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
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Suppose you are working for an agency that is participating in a tender for a contract to improve the (internal) branding at Wartsila: write in 500-700 words an evaluation of your impression of Wartsila’s current branding strategy and -implementation as you perceive it from studying their website‚ Mr. Bos’s talk and maybe some other information you’ve observed on the Internet or in the news. Tell them what in your opinion is strong and weak about it and what you would like to help improve. Wärtsilä
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1.0 Introduction and Scenario Banyan tree hotel group was established in1994 with one single resort in Phuket‚ and in recent years ‚ it has own more than 20 resorts and hotels‚ 60 spas‚ 70 retail galleries and 3 golf courses(Banyan tree hotel group‚ 2012).As the leading of international boutique hotels‚ Banyan tree hotel group are providing the unique service combined with green conscience . In the next five years‚ Banyan tree hotel is panning to extend their business into Middle East ‚ Central
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Diversification is a corporate strategy to enter into a new market or industry which the business is not currently in‚ whilst also creating a new product for that new market. This is most risky section of the Ansoff Matrix‚ as the business has no experience in the new market and does not know if the product is going to be successful. Restructuring is the corporate management term for the act of reorganizing the legal‚ ownership‚ operational‚ or other structures of a company for the purpose of making
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Recommend and justify a marketing strategy that Andy might use to increase sales at AHC AHC is a health club known for its excellent health facilities which benefit their members with a wide range of exercises as well as facilities such as their café and beauty salon. However‚ the owner‚ Andy has come to realise that if his business ever were to expand‚ it couldn’t satisfy everyone and cater to each individual’s needs. AHC has many opportunities for further development and becoming an even more
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Strategies on Sustainable Development of Chinese Hotels under the Globalization Abstract This paper discusses the strategies on the sustainable development of Chinese hotels under the globalization. These strategies will be based on environment‚ technology and service quality. To speed up the development of Chinese hotel industry and to keep it more healthy and sustainable‚ the environment factor seems to be particularly important. Nowadays‚ it really becomes a trend that more and more consumers
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In today’s business environment‚ branding is recognizable by more and more people and identified with certain service or product. It is the foundation of most organizations and the core behind all business development. When people want to buy or determine something they always think about the brand that they know before other brands. Most people who use branded products go to companies that have a famous brand name to show people that they are in a higher class status and because of familiarity as
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innovative and competitive industry where product innovation and brand image is the key to success. One of the world’s cosmetics leading brands nowadays is M•A•C‚ standing for Makeup Art Cosmetics. The purpose of this essay is to present M.A.C’s branding strategies and it differentiation to the competitors. Brand Overview Makeup Art Cosmetics or M•A•C is one of the world’s fastest growing cosmetic brands. M.A.C’s creation was first in 1984 by two men‚ Frank Angelo‚ a successful businessman of
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2.2.1 Impact on Stakeholders This kind of unethical way of branding to rip off the best sellers‚ employees will be directly affected in terms of creativity and the job performance. It is because Tesco branding could lead to all the employees to be less creativity towards their products and eventually lowered down the job performance badly (Gong‚ Huang & Farh‚ 2009). All the products they produced is almost similar to those bestselling brands‚ they just refer and create a similar one and label
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European Union Lot 12: Hotels and restaurants Executive summary Submitted to the European Commission; Employment‚ Social Affairs and Equal Opportunities DG April 2009 Executive Summary Main economic and employment trends The Hotels and restaurants sector is a highly labour intensive service sector employing nearly nine million persons across the EU. A large part of the sector is closely linked to the dynamics of the tourism economy; in terms of turnover the Hotels and restaurants sector
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