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Mandarin Oriental Hotel Group (B)

Author: Szulanski, Gabriel ; Zee, Jessica ; Raver, JeniferINSEAD Area: StrategyPublisher: Fontainebleau : INSEAD, 2009.Language: EnglishDescription: 5 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: Cases A and B focus on the Mandarin Oriental’s efforts to create an international luxury brand by building the Mandarin Oriental New York and incorporating the spa experience in the hotel. They include information on the travel and tourism industry, the Mandarin Oriental Hotel Group, the company’s brand and service offerings, and the decision to build the property and integrate the spa. Cases C and D focus on the opportunity 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 has signed the contract to build the new hotel on the site.Pedagogical Objectives: The objective of the cases is to understand how the Mandarin Oriental Hotel Group has begun to build a global brand through its hotels 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 Group, the brand, its service offerings and the spa experience.
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INSEAD Case Asia Campus
Archives
Print Consultation only
INSEAD Case Europe Campus
INSEAD Publications Display
Print Consultation only BC008943
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

The objective of the cases is to understand how the Mandarin Oriental Hotel Group has begun to build a global brand through its hotels 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 Group, the brand, its service offerings and the spa experience.

Cases A and B focus on the Mandarin Oriental’s efforts to create an international luxury brand by building the Mandarin Oriental New York and incorporating the spa experience in the hotel. They include information on the travel and tourism industry, the Mandarin Oriental Hotel Group, the company’s brand and service offerings, and the decision to build the property and integrate the spa. Cases C and D focus on the opportunity 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 has signed the contract to build the new hotel on the site.

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