MARKETING ROSEWOOD AS AN ULTRA-LUXURY HOTEL BRAND: USING STRATEGIC MARKETING AND SWOT ANALYSIS

Abstract

Rosewood is an inestimable sui generis brand, which was fabricated over the decades. It has inspirational onsets and the apical ideal of excellence both in terms of product and service. Ultra-luxury inhabitating style and trend of the corporation creates lambency in 15 countries with 27 hotels. At present, it is held by Rosewood Hotel Group, belongs to Hong Kong based hotel firm, heretofore known as New World Hospitality. Hotel defines Rosewood’s as “A Sense of Place” axiom. The serious issue was that Rosewood Hotels and Resorts had a low campaign, brand mindfulness and acknowledgement among its clients came about a low multi-property strategically pitching rates contrast with its rivals. By what method should the Rosewood Hotel should deals with? The Situation analysis, strategic marketing, long term, short term, quantitative and qualitative analysis and advertisement Campaign were applied to fulfil the above issues in the rosewood hotel industry. Rosewood’s Advertisement Campaign action are implemented to set up the incessant stay program that should adopt the corporate brand methodology and correspondence promoting procedure, brand logos, promoting effective video for the youth and not for the family gatherings, so this constraint ought to be topped off to pull in more visitors and clients. By and large there ought not to be an excessive number of stresses over losing clients and the focused on client ought to be presented with all courtesies to hold for a more drawn out in the forthcoming marketing periods.