Public Company Brand Strategy
Description of the Project
Seeing the great demand for high-quality lodging products in various city tiers of China, the client, a publicly listed real estate company, commissioned Horwath to conduct a thorough brand development strategy study for its hotel business unit. In this study, Horwath HTL utilized a comprehensive set of quantitative and qualitative research methods, including but not limit to executive interviews, correlation analysis, regression model, market sizing, and consumer trends analysis, to accurately map out the future hotel market landscape in China. Based on these internal and external research findings, Horwath HTL carried out a customized solution plan specifying the brand positioning and product prototypes the client should focus on developing in respective markets and under different development scenarios, as well as their financial projections.
Scope of Work
- Development opportunity assessment by city ranking.
- Brand development strategy.
- Lodging product recommendations (concepts, product prototype optimizations, and positioning recommendations).
- Financial projections for products under different development scenarios.