Harvard Case - The Shangri-La Bosphorus Hotel: Extending the Famed Shangri-La Hospitality to Turkey
"The Shangri-La Bosphorus Hotel: Extending the Famed Shangri-La Hospitality to Turkey" Harvard business case study is written by Srinivas K. Reddy, Havovi Joshi. It deals with the challenges in the field of General Management. The case study is 27 page(s) long and it was first published on : May 27, 2014
At Fern Fort University, we recommend a strategic expansion plan for the Shangri-La Bosphorus Hotel, focusing on leveraging the brand's renowned hospitality while adapting to the unique Turkish market. This plan will involve a combination of strategic initiatives across marketing, operations, and human resources, aiming to achieve sustainable growth and profitability while upholding the Shangri-La brand values.
2. Background
The Shangri-La Hotels and Resorts, a renowned luxury hospitality brand, is seeking to expand its presence into the dynamic Turkish market with the Shangri-La Bosphorus Hotel. This ambitious project presents both opportunities and challenges. The hotel's location in Istanbul, a city rich in history and culture, offers significant potential for attracting both business and leisure travelers. However, the competitive landscape is fierce, with established international and local players vying for market share.
The case study focuses on the challenges faced by the hotel's management team, including establishing a strong brand presence, adapting to the local market, and attracting and retaining a skilled workforce. The key protagonist is Mr. Mehmet Ozdemir, the General Manager, who is tasked with leading the hotel's successful launch and subsequent operations.
3. Analysis of the Case Study
To analyze the situation, we can utilize a combination of frameworks:
a) SWOT Analysis:
- Strengths: Strong brand recognition, established hospitality expertise, global network, commitment to quality, focus on customer experience.
- Weaknesses: Lack of local market knowledge, potential cultural differences, initial brand awareness in Turkey, limited existing infrastructure.
- Opportunities: Growing tourism sector in Turkey, increasing demand for luxury hospitality, strategic location in Istanbul, potential for partnerships with local businesses.
- Threats: Intense competition, economic instability, political uncertainty, potential regulatory challenges.
b) Porter's Five Forces:
- Threat of New Entrants: High, due to the potential for new luxury hotels entering the market.
- Bargaining Power of Suppliers: Moderate, as the hotel relies on various suppliers for goods and services.
- Bargaining Power of Buyers: High, as luxury travelers have many choices and are sensitive to price and service quality.
- Threat of Substitute Products: Moderate, as other luxury hotels and alternative accommodation options exist.
- Competitive Rivalry: High, with numerous established players in the market.
c) Competitive Advantage:
The Shangri-La Bosphorus Hotel can differentiate itself through:
- Unique Selling Proposition (USP): Offering a distinctive blend of Shangri-La's renowned hospitality and Turkish cultural experiences.
- Customer Experience: Providing exceptional service, personalized attention, and tailored amenities.
- Strategic Location: Leveraging the hotel's prime location in Istanbul, a major tourist destination.
- Sustainability Initiatives: Implementing environmentally friendly practices and promoting responsible tourism.
4. Recommendations
To achieve success, the Shangri-La Bosphorus Hotel should implement the following recommendations:
a) Marketing Strategy:
- Brand Awareness: Launch a comprehensive marketing campaign targeting both domestic and international travelers, highlighting the hotel's unique features and brand values.
- Digital Marketing: Utilize social media, online travel agencies, and search engine optimization to reach a wider audience.
- Partnerships: Collaborate with local businesses, airlines, and tourism agencies to promote the hotel and create attractive packages.
- Public Relations: Build relationships with local media and influencers to generate positive publicity.
b) Operations Strategy:
- Customer Service: Train staff in providing exceptional customer service, emphasizing cultural sensitivity and personalized attention.
- Technology Integration: Implement technology solutions to streamline operations, enhance guest experience, and gather valuable data.
- Sustainability Practices: Adopt environmentally friendly practices, such as energy conservation, waste reduction, and water management.
- Local Sourcing: Partner with local suppliers to source food, beverages, and other goods, supporting the local economy and promoting authentic Turkish experiences.
c) Human Resource Strategy:
- Hiring and Recruitment: Implement a targeted recruitment strategy to attract and retain skilled employees, focusing on local talent and cultural diversity.
- Training and Development: Provide comprehensive training programs to equip employees with the necessary skills and knowledge to deliver exceptional service.
- Employee Engagement: Foster a positive work environment, promoting employee well-being, recognition, and career development opportunities.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of the hotel's internal and external environment, considering:
- Core Competencies: Leveraging the Shangri-La brand's core competencies in hospitality, customer service, and operational excellence.
- External Customers: Targeting both business and leisure travelers, catering to their specific needs and preferences.
- Internal Clients: Empowering employees to deliver exceptional service and fostering a positive work environment.
- Competitors: Analyzing competitor strategies and identifying opportunities for differentiation.
- Attractiveness: Focusing on achieving sustainable profitability through a combination of revenue generation and cost optimization.
6. Conclusion
By implementing these recommendations, the Shangri-La Bosphorus Hotel can successfully establish itself as a leading luxury hotel in Istanbul, attracting a loyal customer base and achieving sustainable growth. The hotel's success will depend on its ability to effectively leverage the Shangri-La brand, adapt to the local market, and build a strong team of dedicated employees.
7. Discussion
Alternatives:
- Aggressive pricing strategy: While this could attract price-sensitive customers, it could also damage the brand's luxury positioning.
- Focus solely on business travelers: This could limit the hotel's target market and miss out on the potential of the leisure travel segment.
Risks:
- Economic instability: Fluctuations in the Turkish economy could impact demand for luxury travel.
- Political uncertainty: Political instability could deter international travelers and create operational challenges.
- Cultural differences: Misunderstandings or cultural clashes could negatively impact guest experience.
Key Assumptions:
- The Turkish tourism sector will continue to grow.
- The Shangri-La brand will maintain its strong reputation.
- The hotel will be able to attract and retain a skilled workforce.
8. Next Steps
To implement these recommendations, the following steps should be taken:
- Develop a detailed marketing plan: Define target audiences, marketing channels, and key messages.
- Implement technology solutions: Invest in technology to enhance operations and guest experience.
- Recruit and train staff: Implement a comprehensive recruitment and training program.
- Monitor performance: Track key performance indicators (KPIs) to measure progress and make adjustments as needed.
By taking these steps, the Shangri-La Bosphorus Hotel can achieve its goals of establishing a strong brand presence, attracting a loyal customer base, and achieving sustainable growth in the Turkish market.
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Case Description
The case is set in May 11, 2013, when the Shangri-La Bosphorus Hotel in Istanbul is inaugurated. The Hong Kong-based Shangri-La Hotels and Resorts is Asia Pacific's leading luxury hotel group and globally regarded as one of the finest hotel ownership and management companies in the world. The group has grown to over 80 hotels and resorts in its 40-year history, though this will be the group's first venture into in Turkey. There have been many challenges in launching the hotel. This has included delays in completing the project and hiring high caliber customer service-oriented staff, of which Shangri-La is known for. On-going retention and development of the employees is also a key challenge. Moreover, the Shangri-La brand is not very well known in the highly competitive Turkish and regional markets, and so brand awareness must be enhanced. How should Shangri-La Bosphorus position itself against competitors? In the long-term, what will drive the hotel's growth? Over and above, the financial viability of the Bosphorus project is of key importance to the group.
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