Assignment #$1$ MRK $460$ Global Marketing$$Four Seasons Hotels and Resorts Analysis$$The purpose of this assignment is to do a Global Marketing situation analysis for The Four Seasons hotels and Resorts. Students should do online research to learn and capture the information to complete the assignment.$$Total Marks is $100$ Assignment is worth $10\%$ of Final Grade$$Market Assessment $25$ Marks$$Size of Global Travel Accommodations Marketplace and Growth Trends$$Market Segments$-$ Describe the customer and the specific needs served by each segment Luxury, Economy, Mid$-$scale, Leisure vs Business Travel, Individuals$/$Couples vs Families Integrated Transportation and Accommodations?$$Market Offering Evolution$-$ Technology Role, Service Role$$Competitive Assessment $20$ Marks$$Who are the $4$ largest Global Competitors to Four Seasons?$$For each competitor describe what is similar to Four Seasons that makes them directly competitive$$For each competitor describe what is unique or different about them that allows them to capture a portion of the market.$$For each competitor write a Marketing Positioning statement for each of the four competitors:$$Format: For $($target customer description$),$ Hotel and Resorts Brand A is that one that $($unique point of difference$/$Consumer Benefit that others don$$t offer$),$ because $($reason for consumer to believe$)$Example: For Discerning Drivers who always invest in a premium exhilarating Driving Experience, BMW with its racing heritage and German Engineering, is all they could ever want in a vehicle$$Target: Discerning Drivers who invest in the best driving experiences$$Unique Selling Proposition: Most exhilarating Driving Experience Reason to Believe: German Engineering and Racing Heritage$$Four Seasons Capability Assessment: $55$ Marks SWOT Analysis $30$ Marks Minimum $15$ Points combined$-$ at least $3$ in each quadrant$$Strategy: $10$ Marks What Strengths are Four Seasons leverage against Market Wide Opportunities Four Seasons Positioning and Map $15$ Marks$$For $($target customer description$),$ Four Seasons Hotels and Resorts is that one that $($unique point of difference$/$Consumer Benefit that others don$$t offer$),$ because $($reason for consumer to believe$)$ Chose a horizontal and vertical axis to map your consumer positioning: Options include: Family vs Individual$/$Couple Experiences, Homogeneous Accommodation Product vs Unique Property Variable Experiences, vs Depth vs$$limit of Extended Service Offering$-$ You can use others$-$ just need to chose $2$ consumer relevant so the competitors that most closely compete with Four Seasons are situated closest top them on the map