The Strategic Brand Plan of Scandic Hotel, Scandic Life in Helsinki- A Smart Self-service Hotel, an Intelligent Lifestyle Sharing

Abstract

The primary purpose of this paper is to study whether enterprises, during a global market recession, could seek to establish a new brand strategy and explore the blue ocean of the industry market to cope with the sudden decrease in consumer demand. It is vital for a company to continually find new business models, product lines, and profit growth points. This paper focuses on the hotel industry and takes the Scandic company as the ultimate object of the new brand strategy and the hotel market envi-ronment in Helsinki as the primary research area to formulate a realistic strategic plan - Scandic Life. The theoretical models of different business books and the hotel industry work ex-perience obtained from a start-up company that does lifestyle retail in China provide the theoretical research a firm stand. Additionally, suggestions from hotel founders in China are also a necessity. According to the above ideas, the outline of the brand plan is developed. Due to the reason that this brand strategic plan takes forward an innovative business model and product concept, there is not an actual case in Finland. Therefore, the empirical research part adopts market analysis, SWOT analysis, and correlation method to conduct a comparative study with Scandic's new branding plan in 2020. The survey method utilizes primary data and secondary data; and qualitative and quantitative research methods. The research results show that the feasibility of the brand strategy - Scandic Life and its business model. By viewing this article, entrepreneurs in the hotel industry could take some valuable notice.