Professional Documents
Culture Documents
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$250 – 290.
Analisa Kasus Ritz Carlton
The Competitors
Other competitors :
Westin ( S$ 210 ), Oriental, Marina Mandarin and Pan Pacific ( S$220 )
Leisure travelers
Analisa Kasus Ritz Carlton
SWOT Analysis
Strengths
- Renowned for high stardards of services
- Wide selection of amenities / services, larger rooms
- Close to MRT, Biz and Convention center, and airport
- Part of Ritz Carlton USA
- 20 % owned by SIA
Weaknesses
- No specific promo plan
- New in Singapore
Opportunities
- Growing business travelers
Threat
- Overall market slow down
- Strong competitors
Analisa Kasus Ritz Carlton
Others
Positioning Options
Price / Rate
Location
Service
Facilities
Positioning Statement
To Business executives, Ritz Carlton is an international
premium quality hotel which provides the highest
standards of services and have all the necessary
amenities and facilities to provide all the comfort and
convenience that a business executive deserves during
their business as well as leisure stays in Singapore
Analisa Kasus Ritz Carlton
Marketing Mix
• Price / Rate : S$ 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