This paper tells that in order to conduct strategic analysis, the researcher has selected Mandarin Oriental Group as sample organization. In the strategic audit, the researcher will analyze the business position of the Mandarin Oriental Group…
Mandarin Oriental Hotel Group (MOHG) is renowned operator and owner of luxurious resorts, hotels, and residences in major cities across the globe. Hotels, properties, and residences of the group are known for their unique value proposition, style, design, and architecture (Mandarin Oriental, 2014a). Mandarin Oriental Hotel Group (MOHG) started its operation as independent property in Hong Kong in 1963. It took another 11 years to form the group as hotel Management Company. In 1974, MOHG established the partnership with The Oriental which was legendary property makers and hotel owners. Such brand expansion has helped the group to expand its presence to Bangkok through The Oriental. In 1985, MOHG and The Oriental merged into a common business of Mandarin Oriental Hotel Group (Mandarin Oriental, 2014b). Since 1990’s, the group has established its presence in 25 countries and product portfolio included 45 fully operated or under construction hotels and 11,000 rooms. In Asia, the company has opened 20 hotels while in The Americas; MOHG has opened 11 hotels and in Europe, the luxury hotel group has opened another 10 hotels (Mandarin Oriental, 2014b).
Mission Statement: “Our mission is to completely delight and satisfy our guests. We are committed to making a difference every day; continually getting better to keep us the best” (Mandarin Oriental, 2014c). It is evident from the mission statement that the company focuses more on providing customer value blended with premium quality service, delighting guests, exotic experience offering, luxury positioning etc rather focusing benefits of low-cost services. Therefore, it is clear from the mission statement that the MOHG targets niche segment of customers who are ready to pay extra bucks to afford premium quality services.
Current Objectives: Business principles and operational activities of MOHG is being driven variety of objectives and the objectives can be stated in the following manner. ...
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