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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?