JW 메리어트

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JW 메리어트 마케팅 분석과 suggestion
강남 JW메리어트 호텔을 구체적으로 분석하며
SWOT, POSITIONING, RECOMMENDATION을
영어로 쓴 레포트

목차

Introduction
External analysis
SWOT analysis
STP
Competitive analysis
4p
Strategic suggestions

본문내용

STRENGTH
-High brand power
-Location(accessibility)
-CRM
-Marriott rewards program
-Strong purchase power of corporations for their business trip
-Skillful management system from Marriott international
-Biggest fitness club & spa in Asia

WEAKNESS..
Majority of foreign customers
High Price
Low promotion for Koreans
Parking cost
Traffic congestion

o
Weak Korean won
Korean tourism boost
Hosting international events
Using hotels for various
reasons ( wedding, dining )

t
Low cost, good quality hotels
keen competition among
high brand hotel
Strong power of intermediary
(e.g. hotel pass, hotel enjoy)

참고 자료

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