QUESTION: The Accor group are committed to a new hotel in the Darling Harbour region of Sydney CBD.
TASK: Your group is to determine a suitable marketing plan that will give valuable information to the stakeholders of this project. The report you prepare will include the following;
1.A market and situation analysis.
a.Location
b.Demand Generators
2.Brand and owenership.
a.Is brand suitable for this location.
3.Target market/ segment characteristics
a.Identify the target markets both domestic and international into Sydney.
b.What are the specific characteristics of the target market for this brand and style of hotels.
4.Macro Environments; Identify whether any or all of these are relevant.
5.Competitor analysis.
6.Competitive advantage and positioning statement.
7.SWOT analysis of the overall project from a marketing perspective.

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