Introduction To The Company

Introduction to the Company:
The industry that I chose is Hotel Industry and the company that I selected is Shangri La Hotel and resort. Shangri-La Hotels and Resorts is a Hong Kong-based company. Their website: http://www.shangri-la.com/. Shangri-La is a differentiated marketing hotel. The company offers different branding hotels to meet different niche groups of customer expectations with a unique Asian hospitality services model such as spa branding hotel and trader hotel.

Target Market:
Shangri-La Hotel and resort main caters to upper middle and upper class people, who concern about environment and enjoy luxurious lifestyle. They have a quote of “There’s no greater act of hospitality than to embrace a stranger as one’s own” from this television commercial at the heart of the campaign. It introduces us to an exhausted traveler alone in an overwhelming and unwelcoming landscape. As night falls and the traveler gives into exhaustion, the wolves appear, not to add to his danger, but to live over him in order to give him warmth, embracing a stranger as their own.

Values Demanded by Target Market:
Target people with high social classes with luxurious life style
Have a decent location
Clean environment
Green and nature surrounding
Positioning:

Differentiation:

Marketing Mix:
Product:
Price:
Promotion:
Places:
These are the branches that are located in Malaysia, there are plenty more branches worldwide.
Traders Hotel, Puteri Harbour, Johor
Shangri-La's Rasa Ria Resort, Kota Kinabalu
Shangri-La's Tanjung Aru Resort & Spa, Kota Kinabalu
Shangri-La, Putrajaya
Shangri-La Hotel, Kuala Lumpur, Kuala Lumpur
Traders Hotel, Kuala Lumpur
Golden Sands Resort, Penang
Shangri-La's Rasa Sayang Resort & Spa, Penang
Hotel Jen, Penang

People, Process, Physical Evidence: