Holiday Inn Express In Singapore 11/21/2006 Peter Newhook Pat Akey Nicolas Murcia David Malka Daniel Smouha

Macro Factors High growth economy English speaking population Low inflation Prevalance of North American Banks Extremly Stable Government Free Trade Double taxation.

High growth economy

English speaking population

Low inflation

Prevalance of North American Banks

Extremly Stable Government

Free Trade

Double taxation.

Hotel Specific Factors Push for convention business Government sponsored tourism initiatives Few direct competitors Future growth potential Point of entry

Push for convention business

Government sponsored tourism initiatives

Few direct competitors

Future growth potential

Point of entry

Demographics Four official languages Chinese (Mandarin) English Malay Tamil Three primary ancestries Chinese (76.8%) Malay (13.9%) Tamil (7.9%)

Four official languages

Chinese (Mandarin)

English

Malay

Tamil

Three primary ancestries

Chinese (76.8%)

Malay (13.9%)

Tamil (7.9%)

Religions

Confucianism Ren- Humanity Zhong- Loyalty Xin- Honesty Filial Piety – Five relationships Ruler-Subject Husband-Wife Older-Younger Father-Sun Friend-Friend

Ren- Humanity

Zhong- Loyalty

Xin- Honesty

Filial Piety – Five relationships

Ruler-Subject

Husband-Wife

Older-Younger

Father-Sun

Friend-Friend

Hofstede Dimensions 48 74 48 8 20 Singapore 23 39 52 48 80 Canada Long Term Orientation Power Distance Masculinity Uncertainty Avoidance Individualism

Hofstede Dimensions Continued

For our expatriated managers and local employees: Access to education Access to health services Disadvantages of expatriation Attitude toward expatriates: Restricted openness in Singapore Quality of Life

For our expatriated managers and local employees:

Access to education

Access to health services

Disadvantages of expatriation

Attitude toward expatriates:

Restricted openness in Singapore

Hall’s High-Context Approach Value long-term interpersonal relations Value cultural knowledge Value commitment, loyalty and trust

Value long-term interpersonal relations

Value cultural knowledge

Value commitment, loyalty and trust

Location

Location Continued Katong Proximity to Airport Proximity to the Financial District Proximity to University of Singapore Proximity to East Expressway Less expensive land

Katong

Proximity to Airport

Proximity to the Financial District

Proximity to University of Singapore

Proximity to East Expressway

Less expensive land

Added Hotel Amenities Multi-denominational prayer space Translation Referrals Business culture literature “Key Phrases” handbooks Multi-ethnic restaurant (mid-scale)

Multi-denominational prayer space

Translation Referrals

Business culture literature

“Key Phrases” handbooks

Multi-ethnic restaurant (mid-scale)

Thank You

Long Term Relationships How do you maintain a good long-term relationship with a new business partner? The basic understanding of etiquette and culture Respect simple rules such as gift-giving and hierarchy during meetings Always act to keep face Showing submissiveness to elderly

How do you maintain a good long-term

relationship with a new business partner?

The basic understanding of etiquette and culture

Respect simple rules such as gift-giving and hierarchy during meetings

Always act to keep face

Showing submissiveness to elderly

Staff Composition What staff composition would you recommend? Top Level Management- Expatriates Middle and lower levels- Locals Required Skill Sets Bilingual Knowledge of local customs Knowledge of foreign cultures

What staff composition would you recommend?

Top Level Management- Expatriates

Middle and lower levels- Locals

Required Skill Sets

Bilingual

Knowledge of local customs

Knowledge of foreign cultures

Vulnerability Is Singapore as vulnerable in terms of business risk as other east Asian countries? Sustainable growth Better trade deficit Better government control Less corruption

Is Singapore as vulnerable in terms of business risk as other east Asian countries?

Sustainable growth

Better trade deficit

Better government control

Less corruption

Financial Analysis B/E = Fixed Costs ADR-VC Examine competition to estimate: Average Daily Rate (ADR) Average Occupancy (AO) Determine market share we can capture B/E Time = B/E AO

B/E = Fixed Costs

ADR-VC

Examine competition to estimate:

Average Daily Rate (ADR)

Average Occupancy (AO)

Determine market share we can capture

B/E Time = B/E

AO

Target Market Who is the target market for the Singapore Location? Medium Sized Business Travel Families “ Road Warriors” Local Commuters

Who is the target market for the Singapore Location?

Medium Sized Business Travel

Families

“ Road Warriors”

Local Commuters

Competition North American Competitors Comfort Inn Hampton Inn Fairfield Inn None represented in Singapore

North American Competitors

Comfort Inn

Hampton Inn

Fairfield Inn

None represented in Singapore