logo

The Current IMC Plan | Report

   

Added on  2020-03-16

15 Pages2456 Words160 Views
IMC of Shangri-La Hotel, SydneyAssessment 3 Business PortfolioStudent Name:Student ID:Subject Name: The Hospitality and Tourism MarketSubject Code: HAT202Date Due:Professor Name:1 | P a g e

AbstractCorporations make use of varied communication plan for marketing endeavors. Such communications enable creation of brand identity for the corporation and generate greater brand awareness attracting customers. The scope of the current analysis deals with IMC for Shangri-LaHotel, based in Sydney in Australia. The report describes it current IMC plan along with new or recommended idea that can allow the hotel creation of a unique segment in the market. 2 | P a g e

Table of ContentsAbstract............................................................................................................................................21.0 Summary of Hospitality Sector.................................................................................................42.0 Current Business Operations.....................................................................................................53.0 Recommended Future Campaign..............................................................................................84.0 Recommended New or Innovative Idea....................................................................................9Reference Lists..............................................................................................................................11Table of FiguresFigure 1: Shangri-La, Sydney......................................................................................................................6Figure 2: Location of Shangri-La................................................................................................................7Figure 3: Pricing of the Hotel......................................................................................................................83 | P a g e

1.0 Summary of Hospitality SectorTourism and hospitality has become an ever-growing sector with current trends depicting a 3% of the Australian economy[ CITATION Bre07 \l 1033 ]. The hospitality sector is expanding at a continuous rate with 8.9 million visitor arrivals on a regular basis, employing a large segment of the population amounting to about 600,000 people. The scope of this report deals with IMC of Shangri-La Hotel at Sydney along with new and innovative offering. The hospitality sector in Sydney being a prime location at Australia is highly competitive in nature with various multinational hotels, home stays, boutique hotels and other similar stays[ CITATION Kel092 \l 1033 ]. Hospitality sector within Sydney offers a highly competitive scape with multiple hotels offering varied packages for their customers. A number of other associated benefits as free transfers often accompanies offerings at the hotels to airport, breakfast and so on. These hotels are also offering varied cuisines at the hotels such as to attract a large domain of tourists. Suppliers in this industry have relatively moderate bargaining power as they value their tie-ups with a number of large hotels[ CITATION Shi071 \l 1033 ]. However, customers have a high bargaining power as they are offered with a large number of choices in this domain. With ease ofnorms for operating business across national boundaries there are a large number of hotels who are planning to expand in Sydney. Hotel chains from countries outside of Australia are planning to set up their operations in the country due to its high influx of tourists, this is creating immense threats for existing hotels from new entrants[ CITATION Fin09 \l 1033 ]. New hotels setting up in thecountry will offer their rooms at cost competitive rates which will create further challenges for the existing hotels. Now with several people offering home stay facilities competitive forces in the industry have increased further. Home stays as Airbnb are offering competitive landscape forcompetition in the industry leading to existing hotels designing a new or innovative product 4 | P a g e

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Global Business Management: Analysis of Shangri La Hotel's Spa Product in Australia
|6
|1276
|477

Management Concepts in Hospitality Industry: A Case Study of Shangri-La Hotel
|12
|2629
|264

Strategic Planning for the Hospitality Industry
|23
|1480
|28

Sample Strategic Management - Assignment
|8
|1002
|30

Strategic Planning for the Hospitality Industry
|23
|1434
|59

Managing Accommodation Services
|13
|924
|54