Raffles Hotel
A marketing plan on Raffles Hotel 1 1. Introduction 1 2. Brief company overview 2 3. External audit 2 3.1 The macro-environment analysis with PESTE method 2 3.2 The industry dynamics analysis with Porter’s five forces 3 3.3 The evaluation of key successful factors of external factor 4 4. Internal audit 5 4.1 Raffles’ strategic segmentation 5 4.2 Raffles’ market positioning 6 4.3 Strengths-weaknesses analysis of current resources and competences 7 4.4 Value chain and value networks 8 5. A strategic plan for the next 3 years 9 5.1 An evaluation of strategic options 9 5.2 The development of a sales target 10 5.3 A mix of suitable strategies and a monitoring, control and contingency plan 10 Reference 11
A marketing plan on Raffles Hotel 1. Introduction
Recent days witness a rapid growth of scale of the starred hotels in Singapore. Singapore hotel industry gives service to about 1.44 million visitors in 2012, which is 9% higher than the data in 2011.Although the growth rate is lower than the last two years’ 20 per cent and 13 per cent. Singapore can achieve the goal of 1.7 million visitors in 2015. This means from 2013 to 2015, the annual growth rate of visitors is 5 per cent to 6 per cent. The expansion of hotel industry also leads to a more fierce competition in the hotel industry. Singapore was ranked among the top three cities whose hotels have the highest Average Daily Rates (ADR), along with Hong Kong and Seoul, according to CBRE's Asia Hotels MarketView report for H1 2012.
The boom of hotel industry also accelerates the competition of hotels in Singapore. On the one hand, the construction of domestic hotels is accelerated; on the other hand, the entries of other top International hotel brands will have a huge influence on the market share of the hotel industry. In Singapore, there are more than 313 hotels, ranging from express hotel and 5 star hotels. Orchard Hotel Singapore, Resorts World Sentosa - Equarius
A marketing plan on Raffles Hotel 1. Introduction
Recent days witness a rapid growth of scale of the starred hotels in Singapore. Singapore hotel industry gives service to about 1.44 million visitors in 2012, which is 9% higher than the data in 2011.Although the growth rate is lower than the last two years’ 20 per cent and 13 per cent. Singapore can achieve the goal of 1.7 million visitors in 2015. This means from 2013 to 2015, the annual growth rate of visitors is 5 per cent to 6 per cent. The expansion of hotel industry also leads to a more fierce competition in the hotel industry. Singapore was ranked among the top three cities whose hotels have the highest Average Daily Rates (ADR), along with Hong Kong and Seoul, according to CBRE's Asia Hotels MarketView report for H1 2012.
The boom of hotel industry also accelerates the competition of hotels in Singapore. On the one hand, the construction of domestic hotels is accelerated; on the other hand, the entries of other top International hotel brands will have a huge influence on the market share of the hotel industry. In Singapore, there are more than 313 hotels, ranging from express hotel and 5 star hotels. Orchard Hotel Singapore, Resorts World Sentosa - Equarius