Marketing Strategy and Plan

This document discusses the marketing strategy and plan for Shangri-La Toronto, including target market, SWOT analysis, and action plan to focus on business travellers.

Running Head: MARKETING STRATEGY AND PLAN 0
MARKETING STRATEGY AND PLAN
Student name
2-7-2019

MARKETING STRATEGY AND PLAN 1
Contents
Shangri-La Toronto.........................................................................................................................2
Target market...................................................................................................................................2
SWOT analysis................................................................................................................................2
Issues from SWOT..........................................................................................................................3
Action plan to focus business travellers..........................................................................................3
References........................................................................................................................................5

MARKETING STRATEGY AND PLAN 2
Shangri-La Toronto
Hotel industry is a challenging industry to do business, as the competition is very high. Shangri-
La Toronto is a Canada based hotel established in 2012. Its design is its USP, that is the fifteenth
position as tallest building in the Toronto (shangri-la, 2019).
Target market
Organization brand positioning is the luxury hotels for the customer. Therefore, the most
appropriate target market and customer segment to be target is the upper class or middle-upper
class (Adam & Kotler, 2014).
SWOT analysis
Internal analysis
1. Strengths
 Product – luxurious ambience, and luxury amenities, for example, foreign
exchange counters. Differentiation in features, for example, waterfall in hotel in
Singapore.
 Place - expanded to Asia and outside Asia to large places
 Promotion - effective communication strategy, for example, campaigns by the
brand related to nature and reflecting closeness to luxury.
 People – best quality services by staff (Bull & Sitas, 2016)
2. Weakness
 Price – premium price strategy adopted, which leads to limited customer segment
to target

MARKETING STRATEGY AND PLAN 3
 Physical evidence – high maintenance cost
 Process – large expansion plan, has led to the high cost for development, ethical
issues, for example, animal protection controversies
External analysis
3. Opportunities
 Changing market trends, like value added services
 Market development
4. Threats
 High competition – like Hilton, Intercontinental Hotels, and Wyndham
Worldwide
 Increase in labour cost
 Asia shift towards mid-market segment (Armstrong & Giardina, 2016)
Issues from SWOT
 Higher competition
 Change in market trends
 Terrorist risk
 Less focus on business travellers
Action plan to focus on business travellers
1. Problem defining
2. Collection of data
3. Prioritize problem
4. Goal statement

MARKETING STRATEGY AND PLAN 4
5. Implementing solution – campaigns promoting business travellers, email marketing to
business travellers of upper class
6. Monitor and evaluate (business.qld.gov, 2018)

MARKETING STRATEGY AND PLAN 5
References
Adam, S. & Kotler, P., 2014. Principles of marketing. Australia: Pearson Australia.
Armstrong, C. & Giardina, M., 2016. Embracing the social in social media: An analysis of the
social media marketing strategies of the Los Angeles Kings. Communication & Sport, 4(2), p.
145.
Bull, J. & Sitas, N., 2016. Strengths, Weaknesses, Opportunities and Threats: A SWOT analysis
of the ecosystem services framework. Ecosystem Services, 17(1), p. 99.
business.qld.gov, 2018. Implement a marketing plan. [Online]
Available at: https://www.business.qld.gov.au/running-business/marketing-sales/marketing-
promotion/marketing-plan/implement-plan
shangri-la, 2019. home. [Online]
Available at: http://www.shangri-la.com/toronto/shangrila/?
WT.mc_id=SLIM_201811_GLOBAL_SEM_GOOGLE_SLTO-Brand_Brand-Exact-
RSA_shangri%20la
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