1. Introduction
The aim of this article is the combination of using STP and 4Ps as core concepts to analyze Four Seasons Hotel. To give an illustration of the reasons why the Four Seasons Hotel is successful on the field of customer relationship management, the service they chose and the promotion they adopted are the highlighting part of this article.
STP is one of the most commonly applied marketing models in practice. It is mainly focus on the targeting group of customer rather than the product part. The advantage of using STP model is practical to obtain a better understand of the division market.
Analyzing Four Seasons Hotel’s offer of service is using the 4Ps model. It can provide a clear clue for the understanding of Four Seasons …show more content…
Rationale
2.1. STP model
Segmentation, Targeting, and Positioning (STP) is a model that can understand marketplace environment. Segmentation involves dividing a large and complex group into smaller segments of customers with distinct needs and characteristics. Targeting is considering each segment market’s advantages and choosing the most attractive. Positioning consists of quality, price, performance which is offering to occupy distinctive and desirable place to the competitive market. (Moore, Pareek, 2010).
2.2. 4Ps model (marketing mix)
To analyze the marketing mix for Four Seasons Hotel would be the most appropriate way to evaluate it for its strategies in 4Ps (product, price, place and promotion) category (Stone, 2001). Product is generally defined as either a tangible object or an intangible service (Hogan, 2010). Price is the amount of money charged by services or products. Place is a placement or distribution which is the channel that the firm choose to sale the products or providing services. Promotion is the vital component of marketing that help company to boost the sales (Kotler, 2016). 3. Discussion and application
3.1. Four Seasons Hotel of STP analysis 1. …show more content…
The business class group who are looking for a place to stay for a press conference or meeting. The newlywed group who are looking for booking a well atmosphere for their wedding or honey moon. There is also the group of family who are aiming for a chance enjoying their vacation whether it is with their kids or their spouse.
Regarding the geographic segment, the metropolitan cities and high population density cities is the target place for Four Seasons Hotels. A majority of high consumption group center on the metropolitan cities and high population density cities. Major of these cities are well urban planning which offer core business district with good infrastructure including convenient transportation and large shopping malls. According to the a new study from the McKinsey Global Institute, the metropolitan cities and large cities will account for 81% of total consumption in the global market (Florida, 2014)
3.
The aim of this article is the combination of using STP and 4Ps as core concepts to analyze Four Seasons Hotel. To give an illustration of the reasons why the Four Seasons Hotel is successful on the field of customer relationship management, the service they chose and the promotion they adopted are the highlighting part of this article.
STP is one of the most commonly applied marketing models in practice. It is mainly focus on the targeting group of customer rather than the product part. The advantage of using STP model is practical to obtain a better understand of the division market.
Analyzing Four Seasons Hotel’s offer of service is using the 4Ps model. It can provide a clear clue for the understanding of Four Seasons …show more content…
Rationale
2.1. STP model
Segmentation, Targeting, and Positioning (STP) is a model that can understand marketplace environment. Segmentation involves dividing a large and complex group into smaller segments of customers with distinct needs and characteristics. Targeting is considering each segment market’s advantages and choosing the most attractive. Positioning consists of quality, price, performance which is offering to occupy distinctive and desirable place to the competitive market. (Moore, Pareek, 2010).
2.2. 4Ps model (marketing mix)
To analyze the marketing mix for Four Seasons Hotel would be the most appropriate way to evaluate it for its strategies in 4Ps (product, price, place and promotion) category (Stone, 2001). Product is generally defined as either a tangible object or an intangible service (Hogan, 2010). Price is the amount of money charged by services or products. Place is a placement or distribution which is the channel that the firm choose to sale the products or providing services. Promotion is the vital component of marketing that help company to boost the sales (Kotler, 2016). 3. Discussion and application
3.1. Four Seasons Hotel of STP analysis 1. …show more content…
The business class group who are looking for a place to stay for a press conference or meeting. The newlywed group who are looking for booking a well atmosphere for their wedding or honey moon. There is also the group of family who are aiming for a chance enjoying their vacation whether it is with their kids or their spouse.
Regarding the geographic segment, the metropolitan cities and high population density cities is the target place for Four Seasons Hotels. A majority of high consumption group center on the metropolitan cities and high population density cities. Major of these cities are well urban planning which offer core business district with good infrastructure including convenient transportation and large shopping malls. According to the a new study from the McKinsey Global Institute, the metropolitan cities and large cities will account for 81% of total consumption in the global market (Florida, 2014)
3.