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MEWAH HOTEL

Lisa - Tiz - Ashley -Monica
by

Fizah M

on 20 July 2014

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Transcript of MEWAH HOTEL

THREATS
building plan
To strengthen its competitive position in the market. It also hopes to build and sustain strong brand equity among businessmen.
NEXT YEAR'S OBJECTIVES
WHAT is the importance of hotel architecture and design ??

to improve the taste of a city
to meet the actual market
People are attracted by the good design
VISION STATEMENT
To be the leading global leader in the extended stay market and answering to the unique needs of our guests
MISSION STATEMENT
To delight and please our guests. We are devoted to making a difference every day.
SOCIAL RESPONSIBILITY
“Acting with Responsibility”. Our environmental efforts are designed to make a positive difference in the world, in order to ensure our future generation enjoys the same fulfillment that we get today.
CORPORATE GOALS
To be recognized as the best global luxury service residences, providing 21st century luxury with Singapore’s local charm in its apartments. It aims to achieve this by investing in outstanding facilities and in its people.

To achieve 90% occupancy yearly.
PROFILE OF CHINESE BUSINESSMEN
GEOGRAPHIC
DEMOGRAPHIC
BEHAVIOURAL
PSYCHOGRAPHIC
World: East Asia

Country: China
Age: Above 30
Gender: Male
Income: Above $10k
Race: Chinese
Occupation: Professional businessmen
Social Class: Upper-class
Lifestyle: Playing golf, going to bars
Personality: Ambitious, competitive, pragmatic
Occasions: Business meetings, conventions, exhibitions
22% of Chinese visitors come for business purpose
OPPORTUNITIES (PEST)
POLITICAL
Stable political state

Visitors value safety as primary priority during business trips
ECONOMIC
Singapore-China Free Trade Agreement

Lower corporate income tax of 7%

Increase in number of investments

Strong bilateral ties
SOCIAL
91.51% of Han Chinese in China

74.2% of Chinese in Singapore

Exert influence on culture of each country

TECHNOLOGICAL

Singapore’s advancements in technology

New technology strategy

Unknowns with regards to the Chinese credit market



Accumulating more debt than is known



Decline of China’s economic growth is possible in the near future



Affecting the profitability of our serviced apartments


ECONOMIC
SOCIAL
Slight differences in the type of Mandarin accents used and mentalities of the people

Singapore is largely westernized over the years

Chinese might be more conservative

MARKET TRENDS
RELATED INDUSTRY TRENDS
STRENGTHS
Location: Situated close to Changi International Airport (10 Minutes Drive) and Singapore Expo (5 Minutes Drive).


WEAKNESSES
Location: Tampines is further away from CBD area.

SERVICES
Chauffeur services
Secretarial services
"Push-me" buttons
Business Centre
Meet Our Staff
Training
Same training for all employees

Emphasizes on service quality

Teamwork is essential

Technology Butler
PRICE
MARKET SKIMMING PRICE
HIGH PURCHASING POWER
INELASTIC
DEMAND
PRESTIGE PRICING
Exclusive furnishing
Layout
Interior design
High technological devices that promotes efficiency
Impeccable service excellence

To convey to the public
the idea of high status

Create
a brand image

PROMOTION
MAGAZINES
Business-related articles
especially under "Travel
and Tour" section


OTHER FORMS OF PROMOTION
PLACE
Focus on Business to Consumer (B2C) online marketing domain



Creating our very own Mewah Residence Website



Location, contact for further enquiries, pictures of our Service Residence rooms and facilities



Online booking services



Convenience


Opening of Changi International Airport Terminal 4 in 2017

Aims to cater 16 million more travelers

Increase Changi Airport’s handling capacity to 82 million a year

Boost Singapore’s economy
Thank You
Marketing for Hospitality and Tourism
MEWAH SERVICE RESIDENCES
Annabelle Ho Hsuen Rong
Izzah Adriana Bte Rossli
Jang Hyewon
Janine Chee Jia Ning
Nur Hafizah Bte Mustaza
Tan Jia Rui Sharlene

Blk 158, Tampines St 12
Why Undifferentiated Marketing
Sole Target Market: Chinese Businessmen
Competitors: The strengths of our competitors are our weakness.


Ranked as second and increase in 34.7%

Why Chinese Businessmen
Full transcript