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Dusit Thani Essay

1960 words - 8 pages

Dusit Thani Group
Explain why this company is of interest to you

The reason that I think Dusit Thani Group is interesting to me is because one of the Thai chain hotel that successful in Thailand and aboard. My family also working in hotel industry, we have one small hotel in Phuket. From the point that Dusit Thani Group is Thai brand and start from the small business too. I am interesting that I might study about Dusit Thani Group, and can adapt with my family business.

General BG and history

Dusit Thani Group was ranked at the third place among upper hotels in Thailand and at the 15th place in Asia. Dusit Thani Group has more than 60 years of experience in the hotel industry and also very first five-star hotels (Dusit Thani Bangkok, 2010). Thanpuying Chanut Piyaoui established Dusit Thani Group in 1949 in Bangkok. Firstly, she opened the first hotel call Princess (Dusit Thani Bangkok, 2010). After that in 1970, she invested property called Dusit Thani, means ‘Town in Heaven’. Moreover, in 1987 Dusit Thani Group renovated the first resort in Pattaya and followed by beach resort in Laguna Phuket. In 1989, Dusit Resort and Polo Club opened HuaHin, which change the name to Dusit Thani HuaHin later. In 1995, acquired Hotel Nikko Manila, Philippine Hoteliers Inc. (PHI), Japan Airlines Development Company Limited and JAL Trading Inc. In 2001, Dusit Thani Group opened another branch in Dubai (Dusit International ,n.d.). In 2005, Regional Office of Dusit Thani Group was set up in Middle East. In 2006, Dusit Thani Group expanded the brand by creating the new generation of the brand called DusitD2. This brand represents the concept of balance between tradition and trend. In 2007, Dusit Thani Group joined with Brid Hospitality service to form a joint venture agreement (Dusit International ,n.d.). Moreover Dusit Thani Group also expanded their sub-brand in the same year. In 2009, DusitD2 baraquda Pattaya was officially launched in February. In 2012, Dusit Devarana New Delhi opened. In 2013, Dusit Thani opened two hotels names Dusit D2 New Delhi, Dusit Devarana Jaipur and another two hotels in expected to open in 2014 (Dusit International ,n.d.).
Marketing/Image

Dusit Thani Group is a unique five-star brand that in classic and luxury market (Dusit Thani Bangkok, 2010). Most of the hotels of Dusit Thani Group are in the home market, which is Thailand. Dusit Thani Group is one of the International chains that set up by Thai people and owned by loyalty. Therefore, Dusit Thani brand has a strong reputation to Thai people and Thai people believe in the brand. Dusit Thani always presents them as Thai Hotel up until today (Dusit Thani Bangkok, 2010) . All the products and services of Dusit Thani reflect “Thainess”. That is one marketing strategy of Dusit Thani to attract foreign guests to experience Thainess (Dusit Thani Bangkok, 2010).

Differentiation

The difference that Dusit Thani Group has is sense of Thai. Dusit Thani Group is one of the international...

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