We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Marketing Plan - Essay Example

Comments (0)
Using effective branding and brand positioning strategies, the top management of Shangri-la hotel was able to charge a premium price for its hotel products and services.
This study…
Download full paper

Extract of sample
Marketing Plan

Download file to see previous pages... Using the case of Shangri-la hotel, this study will highlight the specific branding and brand positioning strategies used by this particular hotel company. In relation to the need to serve the price-sensitive customers a.k.a. the brand switchers, this study discussed the advantages and disadvantages of using a separate brand name. At the end of this study, the bsuiness benefits associated with the use of brand extension strategies were tackled in details.
Shangri-la is one of the most well-established hotel brands worldwide. In 1971, the first Shangri-La hotel was built in Singapore (Shangri-La, 2013a). Eventually, the company decided to expand its business operation in other countries. Throughout the entire Asia Pacific region, Europe, North America and the Middle East, Shangri-La hotels and resorts own at least 72 five-star hotels under the brand name Shangri-La (Kuhm, 2011; Shangri-La, 2013b). With the use of brand extension, the company is using the brand name “Kerry” and “Traders” to serve the hotel needs of people who are more price conscious (Kuhm, 2011).
Branding is more than just the use of a company name, logo, or a trademark (Kotler, 2000, p. 404). In response to the business success of Shangri-la Hotel as a brand, this report will focus on discussing and analyzing how this particular company was able to create competitive advantage with the use of effective branding strategies. As part of going through the main discussion, this report will first discuss the branding strategies used by Shangri-la Hotel and how this company was able to benefit from its branding strategies. Eventually, this report will tackle the significance of branding and brand positioning in the contemporary international tourism. Prior to conclusion, this report will identify and discuss potential problems or limitations which may have impede the business success of Shangri-la Hotel. Based on the ...Download file to see next pagesRead More
Comments (0)
Click to create a comment
The company feels  that the current marketing plan for its products does not put them in a position to reach the  profit potential for the small appliances.  Success with the new line will depend upon an accurate assessment of the market and a  well-crafted, effectively implemented marketing plan that will fit in the current market.  As the marketing manager, you are charged with the responsibility of developing a new  marketing plan that will enable the company to reach the full profit potential of one small  appliance from the new product line.  The president has suggested that you use the “clean sheet of paper” concept as you develop  the plan; therefore, during the time you
10 Pages(2500 words)Essay
Marketing Plan
The report has also analyzed the external business environment of USA, which is a necessary task while developing a marketing plan. The report has also conducted SWOT analysis for identifying the strengths, weaknesses and also the external threats & opportunities.
12 Pages(3000 words)Assignment
Marketing Plan
Marketing Plan: Individual Reflective Essay Student’s Name, I.D. Course Number: Course Title Term and Year Instructor’s Name Marketing Plan: Individual Reflective Essay Introduction In the age of market economy, marketing plan has emerged as a major substitute to the standard and traditional tools of budgeting and forecasting in business management.
12 Pages(3000 words)Essay
Marketing Plan
The commercial airlines sector is basically driven by the demand for travel and the US military spending. In turn, it is notable that both of these factors are mainly driven by the general status and outlook not just of the US but the global economy. This is even enhanced by the fact that most commercial airlines are now plying international routes with the rapid deregulation of the global airline industry.
2 Pages(500 words)Essay
Marketing Plan
This product has been selected as a result of growing concern for improving healthcare and welfare of different people. Nowadays, conscious people on personal about their health prefer organic foods and ABC
1 Pages(250 words)Essay
Marketing Plan
n of “Get It Done Office Pros” is to ensure its business clients a neat and healthy environment to support them in their work by providing them excellent cleaning services and fulfilling their relevant demands. The cleaning services will be provided on monthly, bi monthly
1 Pages(250 words)Essay
Marketing plan
The company provides the customers quality products at affordable prices. The company is known for its quality god across the world and being socially responsible in China as well. The company works on the philosophy of combining people and orders in
6 Pages(1500 words)Essay
Marketing plan
Its current market capitalisation stands at US dollars 20.15 billion. One of the product that Sony has developed is the Sony wristband known as the
1 Pages(250 words)Essay
Marketing Plan
This is because it is at the introduction stage that more information and education needs to be given out as part of promotion of the product or service (Saunders, 2005). It is based on this understanding that the current marketing plan is considered
12 Pages(3000 words)Essay
Marketing plan
Using these sites, we will reach a large audience. We will post important details such as our menu items, the date of the event, time and location on these sites. Social media advertising is cheap and will
1 Pages(250 words)Essay
Let us find you another Essay on topic Marketing Plan for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us