Marketing Plan Essay Example | Topics and Well Written Essays - 3250 words

Marketing Plan - Essay Example employ the case of Shangri-la hotel, this study allow for highlight the specific branding and brand positioning strategies apply by this particular hotel company. In relation to the need to serve the price-sensitive customers a.k.a. the brand switchers, this study discourseed the advantages and disadvantages of using a separate brand name. At the end of this study, the bsuiness benefits associated with the intention of brand extension strategies were tackled in details.Shangri-la is unity of the most well-established hotel brands worldwide. In 1971, the first Shangri-La hotel was built in Singapore (Shangri-La, 2013a). Eventually, the company decided to fatten out its business operation in other countries. Throughout the entire Asia Pacific region, Europe, North America and the sum East, Shangri-La hotels and resorts own at least 72 five-star hotels under the brand name Shangri-La (Kuhm, 2011 Shangri-La, 2013b). With the use of brand extension, t he company is using the brand name Kerry and Traders to serve the hotel needs of people who are more(prenominal) price conscious (Kuhm, 2011).Branding is more than just the use of a company name, logo, or a trademark (Kotler, 2000, p. 404). In response to the business achievement of Shangri-la Hotel as a brand, this newspaper publisher will focus on discussing and analyzing how this particular company was able to create competitive advantage with the use of in effect(p) branding strategies. As part of going through the main discussion, this report will first discuss the branding strategies used by Shangri-la Hotel and how this company was able to benefit from its branding strategies. Eventually, this report will tackle the significance of branding and brand positioning in the contemporary international tourism. Prior to conclusion, this report will identify and discuss potential problems or limitations which may have impede the business success of Shangri-la Hotel. Based on the