Assignment #1 MRK 460 Global Marketing

Four Seasons Hotels and Resorts Analysis

Assignment is due Tuesday May 30th, 2023, by 11:59PM

The purpose of this assignment is to do a Global Marketing situation analysis for The Four Seasons hotels and Resorts. Students should do online research to learn and capture the information to complete this task.

Total Marks 100 - 10% of Final Grade

Market Assessment 20 Marks

Size of Global Travel & Accommodations Marketplace and Growth Trends

Market Segments- Describe the customer and the specific needs served by each segment:

Cost: Luxury, Economy, Mid-scale, Discount

Type of Travel: Leisure vs Business Travel, Individuals/Couples vs Families

Geography: Urban, Rural, Exotic, Waterfront, Popularity, Other

Customers: Demographic, Psychographic

Market Offering Evolution 20 Marks- Technology Role, Service Role, Services, Food, Heath & Wellness

Competitive Assessment 20 Marks

Who are the 4 largest Global Competitors to Four Seasons Hotels?

For each competitor describe what is similar to Four Seasons that makes them directly competitive

For each competitor describe what is unique or different about them that allows them to capture a portion of the market.

For each competitor write a Marketing Positioning statement for each of the four competitors:

Format: For (target customer description), Hotel and Resorts Brand A is that one that (unique point of difference/Consumer Benefit that others don't offer), because (reason for consumer to believe)

Example: For Discerning Drivers who always invest in a premium exhilarating Driving Experience, BMW with its racing heritage and German Engineering, is all they could ever want in a vehicle

Target: Discerning Drivers who invest in the best driving experiences

Unique Selling Proposition: Most exhilarating Driving Experience Reason to Believe: German Engineering and Racing Heritage

Four Seasons Capability Assessment: 30 Marks SWOT Analysis 30 Marks Minimum 10 Points combined- at least 3 in each quadrant

Strategy: 10 Marks What Strengths are Four Seasons leverage against Market Wide Opportunities Four Seasons Positioning and Map 10 Marks

For (target customer description), Four Seasons Hotels and Resorts is that one that (unique point of difference/Consumer Benefit that others don't offer), because (reason for consumer to believe) Chose a horizontal and vertical axis to map your consumer positioning: Options include: Family vs Individual/Couple Experiences, Homogeneous Accommodation Product vs Unique Property Variable Experiences, vs Depth vs limit of Extended Service Offering- You can use others- just need to chose 2 consumer relevant so the competitors that most closely compete with Four Seasons are situated closest top them on the map

Perceptual Grid Examples

Remember to consider that we are only looking at Luxury Hotel Competitors

Measurements to consider likely exclude Price as all are expensive. Items to consider.

1) Services - Luxury Services Offered - exceptional service Food, pool, spa, amenities.

2) Product Quality- includes location, views, room aesthetics, design, features. service