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ibis hotel in beijing (Marketing)ppt

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divide this presentation into several parts. It contains Introduction、SMART Objectives、Internal Audit、External Audit、TOWS、Future Development. …

divide this presentation into several parts. It contains Introduction、SMART Objectives、Internal Audit、External Audit、TOWS、Future Development.

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  • 1. Marketing Plan for IBIS in Beijing of China L/O/G/O Group8 Zhao Yiyuan(Doris) Zhang Bingyu(Maggie) Zhang Lu(Isabella) Li Qiaodie(Queenie)
  • 2. Contents
    • Introduction
    • SMART Objectives
    • Internal Audit
    • Critical success factors
    • Key Weaknesses
    • External Audit
    • Customer Analysis
    • Competitor Analysis
    • PEST
    • TOWS
    • Future Development
    • Reference
  • 3. Introduction IBIS Economy Hotel ( the world’s top 500 ) The first hotel in Bordeaux in 1974 -> NOW in 48 countries 900 hotels. Owed by Accor Group->Founded in Paris in 1967 Since 2004, 51 Ibis hotels in China, 4 hotels in Beijing
  • 4. Objectives
    • Long-term Goal:
    • The No.1 of the world economic hotel brand
    • Exploit the emerging market:
    • 1.Bohai sea economy encircle (Beijing, Tianjin , Qingdao);
    • 2.Yangtze River Delta
    • 3.Pearl River Delta economic en circle
    • SMART Objective:
    • 17,000 rooms in 2013 in China
    • Around 1,300 rooms in Beijing
  • 5. IBIS HOTEL in China Year 2006 2007 2008 2009 2010 Number of Hotels 4 9 22 36 51 Cities 4 9 20 25 33 Rooms 863 1956 4722 6919 9457
  • 6. Critical success factors
    • Brand: (Intangible Assets)
    • worldwide brand
    • Specialized scale operation
    • ISO 9001 certification
    • People Development -> Professional Manager
    • Location
    • nearly Beijing airport(1)/ City Center(3)
    • Facilities
    • LCD screens/ wooden floor/free internet access/ soft duvets
    • Innovative public area
    • Services
    • the 15-minute satisfaction guarantee;
  • 7. Key Weaknesses
    • lower market share : Only 4 hotels in Beijing
    • The high cost of daily operations
  • 8. External Audit
    • Costumers Analysis
    • customer motivation
    • understanding customers
    • a typology of motivators
    • market segmentation
    • Target market
    • Geographic issue
    • Demographic
    • Behaviouristic
  • 9. Customer Analysis
    • Who is the customers:
    • initiator
    • influencer
    • decider
    • totally different strategies
    • What is motivation
  • 10. Marketing Segmentation
  • 11. Target Market
    • 3,588,466 foreigners travel to Beijing.
    • 50,000 people travel Beijing in daily life.
    • 80,000--150,000 in weekend.
    • occupied rate in Beijing of economic hotels over 8 0% during the holiday.
  • 12.
    • Geographic Segmentation
    • The location in Beijing:
    • 1 near the airport
    • 3 in ChaoYang District
    • Demographic Segmentation
    • age---18-35
    • occputation----workers ----students----budget limited tourists
    • income------low middle class
    • Behaviouristic al Segmentation
    • Loyal customers is vital to building the good relatioship
    • Loyalty are concerned with repeat purchase
  • 13. Competitor analysis
    • American
    • Clean room
    • Friendly service
    • Europe
    • Quality services
    • China
    • Have good sleep every day
    • Clean/ Environmental/ comfortable and safe
    • China
    • Home
  • 14. Structure
    • Average number of guest room
    • Store
    • Price
    • Image and positioning
    • Objectives and commitment
    • Size, growth, and profitability
    • Qualification
  • 15.  
  • 16. IBIS Super 8 Home Inn 7 days Inn Image and positioning Objectives and commitment Size, growth, and profitability Qualification strong intermediate Less than intermediate weak
  • 17. PEST Analysis
    • Political factors
    • Environment Protect Law of People Republic of China (1986) states to protect and improve living environments and ecological environment, to prevent and control pollution and other public hazards.
    • ISO 14001 (Environment Certificate)
    • ISO 9001 (Quality Certificate)
    • Economic factors
    • Recession
    • Low-cost labor
  • 18.
    • Socio-cultural factors
    • Demographic
    • Consumption level and living standard
    • Technology factors
    • Media
    • Electronic systems
    • Worldwide Network
    PEST
  • 19. TOWS Internal elements External elements Strengths 1.Touristic, full of heritage, culture, international metropolis 2.Strong brand advantages 3.Abundant group background & financial support Weaknesses 1.Simplex development mode 2.Simplex hotel room, less proportion of hotel room standard. 3.Lack of local culture integration Strategic options Strategies options Opportunities 1.Improving China economy 2.Increasing overseas tourists 3.Government policy support SO Increasing IBIS brand awareness WO Government policy is advantageous for economy hotel, IBIS can develop its operational scale Threats 1.Competition of domestic economy hotels 2.New economy hotel brand of overseas company enter into Chinese market 3.High star hotels special offer ST IBIS is an Europe brand, enhance its international brand effect WT Product diversification and product portfolio --- Travel and Hotel promote mutually
  • 20. Future Development
    • Brand Adjustment -> Divided into three sub-brands with a comprehensive brand
    • Green marketing strategy -> protect environments & reduce costs.
    • Focus Loyalty -> to provide personalized service
  • 21. References
    • Accor Open New Frontiers in Hospitality http://www.accor.com/en/brands/brand-portfolio/ibis.html accessed 31/10/2011.
    • China Inbound Tourism Major Cities Reception Number Statistic 2010, http://wenku.baidu.com/view/455946c62cc58bd63186bd31.html accessed 25/10/2011.
    • Michael J. B. (1985), Marketing Strategy & Management , 4th Edition, Palgrave Macmillan, New York, USA.
    • M-travel ( 2011), http://www.m-travel.com/news/2011/09/ibis-becomes-a-mega-brand-with-three-brands.html accessed 09/2011.
    • Morgan, M (1996). Marketing for leisure and tourism . Prentice Hall Europe.
    • Ian W., Chris B. & Andy R. (2001), Economics for Business: Blending Theory and Practice , 1st Edition, Pearson Education Limited, England, UK, p462.
    • Ibis in China, http://v.youku.com/v_show/id_XMTk1MDgwNzY0.html accessed 31/10/2011
    • Index Mundi, Population of Demographics in China, http://www.indexmundi.com/g/g.aspx?v=21&c=ch&l=en accessed 27 /10/2011.
    • Super 8 Hotel official site, http://www.super8.com.cn/InfoNews/InfoNewsDetail.aspx?oid=325 accessed 26/10/2011 .
    • Tian Huili (2010), Ibis hotel developing strategy research in China- 7th June 2010, http://wenku.baidu.com/view/9e833022192e45361066f5a0.html accessed 20/10/2011, p7.
    • Victor T.C.M. with Jackie C. (1988), Marketing in Travel and Tourism , 3rd Edition, Butterworth- Heinemann, Oxford, UK, p207-209.
    • Wanjing Tourism News from Travel Daily (2010), http://lvyou.wanjingchina.com/a/201006/03/84-110480-2.htm accessed 25/10/2011 .
    • Wyndham worldwide official site, http://www.wyndhamworldwide.com/about-wyndham-worldwide/wyndham-hotel-group/super-8 accessed 27/10/2011 .
  • 22. Thank You! Any Questions? L/O/G/O