Mandarin Oriental Hotel Group (A)

Published 18 Dec 2009
Reference 5554
Topic Strategy
Region Global
Summary

Cases A and B focus on the Mandarin Oriental creating an international luxury brand by building the Mandarin Oriental New York and incorporating the spa experience in to the hotel. The case write-ups include information about the Mandarin Oriental Hotel Group, the travel and tourism industry, the company's brand, its service offerings, and the Group's decision to build the Mandarin Oriental New York and offer a spa experience. The cases also include various exhibits for the user to analyze: the Mandarin Oriental's financial performance, Mandarin Oriental's executive committee, the Group's brand mantra - DELIGHT, Mandarin Oriental's development timeline, and selected awards, citations, and mentions received by Mandarin Oriental New York.

Teaching objectives

The objective of the cases is for the user to understand how the Mandarin Oriental Hotel Group has begun to build a global brand through its hotel, and to ask the question: Does including a spa in the hotel help the Group build an international brand or not? The user makes this decision based on an analysis of the Mandarin Oriental Hotel Group, the company's brand, its service offerings and the spa experience.

Keywords
  • Mandarin Oriental Hotel Group
  • New York
  • Travel and tourism
  • Brand
  • Strategy
  • Hotel
  • Spa
  • Luxury
  • RD1109:AR2009
  • AR0910