Marketing Analysis for Shangri-La

TABLE OF CONTENTS List of figure 3 List of table 4 Executive summary 5 1.0 Introduction 6 1.1 Purpose 6 1.2 Background information 6 1.2.1 Industry background 6 1.2.2 Organization background 6 1.3 Scope 7 1.4 Methodology 7 1.5 Assumptions and limitations 7 1.6 Plan 7 3.0 Marco Environment 8 3.1 Economic 8 3.2 Cultural 8 3.3 Political 9 4.0 Micro Environment 10 4.1 Customer 10 4.2 Competitors 10 4.2.1 Hilton 10 4.2.2 Marriott 11 4.2.3 7 Days 11 5.0 Product Analysis 12 5.1 Product category 12 5.2 Type of product 12 5.3 Three levels of product 12 5.3.1 Core product 12 5.3.2 Actual product 13 5.3.3 Augmented product 13 5.4 Branding and strategies 14 5.4.1 Brand positioning 14 5.4.2 Brand name selection 14 5.4.3 Brand sponsorship 14 5.4.4 Brand development 14 5.5 Packaging 15 5.6 Labelling 15 6.0 Target Market Analysis 15 6.1 Market segmentations 15 6.1.1 Psychographic segmentation 15 6.1.2Demographic segmentation 16 6.1.3 Geographic segmentation 16 6.2 Characteristics 17 6.3 Specific target segment 18 6.3.1 Motivation 18 6.3.2 Needs & wants 18 6.3.3 Relationship level 18 7.0 Analysis of current product 19 8.0 Conclusion 20 9.0 RECOMMENDATION 21 9.1 Quantity improvement & Type adjustment 21 9.2 Promotion Strategies Development 21 9.3 Service development 21 Reference list 22

List of figure Figure 1 8 Figure 2 9 Figure 3 10 Figure 4 11 Figure 5 11 Figure 6 11 Figure 7 12 Figure 8 13 Figure 9 14 Figure 10 14 Figure 11 16 Figure 12 19

List of table Table 1 17

Executive summary
This report mainly focus on the current market situation of Shangri-la Hotel Company, providing evaluations and recommendations for marketers of the company to get more involved in the hotels in the Chinese market. A brief introduction of the background of Shangri-la is included, as well as the market and product category which Shangri-la exists.