Marketing plan: environmental analysis
JW Marriott Hotel Hong Kong (JW) has large scale of business and high reputation which belonged to the Marriott Group, one of the leading hotel and leisure companies formed by strong brands in the world. Marriott group has more than 2600 hotels and 15 brand names all around the world in 70 countries; Besides, Marriott has a high brand recall at a corporate level. The company operates in most major markets around the world through its brands such as Marriott Hotels & Resorts, JW Marriott Hotels & Resorts, The Ritz-Carlton, Bulgari Hotels & Resorts, Grand Residences by Marriott, Courtyard by Marriott, and TownePlace Suites by Marriott; Moreover, JW Hong Kong has a great image in hotel industry. According to bibliography 3.1, it shows JW has received a lot of awards, such as Smart Travel Asia – Top 25 Business Hotels in Asia, Smart Travel Asia – Top 25 Conference Hotels in Asia etc. The awards help the JW Marriott Hotel Hong Kong to gain a great reputation and help to attract more high-ended guests to visit the hotel. Furthermore, JW has a great supporting through interaction with others sister hotel. There are several branch hotels under the Marriott Group in Hong Kong such as Hong Kong Skycity Marriott Hotel and Sha Tin Courtyard Marriott Hotel. They can support and help each other. For example, if one of the hotel is fully booked, customer can transfer to other branch hotels, which it may enhance the service quality; JW keep up-to-date their marketing strategic. As nowadays is a high-technology society, hotel tries to provide ‘JW official mobile apps’ to people who are interested in JW hotel. This apps can help customer easy to reservation and find information. Also, JW has one more channel to promote their product and services and know consumer behavior of target market. What is more, JW Marriott Hotel Hong Kong located in very great place which it nearby the sea, hotel room has a nice sea view...
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