Marketing Plan Four Seasons Hotel

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Four Seasons Hotels and Resorts
Four Seasons Lausanne

1. Executive Summary3

2. Market and Situation Analysis4
Market Size4
Market Growth5
Market Segments5
Current Offerings & Competition Analysis6

3. External Environment Analysis - Macroenvironment8
Political Factors8
Economic Factors8
Social Factors8
Technology Factors9
Environment Factors9
Legal Factors9

4. Internal Environment Analysis - Microenvironment11
The Company11
Suppliers11
Marketing Intermediaries12
Competitors12
Publics12
Customers12
SWOT Analysis13
Five Forces Analysis14

5. Marketing Strategy15
Concept15
Target Segments16
Offerings and Differentiation16
Positioning16

6. Marketing Mix and Implementation18
Pricing Strategy18
Product Strategy18
Place Strategy18
Promotion Strategy19
People Strategy19
Process Strategy19
Physical Evidence20

1. Executive Summary

The Four Seasons Hotels and Resorts firm is dedicated to providing the best service for its customers within the luxury hotel industry. Much admired, and not easily replicated, the Four Seasons culture is firmly grounded in our people – in who we are, what we believe and how we behave. Our goals, beliefs and principles are described in the Four Seasons corporate mission statement.[1]

Four Seasons is considering on opening a 5-star hotel in the area of Lausanne, Switzerland. Taking into consideration the current market and situation in this area, competition as well as external and internal factors we will explore the option of entering this market with a new Four Seasons hotel. A marketing and implementation strategy is then presented along with the target segments in this particular market. Despite being a leader in the worldwide luxury hotel industry, Four Seasons is a newcomer in the Lausanne area and have only one other property with Switzerland located in Geneva. The proposed Four Seasons Lausanne needs to expand on Four Seasons image in Switzerland and not detract from the established name of the Four Seasons Hotel des Bergues in Geneva.

Four Seasons will position itself on the idea that its customers are willing to pay a higher price than what its competitors are currently offering as Four Seasons offers the best service in terms of a large luxury hotel chain. Making customers feel at home when they are travelling is paramount in creating the atmosphere Four Seasons has become to be known for over the past 50 years. Personalized luxury with top-notch service that is unrivaled in the Lausanne area will position Four Seasons Lausanne at the top of the market early on. Why pay more and receive less? At the Four Seasons you get your money’s worth and then some, and at the Four Seasons Lausanne you are always at home.

2. Market and Situation Analysis

Market Size

Lausanne and the surrounding region make up an area with around 250,000 inhabitants. The headquarters of Nestlé, the largest agro-food company in the world, are just 20 kilometers (12.5 miles) away and the company’s research center is actually inside the city limits. Philip Morris, another food and tobacco giant, has its international management concentrated in Lausanne (for all operations outside the USA). Tetra-Laval, a company of Swedish origin working in the field of fine chemistry, energy and a leader in the packaging of liquids, also has its world headquarters in the area. The Financial Company Tradition, the third largest broker in the world for financial products also runs its operations from our city. Lausanne has grown in recent years in regards to international business and international companies located there. Businesses find that Lausanne has the entire infrastructure that they need: business lawyers, local offices of the largest auditing and consultancy companies (Ernst & Young, Pricewaterhouse Coopers, etc.). The city is also home to the...
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