Strategic Marketing Plan- Hpl, Four Seasons Hotel

1.0 Industry Background
Singapore’s tourism board has optimistic expectations of high volume of tourist arrivals, with 15 million visitors to Singapore on average per year (Hotel Industry Background, 2010). A calculation made on the projected number of hotel beds in year 2000 showed that the country could accommodate up to 16 million visitors. Singapore has been a priority location for hotel conglomerates to set up headquarters to develop new products and concepts for Asian markets.The nation is well-equipped to assist expansion and grooming Hospitality and Tourism talents for the region. Hotel guests have raised expectations by looking for holistic experiences. Hospitality companies use Singapore as a training ground to develop innovative ideas and, hospitality concepts and services to meet the needs of customer expectations (Singstats 2011).

The growth of 18% estimated for the year 2011 is appropriate, up from a previous estimation of 16% growth. This would increase total visitor arrival numbers to 11.45m for the year (Euromonitor 2011). The continued efforts to market Singapore as a location for MICE tourism will also benefit the performance of travel accommodation in the forecast period. The rising affluence of consumers will increase their willingness to spend on luxury hotels. (Euromonitor 2010)

2.0 Corporate and SBU Background
2.1. Corporation
Over the last 20 years, HPL has taken a great leap in the hotel industry, owning 21 hotels in eight different countries. Established in 1991, the organization operates 11 hotels and resorts across the region, offering a total of 3,028 rooms. In Singapore, HPL has three hotels which are Concorde Hotel, Hilton Hotel and Four Seasons Hotel.HPL was incorporated on 28 January 1980 as a private limited company, as Hotel Properties Pte Ltd. By 4th May 1982, the company was converted into a public company and took on the name Hotel Properties Limited ever since. The company’s principle activities incorporate resort

References: Arnold D.R., D. Hoffman.and McCormick. 1987. Service pricing: A differentiation premium approach. Journal of services marketing 3 (3): 25-33. Audi Fashion Festival.2011.http://audifashionfestival.com/Site/.(Accessed May 2, 2011) Baker, R., and R Chua, H. H. 2011.4G wireless spectrum auction to take place in 2012. http://www.straitstimes.com/BreakingNews/Singapore/Story/STIStory_627738.html (Accessed May 2, 2011) City Discovery.2011 Corporate structure. 2010. Four Seasons Hotel. http://jobs.fourseasons.com/workingatfourseasons/corporateoffice/Documents/FS%20Generic%20Org%20Chart_Apr2011.pdf(Accessed April 30, 2011) Cora. 2011. Impressive Donations from Philanthropic Rich Indians. http://luxedb.com/impressive-donations-from-philanthropic-rich-indians/ (accessed May 2, 2011) EuroMonitor Euromonitor. 2011.Travel and Tourism in Singapore.http://www.euromonitor.com/travel-and-tourism-in-singapore/report. (Accessed April 30, 2011) Fields, D Four Seasons hotel Annual Report. 2011. Four Seasons Hotel. http://www.fourseasons.com/singapore (Accessed April 1, 2011) Four Seasons Hotel Singapore Chooses Four Seasons Hotel Singapore Review. 2011. Four Seasons Hotels Singapore. http://travel.nytimes.com/travel/guides/asia/singapore/30851/four-seasons-hotel-singapore/hotel-detail.html (Accessed April 1, 2011) Guest Rooms and Suites HPL Hotels. n.d. http://www.hotelprop.com/ (Accessed April 30, 2011) HPL Hotels and Resorts HPL Properties. n.d. http://www.hotelprop.com/ (Accessed April 30, 2011) International and Regional Fora Kandampully J. 1989. Customer loyalty in the hotel industry: the role of customer satisfaction and image. International Journal of Contemporary Hospitality Management 12 (6): 346 – 351. Kennedy, K. 2010. Creating a More Memorable Experience for Guest Through Their Mobile Device.Http://www.hotelnewsresource.com/article49062Creating_a _More_Memorable_Experience_for_Guests_Through_Their_Mobile_D evices.html (Accessed April 1, 2011) Loy, J. 2002. Singapore Wireless Industry.http://www.tamas.gov.il/NR/exeres/C4F7CA56-5BBA-4415-AA9C-E5674B3B6F68.htm (Accessed May 2, 2011) Concept of Distribution Channels Ministry of Manpower. 2011. Levies and quotas for hiring Foreign Workers. 2011.http://www.mom.gov.sg/foreign-manpower/foreign-worker-levies/Pages/levies-quotas-for-hiring-foreign-workers.aspx. (Accessed May 15 2011) Organizational Chart Powerwall. 2010. Giving it all away: The super rich get philanthropic. http://powerwall.msnbc.msn.com/business/giving-it-all-away-the-super-rich-get-philanthropic-10041.gallery (accessed May 20, 2011) Planting 10 Million Trees Around the World Pryke, G. 2011. Employment Law: An Overview. Drew and Napier.http://www.drewnapier.com/publications/Dnpub-8.pdf. (Accessed May 15, 2011) Roland T.R Hotel Industry Background. 2010. SEDB. http://www.sedb.com/content/edb/sg/en_uk/index/industry_sectors/Consumer_Products/industry_background.print.html(Accessed April 30, 2011) Singapore Singapore Expats. 2011. Cultural and Language. http://www.singaporeexpats.com/about-singapore/culture-and-language.htm (accessed May 16, 2011) Singapore Grand Prix.2011.http://www.singaporegp.sg/.(Accessed May 2, 2011) Singstats. 2011. Hotel Statistic.http://www.singstat.gov.sg/pubn/reference/mdsmar11.pdf. (Accessed May 2, 2011) Stern, C Stoeckl, N. Stoeckl, N. 2004. The Private Cost and Benefits of Environmental Self-regulation: Which Firms Have Most to Gain. Business Strategy and the Environment: 13(3): 135-155 Sunday Times 2010 The Sunday Times. 2010. Philanthropic giving by some of the world 's richest families. http://www.familybusinessplace.com/philanthropic-giving-by-some-of-the-worlds-richest-families-_530/ (accessed May 12, 2011) Toh, R.S.,H Welcome to Singapore. 2011. Four Seasons Hotel. http://www.fourseasons.com/singapore Accessed April 30, 2011) For add info,