hotels that reflected the Hong Kong Mandarin Oriental's standard. The group went though various corporate changes. Eventually part of the equity was sold to the public and the company was listed on the Hong Kong stock exchange. The hotel group at first adapted Mandarin International Hotels as its brand name, but this was changed to Mandarin Oriental in 1986, partly to identify the company more cl
1. Introduction
Purposes of analyzing Starwood & Marriott
This paper analyses and compares two major global hotel chains, Marriott International, Inc. and Starwood Hotels & Resorts Worldwide, Inc. Both chains have extensive investments in and outside the US. They have very strong brand names and are quite competitive. However they differ in their strategies, like the market segment e
brands such as Residence Inn, Homewood Suites and Staybridge Suites.
On August 6, 2009, it was reported that Hyatt Hotels Corporation filed plans to raise up to $1.15 billion in an initial share sale. Hyatt plans to list the shares on the New York Stock Exchange under the symbol H. According to the filing, Mark S. Hoplamazian will serve as CEO and Thomas Pritzker will serve as Executive Chairman
2. Case Summary
2.1. The George V Opportunity
The Hotel George V is a nine-story hotel designed by two famous French art deco architects at a cost of $31 million. Opened in 1928, it is located in Avenue George V, Paris, France, and has 245 guest rooms, award-winning restaurants, private gardens, and expensive common areas.
In December 1996, Kingdom Holding Company, the investment company con
brand equity)은 마케팅에서 중요한 문제이다. 대부분의 소비용품 시장에서 경쟁 제품들 간에 품질의 차이가 거의 없다는 것을 볼 때 경쟁 상표들로부터 차별화 시키기는 점점 더 어려워진다. 이러한 상황 속에서 많은 기업들은 브랜드 이미지의 차별화는 중요한 것이다. 파괴적인 가격경쟁을 피하고, 시장