Comprehensive Marketing Strategy Report: Shangri-La Hotel Analysis

This report provides a detailed analysis of the marketing strategy employed by the Shangri-La Hotel. It begins with an introduction to the hotel and its services, followed by a situational analysis using the SWOT framework to identify the hotel's strengths, weaknesses, opportunities, and threats. The report then outlines the hotel's objectives, strategies, and communication approaches. It also covers the implementation of these strategies, focusing on employee training and customer engagement. The control mechanisms used to monitor the effectiveness of the marketing efforts are also examined. The conclusion summarizes the key findings, emphasizing the importance of adapting to the competitive environment and meeting customer demands. The report references multiple sources to support its claims.

Running Head: MARKETING STRATEGY
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MARKETING STRATEGY

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Table of Contents
Introduction.................................................................................................................................................2
Situational analysis......................................................................................................................................2
Strengths..................................................................................................................................................2
Weakness.................................................................................................................................................3
Opportunities...........................................................................................................................................3
Threats.....................................................................................................................................................3
Objectives....................................................................................................................................................4
Strategy.......................................................................................................................................................4
Communication strategy..........................................................................................................................4
Implementation............................................................................................................................................5
Control........................................................................................................................................................5
Conclusion...................................................................................................................................................6
Bibliography................................................................................................................................................7

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Introduction
Shangri-La is a luxurious hotel that provides services to businesses and guests with attractive
Asian standards. It provides excellent amenities with high-quality facilities like health club, pub,
and sauna. It delivers different and unique services to obtain the higher-level attention of
customers (Antony, 2012). The following discussion will cover the situational analysis through
the SWOT analysis. Further discussion will cover the objectives, strategies implementations, and
controls of the Shangri-La hotel.
Situational analysis
The success of the business depends on the strategies used by the organization to improve
performance. SWOT analysis is a tool that an organization uses to determine the strength,
weakness, opportunities, and threats. Shangri-La needs to guide business actions more
effectively and distinguish between the current situation and future situations. This analysis will
be useful for the business to enhance strength and opportunities and minimize the threats and
weaknesses. SWOT analysis is the tool that will be effective for the Shangri-La to determine the
situation of the business and make the proper improvement for further growth. This will help to
keep good services and understand the internal and external business determinants (Madsen,
2016).
Strengths
Strength is known as the aspect and capability of an organization that includes human
competencies, financial sources, capabilities of processes, services, products, goodwill of
customers, and financial resources. The strength of Shangri-La is known as the big brand. The
brand is known as a very important aspect for every business as it helps to recognize at the
international level. Shangri-La is known as the aspirational brand within the public with
luxurious resorts and hotel services. Leadership and management within the organization are fine
and tuned enough to run the entire organization more effectively. This helps businesses to deliver
great and excellent services to each customer. Qualities and services of the organization also
attract a huge number of repeated customers that form loyalty. Shangri-La is known as the five-
star ventures and won the many awards like the top Asia Hotel, best luxury hotel, world luxury

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hotel, and best city hotel. These awards build a great image and reputation within the field of
hotel. It is also known as the leading food expertise organization within many cuisines. A large
number of customers visit the hotel due to the delicious taste and relaxing environment. It
provides clean and tidy rooms of the hotel to customers with satisfied services.
Weakness
These deteriorate impact the success and growth of the organization. It has a little weakness. It
always minimizes the weakness and transforms the strengths. It has an issue with the inadequate
qualifications of workers. It affects the performance of Shangri-La. It has an outdated concept
and not appeals to the young generation. The cost of the organization is also very high to deliver
quality accommodation and other services to customers. It increases the expenses of the
organization and also increases the prices of services.
Opportunities
Opportunities arise when the organization takes the benefits of conditions within the
environment to plan and execute strategies. It enables the organization to earn more profits. The
economy of the nation is improving regularly and the segment of tourism is booing and growing
in the last years that make the demand for the hotel to increase more services. The economy of
the nation will help to increase the demand and industry of service like the hotel to become more
attractive. The online market will be an opportunity for the organization to grow regularly.
Technology will help the Shangri-La to attract the large base of customers and keep up with the
strategy like marketing and promotion. Partnership with international airways will bring more
opportunities to attract more foreign customers. It will also help the businesses to steadily grow
the economy and increase the opportunities within the nation. It will encourage the expatriates to
work within the Shangri-La.
Threats
One of the challenges regularly faced by the Shangri-La hotel is the competition within
businesses. Competitive organizations are regularly setting its base within the nation and lower
the prices that make it more competitive. Competitors of the organization affect the sales and
services of Shangri-La. Guesthouses are also known as the full-time competitors as they provide
the services at a lower rate and affordable for the people. Hotels with the low budget are also

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competitors that offer the low costs of accommodation to consumers to compete with the
organization. Spreading viruses like H1N1, SARS, and cases of robbery will discourage the
individual to not travel overseas and affect the Shangri-La business.
Objectives
The objectives of the organization include the commitment to the high standards and serve the
customers at a high level. The objectives of the organization are to improve guest loyalty and
known as the main driver of the business. It enables the business to make the decision and
committed to the financial success of the organization. It has the objective to build an
environment in which colleagues can achieve career and personal objectives. This organization
demonstrates the care, honesty, and integrity by remaining committed with the social
responsibilities and makes a positive contribution to communities, and business partners. This
has the objective to transform the finance with the best practices and serve more quality services.
The objective of the organization is to expand the services by target travelers that look for
spirited, vibrant, lively, and inspirational experiences. It helps the business to stand out with
intuitive and enthusiastic services. It also helps the objective of pride itself and caters to the
services within the nation. The objectives of the organization are to focus on unexpected
offerings, homegrown experiences, fun adventures to young urban people by delivering quality
services, values, and comforts. It will charter with the new course through venturing within the
different lines of product, markets, and segments. Organization by leveraging through the deep
experience within the travel and hospitality will become more capable to provide the impeccable
services from the heart to offer the unparalleled experience to customers (Asumadu-Sarkodie, et
al., 2015).
Strategy
The organization faces more competition from the new entrants within the high end and luxury
hospitality industry. These come within the form of newer boutique hotels that target to offer
different experiences to the customers. Organization to become more competitive needed to
address the business strategies more effectively by focusing on the core objectives (Khaw, 2012).

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Communication strategy
The communications within the industry are the most important hardware but the organization
found that it is often bored the business travelers. Regular admiration and brand loyalty will help
to won more emotional appeals to customers. In past organizations used campaign advertising as
the prior medium of communication. Organization by launching the initiatives on the global and
large scale will become more capable to reinforce the experience of people. Organizations by the
use of sources and effective communication platforms will become more capable to deliver good
services. Prospects and guest experience will help the business to appreciate the campaign and
feel positive to move forward. The organization is required to work more and engage with the
digital strategy. Organization by the launch of an application will become capable to gain more
feedback and information instantaneously from customers. The organization has launched the
free service of Wi-Fi and leading to boost the experience of guests (Aldrich, & Laliberte
Rudman, 2016).
Implementation
This organization keeps an effective management catchphrase to treat the employees exactly
about the requirement and effectively treat the customers. The organization understands the
result to reap from its principles and regularly applies it. It uses a new platform of
communication to instruct, inspire, and guide the behavior of all its workers. Training of the staff
will be aligned to deliver an exceptional culture. The organization is running the centralized
training center of employees in the Asia pacific. Workers within the organization will go within
the classroom training in food and beverage, culinary arts, and housekeeping services. It will be
followed through on the job training around the region like Singapore and China. The unique
features of the program of training will help to train employees within different beliefs and
customs. Employees within the organization will feel more proud regarding their brand and
motivate them to deliver the more exceptional services to customers and employers (Selvaraj, et
al., 2014).
Control
It has improved the give more emphasis on its employee's programs to improve their self-
confidence and more efficiency in the area of work to boost the hand interaction with the

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consumers more effectively. It has achieved brand control in Asia and tries to enhance the
number of hotel chains in U.S. Europe, and center east. The organization takes a closer look at its
environment and offers the products and services that meet the requirement of customers (Van
Velsen, 2017).
Conclusion
In the limelight of the discussion, it can be concluded that Shangri-La is a very effective
organization that offers good service to customers and gain higher success with the use of new
strategies. The functions of the organization are adequate to compete within the competitive
environment. The organization regularly focuses on the strategies to improve the satisfaction
level of customers. It implements the strategies to serve customers according to changing
demand.

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Bibliography
Van Velsen, J., 2017. The extended-case method and situational analysis. The craft of social
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Selvaraj, K., Chinnakali, P., Majumdar, A. and Krishnan, I.S., 2014. Acute respiratory infections
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Aldrich, R. and Laliberte Rudman, D., 2016. Situational analysis: A visual analytic approach that
unpacks the complexity of occupation. Journal of Occupational Science, 23(1), pp.51-66.
Khaw, L., 2012. Mapping the process: An exemplar of using situational analysis in a grounded
theory study. Journal of family theory & review, 4(2), pp.138-147.
Asumadu-Sarkodie, S., Rufangura, P., Jayaweera, M.P.C. and Owusu, P.A., 2015. Situational
analysis of flood and drought in Rwanda. International Journal of Scientific and Engineering
Research, 6(8), p.960.
Antony, J., 2012. SWOT analysis on Six Sigma: some perspectives from leading academics and
practitioners. International Journal of Productivity and Performance Management, 89(08), 87-
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Madsen, D.Ø., 2016. SWOT analysis: a management fashion perspective. International Journal
of Business Research, 16(1), pp.39-56.