Marketing Prinicple

Topics: Marketing, Brand, Hotel Pages: 4 (1564 words) Published: October 18, 2014
S-Strengths, are the characteristics of the business or project that give it an advantage over others, that means the capabilities of companies.

Four Seasons is the world premier luxury hotel management organization and a famous international brand.

Firstly, customer-based brand equity of Four Seasons is positive. Benefited by strong brand equity, Four Seasons Hotel (Hong Kong) is easy to attempt public confidence. Four Seasons was Trusted Brands 2009 winner in Asia, also elected to be one of the best international hotels, which gets AAA 5 Diamond level, by Travel and Leisure Magazine and Zagat Restaurant Magazine. According to BrandZ’s valuable global brands 2012, the brand value of Four Seasons in 2012 is 376 million USD, and the brand contribution (is the profitability of brand for the business contribution), is level 4 (level 5 is maximum). Those are the core competencies to add value endowed on services of Four Seasons Hotel Hong Kong. Making decision, administration department needs to consider the effect to its brand. For example, when hotel want to increase the market share, targets are not suitable to attempt to the lower price market, because it disobey hotel's high-class impact.

Secondly, we can know that great employees’ abilities and high cognition to acknowledge of work are distinctive competencies of Four Seasons Hotel Hong Kong for micro internal environment. “At Four Seasons, each learning activity aims to have an impact on the guest experience and support the culture of the Company. By investing in and committing to effective training at all levels, we build competence and confidence in our employees, thus enabling us to sustain a competitive advantage in service excellence.” (From Four Seasons website- Improving employees’ abilities, Four Seasons Hong Kong services are commended, also appraised to a star-5-level-3...
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