Competitive Assessment 20 Marks

Who are the 4 largest Global Competitors to Four Seasons?

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 dont 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