Swot Analysis of Mandarin Oriental Hotels Group

1) Introduction

1.1 Company profile and history

Mandarin Oriental Singapore belongs to the Mandarin Oriental Hotel

Group which is the award-winning owner and operator of some world's

luxurious hotels, resorts and residences. The hotel first opened in

Singapore in 1987 with the original name “The Oriental” and it was reopened its door on 1 December 2004 after a multi-million-dollar

renovation (The Center for Hospitality Research 2004). The Oriental

was renamed as “Mandarin Oriental” on 25 September 2007 (Travel

and Tourism Industry News 2007).

The Mandarin Oriental Hotel Group (MOHG) is a hotel management

company which is a part of Jardine Matheson Holdings Limited. They

also include some companies such as Jardine Pacific and Hong Kong

Land (Appendices 1). Its headquarters is located in Hong Kong (Jardine

Matheson Limited 2009). The company was listed on the Hong Kong

Stock Exchange from 1987 to 1995 under the name “Mandarin Oriental

International Limited” and on the Singapore Exchange on 20 February

1991 (Absolute Astronomy.com. 2009).

1.2 Report focusing

The report focuses to analyze the Singapore hospitality and tourism

market which has a lot of opportunities for Mandarin Oriental Hotel

upon the time two Integrated Resorts: Maria Bay Sands and Resort

World Sentosa open.

2) Strategic Analysis

2.1 Internal Environment

2.1.1 Vision, Mission Statement and Objective

The Vision Statement relates to what the organization would like to

achieve in the future state and visible to outside world. It should be

held by possible improvement paths or employee development

programmers. The Mission Statement is the chosen activities what will

enable the organization to be successful. It must be different from its

competitors and define the business that the firm wants to be in.

Company's Objective is specific kinds of performance and the result

that the company try to produce (Appendices 2) (Thompson and Martin

2005).

Mandarin Oriental The...