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International strategic marketing

   

Added on  2023-01-20

17 Pages3726 Words94 Views
International strategic marketing

Running Head: Report
Contents
Introduction................................................................................................................................2
Case Overview...........................................................................................................................3
Information Management...........................................................................................................3
Culture Distance.....................................................................................................................4
Administrative Distance.........................................................................................................5
Geographic Distance..............................................................................................................5
Economic Distance................................................................................................................5
Culture........................................................................................................................................7
The implication of Hofstede's Cultural Dimensions model...................................................7
A brief comparison between the approach of Disney and Four Seasons...............................8
Marketing advice to newly opened New Zealand based luxury lodge..................................9
Marketing Strategy...................................................................................................................10
Interpretation on whether Four Seasons is a global marketer or a multi-domestic marketer
..............................................................................................................................................11
Conclusion...............................................................................................................................13
References................................................................................................................................14
1

Running Head: Report
Introduction
Four Seasons Hotels Limited is renowned for its exceptional luxurious hospitality services
across more than 24 countries and around 54 properties. The company has been holding the
legacy of over 50 years in the hospitality service sector. This private hospitality company
operates more than hundreds of hotels and resorts. The non-ownership business model is the
speciality of the Four Seasons company (Hunter, 2008). On behalf of the developers, owners
and real estate dealers, the company maintains and operate those places. Several substantial
royal palaces, historical sites and hotels have been taken over by the company. As mentioned
in the case study, the organisation has proposed to enter into the French hospitality service
sector. Critical analysis of proper and effective marketing practices is mentioned while
referring to Hofstede's Cultural Dimension model so that the probable business opportunities
and risks can be critically interpreted (Emerson, 2005).
2

Running Head: Report
Case Overview
After analysing the mentioned case study, it can be understood that business organisations
have to face several difficulties while venturing into new countries in terms of market
capitalisation, customers' trust issues, and competition with the small and mid-level business
enterprises. Four Seasons Hotels Limited have segregated their branches in around 24
countries. In the early 2000s, Four Seasons Hotels Limited wanted to start another luxurious
hotel in a European capital, namely Paris. As stated in the case study Four Seasons Hotels
Limited opened Four Seasons Hotel George V Paris, which was named after Parisian king,
F.S. George V. The speciality of Four Seasons is that the management maintains and operate
those places on behalf of the developers, owners and real estate dealers and collects some
amount as part of their maintenance charge. Such that the organisation wanted to earn a
monetary profit while maintaining the Parisian landmark. Understanding of socio-cultural
factors would enable the company to modify their business strategies and marketing practice
as per the national citizens. To perform the job, information management and cultural
variants are critically assessed in the organisational context of Four Seasons.
Information Management
Four Seasons had to offer more convenient and standardised services to customers to enter a
new market while considering the existing customer base. Four Seasons mentioned their
belief and principles to its customer base as whom they do, what they believe, how they
behave, and how they are planning to get succeed. Walters & Carr (2017) stated that
understanding and appreciation of the open-ended market are essential for the customer-
centric to opt for sustainable market expansion. This case study over Four Seasons has helped
acquire a brief understanding and appreciation of the market they were entering.
3

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