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

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  1. 1. SHANGHAI 2012<br />
  2. 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. 3.
  4. 4. Market Research<br />Shanghai Tourism Statistics (Domestic)<br />Adapted from Shanghai Tour Online. (2010) Information on Shanghai Tourism Industry.<br />
  5. 5. Market Research<br />Shanghai Tourism Statistics (International)<br />Adapted from Shanghai Tour Online. (2010) Information on Shanghai Tourism Industry.<br />
  6. 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. 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. 8. Market Segmentation<br />Domestic<br />30-50 years old group, empty nest<br />Celebrity<br />Business & Leisure<br />Ultra-rich<br />
  9. 9. 257 Armani Designed Rooms<br />
  10. 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. 11. Oriental Pearl
  12. 12. South Beauty Steam Restaurant
  13. 13. Armani Caffé
  14. 14. “Shan” V.I.P. Privat Lounge
  15. 15. Ye-Shanghai Night Club</li></li></ul><li>Promotion<br />Advertising<br />DirectMarketing<br />PersonalSelling<br />PublicRelations<br />SalesPromotion<br />
  16. 16. Place/Distribution<br />ShanghaiXinTianDi 新天地<br />Distributionchannels<br />ArmaniHotelsandResorts<br />Armaniboutiquecollections<br />Printedmedias<br />Online/Offlinebookingintermediaries<br />
  17. 17.
  18. 18.
  19. 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. 20. SWOT<br />Opportunities<br />External environment<br />Destination advantage<br />Changing of consumer behavior<br />Threats<br />Competitors<br />
  21. 21. Golden Key<br />

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