s: 1. Based on the case study, what perception do you have of the Shangri-La Group? What does this brand stand for? ( 15 Marks ) 2. What are the challenges that Shangri-La faced in opening a new hotel in Istanbul? In particular, discuss the issues related to talent acquisition and retention. ( 15 Marks) 3. HowshouldtheShangri-LaBosphorusHotelposition,andmarket,itself?(20Marks) ( All of the above questions should be answered from a Services Marketing Perspective) HINT: You will be required to incorporate all pertinent knowledge from all the various under- graduate and post - diploma modules, in conjunction with the Advanced Services Marketing aspects that you have studied to date and you deem to be relevant in answering the questions. Q1 - http://www.youtube.com/watch?v=wZeS0Un3jwk (3 minute version) http://www.youtube.com/watch?v=Br1JqG6trxo (1 minute version) (The above videos may assist to get a feel for the Shangri La Hotel group. From this you should be able to develop your perception of the Hotel Group together with an understanding of what the brand stands for?). It may be advisable to use a mental map of its brand attributes Q2 It may be useful for you to look at how external forces have impacted on its business model and lessons from its previous expansion into Europe. Q3 In this question, you need to focus on brand positioning i.e. (for what, for whom, for when & against whom is the Hotel positioned. Guidelines: Utilise any applicable marketing models that you believe to be relevant to expand and illustrat