Mandarin Oriental Hotel Group (D)

Published 18 Dec 2009
Reference 5554
Topic Strategy
Region Global
Length 3 page(s)

Cases C and D focus on the opportunity for Mandarin Oriental to brand 226 residences located in both the North and South Towers of the Columbus Circle complex in New York City as Mandarin Oriental properties after the company signs a contract to develop the Mandarin Oriental New York Hotel. The case write-ups include information about the Mandarin Oriental Hotel Group, the concept of luxury residences, the super-wealthy segment, the pros and cons of managing luxury residences, and the Group's decision to brand 66 residences in the North Tower.

Teaching objectives

The objective of these cases is for the user to understand how the Mandarin Oriental Hotel Group decided to brand residences and why the Group ultimately chose to only brand 66 of the 226 residences available. 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.

  • RD1109
  • AR2009
  • AR0910