Kempinski, the oldest luxury hotel group in the world, wants to develop residential hotels in the metropolis of Istanbul. This concept is based on the vision of a complex consisting of two towers equipped with all elements of modern luxury. It is positioned on a booming market and a town which is itself developing.
Thus, in this marketing case, we will first analyze the philosophy and the strategy of the Kempinksi group and then conduct a SWOT analysis that accurately lists the strengths, weaknesses, opportunities and threats of the Astoria project. Finally, we will conclude with an analysis of operational marketing with a 4P approach, to refine the action plan created to promote the sale of the project "Astoria".
Founded in Germany, more than a century ago, the Kempinski Group has based its reputation on luxury service hotels, synonymous with quality all over the world. Combining luxury, nobility and prestige, the Group covers the entire globe with hotels present in most major cities around the world. It has started to offer its services both for businessmen and tourists passing through.
The oldest luxury hotel group in the world, Kempinski has based its reputation on establishments called "business". This segment of the travel business is therefore based on quality service and prestige for business people passing through one of many cities covered by the Kempinski Group.
More recently, the Group opened the market holiday complexes, with institutions that can be called "resorts", intended for a clientele of tourists and families, for stays of longer duration. The Group currently has 15 such holiday complexes, located in the most beautiful places on earth. These resorts, concentrated in leisure and luxury spas on large areas, are a new development.
Finally, a recent innovation of Kempinski is the breakthrough in the market for real estate development. The Group has invested in various real estate projects and wants to combine them with their usual hotel services. Thus, apartments and other houses can be bought in some strategic cities of the world, while enjoying the personalized service and hospitality that is renowned. Thus, the owner of a residence of Kempinski will benefit from the Concierge, babysitting, room service or valet of which services are available in any hotel of the Group.
While developing its activities, the Kempinski Group has, above all, kept the spirit of tradition alive, with luxury and nobility in each of the projects it develops, to never compromise the reputation they have earned during the 110 years since its inception.
Tags: the Kempinski Group, history and growth of the Kempinski Group, marketing case study of the Kempinski Group
[...] SWOT Analysis Strengths (Forces) As a hotel group Kempinski must first choose its target. In our case, it is clearly an upscale clientele which has access to a multitude of luxury services. Therefore, this high end target is definitely a source of strength for a group such as Kempinski, ensuring a smooth picture quality and reputation. Being established in most cities on the planet gives it a brand image and a strong marketing base for a group such as Kempinski. [...]
[...] Indeed, while the Kempinski hotel group appears to be involved in a variety of activities, some competitors will simply specialize in the specific area of holiday complexes or high-end real estate development. In addition, we must ensure that this openness to new perspectives does not tend towards a democratization of the Group's services, and will not compromise the traditional image of the group, which is part of optical nobility, tradition and European luxury. Opportunities (Opportunities) The opening of markets for holiday complexes, as well as on real estate development, combining residential and hotel services is a new development for Kempinski. [...]
[...] In addition, a commercial center of 35,000 m2 with renowned boutiques, cinemas and several restaurants, lounges and bars will be open to residents and non-residents, they do not benefit from the advantage of priority access to Aura which is available to all landlords and tenants. Astoria Residences by the Kempinski group are aimed at a relatively young market. The window of opportunity is high because the home market associated with hotel services is booming. Thus, the group wants to establish Kempinski in Istanbul in order to provide a basis and a model for this type of activity and thus expand to other cities such as Prague, where opening a facility is of the same order as expected next year. [...]
[...] Rent for periods ranging from short to medium and long term is an option. Access to all hotel services is provided. - 28 business offices spread over 8 floors of the West Tower. Each floor of 557 m2 can be rented by one or more undertakings as required by the latter. Rentals can range from one year to 10 years. The entrance to the offices is independent and tenants of these spaces have access to numerous services offered by the Kempinski Group. [...]
[...] - The offices are leased for a minimum period of 12 months, and the desired surface rent shall be determined with the undertaking concerned. Rental rates stood at $ 30 / month / m2, or for example a surface of 100m2, a rental price of $ 3,000 / month. Promotion Astoria Towers Istanbul will be promoted in various upscale journals dealing with luxury products and other investments with high added value. - Reviews luxury products (Edgar, Sotheby's, magazines Cigars, Wine . [...]
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