Shangri-La thus can look to set forth in the new market of Vietnam with all positivity by undertaking Greenfield Venture Strategy along with differentiation.
Shangri-La Resorts and Hotels is a Hong Kong based luxury hotel group. It is not only Asia Pacific’s but also one of the world’s premium hotel management and ownership companies. The hotels and resorts under this group are globally renowned for its service and serenity. They have at present 69 resorts and hotels globally in areas such as Asia Pacific, the Middle East and North America, comprising of rooms inventory of more than 30,000. They are also on a growth spree globally with hotel being developed in various places of the world like United Kingdom, India, and Mainland China among others1.
This report is intended towards the senior management of Shangri-La who are planning to expand its global operations in Vietnam. The report will analyze the feasibility of Vietnam as a probable location of global expansion. The report will also look into the existing market scenarios of Vietnam along with its hotel industry and economy to provide an idea regarding the feasibility of this proposed expansion. The aims and objectives of expansion in Vietnam is to strengthen their stranglehold in the Asia Pacific region as Vietnam is one of the few countries in which they are yet to set their foothold.
Shangri-La Hotels and Resorts have become a recognized and admired brand globally especially in the Asia Pacific region by undertaking strategies such as global expansion and offering their legendary services to the consumers.
Shangri-La in recent years is predominantly following a rapid expansion strategy. Their strategies included expansion in high-wage economic regions like North America and Europe, expansion in China taking into consideration the scenario related to poaching of staffs and increase in