CONTENTS

1 INTRODUCTION 1.1 Quick Facts 1.2 History 1.3 VISION AND Mission Statement 1.4 Employee And The Ritz Carlton 2. INTERNAL ANALYSIS2.1 Market Segmentation & Target Group2.2 Marketing Mix

3. EXTERNAL ANALYSIS3.1 PORTERS FIVE FORCE THEORY3.2 SWOT ANALYSIS3.3 COMPATETORS

4. PROJECTIONS

5. RECOMMENDATIONS

6. DISCUSSION

QUICK FACTS:

It was First started by Cesar Ritz who was called as the king of hotelier.

The Ritz Carlton investing company was established by albert Keller who bought and franchise the name in the early 1900

The First Ritz Carlton was opened in the year of 1927 in Boston by Edward N. Wyner

With in few year’s there was hotels in Philadelphia, Pittsburg, Atlantic city, Baco Raton however, by 1940 none of the hotels were operating Except The Ritz Carlton Boston

In the year of 1983 Ritz Carlton became the subsidiary of Marriott International.

The company is Currently operating 87 luxury hotels and resorts in 29 countries and territories

Currently has 35,000 employees alover the world

HISTORY OF RITZ CARLTON

The First Hotel Cabolt and Forbes Marriott holds 99% of shares Ritz Carlton(Boston) called as lion and crown

Cesar Ritz

1927 1965 1983

VISION STATEMENT

PROFESSIONAL /QUALITY SERVICES exemplifies the anticipatory service provided by all staff members

“LADIES AND GENTLEMAN SERVING, LADIES AND GENTLEMAN”.

MISSION STATEMENT

“ The Ritz Carlton is a place where the genuine care and comfort for the guests is their highest mission. They pledge to provide the finest personal service and facilities for their guest who will always enjoy a warm, relaxed, yet refined ambience.

• These are shown through service• Seen in the luxurious of properties/ location

Employee and The Ritz Carlton:

• The Ritz-Carlton Understands the Value of Every Employee. 

• By empowering the employee, the hotel creates a staff that is passionate about the hotel, its services, and its success. Furthermore, happier employees mean happier guests.

• In fact, the Ritz Carlton has Empowered employees so much that they have the ability to spend up to $2,000 to ensure guests have an enjoyable stay without seeking permission from management.

CURRENT STRATEGIES

The service

The Employee

Expand and renovate

MARKET SEGMENTATION AND TARGET GROUP:

• B2C, B2B

TARGET GROUP:

• High profile • Looking for standard • Service • Business Travelers• Leisure Travelers • There is no certain age group but most clients are 30 and above.

• Total Revenue: $ 250 Billion

THE RITZ CARLTON MOBILE APPLICATION WITH 10 THOUSAND DOWNLOADS

DIGITAL AND SOCIAL MEDIA MARKETING

“LET US STAY WITH YOU” is the luxury hotels first major campaign which was started in the year of 2011.

THEY SPEND 5 MILLION ON THAT CAMPAIGN.

CLYTON RUEBEENSAL, VP-marketing SAID THAT THIS CAMPAIGN IS THE MOST COMPREHENSIVE CAMPAIGN TO DATE AND IN ADDITION TO PRINT AND DIGITAL ADS, A FILM WILL RUN ON IN ROOM TVs

AND THIS CAMPAIGN WAS INTEGRATED IN ALL SOCIAL MEDIA’S

Integrated marketing communication Campaign (IMC)

Magazines

Email Blast

Newspaper

ColumnInternet Banner

Featured Events

Featured Events:• Sunset cruise• International wine

tasting • Bulgari spring collection exclusive premiere

VIK CARD:This card is called as very important kids card

The basic idea was to promote the hotel’s luxury to kids.

Under-16s staying at the hotel are kitted out with small-sized bathrobes, slippers and toiletries, and they have access to the hotel's Teen Concierge.

Flash the VIK-card at the attentive staff and they will give you a goodie bag on arrival, feed you ice cream until you can eat no more, then serve you milk and biscuits at bedtime.

It is all part of a growing realization within The Ritz that the kiddie market is both fast-growing and increasingly important.

PORTERS FIVE FORCE THEORY

BARGAINING POWER OF SUPPLIER

THREAT OF NEW ENTRANT

COMPETITIVE RIVALRY

THREAT OF SUBSTITUTE

BARGAINING POWER OF

BUYER

STRENGTH

• 35,000 WELL TRAINED EMPLOYEES • LOW EMPLOYEE TURN OVER RATE • THEIR OWN LEARNING INSTUITE AND LEADERSHIP CENTER• IT IS AN INDEPENDENT OWNED DIVISION OF MARRIOT

INTERNATIONAL• IN-DEPTH GLOBAL DATABASE OF CUSTOMERS BETWEEN THE

PROPERTIES OF RITZ

WEAKNESS• High standard involves high cost • The brand name comes with a perception of being

expensive • Old fashion decors• Suicide bombing back 17 July 2009 raise security concern

in customers mind.

OPPORTUNITIES

• Expansion of the global tourism market • Increase clientele through special packages and corporate tie-

ups• Sponsor events

THREAT• Increasing cost for operations indirectly affecting

hotel rates • Decline in tourism in certain places due to terrorism• New entrants with new innovative ideas are

attracting people

SWOT ANALYSIS

COMPETITORS

HYATT

STARWOOD HOTELS & RESORTS WORLDWIDE. INC

FOUR SEASONS HOLDINGS INC

HONGKONG AND SHANGAI HOTELS, LIMITED

HILTON

RECOMMENDATIONS CURRENT TERM:

Continue Ritz Carlton operations as they currently are.

MEDIUM TERM:

The company is currently focusing on the customer service, but there is no big promotions.

Can renovate and redesign the brand image.

Increase awareness about green initiatives (sustainable building)

DISCUSSION:• SHOULD The company go for promotions ?

• If we renovate and redesign the brand image how customers react for that ?

• Does every one will accept green building theory?