Shangri La Hotels and Resorts SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 14796
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SWOT Analysis of Shangri La Hotels and Resorts with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Shangri La Hotels and Resorts

Parent Company

The Kuok Group of Companies

Category

Hotels and Resorts

Sector

Tourism and Hospitality

Tagline/ Slogan

It’s in our nature

USP

Providing guests with distinctive Asian standards of hospitality and services

STP

Segment

Leisure Travellers, Business Travellers, Families

Target Group

Upper middle and upper class people

Positioning

A brand of luxury hotels that serves its guests to the best of its ability, always staying close to its roots in Asia.

SWOT Analysis

Strengths

1. Represents Asian culture

2. Asia’s leading luxury hotel group

3. 70+ hotels under 4 brands across the globe

4. The Business hotels are known to be the best in their category

5. Good reputation and customer loyalty

6. Aspirational brand

Weaknesses

1.Its fame and brand awareness is restricted to Asia

2. Limited focus on business travellers

Opportunities

1. Other international brands are building mid-market hotels in this region. Shangri La due to its history in this region is the most reputed luxury hotel brand.

2. Tourism is a growing industry globally, entry into new markets seems like the next step for them

Threats

1.Asia is shifting to the mid-market segment

2. Increased labour costs

3. Terrorist attacks and natural calamities

Competition

Competitors

1.Marriott International

2. Hilton

3. Wyndham Worldwide

4. ITC Group (India)



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