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

Compose own question - Literature review Example

Comments (0)
Issues for Multi-National Organization - Branding Strategies: The Case of Shangri-la Hotel - Chapter I – Introduction Since 1971, Shangri-la hotel became one of the world’s most established luxury hotel brands. As a sign of success, Shangri-La managed to establish total of 72 world-class hotels not only within the Asia Pacific region but also in Middle East, North America, and Europe (Kuhm, 2011; Shangri-La, 2013b)…
Download full paper
Compose own question
Read TextPreview

Extract of sample
Compose own question

Download file to see previous pages... In general, this study presumes that the potential success of Shangri-la hotel was very much dependent on the company’s ability to meet the needs and wants of prospective clients. Therefore, this study aims to address the following research questions: (1) What are the branding strategies currently being used by Shangri-la hotel?; (2) How does Shangri-la hotel benefit from its branding strategies?; and (3) What is the significance of brand positioning and branding within the modern international tourism industry? Chapter II – Literature Review 2.1 Current Branding Strategies of Shangri-la Hotel First of all, it is essential to take note that the target customers of Shangri-la are the influential people who are able to pay first-rate price for its food and lodging services. Meaning, this particular hotel company has positioned its brand as one that offers luxury hotel products and services (Shangri-La, 2013a). This explains why Shangri-la continuously serve the best quality products and maintains its stylish, modern, and motivational architectural and interior design (Shangri-La, 2013c). As a result, Shangri-la created a competitive advantage which allows them to charge its customers with hotel accommodation fee much higher than the fee of other hotels worldwide (Schmitt and Rogers, 2008, p. 79). Generally, multinational companies such as Shangri-la uses a global advertising strategy as part of their global campaigns (Jiang and Wei, 2012). To establish and reinforce Shangri-la’s brand image, the top management of this particular hotel group uses either social networking sites or e-mail when advertising and promoting their special offers on bridal packages among others (Facebook, 2013). In some cases, Shangri-la has posted its special offers on bridal magazines (Shangri-La, 2013d). Customers’ satisfaction is strongly influenced by its brand image. In most cases, customers who are satisfied with what they receive from the hotel may end up developing a stronger brand recognition and eventually remain loyal to the brand (Clottey, Collier and Stodnick, 2008). To bring high quality service, Shangri-la offers important training and development programme for the benefit of its employees (Shangri-La, 2013e). Not all people can afford the high price of Shangri-la’s accommodation rate. Associated to the brand of Shangri-la, this particular hotel company created a separate brand and eventually positioned it as a hotel that offers cheaper and more affordable rate for its hotel service (Kerry Hotels, 2013). For example, “Traders Hotel” was established to serve the lodging needs of the price-sensitive clients worldwide (Traders Hotels, 2013). To serve the Chinese community in Beijing, Shangri-la established the “Kerry Hotel” sometime in 2011 (Kerry Hotels, 2013). 2.2 Advantages of Shangri-La’s Existing Branding Strategies Advertising is necessary to create brand familiarity or make Shangri-la’s target customers feel special and associated with the brand (Fuchs, 2008). Often times, brand familiarity increases not only the customers’ ...Download file to see next pagesRead More
Comments (0)
Click to create a comment or rate a document
Theories and theorists with the causes and responses to problematic behaviour in children
. Compose a brief review of literature discussing theories and theorists with the causes and responses to problematic behaviour in children. (1500 words) There are many theories and approaches which can be used to explore the causes and responses to problematic behaviour in children.
11 Pages(2750 words)Literature review
Reasons behind Nursing as Career Choice
The objective of this research is to conduct systematic review of related literature that will allow the researcher to examine the intrinsic and extrinsic reasons which motivate nursing students and nurses into pursing their nursing career; to understand why some nurses or nursing students are leaving their profession and studies, respectively.
45 Pages(11250 words)Literature review
Parental involvement in children's early reading
Nevertheless, the association between engaging in reading and being good at it is an important one, indicating that it may be productive to encourage both” (OECD, 2000). There is extant literature that speaks volumes about the importance of reading in an individual’s life (Cunningham, 1994) (Hall, 2001).
8 Pages(2000 words)Literature review
Research Question: How Can RyanAir maintain its dominance in the European low-cost airline market European low-cost airline ma
Introduction The nature of competitiveness of the global market place has been ha been changed significantly in the post-modern age of business environment. The intensity of the competiveness are increasing continuously and the in order to cope with the fierce competition, the existing firms are trying to gain a sustainable competitive advantage to secure a reliable amount of the revenue.
12 Pages(3000 words)Literature review
Question repository and test paper generator

The author explains that the online examination system features fully automated web based examination software that registers students online and centralized administrator controls with  its features customizable. The online examination system is able to register users, add additional questions and prepare reports after the completion of the test.

6 Pages(1500 words)Literature review
Compose CV
I am responsible of all job postings process, liaise with the Insurance company, travel agency and hotels. I arrange training courses for the company staff. I also perform the duty on behalf of the HR Manager in her absence. I like reading Classic
2 Pages(500 words)Essay
Depth of hypnotic trance will differ depend on language use
Debates continue about the reliability of hypnosis when applied to particular circumstances, notably in those related to the criminal
14 Pages(3500 words)Literature review
Compose a Business Letter
We would be very much grateful if you could see to the settlement of this amount within the earliest possible interval. However, we advise that this should
1 Pages(250 words)Essay
Find contemporary problem about ( Personality, Lifestyles and Self )
rsonality showcases the values that consumers hold in a multidimensional manner with research suggesting brands enhance the personality of individuals using them (Khare & Handa, 2009: 63). In addition, consumers have been noted to evaluate the value of brands based on their self
8 Pages(2000 words)Literature review
Chapter two: Literature review
It is a huge business and engages large number of peoples with variety of skill and talents in order to offer the customers with wide range of fashion apparels. The front line customer service staff, which includes “Designers, new product developers,
6 Pages(1500 words)Literature review
Let us find you another Literature review on topic Compose own question 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