Assignment Details:

The name of Shangri-La is a very traditional name and come with oriental culture foundation. The meaning of the name naturally associates warmth, romantics and peace as make people feeling like being in a paradise which is not available in other high-end hotel groups. The hospitality of Shangri-La is a magic weapon for global reach even though it’s an Asia branding hotel. Shangri-La Hotel Group has developed into the largest and well-known luxury hotel group in Asia in just 35 years. One of the secrets of success in implementing the diversification expansion strategy.

Multi Branding Expansion (Branding Diversity)

After Shangri-La branding achieved market success, it has used its good market reputation to expand its branding. Shangri-La used their outstanding network to launch a four-star business hotel called the Traders Hotel. The new introduction does not only launch a new brand to seize more opportunities in the travel market businesses but also to form a high- and mid-range hotel brand. The complementary brand groups have also strengthened the Group’s market competitiveness. This to make sure that they not only attract the customer who looks for a lower budget hotel but also guarantee those customers want high standard hotel can have different choices with Shangri-La group. The group use branding diversity strategy to make sure their performance and competitiveness are strong enough in the hotel industry.

Workforce Diversity

Workforce diversity means similarities and differences among employees in terms of age, cultural background, physical abilities and disabilities, race, religion, gender, and sexual orientation. In the Shangri-La hotel, the employees may come from different countries and different race. The diversity of culture and personal backgrounds provide more spaces for employees to communicate with each other which makes them more eager to understand each other, and the atmosphere of the enterprise more active that they can understand different people from different place, and makes employees happier, which can improve the work and when to serve customer they will have more understanding with each customer from different countries also.

Diversity of Business Strategy Development

Shangri-La Group mainly focuses on hotel and services business, but also expanding their business in other industry like restaurant, resort or real estate, expanding the business scope of the Group, reducing the risk of the operating investment, and enhancing the Group’s profitability. Shangri – la has opened a restaurant such as “Shang Palace” and “Summer Palace” to implement the branding development path of the catering industry.  In 1995, Kerry Group, a subsidiary of Guo’s Group, and Beijing Bei’ao company jointly established a high-end office building Center, including Kerry Hotel, Shangri-La has absolute control of it. This is to make sure that the Shangri-La group not only can generate revenue from the hotel industry also can gain profit from other industries.

Assignment Question For The organisation is Shangri-La Group

Question 1: Introduce the organization. Give a brief description of its background, vision, mission and strategies (approximately 400 words).

Question 2: Discuss any two of the following topics using examples from your chosen organization:

1. Assess the level of diversity in the organisation. Does the organisation have a diversity management strategy? If yes, and by using examples, argue whether this strategy is working or not. If not, and by using examples, explain how you would put one in place. How could a new diversity management strategy help improve performance in the organisation? (approximately 1,300 words)

2. What processes does the organisation have to motivate staff? Do these processes work? Why? What would you change in the organisation to improve employees’ motivation? Draft a plan around your ideas. (approximately 1,300 words)

3. Many organizational decisions turn out to be wrong or even stupid. Why? Describe and analyze a specific decision. Use the evidence-based management framework and show how this decision could have been made better. (approximately 1,300 words)

4. Free option topic. Pick one problem in the organisation that could be addressed using theory from Organisational Behaviour. State the problem and justify your solution using Organisation behaviour theory. (approximately 1,300 words)