Strategic Marketing Plan for Shangri-La Toronto Hotel

This report outlines a marketing strategy and plan for Shangri-La Toronto, a luxury hotel established in 2012. It identifies the upper-middle to upper-class segment as the primary target market and conducts a SWOT analysis, highlighting strengths such as luxurious amenities and global presence, weaknesses like premium pricing, opportunities in changing market trends, and threats from high competition. Key issues identified from the SWOT analysis include higher competition, shifting market trends, and a need to focus more on business travelers. The action plan proposed involves problem definition, data collection, prioritization, goal setting, implementation through targeted campaigns and email marketing, and continuous monitoring and evaluation to attract and retain business travelers.

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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