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Published

An assignment done by students in University Centre Cesar Ritz in Strategic Marketing course ONLY.

An assignment done by students in University Centre Cesar Ritz in Strategic Marketing course ONLY.

Published in Education , Business , Real Estate
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Transcript

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