An assignment done by students in University Centre Cesar Ritz in Strategic Marketing course ONLY.

1. SHANGHAI 2012

2. Outline Shanghai, China Cultural and commercial center Large amount of population Developing hotel industry International events Armani Hotels & Resorts Differentiation of brand Special style of design and lifestyle experience Strong partnership & sound financial position

4. Market Research Shanghai Tourism Statistics (Domestic) Adapted from Shanghai Tour Online. (2010) Information on Shanghai Tourism Industry.

5. Market Research Shanghai Tourism Statistics (International) Adapted from Shanghai Tour Online. (2010) Information on Shanghai Tourism Industry.

6. Market Research Number of domestic tourists visiting Shanghai and per capita consumption expenditures in main years Adapted from Statistic Shanghai Government. (2010). Number of domestic tourists visiting Shanghai and per capita consumption expenditures in main years.

7. Market Research Number of overseas tourists through Shanghai custom in main years Adapted from Statistic Shanghai Government. (2010). Number of overseas tourists through Shanghai custom in main years.

8. Market Segmentation Domestic 30-50 years old group, empty nest Celebrity Business & Leisure Ultra-rich

9. 257 Armani Designed Rooms

11. Oriental Pearl

12. South Beauty Steam Restaurant

13. Armani Caffé

14. “Shan” V.I.P. Privat Lounge

16. Place/Distribution ShanghaiXinTianDi 新天地 Distributionchannels ArmaniHotelsandResorts Armaniboutiquecollections Printedmedias Online/Offlinebookingintermediaries

19. SWOT Strength Location Brand recognition Personally designed by Giorgio Armani Exclusive facilities & unique experience Community care Weakness Brand recognition Physical location

20. SWOT Opportunities External environment Destination advantage Changing of consumer behavior Threats Competitors

21. Golden Key