Golden Circle

PRESENTED BY BANGSIL, CALDERON, SATISH, YAZON

 Overview

Company Background: Shangri-La

The Golden Card
Partners
Brand Analysis
Competitors
Business Analysis
Execution Tactics
Improvement Areas
Shangri-La

Founded by Mr. Robert

Kuok in 1971
Has 100 luxury hotels and
resorts all over the World
Has 5 brands across
different market segments
 The Golden Circle

Premium membership for frequent guests at Shangri-la

and the partners
Members begin by earning Golden Circle Award Points
during their stays at Shangri-La Hotels and Resorts, Kerry
Hotels, Traders Hotels and Hotel Jen
Covers over 90 hotels in key business destinations
THE APP
 Partners

Taj Inner circle Klook

Singapore Airlines The Economist
Target DEMOGRAPHICS
Ages 30-50

Market Financially stable

Classes AB
Frequent guests at Shangri-LA

GEOGRAPHICS
Big cities and Scenic spots

PSYCHOGRAPHOC
Values lifestyle
Visible Achievement
Social Presence
 Brand Campaign

Our uncompromising commitment to recognising your

loyalty
Communication
objectives

A CONTINUAL
IMPROVEMENT TO CREATE
UNFORGETTABLE
EXPERIENCES FOR OUR
HIGHLY VALUED GUEST
 BIG IDEA

Program that brings luxury

to travel.
 PREMIUM
Positioning AMENITIES AND
OFFERS FOR HIGH
END GUESTS

BEST LUXURY IMPECCABLE

BRAND SERVICE TO
GUESTS: VALUE
FOR MONEY
Competitors

THE RITZ-CARLTON –
PARTICIPATION IN MARRIOTT
REWARDS
STRENGTHS WEAKNESSES
Presentations are Presentations are
communication tools communication tools
that can be lectures. that can be lectures.

OPPORTUNITIES THREATS

S.W.O.T.
Presentations are Presentations are
communication tools communication tools
that can be lectures. that can be lectures.
 Porter's Forces

INDUSTRY RIVALRY: HIGH

THREAT OF NEW ENTRANTS:

POWER OF SUPPLIERS: MEDIUM
LOW

THREAT OF
POWER OF BUYERS: MEDIUM
SUBSTITUTES: HIGH
Execution Tactics REDEEM
REWARDS
Use points earned
to make the most
of the Golden
Circle card.
EARN
POINTS
Frequent usage of
card - staying in
Shangri-La or
partner groups.
Improvement Customization of the card to
areas serve the needs and wants of
the member
More perks when you use the
card that are competitive with
the Ritz loyalty card
Partner up with stores found in
the hotels to be able to give
discounts to members
THANK YOU!