Strategic Business Unit-SBU. My group is responsible for the development of the strategic marketing plan for a SBU/Strategic Business Unit. We decided to take Shangri-La Hotel in Singapore as our SBU. (All the data must be from Shagri-La Hotel in Singapore)
My part is to do SBU Customers which requires the following checklist:
(there is no need to write a long introduction and conclusion, because it is a group work and my part does not require intro and conclusion)
Provide a brief summary of relevant and major changes and trends that have occurred within the SBU’s industry over the last 5-10 years. (Shagri-La Hotel in Singapore)
Discuss relevant changes and trends in the macroenvironment (i.e. PESTEL) that have occurred within the SBU’s industry. (Shangri-La Hotel in Singapore)
Analyse market performance in which the SBU is operating. Provide detailed information on the SBU’s key
market segments, their growth/decline (provide data on sales, growth, market share, etc. for the past 5 years and the reasons for this. Use tables/graphs to clearly demonstrate your findings. (all data must be from Shagri-La Hotel in Singapore not from any other country.)
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