Hotel Development in Chengdu
Advanced Diploma in Business Administration
International Marketing Strategy (B2007)
Assignment
Term 1, 2012
Lecturer: Mr. Sam Chung
Student No.: 0305-006661
Name: Mr. Wong Yuen Ming, Joey
Date: 08th March., 2012
Contents
1. Company Background 4
2. Introduction 4
3. Country Attractiveness 4
4. Political Environment 5
5. Economic Environment 5
6. Social Environment 6
7. Technology Environment 6
8. Chengdu SWOT Analysis 7 8.1 Strengths 7 8.1.1 Provincial Market 7 8.1.2 Transportation Infrastructure 7 8.1.3 Quality of Life 7 8.1.4 Labour Availability and Quality 8 8.1.5 Site Location 8
8.2 Weakness 8 8.2.1 Transportation Infrastructure Quality and Cost 8 8.2.2 Water Port 8 8.3 Opportunities 8 8.3.1 Logistics and Distribution 8 8.3.2 IT Industry 9 8.3.3 Machinery and Machine Building 9 8.3.4 Subway Construction 9 8.3.5 Opening of New Railways and Flight Connections to Tibet 9 8.4 Threats 9 8.4.1 Rising Labour Costs 9 8.4.2 Competition from Other Western Cities 9 8.4.3 Earthquake 10
9. Competition Environment 10 9.1 Additional to Competitive Supply 12 9.2 Estimated Penetration for Proposed Hotel 12
10. The Market Entry 13
11. Conclusion 13
Reference 15
Appendix 16 Figure 1 16 Figure 2 17 Figure 3 18 Figure 4 19 Figure 5 20 Figure 6 20 Figure 7 21
1. Company Background
Royaltelle International Limited is a hotel management and holding company. It is a subsidiary company of Sun Hung Kai Property Limited (SHK).
2. Introduction
Nowadays, SHK decided to expand the hospitality industry into the China market, the desire market in Sichuan province – Chengdu and the proposed Hotel is part of a residential development project located on Remin South Road, bordered by Tongzilin Zhong Road and Tongzilin South Road. As a marketing manager, we have to work out the market and financial
International Marketing Strategy (B2007)
Assignment
Term 1, 2012
Lecturer: Mr. Sam Chung
Student No.: 0305-006661
Name: Mr. Wong Yuen Ming, Joey
Date: 08th March., 2012
Contents
1. Company Background 4
2. Introduction 4
3. Country Attractiveness 4
4. Political Environment 5
5. Economic Environment 5
6. Social Environment 6
7. Technology Environment 6
8. Chengdu SWOT Analysis 7 8.1 Strengths 7 8.1.1 Provincial Market 7 8.1.2 Transportation Infrastructure 7 8.1.3 Quality of Life 7 8.1.4 Labour Availability and Quality 8 8.1.5 Site Location 8
8.2 Weakness 8 8.2.1 Transportation Infrastructure Quality and Cost 8 8.2.2 Water Port 8 8.3 Opportunities 8 8.3.1 Logistics and Distribution 8 8.3.2 IT Industry 9 8.3.3 Machinery and Machine Building 9 8.3.4 Subway Construction 9 8.3.5 Opening of New Railways and Flight Connections to Tibet 9 8.4 Threats 9 8.4.1 Rising Labour Costs 9 8.4.2 Competition from Other Western Cities 9 8.4.3 Earthquake 10
9. Competition Environment 10 9.1 Additional to Competitive Supply 12 9.2 Estimated Penetration for Proposed Hotel 12
10. The Market Entry 13
11. Conclusion 13
Reference 15
Appendix 16 Figure 1 16 Figure 2 17 Figure 3 18 Figure 4 19 Figure 5 20 Figure 6 20 Figure 7 21
1. Company Background
Royaltelle International Limited is a hotel management and holding company. It is a subsidiary company of Sun Hung Kai Property Limited (SHK).
2. Introduction
Nowadays, SHK decided to expand the hospitality industry into the China market, the desire market in Sichuan province – Chengdu and the proposed Hotel is part of a residential development project located on Remin South Road, bordered by Tongzilin Zhong Road and Tongzilin South Road. As a marketing manager, we have to work out the market and financial