Marketing Strategy

The key of marketing is imagination and creativity. Creativity meets individual demands. Organizational goals drive activities. As Mr. Peter F. Drucker, a management guru said, "The existence of enterprises is to create, serve, and satisfy customers!"

1. Marketing concept

Mr. Tung-han Liao established Forte Hotel in 2004 which is affiliated to Forte Hotel Group. Its annual revenue is about NTD 700 million. Forte Hotel Group expects to focus on the two branch hotels as its future expansion sites. Its goal is to open 30 fair price business hotels and design hotels in Taiwan.

2. Marketing strategy mix

An enterprise must strive to build its brands. Without the promotion of Howard Plaza Hotel Group, Forte Hotel Group cannot have its current achievements.Forte provides convenient and luxury conference rooms and banquet hall.The hotel has a variety of room types, like superior double room, twin room, luxury double room, and queen room. The basic facilities include WiFi, toiletries, safe, and LCD TV. The executive suite has massage chairs. Each room has view. Food Journey Restaurant provides 3 meals a day with western and Chinese styles and has an open kitchen. Crescent Restaurant can accommodate up to 180 guests. It mainly provides self-service salad, cart service, handmade Hong Kong style dishes, and fresh seafood. The best is roasted chicken, which is the best-selling dish.

In addition,Facebook has been adopted to promote Forte Hotel. You can find the latest information on Forte Hotel by typing "Forte Hotel" on Facebook.

Figure 2 The piano pattern on the other wall of Food Journey Restaurant

Figure 1 Wedding arrangements in Banquet Hall
source:Forte Hotels Link


Figure 2 Group photo with the crew of Zongyiwanhenda (literally means Fantastic Variety Show)

Figure 2 Group photo with the crew of Zongyiwanhenda (literally means Fantastic Variety Show)
source: shot by our team

3. Promotion via variety shows

Forte Hotel uses the power of media for promotion. It focuses on the special report of its product or activity. The TV program recordings are beneficial to expose the hotel and raise its popularity. And it is free ads.

(1) Super Taste

Forte Hotel raised its awareness through the interview of "Super Taste". More people got to know that there was a four-star quality hotel in Changhua. It has clean environment and good service. It's a very good hotel!

(2) Mr. Player

Through our interview with Forte Hotel, we knew that "Mr. Player" would come to shoot a program the next day so that people would know that Changhua had such a top quality hotel. It not only has gorgeous decoration and equipment, but also patient receptionists!

圖〈八〉跟綜藝玩很大合照

Figure 3 Group photo with the crew of Zongyiwanhenda (literally means Fantastic Variety Show)
source: shot by our team

4. To integrate Forte Hotel into Changhua local features

People could enjoy good food while looking at Buddha and scenery. Plus its good service attitude, it is truly a good business hotel.

(1) Baguashan feast also surprised everyone

Forte Hotel Changhua used local fresh ingredients of Changhua and cooked them with creative cooking skills for marketing. Locals could enjoy authentic and delicious snacks. It also promoted the sustainable development of Changhua's agricultural products.

Figure 4 Crescent Restaurant receives Changhua Snack Award for its Hong Kong style snacks

Figure 4 Crescent Restaurant receives Changhua Snack Award for its Hong Kong style snacks
source: shot by our team

Figure 5 Group photo between Assistant Manager Liao and Deputy Magistrate

Figure 5 Group photo between Assistant Manager Liao and Deputy Magistrate
source:Forte Hotels

Postscript

I did not know what was marketing, so my journals were not good. My teacher lent books on marketing to me and explained to me, I understand marketing strategies better. The goal of salesmen is to use the highlights of a product to attract the attention of customers.

References:

  1. The sources of hotel examples were from interviews
  2. Kotler, P. (2004).Marketing Insights from A to Z.
  3. Su, F.C. (2011).Hospitality and Tourism Marketing.Taipei: Yang Chih Culture.
  4. Wen, K and Ning, C (2006). (2006)。Valuable Tips of Operation: Customers are always the first.Taipei: Shinmiao Culture.
  5. Forte Hotel Group
  6. Forte Hotel