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Analisa Kasus

Hotel Ritz Carlton


Singapore
Analisa Kasus Ritz Carlton
Background
Established in Boston 1983 and now ( 1996 ) has 35 hotels worldwide
and aims for 100 locations by 2000
Renowned for its high standards of services and committed to same
standards in all its hotels incorporating local culture, architecture and
traditions
Have won almost all accolades in the industry
No specific promo plans, each location has separate management and
ops, but all shares same target market, i.e. higher int’l leisure and biz
travelers
RC S’pore 80% P Marina and 20% SIA, opened 1996 with 32 stories,
608 rooms, 2 office towers and a retail center
Easily accessible to MRT, Int’l C C, biz center and only 20 minutes
from Changi airport
Require 60% occupancy at S$300 to generate operating profit
 Issues : Occupancy, Rate , Communications
Analisa Kasus Ritz Carlton

The Market
 Total visitors to S’pore 1995 = 7,140,125, average growth
last 3 years = 5.5%. 1993 vs 1992 = 7.3% ; 1994 vs 1993
= 7.4% ; 1995 vs 1994 = 3.5%
 Business travelers increased by 8.8% in 1995 to
1,010,760. Business & pleasure travelers + Convention /
Travelers = 280,607. So total biz & Pl = 1,291,367
 Average hotel rates S$183 for single room and S$189 for
double and increasing
 Average occupancy 84.1%, decreased from p.yr 86.6%
due to surge in hotel & rooms, i.e. 60 in 1986 to 80 in 1995
( 33.3% ) and from 18.858 rooms to 25.590 ( 35.7% ).
Analisa Kasus Ritz Carlton
The Consumer
 Business travelers : Asia = 66.47%, mainly ASEAN and
Japan vs Non-Asia 33.53% ( Europe and Amrecicas )
 Corporate, independent and convention travelers more
willing to pay higher rate. Same for Asia biz travelers.
 Purpose of visit : Business ( 18.09 % ) vs Non-business
60.63% and others 21.28 with an average stay of 3.7
nights
 Research : 70% occupancy possible at S$250 – 290.
Analisa Kasus Ritz Carlton
The Competitors

Shangri-La Raffles Four Seasons Grand Hyatt

Average Rate 248 550 265 240

Location ORCHARD ORCHARD ORCHARD ORCHARD

Service “Six-star” Full Biz Services

Other competitors :
Westin ( S$ 210 ), Oriental, Marina Mandarin and Pan Pacific ( S$220 )
Leisure travelers
Analisa Kasus Ritz Carlton
SWOT Analysis
 Strengths
- Renowned for high stardards of services
- Wide selection of amenities / services, larger rooms
- Close to MRT, Biz and Convention center, and airport
- Part of Ritz Carlton USA
- 20 % owned by SIA
 Weaknesses
- No specific promo plan
- New in Singapore
 Opportunities
- Growing business travelers
 Threat
- Overall market slow down
- Strong competitors
Analisa Kasus Ritz Carlton

Segmentation and Targeting

Geographic Demographic Psychographic Behavioral

Asia Business Exec Value Business

Non-Asia Non-Business Quality Holiday

Others

Target Market Descriptions :


Business executives from Asia who are in Singapore for
business and / or leisure purposes and seek high quality hotel services
and are willing to pay higher prices for the quality they deserve
Analisa Kasus Ritz Carlton

Positioning Options
Price / Rate
Location
Service
Facilities

Positioning Statement
To Business executives, Ritz Carlton is an international
premium quality hotel which provides the highest
standards of services and have all the necessary
amenities and facilities to provide all the comfort and
convenience that a business executive deserves during
their business as well as leisure stays in Singapore
Analisa Kasus Ritz Carlton
Marketing Mix
• Price / Rate : S$ 280 ( Four Seasons 265; Shangri-La
248 ; Grand Hyatt 240 ).
Corporate rate, Group rate, Package rate, weekend rate
• Place / Distribution :
- Travel agent
- On-line
- Walk – in, Fax, Phone - in
• Product / Services
- Rooms
- F & B ( Dining )
- Functions Hall
- Meeting / Convention
- Health and Spa
Analisa Kasus Ritz Carlton
Marketing Mix
Promotion / Communications :
- Business magazines and newspapers
- Press release
- In-flight magazine SIA
- Credit card bulletins
- Direct mailing
- Websites
- Packages ( weekends, holidays, etc )
• Physical Evidence
- Lobby & Reception area
- Facilities : business center, Lounge, meeting rooms, etc
- Room types / sizes
- In-room amenities : internet access, décor, bath, LCD,
Fax, Alarm clock
Analisa Kasus Ritz Carlton
Marketing Mix
• Process :
- Reservation
- Greeting
- Check – in / check - out
- During – stay
- Relationship Management
- Policies
• Personnel
- Recruitment
- Induction
- Training
- Remuneration
- Development
- Appearance / Grooming
The Ritz Carlton THREE STEPS OF
CREDO SERVICE

The Ritz Carlton hotel is


1
a place where the genuine A warm and sincere
care and comfort of our greeting.
guests is our highest Use the guest name, if
mission. and when possible

We pledge to provide the 2


finest personal service Anticipation and
and facilities for our guests compliance
who will always enjoy a
with guest needs
warm, relaxed yet refined
ambience.
3
The Ritz Carlton experience
Fond farewell. Give them
enlivens the senses, instills a warm good-bye and use
well-being, and fulfills even their name, if and
the unexpressed wishes and when possible
needs of our guests

“We Are Ladies and Gentlemen


Serving Ladies and Gentlemen”