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An assignment done by students in University Centre Cesar Ritz for the purpose of Strategic Marketing course ONLY.

An assignment done by students in University Centre Cesar Ritz for the purpose of Strategic Marketing course ONLY.

Published in: Education, Business, Real Estate
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  • 1. SHANGHAI 2012<br />
  • 2. Outline <br />Shanghai, China<br />Cultural and commercial center<br />Large amount of population<br />Developing hotel industry<br />International events<br />Armani Hotels & Resorts<br />Differentiation of brand<br />Special style of design and lifestyle experience<br />Strong partnership & sound financial position<br />
  • 3.
  • 4. Market Research<br />Shanghai Tourism Statistics (Domestic)<br />Adapted from Shanghai Tour Online. (2010) Information on Shanghai Tourism Industry.<br />
  • 5. Market Research<br />Shanghai Tourism Statistics (International)<br />Adapted from Shanghai Tour Online. (2010) Information on Shanghai Tourism Industry.<br />
  • 6. Market Research<br />Number of domestic tourists visiting Shanghai and per capita consumption expenditures in main years<br />Adapted from Statistic Shanghai Government. (2010). Number of domestic tourists visiting Shanghai and per capita consumption expenditures in main years.<br />
  • 7. Market Research<br />Number of overseas tourists through Shanghai custom in main years<br />Adapted from Statistic Shanghai Government. (2010). Number of overseas tourists through Shanghai custom in main years.<br />
  • 8. Market Segmentation<br />Domestic<br />30-50 years old group, empty nest<br />Celebrity<br />Business & Leisure<br />Ultra-rich<br />
  • 9. 257 Armani Designed Rooms<br />
  • 10. Food & Beverage Outlets<br />Extra<br />Armani Ladies<br />Armani Collection Boutiques<br />Armani Fitness & Health Club<br />woman-only spa and treatments<br />Armani tailored Uniform<br />Armani/ Casa furniture<br />The World of Armani<br /><ul><li>Mezzeluna
  • 11. Oriental Pearl
  • 12. South Beauty Steam Restaurant
  • 13. Armani Caffé
  • 14. “Shan” V.I.P. Privat Lounge
  • 15. Ye-Shanghai Night Club</li></li></ul><li>Promotion<br />Advertising<br />DirectMarketing<br />PersonalSelling<br />PublicRelations<br />SalesPromotion<br />
  • 16. Place/Distribution<br />ShanghaiXinTianDi 新天地<br />Distributionchannels<br />ArmaniHotelsandResorts<br />Armaniboutiquecollections<br />Printedmedias<br />Online/Offlinebookingintermediaries<br />
  • 17.
  • 18.
  • 19. SWOT<br />Strength<br />Location<br />Brand recognition<br />Personally designed by Giorgio Armani<br />Exclusive facilities & unique experience<br />Community care<br />Weakness<br />Brand recognition<br />Physical location<br />
  • 20. SWOT<br />Opportunities<br />External environment<br />Destination advantage<br />Changing of consumer behavior<br />Threats<br />Competitors<br />
  • 21. Golden Key<br />

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