Marketing Plan Four Seasons Hotel

Four Seasons Hotels and Resorts
Four Seasons Lausanne

1. Executive Summary 3

2. Market and Situation Analysis 4 Market Size 4 Market Growth 5 Market Segments 5 Current Offerings & Competition Analysis 6

3. External Environment Analysis - Macroenvironment 8 Political Factors 8 Economic Factors 8 Social Factors 8 Technology Factors 9 Environment Factors 9 Legal Factors 9

4. Internal Environment Analysis - Microenvironment 11 The Company 11 Suppliers 11 Marketing Intermediaries 12 Competitors 12 Publics 12 Customers 12 SWOT Analysis 13 Five Forces Analysis 14

5. Marketing Strategy 15 Concept 15 Target Segments 16 Offerings and Differentiation 16 Positioning 16

6. Marketing Mix and Implementation 18 Pricing Strategy 18 Product Strategy 18 Place Strategy 18 Promotion Strategy 19 People Strategy 19 Process Strategy 19 Physical Evidence 20

1. Executive Summary

The Four Seasons Hotels and Resorts firm is dedicated to providing the best service for its customers within the luxury hotel industry. Much admired, and not easily replicated, the Four Seasons culture is firmly grounded in our people – in who we are, what we believe and how we behave. Our goals, beliefs and principles are described in the Four Seasons corporate mission statement.[1]

Four Seasons is considering on opening a 5-star hotel in the area of Lausanne, Switzerland. Taking into consideration the current market and situation in this area, competition as well as external and internal factors we will explore the option of entering this market with a new Four Seasons hotel. A marketing and implementation strategy is then presented along with the target segments in this particular market. Despite being a leader in the worldwide luxury hotel industry, Four Seasons is a newcomer in the Lausanne area and have only one other property with Switzerland located in Geneva. The proposed Four Seasons Lausanne needs to expand on Four Seasons image