http://monbloglaureaubier.blogspot.fr

1. The Shangri-La Hotel – London :
Why Shangri La extended the brand to London
?
Aubier Laure, Cuquel Lisa, Houssier Sophie, Lu Elise, Weber Axel

2. Economie / Market
Economic History of UK
• The first country to industrialize
• Led the industrial revolution (19th
century)
• The heart of global finance
London
• Economic growth : 3.5% in 2015
• 2.7% growth in the rest of the UK
• UK GDP : 2.942 Trillion $,
• Singapore GDP : 306,77 Billion $

3. The Tourism Industry in both cities
• Singapore : 77% of the tourist are from Asian
countries,
• 10% are from Europe.

4. London : the majority of
the tourists are
Europeans
Chinese tourists, is a
constant growing
market.

5. Legal aspect
• Managed hotel
• Contract for 30 years
• Shangri La : active member in CSR
• UK supports social responsabilty with subsidies

6. Demography
• Immigration : 21.2% of
Londoners
• In 10 years, the percentage of
ethnicity has been increased by
12%
2001 2011 % Envol
All
Ethnicities
7 336 900 8 217 500 12,0%
White 5 216 100 4 912 100 - 5,8%
Black
Other
169 200 357 000 111 %
Chinese 198 400 502 900 153,5 %
Singapore and London are cosmopolitan cities, business and tourism
centers
London :
3% others
9,1% indians
13,3% malays
73,3% chineses
Singapore :

7. Professor Geert Hofstede
The six dimensions of national cuture

8. The Lewis Model

9. The Lewis Model suggests that:
• According to the Levis Model, British are mostly Linear active and partly linear
active. Singaporeans are mostly Reactive and partly linear active.
British are mostly: Singaporeans are mostly:
- Polite but direct - Courteous
- Confronts with logic - Never confronts
- Sticks to facts - Never lose face
- Truth before diplomacy - Diplomacy over truth
- Limited body language - Good listener
And also: And also:
- Looks at general principles - Task oriented
- Statements are promises - Highly organized

10. S.W.O.T
Strength Weaknesses
• The highest skyscraper of
Europe
• The hotel has been awarded a
total of 14 times, which
highlights the quality of its
services
• Located in the biggest business
center of Europe
• Very new hotel
• Innovative concept
• Most opinions that are shared on
tripadvisor are very good
• The hotel hold the 34th to the 52th levels
of the bulding not a real visibility on→
the ground
• Very bad communication between
services : eg : the kitchen is over two
floors (sources the guadian) and pretty
bad for foods (very long way)
• New technology improperly used :
Receptionnist as robot : not very good at
customer relations
• The hotel has no spa which is a real
weakness in competition

11. S.W.O.T
Opportunities Threats
• London is now the most visited
city of the world ahead of Paris
• The past 20 years has seen an
overall increase in the total
number of visitors to London,
(thanks to the 2012 Olympic
Games )
• The hotel has a large number of
business clients and London
includes important business
center (a conference and business
destination.)
• The fact that the hotel is owned
by a Chinese group may allow
them to acquire a large part of
Asian and Chinese clients
• Recent trends show that luxury
hotels have grown at a rapid pace in
London. The competition in the
near future will be cut-throat and
intensive as more and more rooms
will be added to the industry.
• London has 81 luxury hotels
comprising 11,514 rooms open,
according to STR Global, with an
additional three luxury hotels
comprising 453 rooms under
construction.
• The Geopolitics of europe is
unstable (Uncertainty created by
terrorist activities.)

12. Marketing Mix - Product

13. Marketing Mix - Product

14. Marketing Mix - Promotion
London : 38 000
Singapore : 92 000
London : 5 600
Singapore : 3 696
https://www.youtube.com/watch?v=rUgMr50k4Dg
Numerous youtubers upload room tours
videos and opinions

15. • Skimming strategy * Double Room from 467€ / sing :
264
• Premium strategy * Until 19 000€ / ppt : 1 000
Marketing Mix – Price
Marketing Mix – Place