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Marketing PresentationAngelina Lu Antoine Sfeir
Agenda: Shangri-la Presentation
Industry Overview
Worldwide
China hotel market
China high-end hotel market
Shangri-la
Marketing strategies for a service brand
From the 4 Ps to 7 Ps
Services focus,
comparative advantages
& why clients prefer
Shangri la
CompanyOverview
Analysis: business model,
competitors
The service differentiation
Agenda: Shangri-la Presentation
Industry Overview
Worldwide
China hotel market
China high-end hotel market
Shangri-la
Marketing strategies for a service brand
From the 4 Ps to 7 Ps
Services focus,
comparative
advantages & why
clients prefer
Shangri la
CompanyOverview
Analysis: business model,
competitors
The service differentiation
Industry Overview: World Travel &Tourism Industry
Development of World Travel & Tourism Industry
Development of
International Hospitality
Industry
According to the World Travel & Tourism Council’s (WTTC) economic research, the Travel & Tourism industry has • outperformed the global
economy in 2012. • Its economic contribution
(US$6.6 trillion in GDP) represents 9% of global GDP.
Source: World Tourism Organization
Total arrivals volume continue to grow except for declines in three years:• 2001: Stagnation caused by
9/11 terrorist attack• 2003: Modest 1.6% fall due
to the Iraq crisis, the SARS outbreak and a weak global economy
• 2009: a 3.8% decline caused by the 2008 economic recession
Industry Overview: World Travel &Tourism Industry
2003
2009
Industry Overview: World Hospitality Industry
Annual Percent Change in Value Per Room: 2001-2014E
Source: http://www.hvs.com/staticcontent/file/TrendsInTheInternationalHospitalityIndustry.pdf
Asian region shows both quick recovery and steady growth in Value Per Room after the economic crisis.
Regional Breakdown
The regional breakdown of 2008 and data from WTTC show that Europe and Americas enjoyed about 70% of the world hospitality industry, while hospitality industries in Latin America, Middle East, Africa and Asia are developing quickly.
Industry Overview: World Hospitality Industry
Source: http://www.hotelanalyst.co.uk/sites/default/files/imce2/ghp%20sample%202.pdf
RANK HOTEL GROUP HEADQUARTER TOTAL ROOMS TOTAL HOTELS
1 InterContinental (洲际 ) Denham, UK 675,982 4602
2 Marriott International (万豪 ) Maryland, US 660,394 3800
3 Hilton (希尔顿 ) Virginia, US 652,957 3966
4 Wyndham ( 温德姆 ) New Jersey, US 627,437 7432
5 Choice Hotels ( 精选国际 ) Maryland, US 538,222 6725
6 ACCOR ( 雅高 )Courcouronnes,
France 450,487 3516
7 Starwood ( 喜达屋 ) Connecticut, US 335,415 1134
8 Best Western International ( 最佳西方 )
Arizona, US 312,467 4050
9 Jinjiang International ( 锦江国际 ) Shanghai, China 214,796 1401
10Home Inns & Hotels Management ( 如家 )
Shanghai, China 214,070 1772
36 Shangri La (香格里拉 ) Hong Kong, China 33,553 78
Main Players in the field (The 2012 Rank by total rooms)
Industry Overview: World Hospitality Industry
Agenda: Shangri-la Presentation
Industry Overview
Worldwide
China hotel market
China high-end hotel market
Shangri-la
Marketing strategies for a service brand
From the 4 Ps to 7 Ps
Services focus,
comparative
advantages & why
clients prefer Shangri
la
CompanyOverview
Analysis: business model,
competitors
The service differentiation
Industry Overview: Hospitality Industry in China
• Market size
The graph is based on the following sources:Xiaoan Wei, Zhiming Le, Development and Innovation of China Hotel, Beijing: Tourism Education Press, 2011The 2011 Almanac of Chinese Tourism
• The Chinese hotels that use starring system received 212.37 billion RMB in terms of revenue in 201
• 1.7 million rooms in total
Industry Overview: China’s hotel market
Internet Call Center Mobile Phone App2008-2014 Revenue of the Hotel Industry in China from E-business Channel
Industry Overview: Hospitality Industry in China
RevPAR: Revenue Per Available Room 每可售房收入= Occupancy Rate * Average Price
• An indicator of hotel performance
• The performance of a hotel or the hospitality
industry is decided by both occupancy rate
Industry Overview: Hospitality Industry in China
China hotel demand slows
Agenda: Shangri-la Presentation
Industry Overview
Worldwide
China hotel market
China high-end hotel market
Shangri-la
Marketing strategies for a service brand
From the 4 Ps to 7 Ps
Services focus,
comparative
advantages & why
clients prefer
Shangri la
CompanyOverview
Analysis: business model,
competitors
The service differentiation
Industry Overview: Chinese High-end Hotel Market
Chinese High-end hotel??
Hotels in China classified into
star-rated hotels ( 星级酒店 ),
boutique accommodation ( 精品店 ), service apartment, comfort
inn, Chinese courtyard and
hostels.
e.g. Westin – 5 star
e.g. Andaz ( 安达仕 ) – boutique but not luxury
Industry Overview: Chinese High-end Hotel Market
Chinese High-end hotel??
Hotels in China classified into
star-rated hotels ( 星级酒店 ),
boutique accommodation ( 精品店 ), service apartment, comfort
inn, Chinese courtyard and
hostels.
e.g. Chinese courtyard
e.g. comfort inn
Industry Overview: Chinese High-end Hotel Market
Chinese High-end hotel
• Should be at least 4-stars (RevPAR higher than 275
RMB)
• Should be luxury or boutique, if star rating system is
not applicable.
Industry Overview: Chinese High-end Hotel Market
Agenda: Shangri-la Presentation
Industry Overview
Worldwide
China hotel market
China high-end hotel market
Shangri-la
Marketing strategies for a service brand
From the 4 Ps to 7 Ps
Services focus,
comparative
advantages & why
clients prefer
Shangri la
CompanyOverview
Analysis: business model,
competitors
The service differentiation
Shangri-la: Company’s overview
1971• Shangri-La Hotel, Singapore, opened under the
management of Western International Hotels
1982• Shangri-La International Hotel Management Ltd. is
founded
1984• First hotel in China opened in Hangzhou
1993• Shangri-La Asia Limited went public
2010
• Shangri-La launched new global brand campaign “It's In Our Nature”
• Shangri-La reached all the continents when it entered the European market with Shangri-La Hotel, Paris
MainMilestones:
Shangri-la: Company’s Overview
• Asia Pacific's leading luxury hotel group• Finest hotel ownership and management
companies in the world.• 81 hotels and resorts throughout the world the
Shangri-La group has a room inventory of over 34,000.
Shangri-la’s financial figure of the last five years:
Shangri-la: Company’s overview
• Main Awards• Most Popular International Hotel
Brand in China, The 10th Golden Pillow Award (China)
• Best Luxury Hotel Brand in Greater China, TTG China Travel Awards (China)
• Best International Hotel Group of the Year - 2013 China Travel & Meetings Industry Awards, Travel Weekly China & Events (China)
• Best Luxury Hotel Brand, Hurun Report “Best of the Best 2013” (China)
Agenda: Shangri-la Presentation
Industry Overview
Worldwide
China hotel market
China high-end hotel market
Shangri-la
Marketing strategies for a service brand
From the 4 Ps to 7 Ps
Services focus,
comparative
advantages & why
clients prefer
Shangri la
CompanyOverview
Analysis: business model,
competitors
The service differentiation
Shangri-la’s Business Model
Source: The Startup Owner’s Manual
Key activity, value proposition, customer segment, channel, customer relation, revenue stream, key
resource, key partner, cost
Shangri-la’s Business ModelKey Activity & Revenue Source
Source: Annual Report 2012
2012US$'000
Hotel operation: Room rentals 980,877 Food & beverage sales 848,134 Rendering of ancillary services 115,099
Hotel management & related service fees 45,744
Property rentals 67,395 Total 2,057,249
Sales and segment information
Shangri-la’s Business ModelKey Activity – 4 brands
Shangri-La Hotels ( 香格里拉酒店 ) are five-star luxury hotels located in premier cities
Shangri-la’s Business ModelKey Activity – 4 brands
Shangri-La Resorts ( 香格里拉度假酒店 ) offer travelers and families a relaxing and engaging vacation in some of the world's most exotic destinations
Shangri-la’s Business ModelKey Activity – 4 brands
Kerry Hotels ( 嘉里大酒店 ) is a new five-star brand in the Shangri-La family. It was launched in Shanghai and Beijing in 2011. Kerry Hotels are places for a luxurious stay and inspirational experiences.
Shangri-la’s Business ModelKey Activity – 4 brands
Traders hotel ( 盛贺饭店–四星级 ) is a vibrant yet professional environment (four-star,) designed to complement guests at work, rest or play
Shangri-la’s Business ModelPositioning
Shangri-La Hotels
Shangri-La
Resorts
Kerry Hotels
Traders hotel
4 or 5 star, luxurious hotels
Shangri-la’s Business ModelConsumer Segment
• Both tourists & businessman
• Both arriving at cities & at tourist attractions
• Both arriving at 1st tier cities (Beijing, Shanghai, Tianjin, Shenzhen, Guangzhou) and at 2nd and even 3rd cities such as Shaoxing ( 绍兴 ) and Tangshan ( 唐山 )
Slogan: “There's no greater act of hospitality than to embrace a stranger as one's own. ” –stemming from Asian culture
Shangri-la’s Business ModelCustomer Relation
Respect, Humility, Courtesy, Helpfulness and Sincerity尊重备至,温良谦恭,真诚质朴,乐于助人,彬彬有礼Core Service Values:
Direct selling –official website
Distributors –travel
agencies
AD- sponsoring
special events
Shangri-la’s Business ModelChannels
• Shangri-la’s staff– 6-months training– Emphaysis on both staff’s career development and
their personal life goals– « Tiger » exchange program since 2006– According to China Tourism Enterprise Annual
Report (2010,) compared with other hotel groups, Shangri-la has the lowest turnover rate! 65% of the managers are promoted within the hotel group.
Shangri-la’s Business ModelKey Resources
• Working with other hotel group or investors to build new companies to expand its business in the world
• E.g. Two events in 2009– Al Jader Group (The United Arab Emirates)– China Huaming International Investment Co.,Ltd.
(Moscow, Russia)
Shangri-la’s Business ModelKey Partners
Shangri-la’s Business ModelCost Structure
2012US$'000
Sales 2,057,249 Sales cost -881,325 Gross profit 1,175,924 Gross profit rate 57.16%EBIT 484,157 EBIT rate 23.53%
Competition Analysis for Shangri-la
“The overall RevPAR growth in 2012 for the Mainland China hotel portfolio was a modest 1%. This was attributable to the increase in rooms supply in the competitive set in approximately half of the cities in Mainland China where Group’s hotels operate.”
-- Comments on performance by geography,Annual Report 2012
Competition Analysis for Shangri-laPeninsula ( 半岛酒店 )
• Slogan: We offer the best experience to the peninsula – Hong Kong
• Luxury hotels, very famous in Shanghai, Hk and Beijing
• Recreate the serenity of a rich Chinese merchant’s home of the 1920s
Competition Analysis for Shangri-laStarwood ( 喜达屋 )
• Slogan: Fifty Hotels. Twenty-Two Countries. One Philosophy• “We have chosen to specialize within the hospitality industry by
offering only experiences of exceptional quality. Our objective is to be recognized as the company that manages the finest hotels, resorts and residence clubs wherever we locate. “
Competition Analysis for Shangri-laFour Seasons ( 四季 )
Competition Analysis for Shangri-la
LocationsPeninsula Hong Kong, Beijing, Shanghai
Four SeasonsHong Kong, Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Macao
Starwood -Sheraton All over ChinaStarwood -Westin All over China
Starwood -St.Regis (瑞吉 )
Beijing, Shanghai, Tianjin, Guangzhou, Zhuhai, Chengdu, Changsha, Sanya, Haikou, Nanjing, Tibet,
Starwood -The Luxury Collection
Shanghai, Tianjin, Sanya, and others
Agenda: Shangri-la Presentation
Industry Overview
Worldwide
China hotel market
China high-end hotel market
Shangri-la
Marketing strategies for a service brand
From the 4 Ps to 7 Ps
Services focus,
comparative
advantages & why
clients prefer
Shangri la
CompanyOverview
Analysis: business model,
competitors
The service differentiation
Shangri-la: Services focus & why clients prefer Shangri-la
• Heartfelt hospitality & experiences• Asian standards of hospitality: “It’s In Our Nature” http://
v.youku.com/v_show/id_XNTc3NzEyMzIw.html• The Vision
– To be the first choice for guests, colleagues, shareholders and business partners• The Mission
– To delight our guests every time by creating engaging experiences straight from our heart.
Shangri-la: Services focus & why clients prefer Shangri-la
• Shangri-la guidelines and service focus: • Guest loyalty: key driver• Enable guest decision-making• Demonstrate honesty, care and integrity in all relationship• Social responsibility with a positive contribution to our
communities, environment, colleagues, guests and business partners
Shangri-la: Services focus & why clients prefer Shangri-la
• Shangri-la, not only a quality but …• …a philosophy
• “Shangri-La Hospitality from a caring family.” Distinctive Asian standards of hospitality, one of the company’s cornestone!
• “Pride without arrogance”• Exceed expectations through consistent quality and value
Trendsetters customers
Agenda: Shangri-la Presentation
Industry Overview
Worldwide
China hotel market
China high-end hotel market
Shangri-la
Marketing strategies for a service brand
From the 4 Ps to 7 Ps
Services focus,
comparative
advantages & why
clients prefer Shangri
la
CompanyOverview
Analysis: business model,
competitors
The service differentiation
• Some don’t use that much marketing: ex• Traditionnal 4 Ps approach work well with
physical goods • Boon and Bitner define 3 more Ps for services:
Marketing strategies for a service brand : From the 4 Ps to the 7 Ps
People Physical Process
Marketing strategies for a service brand : From the 4 Ps to the 7 Ps
• People:– Employees’ selection, training and motivation are
decisive-Employees: competent, caring, responsive, problem solving abilities
Marketing strategies for a service brand : From the 4 Ps to the 7 Ps
• Physical evidence:– Demonstration of quality!
– Demonstration of own style!
Marketing strategies for a service brand : From the 4 Ps to the 7 Ps
• Process:– Different delivering process– Example: Restaurants internal and external
differences
Agenda: Shangri-la Presentation
Industry Overview
Worldwide
China hotel market
China high-end hotel market
Shangri-la
Marketing strategies for a service brand
From the 4 Ps to 7 Ps
Services focus,
comparative
advantages & why
clients prefer Shangri
la
CompanyOverview
Analysis: business model,
competitors
The service differentiation
• Differentiating Your Service: – Sometimes service hard to differentiate:– Dentist example: Price ?
Marketing strategies for a service brand : The service differenciation
• Differentiating Your Service: – Sometimes service hard to differentiate:– Dentist example: Price ?
Marketing strategies for a service brand : The service differenciation
OfferImage
Service Quality
Delivery
Marketing strategies for a service brand : The service differenciation
• Offer:• Innovative features:
From primary service package to secondary service feature• Example: Coffee shop
Marketing strategies for a service brand : The service differenciation
• Delivery:• Better people • More attractive physical environment • Quicklier delivery process.
Marketing strategies for a service brand : The service differenciation
• Image:• Through symbols and
branding• When reputable and valued
service a good logo help customers associate high quality to your services
Marketing strategies for a service brand : The service differenciation
• Service quality:• Win over the competition with higher-quality
services and exceeding customer expectations
• Expectations formed by past experiences, word of mouth, and advertising
• Examples:
Thank you !
Xiexie guanshang Merci d’avoir écouté
Sources:
• 十大酒店集团• 中 国 旅 游 网• ( http://www.cnta.com )、中国饭店协会网( http://
www.chinahotel.org.cn )、迈点• 网( http://www.meadin.com )等,另外还有喜达屋酒店与度假村国际酒店集团• ( http://www.starwoodhotels.com.cn )、洲际( http://cn.ihg.com/ihg )等
10 大酒• 店集团官方网站。同时包括同时还包括中国期刊全文数据库和维普资讯网、博硕士论文• 资讯网、 EBSCO 全文数据库、 Springer Link 电子期刊等。• http://www.shangri-la.com/• http://helpsme.com/articles/marketing/marketing-strategies-service-businesses• http://www.hoovers.com/company-information/cs/revenue-financial.Shangri-La
_Asia_Limited.728f67437917b780.html