Marketing Principles

Positioning: include a positioning statement and illustrate where your company is positioned, relative to competitors, on a positioning map (sometimes referred to as a perceptual map)

Shangri La Hotel based in Malaysia to provide quality services to the customers with the best class and design of comfort.

The company is positioned above its competitors, due to the distinctive services and it has held a better command by providing the customer's services which are distinguishing and better. It has positioned itself from the other hotels like the ITC Group, Wyndham Worldwide, Hilton, Marriott International, Santa Monica Hotel and for the Four Seasons, The company has positioned itself as the dominating with the high strategy and with the better commanding position (Hu 2020). The customers are loyal, look out for the company discounts, promotions and the loyalty programs to be associated with the company.

Shangri-la Hotels has been known to be the distinctive different segments that have gone with the different brands and it has been associated brand reputation chains such as the Hotel Jen and even the Kerry Hotels, Traders Hotels along with the Shangri-la Resorts and even the Shangri-la Hotels. The company has positioned itself, with the chain of the brands, that could offer the higher the Asian standards of services and even the hospitality for the guests. The company has positioned itself as below on the perceptual map

  • New product rationale for the target market

The company can position itself in the new target markets through the new clubs that are linked to the Shangri-la Hotels along with the Resorts are Xili Golf (Kee et al 2020). The company can even use its Country Club and Aberdeen Marina Club and with the best quality services with the increase in leisure experience and the distinctive ideas, it can rank itself as the five-star hotel. It is also one of the company, that can offer many choices and each visitor has their own choices. The company can offer a legendary and the comfortable stay, with the packaged tours and travels, offered as per the rooms like Executive Suite, Premier Room and even the other rooms like Executive or Deluxe.

References for People and Culture Strategy in Deriving Employee Satisfaction

Hu, F., & Trivedi, R. H. 2020. Mapping hotel brand positioning and competitive landscapes by text-mining user-generated content. International Journal of Hospitality Management84, 102317.

Kee, D. M. H., Ang, Z. L., Woh, M. T., Soleimani, M., Jayant, J., Quttainah, M. A., & Pandey, R. 2020. Shangri-La Hotels and Resorts’ People and Culture Strategy in Deriving Employee Satisfaction. Advances in Global Economics and Business Journal1(1), 1-11.

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