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Marketing Plan for IBIS in Beijing of China
Group8Zhao Yiyuan(Doris)
Zhang Bingyu(Maggie)Zhang Lu(Isabella)Li Qiaodie(Queenie)
Contents Introduction SMART Objectives Internal Audit Critical success factors Key Weaknesses External Audit Customer Analysis Competitor Analysis PEST TOWS Future Development Reference
Introduction
IBIS Economy Hotel
( the world’s top 500 )
The first hotel in Bordeaux in 1974 →NOW in 48 countries 900 hotels.
Owed by Accor Group→Founded in Paris in 1967
Since 2004, 51 Ibishotels in China, 4 hotels in Beijing
Objectives
Long-term Goal: The No.1 of the world economic hotel brand Exploit the emerging market:
1.Bohai sea economy encircle (Beijing, Tianjin , Qingdao);
2.Yangtze River Delta
3.Pearl River Delta economic encircle SMART Objective: 17,000 rooms in 2013 in China Around 1,300 rooms in Beijing
IBIS HOTEL in China
Year 2006 2007 2008 2009 2010
Number of
Hotels
4 9 22 36 51
Cities 4 9 20 25 33
Rooms 863 1956 4722 6919 9457
Critical success factors
Brand: (Intangible Assets) worldwide brand
Specialized scale operation ISO 9001 certification People Development → Professional Manager
Location nearly Beijing airport(1)/ City Center(3)
Facilities LCD screens/ wooden floor/free internet access/ soft duvets Innovative public area
Services the 15-minute satisfaction guarantee;
Key Weaknesses
lower market share: Only 4 hotels in Beijing
The high cost of daily operations
?
External AuditCostumers Analysiscustomer motivation understanding customers a typology of motivators
market segmentation Target market Geographic issue Demographic Behaviouristic
Customer Analysis
Who is the customers: initiator influencer decider totally different strategies
What is motivation
Marketing Segmentation
Target Market
3,588,466 foreigners travel to Beijing.
50,000 people travel Beijing in daily life. 80,000--150,000 in weekend.
occupied rate in Beijing of economic hotels over 80% during the holiday.
Geographic Segmentation The location in Beijing: 1 near the airport 3 in ChaoYang District
Demographic Segmentation age---18-35 occputation----workers ----students----budget limited tourist
s income------low middle class
Behaviouristical Segmentation Loyal customers is vital to building the good relatioship Loyalty are concerned with repeat purchase
Competitor analysis
AmericanClean room Friendly service
EuropeQuality services
ChinaHave good sleep every
dayClean/ Environmental/
comfortable and safe
ChinaHome
Structure
Average number of guest room
Store Price Image and positioning Objectives and
commitment Size, growth, and
profitability Qualification
0
50
100
150
200
250
IBIS super8
HomeInn
7daysInn
AverageNumber ofguest roomstore
pri ce
IBIS Super 8 Home Inn 7 days Inn
Image and positioning
Objectives and commitment
Size, growth, and
profitability
Qualification
strong intermediate Less than intermediate
weak
PEST Analysis
Political factors Environment Protect Law of People Republic of
China (1986) states to protect and improve living environments and ecological environment, to prevent and control pollution and other public hazards.
ISO 14001 (Environment Certificate) ISO 9001 (Quality Certificate) Economic factorsRecessionLow-cost labor
Socio-cultural factorsDemographic Consumption level and living standard
Technology factorsMediaElectronic systemsWorldwide Network
PEST
TOWS Internal
elements
External elements
Strengths1.Touristic, full of heritage, culture, international metropolis2.Strong brand advantages3.Abundant group background & financial support
Weaknesses
1.Simplex development mode2.Simplex hotel room, less proportion of hotel room standard.3.Lack of local culture integration
Strategic options Strategies optionsOpportunities1.Improving China economy 2.Increasing overseas tourists3.Government policy support
SOIncreasing IBIS brand awareness
WOGovernment policy is advantageous for economy hotel, IBIS can develop its operational scale
Threats1.Competition of domestic economy hotels2.New economy hotel brand of overseas company enter into Chinese market3.High star hotels special offer
STIBIS is an Europe brand, enhance its international brand effect
WTProduct diversification and product portfolio --- Travel and Hotel promote mutually
Future DevelopmentBrand Adjustment →Divided into three sub-
brands with a comprehensive brandGreen marketing strategy → protect
environments & reduce costs.Focus Loyalty → to provide personalized
service
References Accor Open New Frontiers in Hospitality
http://www.accor.com/en/brands/brand-portfolio/ibis.html accessed 31/10/2011. China Inbound Tourism Major Cities Reception Number Statistic 2010,
http://wenku.baidu.com/view/455946c62cc58bd63186bd31.html accessed 25/10/2011. Michael J. B. (1985), Marketing Strategy & Management, 4th Edition, Palgrave
Macmillan, New York, USA. M-travel ( 2011),
http://www.m-travel.com/news/2011/09/ibis-becomes-a-mega-brand-with-three-brands.html accessed 09/2011.
Morgan, M (1996). Marketing for leisure and tourism. Prentice Hall Europe. Ian W., Chris B. & Andy R. (2001), Economics for Business: Blending Theory and
Practice, 1st Edition, Pearson Education Limited, England, UK, p462. Ibis in China, http://v.youku.com/v_show/id_XMTk1MDgwNzY0.html accessed
31/10/2011 Index Mundi, Population of Demographics in China,
http://www.indexmundi.com/g/g.aspx?v=21&c=ch&l=en accessed 27 /10/2011. Super 8 Hotel official site, http://www.super8.com.cn/InfoNews/InfoNewsDetail.aspx?
oid=325 accessed 26/10/2011 . Tian Huili (2010), Ibis hotel developing strategy research in China- 7th June 2010,
http://wenku.baidu.com/view/9e833022192e45361066f5a0.html accessed 20/10/2011, p7. Victor T.C.M. with Jackie C. (1988), Marketing in Travel and Tourism, 3rd Edition,
Butterworth- Heinemann, Oxford, UK, p207-209. Wanjing Tourism News from Travel Daily (2010),
http://lvyou.wanjingchina.com/a/201006/03/84-110480-2.htm accessed 25/10/2011 . Wyndham worldwide official site, http://www.wyndhamworldwide.com/about-wyndham-
worldwide/wyndham-hotel-group/super-8 accessed 27/10/2011 .
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Thank You!Any Questions?