The Shangri-La Hotel

Marketing Plan # 118854

Asian Studies > East Asian Cultures
Business > Companies
Business > Marketing

Presents a marketing analysis for the case study of the Shangri-La Hotel.

3,180 words () | 5 sources | MLA | 2010

Paper Summary:

This paper explains that this case study is about the award-winning the Shangri-La Hotel, a world class deluxe Asian hotel chain, which services business and leisure travelers according to its Asian standard of hospitality. The paper specifically describes the business and the industry, identifies driving forces and success factors with the company and analyzes its business strategy. The paper presents recommendations that stress increasing employee training programs, achieving brand market leadership and emphasizing Asian cultural values.

Table of Contents:
Introduction
General Information
Historical Data
Business Description
Competition
Driving Forces in the Company
Key Success Factors
Resource Strengths and Competitive Capabilities of the Company
Valuable Organizational Assets
Valuable Physical Asset
Competitive Capabilities
Identifying Strongest and Weakest Points of Competitive Forces
Business Strategy
Strategy for Expansion to the East and West
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Target Market
Strategic Positioning
Business Model
Shangri-La Income Statement
Our Personal Recommendations for Shangri-La Hotel

From the Paper:

"Shangri-La will provide an environment where employees may achieve their personal and career goals and fair labor practices as to avoid any activity that results in human right abuse.
"For the company to be able to mange its direct and indirect impacts in the environment, Shangri-La has to work effectively with its supply chain partners. The suppliers need to meet the local legal requirements relating to the environment, human rights and other regulatory work practices. Also, suppliers are expected to be part of the system to ensure that the food served is safe and of high quality."

Sample of Sources Used:

http://www.shangri-la.com/en/corporate/aboutus/overview - Accessed 10/01/2010
http://www.shangri-la.com/en/corporate/aboutus/socialresponsibility - Accessed 10/01/2010
http://www.hotel-online.com/News/PR2002_2nd/Apr02_GAngelini.html- Accessed 10/01/2010
Crafting and Executing Strategy, The Quest for Competitive Advantage: Concepts and Cases 7th Edition - Thompson, Strickland, Gamble
Service Management: Operations, Strategy, Information Technology 6th Edition - James A. Fitzsimmons, Mona J. Fitzsimmons