University of Wales Institute, CardiffBachelor of Business Management

(International Business Management)

Strategic Management

Strategic Management in Shangri-La Asia Limited

Lecturer: Mr. David Goh

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Student name Matriculation Number Student ID

Lu Mingkuan 09006943 0807/3580

Submission Date: 15. September, 2010

Executive Summary

This report provides an analysis and evaluation of the strategy

management in the Shangri-La Asia Limited, and indicates how to

use some approaches to achieve its vision and mission.

Approaches of analysis include the PESTEL Analysis, Porter’s Five

Forces, SWOT Analysis, TOWS Matrix, BCG Matrix， Financial

Ratio and Ansoff Matrix. All of the methods are found in the text

books and websites. As the result of analysis, this report provides

some methods for Shangri-La to improve its business

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performance.

This report finds the strengths and weaknesses which Shangri-La

has, finds some opportunities for Shangri-La as well, and final

provides some recommendations for Shangri-La references.

The recommendations include: firstly, Product diversification, that

means Shangri-La can provide more range of product for customer

to choose. Secondly, Shangri-La can reduce the price relatively, or

make more promotions. Lastly, Shangri-La can diversify risk into

other business areas.

Table of contents:

1. Introduction

1.1 The name of Shangri-La…………………………………………. 5

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1.2 Background of Shangri-La Asia Limited……………………….… 5

2. Vision and Mission of Shangri-La

2.1 Vision……………………………………………………………..... 6

2.2 Mission………………………………………………….…………… 6

3. Environmental Scanning---PESTEL Analysis………………….. 7

3.1 Political Analysis………………………………………………….… 7

3.2 Economic Analysis…………………………………………………. 8

3.3 Social Analysis………………………………………….…………... 9

3.4 Technological Analysis………………………………...…………. 10

3.5 Environmental Analysis…………………………………….……… 10

3.6 Legal Analysis……………………………………….……………… 11

4. Porter’s Five Forces…………………………………………..……….. 11

4.1 The Threats of Existing Rivals…………………………………….. 12

4.2 The Threats of New Entrants……………………………………… 12

4.3 The Threats of Substitutes………………………………………… 13

4.4 The Threats of Bargaining Power of Suppliers……………….…... 13

4.5 The Threats of Bargaining Power of Customers...…………..…… 14

5. SWOT Analysis……………………….………………..………..…...... 14

5.1 Strengths……………………………………………….….………..…. 14

5.2 Weaknesses……………………………………..……………..……. 15

5.3 Opportunities……………………………….………………………... 16

5.4 Threats……………………………………………………………..…. 16

6. TOWS Matrix…………………………………………………………… 17

7. Company Performance and Financial Ratio…………………………. 19

8. Ansoff Matrix………………...………………………………….…….. 21

9. BCG Matrix……………………………………………….……......……. 22

10.Conclusion……………………………………………………………… 23

11. Recommendation………………………………………………..…… 23

12.Evaluation of learning…………………………………………….…… 25

13.References……………………………………………….….…......…… 26

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1. Introduction

1.1 The name of Shangri-La

The name Shangri-La is originated from a novel called Lost Horizon, which

was written by a British writer James Hilton more than half century ago. In

novel, Shangri-la is a place where have snow-capped mountains, forests,

gorges and lakes, and the beautiful scenery (China Planner, 2004). Therefore,

the name Shangri-La gives people the impression of peaceful, beautiful,

mysterious, and hopeful in the very early time since the first time the name

mentioned in the British novel.

1.2 Background of Shangri-la Asia Limited

Shangri-la Asia Limited incorporated in Bermuda on 14 August 1992. Firstly it

was listed on the Hong Kong Stock Exchange, later listed in on the Singapore

Exchange (SGX) (Singapore exchange Ltd, 2010).

The most important thing the Company engaged is investment holding. The

subsidiaries are in charge of operating hotels and associated properties, the

provision of hotel management and other services. The subsidiaries are also

the registered proprietors of various trademarks and service marks, such as

“Shangri-La”, “Traders”, “Rasa”, “Summer Palace” and “Shang Palace”

(Singapore exchange Ltd, 2010). The product diversification strategy is one of

the most important reasons why the Shangri-La can at the forefront of

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performance in the industry.

Other subsidiaries of Company are engaged in the leasing of office,

commercial, residential and exhibition hall space and servicing apartments as

well as the ownership and operation of hotels (Singapore exchange Ltd,

2010).

Even though Shangri-La has already established numerous hotels all over the

world, and gained a large market share worldwide, nevertheless the founder

Robert Kuok still hold his desire to see the number of Shangri-La hotel chains

reach to one hundred (Cohen, 2004).

2. Vision and Mission of Shangri-La

2.1 Vision

The vision of a corporate is a short, succinct, and inspiring statement of what

the organization intends to become and to achieve at some point in the future,

often stated in competitive terms (Kotelnikov, 2010).

The vision of Shangri-la is to be the first choice for guests, colleagues,

shareholders and business partners (Shangri-La International Hotel

Management Ltd, 2010).

In order to achieve this company vision, Shangri-La put their efforts to make

customer haven a unique and memorable experience every time stay with

them, attempt to provide the highest standard quality and value services and

products to customer.

2.2 Mission

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A mission statement is a sentence describing a company’s function, markets

and competitive advantages; a short written statement of your business goals

and philosophies (Entrepreneur, 2006).

The mission of Shangri-la is to delight our guests every time by creating

engaging experiences straight from our hearts (Shangri-La International Hotel

Management Ltd, 2010).

Maximize customer satisfaction can increase efficiently the revenues of

company, and increase the reputation of company as well, for this purpose

company can use the marketing strategy like which we called the word-of-

mouth marketing (WoM).

Shangri-La has already be awarded as “the Asia Best Hotel Brand”, “Best

Hotel Chain in Asia”, “Best International Hotel Management Group” and so

on(Shangri-La International Hotel Management Ltd, 2010). Shangri-La cannot

have these countless honors and achievement without the clear and

farsighted vision and mission.

3. Environmental Scanning---PESTEL Analysis

For the purpose of sustaining the competitive advantage in the industry,

company should constantly analyze the environment, and adapt the

environment which it lives in. The environment scanning can offer a company

a systematic overview of the external fact important to the organization and

indicates whether the organization influence them or not (MDF, 2005).

There are numerous factors in the macro-environment that can affect the

management decisions, which are Political, Economical, Social,

Technological, Environmental, Legal (Oxford University Press, 2007), by

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analysis the effects of company, the PESTEL Analysis framework can be

used. In this report, the PESTEL analysis is adopted to analyze the external

environment of Shangri-La Asia Limited, identify the influences of relevant

factors in environment, and also can help company adapt the new

environment quickly so as to maintain its competitive advantage.

3.1 Political Analysis

Marketing decisions are typically affected in variety of ways by developments

in the political environment (Wilson, R. M. S, 2007).

Singapore gained sovereignty officially on 9 August 1965, the People’s Action

Party (PAP) has been dominated its politics since the day the country was

founded (Guide Me Singapore, 2010). Under the leadership of the PAP, the

characteristic of Singapore’s power structure is a top-down style, it means the

political power in Singapore is highly centralized. Furthermore, Singapore is a

multi-racial country, even though the government gives fair treatment to all

races in different important aspects, such like education, housing and health.

The centralization of power and fair treatment in all the races results in high

level of political stability.

According to the statistic data from Singapore Department of Statistics, the

foreign direct investment in Singapore country/region in 2008 is reach to the

number of 459,729 million dollars (Singapore Department of Statistics, 28

January 2010).

The relatively stable polity and investment environment of Singapore enables

Shangri-La run its business with no worries and makes the investment

process in Singapore more convenient and easier. Shangri-La has three

hotels in Singapore which is Rasa Sentosa Resort, Singapore, Shangri-La,

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Singapore and Traders, Singapore.

3.2 Economical Analysis

Despite the geographic size of Singapore is relatively small, the economy of

Singapore is one of most prosperous in the world.

As the global economic crisis in 2008 brought serious negative impact to

almost every different industry, the tourism in Singapore was not escape from

it. According to the report of Singapore Tourism Board (STB), compare to the

same period in 2007, the visitors to Singapore for travelling or business

dropped 4.1 percent to 739,000 in September, 2008 due to the global

economic crises and the downturn (People’s Daily Online, 2008).

Singapore government boosted the recovery of economy in Singapore with

two integrated resorts with casino license which are the Marina Bay Sands

and Resorts World. These two integrated resort accelerated the recovery of

economy in Singapore with drawn over more than $ 5 billion investment and

generate 35,000 jobs for both citizen and foreign workers (Economy Watch,

2010).

During the recession in 2008 to 2009, Shangri-La implement various ways to

maintain its revenue, such like, providing the free Internet services for all of it

customer around the world (China Tech News, 2009). With the rapidly recover

of economy, Shangri-La still rose its net profit by 54% in 2009, though its core

hotel business suffered from a sharp decrease in demand due to the global

financial crisis (Hospitality NET, 2009).

3.3 Social Analysis

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The statistic data from latest census indicate that the total population of

Singapore has reached to 5,076,000, compare to the 2009, there is an

approximately increment of 100,000(Singapore Department of Statistics,

2010). The growth rates of population are relatively stable. The number of

redundancy in services industry is decrease from 2,850 of second quarter in

2009 to 800 in the same quarter of 2010. Reversely, the employment in

services industry is increase dramatically from 3.8 thousands in second

quarter of 2009 to 27.4 thousands in the same period of 2010 (Ministry of

Manpower, 2010). This data points out that the services and hospitality

industry is warming sustainably.

Recovery of hospitality industry make the Shangri-La have bright prospect.

The stability of society make the Singapore can attract more foreign traveler

visit to Singapore, thereby make the occupancy rate move up steady.

3.4 Technological Analysis

Product innovativeness influences market performance of the new product, a

new product can be accepted by customer means that innovation is

successful (Ali, 2000). Innovation and continuous update its facilities makes

Shangri-La always be the best choice of traveler and lead the industry.

The world needs technological innovation for economic growing sustainably

(Marcus, 2011). Currently, Science and technology is widely applied in each

industries for maintain their competitive advantages. Shangri-La always

updated its technology in order provide the luxurious and high quality services

to its customer. Take Shangri-La, Jakarta for example. Both the gates of its

car parks are equipped with the latest security technology which called Under

Vehicle Scanning (UVS) system. For the purpose of giving the guest the most

up-to-date technology and privileges, Jakarta provided features free wireless

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Internet access in all public areas. In order to give the customer feeling of

safety, all the facilities in Jakarta are backed up by the security system and

Close Circuit Televisions (CCTVs) (Street directory, 2010).

3.5 Environmental Analysis

The amazing development of technology has brought us numerous benefits,

but it also causes some problems to us, such like the environmental problem.

For the deterioration of greenhouse effect and environmental pollution, the

growing number of people becomes to realize the important of environment

and sustainable development.

Singapore is very environment conscious county (Focus Singapore, 2010).

Government put huge efforts on the protection of environment. Project Eco-

office is a joint venture between Singapore Environment Council (SEC) and

City Development Limited (CDL) which enable the companies to raise its

awareness and cultivate environment-friendly habits at the workplace. Those

companies which perform well on the environment issue can be awarded the

Green Office Label. The day-to-day operation in Shangri-La is ensured to

promote and implement responsible environmental practices, all the staffs are

responsible for operating and working in an environmentally responsible

manner. Currently, 34 hotels and one private members’ club has received

ISO 14001 certification which are awarded to organization who has the

contribution on the environment (Shangri-La, 2010).

3.6 Legal Analysis

The legal issue is another important aspect can affect the hotel performance.

For making a reservation of room, customer of Shangri-La may leave their

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some personal information to Shangri-La, such like contact number, address,

credit number and so on. Shangri-La secures all of personal information from

unauthorized access, use or disclosure. To make customer feel safety when

they live in Shangri-La, Shangri-La collects and uses customer information to

service customer in the safety way by using the advanced encryption, such

like Secure Socket Layer (SSL).

4. Porter’s Five Forces

Michael Porter’s Five Forces of Competitive Position model provides a simple

perspective for assessing and analyzing the competitive strength and position

of a corporation or business organization (Business balls, 2009). According to

Porter’s Five Forces diagram, the five forces to assess are existing rivals, new

entrants, substitutes, customers, and suppliers. The Porter’s Five Forces

diagram is provided as follows:

(Sources from: Business balls, 2009)

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4.1The Threats of Existing Rivals (High)

In Singapore, the number of luxury five hotel is approximately 30, this is a

huge number compare to other places, such like Hilton Hotel Singapore,

Mandarin Orchard Singapore, Raffles Hotel Singapore, and so on (Asia

Hotels, 2010). In this condition, Shangri-La faces the more serious

competition, thereby the threat of existing rivals in Shangri-La is considered

as very high.

4.2 The Threats of New Entrants (Medium)

Singapore is one of the most famous tourism destinations in the world, the

hospitality industry is open to varying degrees of competition from new

entrants. Just in the 2010, Marina Bay Sands Singapore moved into market to

take some of the market shares. The new entrants move into the industry

constantly will result in the more serious competitions without doubt, however,

the new entrant who wants to compete with Shangri-La must have very strong

capital and competitive advantages of itself otherwise it is very difficult to be a

threat to Shangri-La. Thus, the threat of new entrants to Shangri-La is

medium.

4.3 The Threats of Substitutes (High)

The power of substitutes is another force which can affect the industry

attractiveness (Marcus, 2011). If the price for the Shangri-La is too much

higher than other hotels, there are numerous of alternatives for traveler to

choose. For example, in Singapore, there has a kind of hotels which called

budget hotel, such like hotel 81, values hotel, and so on, in additional, there

are also lots of four star and three star hotels for traveler to select. How to

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make sure the high quality of services and product, while pressure the cost to

relative lower is a tough problem to the luxury hotels like Shangri-La. In

another hand, the others five star hotels in Singapore are also can be the

better choices if the price in Shangri-La is too high. Consider all of these

reason, the threat of substitutes in Shangri-La is too high.

4.4 The Threats of Bargaining Power of Suppliers (Low)

Supplier is another important factor which can affect the industry

attractiveness. A company which wants to make more profit is seeking to buy

input at relatively low prices and convert them to outputs sold at relatively high

prices (Marcus, 2011). Shangri-La is not just concern about the profits, it

works with its supply chain partner where possible to effectively manage its

direct and indirect environmental impact (Shangri-La International Hotel

Management Ltd, 2010). When select the suppliers, the expectations, policies

and processes of potential supplier, and the requirements of potential

suppliers in relation to Corporation and Social Responsibility (CSR) are all

taken into account. As one of the largest hotel in the industry, the position of

Shangri-La is high than the suppliers’, so the bargaining power of supplier is

relative lower.

4.5 .The Threats of Bargaining Power of Customers (High)

Customer is also as the important factor as the supplier to company. When

the customers make their decision to choose which hotel they will live in, the

cost-performance, quality of services are all factors which can affect their

mind to make the purchase decision. Because Shangri-La is not the only

choice when they want to live in, there are wide ranges of hotels they can

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choose, so the bargaining power of customer is high to Shangri-La. To meet

the needs of customer, and serve customer more kindly, Shangri-La can use

the web to listening to customers’ concerns and ideas (Marketing, 2010).

Shangri-La can incorporate Michael Porter’s Five Forces Model into their

marketing strategy so as to keep their competitive advantage in the hospitality

industry.

5. SWOT Analysis

In order to pave the way for the strategy creation, the SWOT analysis is used

for forcing management of company to make a candid list of internal strengths

and weaknesses as well as a compilation of external opportunities and threats

(Lasher, 2005). SWOT is an acronym that stands for strengths, weaknesses,

opportunities and threats. (Gunelius, 2008)

5.1Strengths

Strength is something the company either does well relative to others or has

that which others do not have (Lasher, 2005). For example, the strength of

Singapore International Airline (SIA) is to provide the highest quality of service

in the airline industry which the rest of airlines maybe cannot. The main

strengths of Shangri-La are:

1. can provide the luxury and up-to-day advanced facilities to its customers,

customer experience all aspects of the products and services offered by

the company(Garg, 2010), the better product and services the company

provide, the high level satisfaction customer may get.

2. has strong capital

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3. can provide highest quality service that can help it earn good reputation

and consumer loyalty.

4. Shangri-La has already built a good reputation around Asian.

5.2 Weaknesses

Weakness is something the corporation lacks or something that the firm is not

good at as its rivals (Lasher, 2005). For an instance, even though the level of

services is high for SIA, the price for the air tickets of SIA is also high than

other airlines’. The weaknesses of Shangri-La are:

1. Shangri-La has very high reputation in the Asia, but for the other

customers from the European countries or America countries, the situation

is changed, they may not know the Shangri-La as the Asia people. In this

case, the Shangri-La may lose this market share which is occupied by

non-Asia countries.

2. Shangri-La just target to the high income customer, so the price of hotel is

relative high, thus the younger consumer and the medium and low income

consumer are ignored.

5.3 Opportunities

Opportunities are situation in which a company has a chance to improve its

strategic position by taking a specific, out of the ordinary, action (Lasher,

2005). For example, product diversification can be an opportunities of

company, launch a new promotion plan can be an opportunities of company in

order to attract more people to buy its products., running business into a new

market can also be a opportunities to a company. With the recovery of global

economy, the tourism industry is warming sustainably, the prospect of

hospitality industry is bright, Shangri-La can catch this huge opportunity to

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gain more profit. For example:

1. Shangri-La can adopt the Market development and product development

to help it to grow.

2. Shangri-La can enhance its brand image and become the world-famous

hotel brand.

5.4 Threats

Threats are generally changes in the external environment that have the

potential to seriously disrupt the firm’s well-being (Lasher, 2005). For

example, the credit risk is the principal threat to the Over-The-Counter (OTC)

financial market, the threat of the stock market is high level of volatility. The

tremendous threats of Shangri-La are:

1. Shangri-La faces the serious competition in the industry as mentioned

before. Find the way to maintain its competitive advantage is the most

significant and principal task for Shangri-La, otherwise, there are plenty of

hotels for customer to select.

2. There are lots of substitutes that customer can chose.

6. TOWS Matrix

The following diagram on the next page is TOWS Matrix, which indicate the

four types of strategies. So strategies are developed by using the internal

strengths to take advantage of external opportunities. WO strategies are focus

on improving the internal weaknesses by taking advantage of external

opportunities. ST strategies are used by company to reduce the negative

impact of external threats. WT strategies are implemented to reduce external

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threats and improve internal weaknesses.

Internal Strengths Weaknesses

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External

1. provide the luxury and

up-to-day advanced

facilities

2. strong capital

3. highest quality service

4. Great corporate image

in Asia

1. The reputation is just in

Asia

2. The price is relative

high

Opportunities SO-Strategies WO-Strategies

1. Market development

2. Product diversification

3. Globalization

1. Enter the global market

(S1,O1)

2. Provide the low class

of hotel.(S4,O2)

3. To build the Global

corporate image (S3,

O3)

1. Provide the budget

Shangri-La hotel for the

low income group of

consumer (W2, O2)

2. Enter the Europe or

America markets, build

new hotel in these

areas (W1,O3)

Threats ST-Strategies WT-Strategies

1. Serious competition

2. Product substitute

1. Product promotion( S1,

T1)

2. Training staff, improving

the staff skill (S3, T1)

3. Innovation of product

(S2, T2)

1. Reduce the operation

cost, decrease the price

of product, Maintain its

competitive advantages.

(W2, T1)

(Created for this assignment)

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7. Company Performance and Financial Ratio

(Source from: Shangri-La Annual report 2008)

(Source from: Shangri-La Annual report 2008)

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According to the Annual report 2008 of Shangri-La, the financial dates are

shown in these two diagrams. From the diagram, the Group revenue increase

from RM 410,725 million in 2007 to RM 413,447 million in the 2008. The profit

attributable to shareholders in 2008 declined by 36% to RM49,267 million

from RM77,242 million in 2007. Earnings per share are also decrease from

11.20 sen in 2008 to 17.56 sen in the previous year (Shangri-La annual

report, 2008).

30, Jun, 2009 31, Dec, 2008

Current Ratio 0.7278 1.5211

Debt-equity Ratio 0.6657 0.6283

Return of Equity 3.40% 6.80%

(Created for this assignment)

The current ratio in 31, Dec, 2008 is 1.5211, which is 0.7278 in the 30, Jun,

2009, the current ratio is a measure of liquidity, so the ratio of 0.7278 means

that in the year 2009, Shangri-La does have some cash flow issue results in

the lower liquidity in cash flow. The return of equity decline by 3.40% from the

6.80% in the half of year, the return of equity drop a half, this shows that the

financial health is relative bad in the first half year of 2009. The debt-equity

ratio is relative stable in the first half year of 2009, that means the proportion

of the money from the lenders and the money the shareholders put up by

themselves is not change too much.

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8. Ansoff Matrix

The Ansoff Growth Matrix is a tool that can help businesses decide their

product and market growth strategy, it looks similar to BCG matrix, but it focus

on whether marketing strategy is targeted at existing market or new market

and if the existing product should be used, or should company develop an

alternative new products (Ngfl, 2008)

Ansoff Matrix is as follows:

(Source from: Mr. dashboard 2010)

From this Ansoff matrix, Shangri-La can adopt different product and market

strategies to grow its business. For example, Shangri-La can implement the

market development strategy by expanding its business in other countries

which are in North America, or Europe and so on. By doing this they can

increase their brand image, become the worldwide hotel group. Besides this,

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Shangri-La also can carry out the product development strategies, like they

can build some lower class hotels in the existing market to satisfy more

customers who cannot afford to pay the price for the five star luxury hotels.

After become the world-famous hotel group, Shangri-La even can implement

the Diversification strategy which means launch totally new product into a new

market.

9. BCG Matrix

The Boston Consulting Group Matrix (BCG matrix) is a portfolio planning

model created by Bruce Henderson of the Boston Consulting Group in the

early 1970’s. It divided company’s business units into four categories based

on combinations of market growth and market share relative to the largest

competitors (BCG matrix, 2010).

(Source from: vector study, 2010)

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As the diagram shows, the four categories are: Question Marks, Stars, Cash

Cows, and Dogs. Dogs have the low market share and growth rate. Question

Mark takes the low market share and growing very quickly, in the

consideration of Question Mark growth very rapidly, even though it takes the

low market share, there is large possibility for it to gain the large market share

in the future. The third category is the Star which can generate the large

amount of cash due to it takes the huge proportion of market share, and

because it growing very fast, it can be a Cash Cows after its market share

drop down and maintain its market share. The last category of BCG is Cash

Cows which is the leader of the industry, as the leader in the mature market, it

can generate relative stable cash flow than others (BCG matrix, 2010).

Shangri-la can be put into the category of Cash Cows, because it enables to

cover its administration of company, pay relative stable dividend to its

shareholders, and serve its debt.

10. Conclusion

Shangri-La is the Asian region’s leading and fastest-growing luxury hotel

group. Recent years, it also had begun to move into the world stage. With its

vision and mission, high quality services, complete and up-to-day facilities,

and the most advanced management, Shangri-La will increase their

reputation worldwide and finally be the world-famous luxury hotel, achieve

their target.

11. Recommendation

Look at some strategy factors for its key stakeholders, which are related to the

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benefits of key stakeholders of Shangri-La, there are some recommendations

can be made. These strategy factors are Location, Hours of operation,

Customer service, Range of goods sold, Store presentation and Price (Kenny,

2005).

After analysis about Shangri-La, the strategy factors of Range of goods sold,

and Price, needs to be adjusted. Customer always want to have plenty of

choice from wide range of goods, however, Shangri-La is known as the luxury

hotel, that means if choose the Shangri-La, you choose the high price for your

accommodation, what about the rest of the customers? Can Shangri-La

provide some hotel with relative lower class? By doing this, for the high

reputation and quality services, the lower class hotel from Shangri-La may

also attract lots of customer to visits.

The price may be the most important factor which can influence their

consumer behavior to some ranges of people. Launch some specially

promotion periodically is the way to solve this problem, for example,

cooperate with some airlines, then by staying in the Shangri-La can get extra

discount of their air tickets, this specially marketing promotion can reduce the

whole cost of the travel, thereby let the customer feel the price for their

accommodation is not high. Another way is to provide the service of

increasing the number of bed in a room for free, that can attract more

customer who want have the limit travel budget. However, by doing this,

Shangri-La must note that too many price promotions can damage brand and

detract from the bottom line (Centaur Communications Ltd, 2009).

Besides these, Shangri-La can expand their business into other industries, by

doing this they can diversify their investment risk, even though suffering the

worst scenarios like the 1987 stock market crash and 2008 global financial

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crisis.

12. Evaluation of Learning

After studied Strategy Management which taught by our lecturer, I have had a

deep understanding about strategy management, and realized strategy

management is so important to a company. A manager with a professional

strategy management skill can use numerous theories and approaches to

help company to increase the value of company. A manager with outstanding

strategy management skill can also increase the sales of revenue of

company. By well understanding and appropriately applying strategy

management to the company, company can achieve its vision and mission

more efficiently, and maintain its competitive advantages.

Through doing this assignment related to strategy management, I can use

what I learned in the class of strategy management into the specific area,

which is the Shangri-La Asia Limited. I apply what I learn into practices, in this

way, I can understand the knowledge of strategy management more deeply. I

also know continuously correcting the mistake which I made in the

assignment actually is more important process than the doing the assignment

itself, it can let me know my weaknesses, and let me never make that

mistakes in the rest of my life.

In the presentation class, I learn a lot from my lecturer and other classmates,

my classmates all have their own advantages which I do not have, such like

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perfect pronunciation, beautiful body language, professional power point

making and so on.

13. Reference

References:

Lasher, W.R(2005). Process to Profits: Strategic Planning for a Growing Business. First

edition, published by RR. Donnelley, Crawfordsville, United States of America.

Marcus, A.A (2011). Management Strategy-Achieving Sustained Competitive Advantage.

Second edition, published by McGraw-Hill/Irwin.

Kenny. G(2005). Strategy Planning and Performance Management-Develop and

Measure Winning Strategy, first edition, published by Elsevier.

Gunelius, S (2008). HARRY POTTER-The story of Global Business Phenomenon, First

edition, published by PALGRAVE MACMILLAN.

Wilson, R M. S, and Gilligan, Colin (2007). Strategic Marketing Management-Planning,

implementation and control, Third Edition, published by Elsevier Ltd.

Journals:

Ali. A, (May, 2000). “The Impact of Innovativeness and Development Time on New

Product Performance for Small Firms”. Marketing Letters, Vol. 11, No. 2, pp. 151-163,

Published by Springer

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Centaur Communications Ltd. (November 19, 2009). “Price cutting can damage brand

image”, November 19, 2009, article 261. published by Centaur Publishing Ltd.

Garg, R. (23rd June, 2010). “Evaluating a model for analyzing methods used for

measuring customer experience”. Database Marketing& Customer Strategy

Management. Vol. 12, 2, 78-90, published by Macmillan Publishers Ltd.

Marketing, (Wednesday, March 17, 2010). “Special Report: Market research- Tell me

about it”. Wednesday, March 17, 2010, article 13. Published by Haymarket Business

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