Tourisum Case

1.Introduction

The Ritz-Carlton , Millennia Singapore, centrally located in the heart of Marina Bay, this is a five-star hotel allows guests to easily explore Singapore’s treasures, you can see the Singapore Flyer, Art Science Museum and Esplanade- theaters on the Bay. The Ritz-Carlton Millennia Hotel Singapore will sincerely welcome guests, it has several rooms with view, or look up the sky, or overlooking Marina Bay.  （The Ritz-Carlton Hotel Company, L.L.C. All rights reserved 2015）. The hotel’s award-winning dining, spa services, comfortable and pleasant. The hotel location and convenient transportation, is located in the heart of Marina, from integrated entertainment city is only a few steps away.

When you staying at the hotel, you will enjoy exclusive services. For example, a comfortable shower, dual mode lighting system, free wifi and so on. As a global chain of luxury hotels, The Ritz-Carlton to provide customers with the best service, even when you check in at the front desk will provide you drinking fresh juice, to reduce the customer's mental irritability ( TripAdvisor LLC All rights reserved 2015) . Of course, the most important thing is to prepare the next morning's breakfast. Hotel breakfast is also an important indicator to measure the level of quality and grade of the hotel. The Ritz-Carlton breakfast on offer is very delicate and rich.

2.0 Literature Review

Firstly, we can use the theory is strategy clock model.

There are eight positions. Then we can talk about it.

Different position have different functions. For example, low price means Low price is to choose a low-cost leader, they play a strong strategic skills, the formation of the result of the high volume of low price.

As for the position of  Differentiation,companies offer customers high perceived-value in order to be able to afford their price and sustain themselves through higher margins, then get to seek greater market share.(Corporate Competitive Strategy' by Cliff Bowman and David Faulkner. 1997.)[pic 1]

Secondly, we can use the theory is SWOT model. A SWOT analysis is a structured planning method used to evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a business venture.（Wikipedia, the free encyclopedia 2014）[pic 2]

Some authors credit SWOT to Albert Humphrey, who led a convention at the Stanford Research Institute in the 1960s and 1970s using data from Fortune 500 companies. (Humphery,Albert December 2005).Some findings from Menon et al. (Menon,American Marketing Association 1999) and Hill and Westbrook (Hill,Westbrook 1997) have shown that SWOT may harm performance. Other complementary analyses have been proposed, such as the Growth-share matrix. [pic 3]