Marketing Strategy Essay Example | Topics and Well Written Essays - 4500 words

Marketing Strategy - Essay Example, the strengths and weaknesses of nirvanas marketing strategies in terms of capturing a bigger market sh atomic number 18 will be enumerated followed by discussing how each of these factors could either directly or indirectly affect the decision making of the sales managers when it comes to the formation and implementation of its marketing strategies.In response to globalization, Shangri-La is operating its hotel and resort business on a large scale. Under the brand name of Shangri-La and Traders, the fraternity is currently managing a broad(a) of 68 hotels and resorts throughout the Asia Pacific, North America, and the Middle East (Shangri-La, 2010 b).With more than 30,000 existing hotel and resort rooms that are available to serve the needs of domestic and international travellers, the top management of Shangri-La Hotel continuously expand the business by building new hotels in different countries including Austria, Canada, mainland China, Fra nce, India, Macau, the Philippines, Qatar, Seychelles, Turkey, and the United Kingdom (Shangri-La, 2010 b). This particular sales and marketing strategy will prevent the company from saturating its target market.As a way of determine the characteristics of a lodging industry, it is best to use the Porters five forces framework as suggested by Michael E. Porter. Basically, the five major factors known as the competitive rivalry within the hotel and resort industry, threat of replacing products, threat of a new entrant, the bargaining power of the customers, and the bargaining power of suppliers enables us to determine the major power of Shangri-La Hotels and Resorts to compete in the global market. Given that the market is attractive for Shangri-La, it is most likely that the company will become profitable and vice versa.When analyzing the hotel and resort industry within the Asian market, it is best to go through the historical events that took place in the past. Back in 1920s, th e hotel industry around the world undergo