Shangri-La Hotels and Resorts

MARKETING ANALYSIS

EXECUTIVE SUMMARY

Shangri-La Hotels and Resorts are the world famous hotels management companies. It not only provided the room services with luxury quality for the customers from worldwide, it also as a symbol for upper-class, reflecting the privilege of the life and honorable status in the social.

Our group project demonstrates Shangri-La Hotels and Resorts in the seven aspects. These seven aspects are product, price, promotion, place, people, physical evidences and the last is process. From these seven aspects, the hotels management of Shangri-La Hotels and Resorts would be analysis.

The products that provided by Shangri-La Hotels and Resorts are room services, ballrooms and others facilities that provided by the hotels, such as sauna, Jacuzzi, spa, gym, lounge and pub.

The price of the room services and other services would be demonstrated in the project. Different type of the room charged at the different rate of payment. Otherwise, charged of room also different according to the peak season and non-peak season.

Promotion refers to the all of the advertising and promotion at price in Shangri-La Hotels and Resorts. The type of promotion is differing according to the season. For example, promotion of Yu-Sang would be launched during the period of Chinese New Year.

People refer to the target market of customers of Shangri-La Hotels and Resorts. Shangri-La Hotels and Resorts are the five class hotels, therefore, the targeted market of Shangri-La Hotels and Resorts are mostly from the upper-class.

Place refers to the distribution of Shangri-La Hotels and Resorts in the worldwide. Shangri-La Hotels and Resorts have around thousand of hotels that distribute in the global. The hotels management would decide the strategic place for the Shangri-La Hotels and Resorts.

Physical evidence refers to the material of facilities that can touch or even use. Shangri-La Hotels and Resorts which are the well-known hotels provide the best services to their customers.

Process refers to the flow of hotel services in Shangri-La Hotels and Resorts. Shangri-La is committed to highly personalized guest service and hires for attitude and trains for skills. Its acclaimed training programmed, Shangri-La Care, is divided into four modules and in line with the group's strategic plan to be an industry leader; all members of staff undergo the modules within six months of joining the group.

1.0 INTRODUCTION

Shangri-La Hotel is a facility of services which provide places to stay for customers around the world. It is known as a hotel or a resort for consumers to relax or even have a vacation at the hotel. Shangri-La Hotel is a much known hotel in Singapore because it was founded there itself. Shangri-La Hotel has provided a hotel for business traveler. Therefore, it has made another target of business in its management. With these targets, the company has proven to be the world's best finest hotel in management, and services. This hotel has also been situated in Malaysia itself, which have also become a finest hotel for business travelers and also travelers around the world and locally. Therefore, with these achievements, we have decided to make a research about the company itself and prove of its facility that satisfies us as a customer.

2.0 COMPANY DESCRIPTION

The story of Shangri-La Hotels and Resorts began in 1971 when a deluxe hotel was founded in the city of Singapore. Today, Hong Kong-based Shangri-La Hotels and Resorts is the largest Asian-based deluxe hotel group in the region. And it is regarded as one of the world's finest hotel management companies, garnering international awards and recognition from prestigious publications and industry partners. Shangri-la's chain comprises 49 deluxe hotels and resorts in key cities of Asia and the Middle East and most sought-after leisure destinations. Seven of these are Traders Hotels, our sister brand established in 1989 to deliver high value, mid-range, quality accommodation to the business traveler.

The name Shangri-La was inspired by James Hilton's legendary novel Lost Horizon. (‘…….he felt extraordinary sense of physical and mental settlement. It was perfectly true, he just rather liked being at Shangri-La') A tranquil haven in the mountains of Tibet, Shangri-La casts a spell on all who resided there. Today, Shangri-La stands as a synonym for paradise. And even though mythical in origin,