Strategy
Multi-brand
- For diversification of product and service - Reaction for variety demanding of customer e.g Holiday Inn Express, Holyday Inn Garden Court, Holiday Inn etc.
Low price Hotel - Good facilities and service like luxury hotel
Franchise System - The first user - 5 advantages (forhotel)
Human Resource - HR responsibility model - Succession planning model
in terms of hypothetic
situation that Ritz’s positioning to the Korean Hotel market !
2. Let’s identify all the major players inHotel market .
Top Class : Cho-Sun, Shilla, Hayatt, Hilton, Ambassador
High Class : Holiday-In, Olympic-Parktel, etc.
Low Class : General Sightseeing Hotel,
Business Hotel (low price)
Except for that, there’re some other
BENIKEA’s background
What is BENIKEA
BENIKEA, which stands for “the Best Night in Korea” is Korea’s first-ever mid-low priced tourist hotel brand. BENIKEA means Korea’s best hotel that offers the very best in rest and relaxation.
With the support of the Ministry of Culture, Sports, and Tourism(MCST), Korea Tourism Organization(KTO) has pushed through with a project promoting BENIKE
in Korea at the very first as a lowand middle priced hotel. Second, we thought IBIShotel’s selection of location is the best enough to be compared with five-star hotels’ location. Now, there are four IBIShotels in Korea, two in Myeong-dong and Gangnam in Seoul, one in downtown of Suwon, and the last one in center of Busan. Third, IBIShotel has very specific target in our opinion. For exam
of Marriott is Marriott Vacation Club International, which sells partial ownership in resort condominiums. Its subsidiary, Marriott Golf, manages golf facilities. Marriott also operates 30 conference centers for universities and corporations throughout the United States.
Marriott's services are known primarily for its lodgings, which it provides through a wide variety ofhotels, motels, and re