분야
docx1. Sheraton's background
2. The history of Sheraton
3. Financial situation
4. Introduction of major facilities
5. Company organizational structure
Body
6. Service Culture of Sheraton Grande WalkerHill Hotel
1) Sheraton brand.
2) Sheraton experience.
3) Leading the Sheraton culture.
4) Guest loyalty
7. Marketing History of Sheraton Grande Walker Hill Hotel
1) Market Segmentation/ Market Targeting Strategy
2) VIP Marketing
3) Communication/Promotion Marketing
Conclusion
8. Road Ahead
In 5.16 revolution, government made luxury accommodations development foreigners accounted for the vast majority of Americans to satisfy customers has been the focus of attention. As the largest, best tourist resort in Asia to develop, Walkerhill construction office is installed on the 25th of August 1961. The same year on December 22, launched as the two shrines Walkerhill corporation on January 5 next year saw the start of construction.
In order to express the gratitude for the U.S army officer during the Korean war in 1950, Korean government built this hotel according to the name of a lieutenant called Walton Walker who died in an accident in Seoul Gwangjin area. But soon the international tourism bureau took over the management rights according to the arrangement of Korea government. April 8 in 1963, It was completed with 214 rooms and other luxury additional facilities.
In 1973 Sk group affiliate acquired it and the corporate name was changed to Walkerhill. Sheraton hotel and franchise company signed an agreement in 1977 and convention center accommodating 6000 people was opened in 1982. After that Sheraton Grande Walkerhill was promoted as an official brand in November 2002. SK Networks who was the largest shareholder at that time merged the Walkerhill in 2009 .
2. The History of S/W Seoul
1963. 4 Walkerhill opened
1978. 7 Changed the name into Sheraton Grande Walkerhill
1984. 5 Walkerhill art gallery opened
1991. 4 Sheraton Towers opened
1991. 8 Kimchi SUPEX professional research opened
1992. 2 Walkerhill duty free opened
1996. 8 The only hot spring district designation
2000. 4 Millennium vision declared
2001. 9 New lobby opened
2001.12 W brand agreement signed
2002.11 New brand ( sheraton grande walkerhill seoul)
2003.11 Golf range opened again
2004. 8 W Seoul-Walkerhill opened
2009.12 Mergers and acquired with SK Networks
The hotel was opened in Seoul Gwang jang area on April 1963,Located in the Northeast region of Seoul with a panoramic view of the Han River and nestled amidst the beautiful and serene natural elements of the Acha Mountain, the Walkerhill offers nothing but satisfaction with its five-star service and value. and was accredited as a deluxe hotel on March 1975. After that, they signed an agreement on about Technical cooperation on the use of franchising and trademark with Starwood Hotels & Resort Worldwide on November 1977. Walkerhill has Total 598 guest rooms, 15 restaurant and bars, and extensive conference centers and wedding halls. Guests may also relax and partake in a cultural experience through the many wonderful accommodations. Walkerhill has the finest casino in all of Seoul. In 2000 the Duty-free store opened with top name brands. on March 2001, they opened transit hotel named Air Garden Hotel (Room size 90 rooms) in Incheon international airport to diversify the business and the surrounding area including Walkerhill Casino shows and differentiated business based on the structure to receive a stable profit.
3. Financial situation
Material until 2007
4. Introduction of major facilities
A. MAIN TOWER : Deluxe rooms offer a warm and comfortable space to relax, featuring scenic views of the Han River and Acha mountains. Offering a total of 589 rooms, Deluxe rooms are conveniently located on the 3th to 11th floor of the Main Tower.
Deluxe
Matthew
Mattew Ondol \340,000
\480,000
\380,000
B. SHERATON TOWER : The Sheraton Club is recognized as ‘a hotel within a hotel’ with a private check-in as well as access to the Club Lounge. Located on the 12th to 17th floors of the main tower, Sheraton Club is the ideal choice for relaxation.
Jae-Sik Lee. (2008). A Study on the Hotel Brand Positioning (Master dissertation, Kyung-Hee University, Seoul).
Location of major hotels in Seoul [map]. Retrieved from http://map.naver.com/?query=%EC%89%90%EB%9D%BC%ED%86%A4+%EC%9B%8C%EC%BB%A4%ED%9E%90&type=SITE_1&siteOrder=
Reviews of foreign customers about the location of S/W. Retrieved May 14, 2012, from http://www.tripadvisor.co.kr/ShowUserReviews-g294197-d500996-r121118961- W_Seoul_Walkerhill-Seoul.html#REVIEWS.
Tae-Young Kang, (1999). A study The Maximizing Scheme of Room Sales through Effciency: Focusing of the Sheraton Walker Hill (Master dissertation, Sejong University, Seoul)
Jong-Chul Jung, (2011). VIP marketing strategies and future directions of the changes (Master dissertation, Chonnam National University, Gwangju)
Ki-Young Sung, (2006). Case Study of VIP Marketing in Korea (Master dissertation, Dongguk University, Seoul)
Jin-Hee Ha, (2002). Study of the PPL activity in Hotel industry (Master dissertation, Gyonggi University, Suwon)
Dae-Woong Kam, (2006). A Study on Celebrities' Wedding Ceremony on Hotel Brand Image (Master dissertation, Gyonggi University, Suwon)
Sung-Hyun Kim, (2007). Hotel Brand Image Typology (Master dissertation, Gyonggi University, Suwon)
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