Shangri La Hotels and Resorts Parent Company The Kuok Group of Companies Category Hotels and Resorts Sector

Tourism and Hospitality Tagline/ Slogan Its 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 Strength 1. Represents Asian culture 2. Asias 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 Weakness 1.Its fame and brand awareness is restricted to Asia 2. Limited focus on business travellers Opportunity

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)