We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

The analysis of Shangri-La hotels and resorts in the UK - Essay Example

Comments (1) Cite this document
Integrated marketing communications or IMC involves different types of marketing activities that may enhance demand for a product or a service among its customers. Companies generally use this strategy in marketing and the different activities that may create demand are in a group referred to as communications mix…
Download full paper
The analysis of Shangri-La hotels and resorts in the UK
Read TextPreview

Extract of sample
The analysis of Shangri-La hotels and resorts in the UK

Download file to see previous pages... A flow of activities is involved in the communications strategy that enables a company to ultimately reach its customers. The important elements of this communication flow include the “source”, “message”, “medium” and the “receiver”. Also communications may be specific, selective or it may be mass communication. The various elements of the IMC are integrated in the communications mix and includes ‘advertising, sales activities, promotion, direct marketing, and public relations’. Integrating through all these measures, the main emphasis of the IMC is to influence its target customers (Anderson & Vincze, 2006: 372-377). As the case study of Shangri-La Hotels reflects, although several travel and tourism businesses were impacted owing to the terrorists’ attacks of the September 11, 2001 and other terrorist activities, yet Shangri-La Hotels which is an Asian based hotel group and based in Hong Kong, managed to survive and maintain its growth and expansion plans thus achieving greater reputation, particularly for the high quality service that they provide. As can be realized from the success of Shangri-La Hotels, a proper strategic integrated communications mix is highly necessary to keep the demands of the customers rising and to attract newer customers as well. This report would mainly focus on determination of an integrated marketing communications strategy that may be applied for the Shangri-La group of hotels with an overview of the entire market, the internal analysis of the company, the media and creative strategy, the communications mix, and the timing and budgets required for the plan. Situation Analysis: Considering a nation like the United Kingdom, the travel and tourism industry seems to be continuously developing. The statistics of British Tourist Authority says that the expenditure level of tourist has risen from ? 12 billion in 1998 to more than ?18 billion in 2003. Around 1.7 million jobs are provided by the tourism industry in Britain. The number of visitors is increasing overtime. The major countries from where these visitors come include USA, France, Germany, and Italy (Rodgers, 2001:38-39). The travel and tourism industry in the twentieth century started growing rapidly with greater participation in tourism activities (Marvell & Hayward, 2005:21). The holiday resorts in UK are popular for their food, entertainment and other facilities. Costa Brava, Costa Dorada, Costa del Sol, Costa Blanca are some of the major players being very popular among tourists. Technology has brought about several changes in the industry with increasing use of computers posing threats to traditional values; internet facilities making tourists less dependent on travel agents, floating hotel being encouraged, and so on. Social and economic changes have also arisen with working classes getting greater access to tourisms, affordability has also increased among individuals, better pay packages being available for workers, and so on (Marvell & Hayward, 2005:23-24). Thus these factors affect the Shangri-La hotels as well. Internal Analysis of Shangri-La Hotels: The major strength of the company is in its possessing high standards of service that is supported by the operational, human and financial resources. The company experiences lower turnover in comparison to the whole industry. The reputation of the company with a strong brand name makes the position of the hotel group stronger in the market thus increasing its strength in the industry. The weaknesses of the company lie in its losing market share to its competitor like UK based Intercontinental Hotel Group, UK based Marriot Chain, or Hilton. The compensation ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“The analysis of Shangri-La hotels and resorts in the UK Essay”, n.d.)
Retrieved de https://studentshare.org/business/1390809-employee-relations
(The Analysis of Shangri-La Hotels and Resorts in the UK Essay)
“The Analysis of Shangri-La Hotels and Resorts in the UK Essay”, n.d. https://studentshare.org/business/1390809-employee-relations.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
kautzerotho added comment 1 month ago
Student rated this paper as
I didn’t know how to start my text. "The analysis of Shangri-La hotels and resorts in the UK" helped me out a lot! Especially the list of introduction was valuable.
Managing Global Hospitality
Shangri-La Hotels and Resorts is a well known name in the hotel business and it has a global presence. The company is opening a new hotel in London in 2012 and this paper has discussed the issues the company is facing and will face in future pertinent to this venture.
10 Pages(2500 words)Essay
Four Seasons Hotels and Resorts
In the same way, a close analysis will be carried out on the use of technology in the Four Seasons. In order to attract more customers and to achieve the maximum customer satisfaction, all of the luxury hotels are trying their level best to meet the customer needs.
8 Pages(2000 words)Essay
Shangrila Hotel Singapore
Strategic Business Unit (SBU) is a future in business corporations that focus on market segmentation and products and services offering. Business organizations take the responsibility of their own budgeting plans, change management in both macro and microenvironment, and market performances where SBU operates.
5 Pages(1250 words)Assignment
HILTON HOTELS AND RESORTS The hospitality industry forms one of the largest industries that provide services to people. The industry has a broad class of fields that constitute hotels and restaurants, sports bars, amusement parks, conference rooms, accommodations and so on.
9 Pages(2250 words)Essay
Shangri La Case Study
Shangri-La already invests a considerable portion of its budget on employee training and motivation. Therefore, a slight increase in turnover rate will affect the firm when compared to its competitors. In this context, it is logical for Simion Bridl to consider a reasonable level of increase in remuneration so as to retain the firm’s valuable employees because deploying new recruits and giving training to them will augment the firm’s operational costs further.
3 Pages(750 words)Essay
Four Seasons Hotels And Resorts
These properties operate under the Four Seasons brand name in principal cities and resort destinations in 31 countries in North America, The Caribbean, Europe, Australia, Asia, The Middle East and South America.
8 Pages(2000 words)Essay
Radisson hotels and resorts
So, what is accountingAccounting is a system that provides quantitative information about finances. Accounting covers a wide range of tasks from updating and maintaining of accounting records; recording of business transactions; accounts balancing and reconciliation; accounts reporting amongst others.
4 Pages(1000 words)Essay
A Case Study of Shangri-La Hotels
The researcher discusses the business strategies of Shangri-La hotels, that are centred on guest satisfaction through effective training and development of front line employees. In order to differentiate their services from other hotels, personalised guest services are provided their value in the organisation.
18 Pages(4500 words)Essay
IT in Hotels and Resorts
Technology can be a rather empowering at times but often can also be very frustrating. The essay points out all the benefits a hotel can face from implementing higher technology and also how this higher
6 Pages(1500 words)Essay
Shangri-La Hotels
While the firm was dealing with challenges of expanding in the west where they have no experience, it was also facing the challenges of expanding in its
7 Pages(1750 words)Essay
Let us find you another Essay on topic The analysis of Shangri-La hotels and resorts in the UK for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us