral part of Four Seasons’ brand image and strategy, is standardized and will be directly transferred when entering Rio de Janeiro. Acquiring Fasano’s hotel in Rio de Janeiro, while simultaneously retraining all of its existing staff members will accomplish Four Seasons’ main objectives when entering Brazil which include:

1. Providing a standardized service Four Seasons’ target market has come to receive and expect, while showcasing an authentic Brazilian experience for its guests. 2. Establishing a genuine connection with the local community and understanding Brazilian culture to ensure a sustainable business relationship for future expansion. 3. Utilizing the most effective and efficient market strategy to expedite Four Seasons’ entrance into Brazil.

To guarantee a successful entry into this new growth market, two Integrated Communications Campaign strategies will be put into place to reach out to the local community and international consumer base.

TABLE OF CONTENTS

I.EXECUTIVE SUMMARY1

II.TABLE OF CONTENTS2

III.COMPANY AND SERVICE OVERVIEW3

A.FOUR SEASONS HISTORY3
B.RECENT DEVELOPMENTS3

IV.MARKET ATTRACTIVENESS ASSESSMENT5

A.ENVIRONMENT OVERVIEW5
1.CULTURAL ENVIRONMENT5
2.POLITICAL ENVIRONMENT8
3.ECONOMIC ENVIRONMENT10
4.LEGAL ENVIRONMENT12
B.COMPETITIVE ANALYSIS14
1.MAJOR COMPETITORS14
2.SWOT ANALYSIS FOR FOUR SEASONS21
C.POTENTIAL TARGET MARKET ASSESSMENT22
1.FOUR SEASONS’ GUEST DEMOGRAPHICS22
2.TARGET SEGMENTS23

V.MARKET ENTRY STRATEGY25

VI.MARKETING MIX PLAN28

A.BRAND STRATEGY28
B.PRODUCT/SERVICE29
C.PRICE34
D.PLACE35
E.ADVERTISING AND OTHER PROMOTION35
1.Integrated Communications Campaign for Brazilians35
2.Integrated Communicates Campaign for International Travelers37 3.FIFA World Cup 2014 & Summer Olympic Games 201640

VII.CONCLUSION & RECOMMENDED RESEARCH40

A.SECONDARY RESEARCH41
B.PRIMARY RESEARCH41
1.SURVEYS41
2.FOCUS GROUP42
3.IN-DEPTH INTERVIEWS43
4.OBSERVATION STUDIES43

VIII.REFERENCES44

COMPANY AND SERVICE OVERVIEW

1 FOUR SEASONS HISTORY

Isadore Sharp, founder of The Four Seasons Hotels and Resorts, opened his first hotel in Toronto, Canada in 1961. A modest hotel with 125 affordable rooms, The Four Seasons Motor Hotel marked the beginning of a new kind of hotel in which every customer would be treated as a special guest. Within ten years, three hotels had been opened in Canada, leading to the opening of the company’s first hotel abroad in London, England in 1970.

Over time, Four Seasons made four strategic decisions that formed the pillars of the company. The first pillar, quality, was chosen during the initial expansion abroad in the 1970s, to continuously meet guest expectations from one hotel to the next. Four Seasons as a brand would represent exceptional quality with a focus on being the best hotel in each location. The second...
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