Sample Essay

The hotels established by the company in various areas were the first luxury hotels of the area and in some areas the company provided luxury hotel services solely. The company had signaled a long term planning structure for the time to come as in 1989 the company started a second hotel chain called Traders. This was a four star mid-ranged hotel brand with lower level of standards than the company’s main hotel chain. The company amended the newly acquired chain and upgraded services to meet the current luxury levels of Shangri-La.

The main ideology behind this amendment was to introduce the concept of luxury hotels to newer markets and eventually establishing five star luxury hotels in these regions. Again this market entry strategy reflected the company’s long term goal to take luxury hotels and resorts to newer locations. Though the hotel chain saw difficult times the company gained substantially from its investments in China as the economy of the country flourished.

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