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분야
docxi. Exordium
ii. About Organization
2. Background
i. Description of the business
ii. Career Path
iii. Common Questions
3. Marketing Strategy
i. Internal Environment
ii. External Environment (Competitors)
iii. SWOT
iv. STP
v. Promotion
4. Summary
References
i. Exordium
This group project is about the study about one company is related with culture or tourism industry. We select IBIS hotel as a subject of our group project. First, we look into the basic information about IBIS hotel. And rest of our study are done by using a comparative study between IBIS hotel, Seoul Royal hotle and Sejong hotel, SWOT analysis and investigate market segmentation.
The reason of choosing IBIS hotel: IBIS hotel is the most famous low and middle priced hotel in Korea. We chose IBIS hotel because of three reasons. First, we thought IBIS hotel was introduced in Korea at the very first as a low and middle priced hotel. Second, we thought IBIS hotel’s selection of location is the best enough to be compared with five-star hotels’ location. Now, there are four IBIS hotels in Korea, two in Myeong-dong and Gangnam in Seoul, one in downtown of Suwon, and the last one in center of Busan. Third, IBIS hotel has very specific target in our opinion. For example, IBIS Ambassador Myeong-dong’s target market is mainly tourist from Japan and China, and IBIS Ambassador Seoul which is located in Gangnam is targeted at and purchased by business men.
“비즈니스호텔, 황금시대 오나”, 매일경제, 2011.06.19
“이비스 앰배서더 명동 세계 100대 호텔 29위’, 아시아경제, 2009.02.18
“중저가 호텔 호황…외국업체 웃고 토종업체 울어”, 문화일보, 2011.10.14
[Sites]
http://www.ibishotel.com
http://m.m25.co.kr/article/article_view.html?uid=5793&CURRENT_PAGE=1&Hosu=152
http://www.agoda.com/index.html
http://www.expedia.com
http://www.tripadvisor.com
http://blog.naver.com/ibisseoul
http://blog.naver.com/vorivorissal?Redirect=Log&logNo=70011252318
https://ibis.ambatel.com/FrontSite/ibis/myeongdong/Default.aspx?language=KR&HC=18
