Hotel PESTEL and SWOT Analysis

Hotel PESTEL and SWOT Analysis Hotel X operates in a fragmented industry largely controlled by the guests and their preferential needs. The strategic audit involved analyzing; the macro-environment by the PESTEL model, the competitive industry environment by the Porters Five Forces model, the key stakeholders expectations and the internal strengths and weaknesses. This SWOT analysis concludes the strengths (products, brand, people, VmV and accreditation/certification), the weaknesses (location, classic rooms, car parking, performance management and technology), the opportunities (BRIC, Rugby World Cup 2011, market demographics, corporate responsibility pressure, and the 90 day trial period law) and the threats (new National, Conference Centre, long-term contracts with buyers/suppliers, economy, and technology). Hotel X should plan its strategy around differentiation by providing the highest quality products and services unique from the rest of the industry. Improving the hotels weaknesses is a realistic way to improve the growth and profitability for the organization. Recommendations are provided for the improvement of Hotel Xs weaknesses. Contents Introduction If you dont know where your business is going, any road will get you there. (TÃÅ"VRheinland Group). Business strategy is a driving force in the success of organizations; as long as the strategy for the organization is analyzed in terms of the environments. This paper is a strategic analysis of the environments for Hotel X  [1]  . Company Background Hotel X is a leading hotel in Auckland. The services and products provided include accommodation, food and beverage, event venues, spa and health club facilities. Their aim is to grow market share and profitability by maintaining 5 star level services  [2]  . This is supported by Hotel Xs vision statement: Know Our Guests, Build Great Memories. Industry Description: Definition and Drivers Hotel X is positioned in the high-end  [3]  hotel  [4]  industry within Auckland City  [5]  . The hotel industry is a sub-section of the Travel and Tourism industryone of the most rapidly expanding fields (Go Pine, 1995, p. 26). It is a fragmented industry as hotels are driven by the services they provide and the consumers they can attract. Factors that influence this consumer selection are; the location of the hotel, the facilities available, the price per night and the size of the facility. High-end hotels in Auckland compete for independent and corporate travelers, both domestic and international. Macro-Environment Analysis The PESTEL model was used for analysing opportunities and threats to Hotel X and the summary of the major factors can be found in Appendix 2. (P)olitical Factors New Zealand general elections may bring changes to government and influencing legislation. Trade agreements have a positive correlation with tourism. Securing trade agreements with BRIC would create significant growth in business. (E)conomic Factors With overseas economies in recession, the declining New Zealand dollar  [6]  , the increase in fuel costs and the GST increase, it is more expensive for people visiting New Zealand. There is a decrease in the reliance on overseas visitors and income. There will be short-term growth with the Rugby World Cup 2011.While this would only be a small injection over the months of September/October, there is potential for resulting growth in returning guests. (S)ocial Factors Consumer opinions on products and services can quickly build or diminish a brand and company image. The increasing use of social media to gain access to this information can be dangerous to growth for companies who do not monitor and maintain brand standards. The impact of economic factors is seen in the demographics of the Auckland market. The strong short-haul markets can be a benefit as they buffer the industry during periods of significant reduction in long-haul markets (New Zealand Hotel Council). (T)echnological Factors Innovation potential is held back by having to balance the needs of the guests verses what they are prepared to pay for. Technology does not replace personal touches, but allows for storage of information on the preferences of guests. Auckland hotels need to upgrade their services when compared to international standards in order to maintain consumer expectations (Hotel Technology Resource, 2011). (E)nvironmental Factors There is increasing pressure to be environmentally responsible. The pressure has created organizations such as EarthCheck who provide certifications to organizations meeting particular requirements  [7]  and Qualmark with their Enviro Assured Grading System  [8]  . Increasingly some consumers will only engage with companies which hold particular certifications. (L)egal Factors Current union negotiations will determine the requirements of the hotels towards their employees, the impact of this will be determined after the negotiations. The 90 day trial period in employment law allows companies to employ people best suited for positions. The best employees in the best positions increases efficiency, productivity, satisfaction and general wellbeing thus reducing costs to the company. Competitive Industry Analysis The Porters model  [9]  was used for analysing the industry competition for Hotel X and the summary of the major factors can be found in Appendix 9. Threat of New Entrants Hotel X has one of the largest function rooms in Auckland with capacity of 1500. This attracts some of New Zealands significant functions such as the upcoming Rugby World Cup Prize giving. The proposed National Convention Centre will threaten Hotel Xs long-term market share of functions. Bargaining Power of Suppliers Employees provide most of the service for guests. Hotel suppliers do not hold much power, there are often a large number of suppliers available. Many high-end hotels have contracts with taxi companies. The cost of switching these contracts is high. Bargaining Power of Buyers Hotels provide the same item to the same market so need a strong brand to differentiate from competition. There are limited times that customers basic needs cannot be met  [10]  . There are large numbers of corporate travelers who stay in a hotel that they have long-term contracts with. Hotel X may struggle to renew its contract with Telecom due to Telecoms move to the lower CBD. Power of Substitutes The threat of substitutes depends on the demands of the customer. As most guests wanting to stay in high-end hotels are expecting quality over cost, it could be expected that substitutes to this industry do not pose a large threat. Intensity of Industry Rivalry The strong industry growth in the tourism sector (Go Pine, 1995) should mean that there is a low rivalry amongst hotels as there are an increasing number of guests. However, the products that hotels provide are identical on a basic level (the quality may vary) and this low differentiation and ease switching leads to a strong competition. Stakeholder Analysis The expectations of the individuals and groups that influence the business strategy for Hotel X are summarized in Appendix 11. The strategy for Hotel X was developed by the director and is entwined with his personal values; his dedication to the organization ensures he retains control over strategy and growth. The guests and clients of Hotel X may see the hotel as important to them during their short term relationship however only the business clients and guests who are engaging with the organization on a regular basis hold any importance for quality service on a long-term basis. Attitudes of the employees are orientated around providing quality service but the importance of the hotel to them is more for the opportunity of employment it provides. Hotel X understands the importance of the media in providing marketing opportunities however the media do not have the same inverse need. Hotel X is also not of large importance for the local government as, while the hotel provides local taxes and jobs, it does not have any impact on the growth of local government revenue. The attitudes of this stakeholder are consistent with the hotel on factors like environmental responsibility however not consistent with profit factors. Organizational Capabilities (S)trengths Hotel Xs products hold value between price paid and quality received. The products; 411 rooms, four food and beverage outlets, spa and facilities, twelve function venues, all set 5 star standards and are upgraded as ideas develop. There is strong marketing of the Hotel X brand in the industry as luxury and elegance. The concept is carried through media, including social media which is heavily monitored to increase positive brand awareness. The multiple ethnicities of the 400 employees mean guest communication has become less problematic. Hotel X has used the Vision, mission and Values (VmV) to create a positive employee culture. Hotel X holds multiple accreditations including; Best Hotel from New Zealand Scenic Tours, Studiosus Award, and World Travel Awards, the Innovation/Sustainability Award from NZ Hotel Conference, EarthCheck Silver Status  [11]  , and Qualmark Gold Status  [12]  . (W)eaknesses Hotel X in the upper CBD is a distance from city activities. While the hotel provides a shuttle around town, there is not the flexibility (or views) as a prime city location. The classic rooms have yet to be updated These rooms are of the same size as executive rooms but the dà ©cor is dated and not up to the same 5 star standard as the other products provided. The hotel does not provide car parks for employees or guests except for valet parking. The city location makes it is expensive to park in nearby buildings. Public transport is limited. The processes in place for performance management are limited. Short term management is strong with recognition programs but the link is missing to annual reviews/promotions, future goals are not quantified. Hotel X limits its market by not yet having wireless internet available throughout the hotel. Technology is an area that would improve guest satisfaction and productivity. Conclusion The summary of the SWOT analysis can be referred to in Appendix 12. Hotel X, seeks high levels of growth and profitability. While the product, brand and people are strengths, there is an issue keeping services consistent without good performance management. Organizations now have the advantage of a 90 day trial period to maximize the job-person fit in the organization which should correlate to lower costs and higher profitability. The location of Hotel X will place a limitation on the growth of the organization. The current products that the hotel provides are strengths. The 5 star quality of these products and services create value for guests. There are some weaknesses however with the dà ©cor of the Classic rooms, lack of car parking and limited use of technology. The hotel needs to remain on top of new innovations to ensure the products and services are continuously upgraded. Hotel X has the opportunity of the growing BRIC market and the upcoming Rugby World Cup. It plans to service these growth opportunities while still maintaining a hold in the domestic markets as a buffer to the threat of the economy restricting international tourism. The generic strategy that Hotel X should follow is differentiation. Already Hotel X has started to differentiate their product from the industry as supported by the strength of its accreditations and certifications. It is possible for Hotel X to differentiate not only through the strength of its products but also its people and the Vision, Mission and Values. The strong brand and opportunity for recognition of corporate responsibility will allow Hotel X to develop a dominant position. The threat to this is the competitiveness of the industry difficulties with long-term contracts and the threat of a National Conference Centre. Recommendations These recommendations will focus on improving the weaknesses of Hotel X, Performance management schemes for employees should be introduced to maintain 5 star standards, as services the hotel provides involve guest/employee interaction. Goals set to manage performance must be decided on jointly between organization and employee in order to empower colleagues. Special salary and wage reviews should be initiated as well as an incentive scheme based around achieving key performance indicators. The classic room product needs to be redecorated to maintain product consistency to satisfy customer requirements. Technology in particular, a hotel wide Wi-Fi system needs to be developed, to keep up with 5 star international standards. Car parking needs to be addressed by negotiating with Wilson Parking to either take back the management of the car park or rent additional car parks. The extra car parks would have to satisfy the guest needs first. Location is one weakness that cannot be changed so the best recommendation for this is to increase the areas the shuttle bus drives to and renegotiating the taxi contract so that fares are cheaper for guests going between the upper and lower CBD.

Accounts of Attila :: Rome History Attila Essays

Accounts of Attila Works Cited Missing In Priscus’ 449 account, Attila behaves as a leader who does not merely rival the Roman Emperor, but is in fact superior to the Emperor. Furthermore, he exhibits both Roman and barbarian traits. In addition, Priscus does not use the same vocabulary as utilized in the â€Å"Anonyomus Account† to describe Attila. That is, Attila is not depicted as a brutal barbarian warlord or a savage pagan; rather, he is depicted as a leader who is familiar with Roman customs, in possession of luxuries similar to those of Rome, and skilled at political intrigue and manipulation. Priscus’ account is similar to Prosper’s account as it seems to be relatively objective and merely explains the events that transpired (outside of Priscus’ obvious bias, as he was a civil servant and championed the promotion of the Roman systems of law, taxation, and self defense to the Greek Scythian – Priscus, 204). Additionally, Jordanes’ account is similar to the †Å"Anonyomus Account† because they are both subjective (i.e., Jordanes depicts Attila favorably; while he is apparently held in ill favor by the author of the â€Å"Anonyomus Account†). Moreover, all four sources have one theme in common: Attila was perceived to be a legitimate threat to Rome. Attila’s treatment of the Roman embassies in the beginning of Priscus’ account shows that Attila was not afraid to treat the Roman delegation rudely. Indeed, he refused to meet the ambassadors himself and sent his emissaries to do so, although he knew this was not the Roman custom and his ambassadors had received proper treatment on previous occasions in Rome (Priscus, 202). Furthermore, Attila had been known to claim that, â€Å"his own subjects were generals of [Theodosius] and that his own generals were of equal worth to the Emperors of Rome† ( Priscus, 206). Thus implying that he believed he was superior to the Emperor. In addition, Attila was so bold as to demand Ambassadors with higher ranks (Priscus, 206). Attila exhibited Roman and barbarian traits. Unlike the Emperor, who led a republic, he was a barbarian king who ruled over a Monarchy. In addition, Attila differed from the Emperor since he was a warrior king who carried arms and participated in battle as evidenced by Jordanes’ description of his participation in the battle on the Catalaunian Plains (Jordanes, 101-104).

Does Technology Always Improve Quality of Life Essay

In today’s globalised and modernised world, advancement in old technology resulted in modern technology and many discoveries have been made and quality of life of the people have improved as a result of availability of modern technology. Undoubtedly, modern technology has became a crucial and prominent aspects of our life. Although it has led to complications, it is actually reasonable to say that modern technology has very much improved the quality of life of people. Thus, I opine that modern technology does sometimes improve quality of life. Firstly, modern technology has improve quality of life through the improvement of healthcare services. Researches and development in the healthcare sector of society are conducted to find ways to make further improve quality of life. With the help of modern technology, for example, many different types of drugs and vaccines have been created and developed for disease prevention. The American medical announced that it is possible to vaccinate against brain cancer and perhaps more cancers can be vaccinated in a similar way. The chances of people contracting various illnesses are slim and thus, they live a healthier life. Some surgical procedures that were deemed extreme and dangerous in the past were made easier with modern surgical technology and the chances of succeeding was almost for sure, and one example is heart transplant. Hence, modern technology has lower the chances of us falling sick and increased the chances of recovering. Considering how modern technology has raise and increase life expectancy, allowing people to live healthier lives than before, it has proven to improve quality of life adversely for many people. Secondly, modern technology has improved transport and communication. In many countries, international trade is very important, as no one country can be self-sufficient in providing goods and services. This is especially so for a country like Singapore whereby we do not have a lot of natural resources and thus, our dependence on trade is large. Trade is heavily linked with transport and communication technology as they are vital for trade operations. For example, as a trading hub, Singapore has utilised modern technology to built cargo transportation cranes and in addition, communications between cargo ships and PSA improved and also position locating have became more accurate with the availability of modern technology. Hence more goods and services can be obtained and the people have more choices to consumed from, and they will be able to choice whatever is best for themselves, improving the quality of life. Thirdly, modern technology has increase productivity and made life easier for people as modern tools of production and industrialisation created by modern technology have enabled many countries to enjoy economical growth and create more wealth for the people and consequently creating better live for the citizens. For example, robots are used by many firms in Japan’s packing industries instead of human labour, and this robots such as the RF87 tokyo, are able to produce more output in a shorter period of time compared to human labour. This bring about increase productivity and consequently allowing success for the firms, and economic growth for the nation. Modern technology has also increase our access to information. Now, information technology is so advanced that we are able to find almost any kinds of information on the Internet just by typing certain key words in the search engines. With the increased efficiency and access to knowledge, society is able to identify opportunities for economic growth and with economic growth, quality of people’s lives can be improved. Furthermore, improving communication improves quality of life as information can be disseminated to everyone easily. Natural disasters in a certain country can be made known to the world almost immediately, thus allowing help to be provided quickly. For example, the earthquake that struck Haiti few years back was immediately reported to the rest of the world and countries like singapore were able to provide aid swiftly, so as to improve the quality of life of the victims. The needs of the people are catered to with the availability of modern technology, and has improve quality of life. Lastly, modern technology relieves global hunger. In the world, there are many people living in countries where they are faced with problems of lack of food, which may lead to starvation. This is especially so in developing countries where they are economically not stable and are not able to provide sufficiently for the people. Hence, with modern technology, for example, genetically modified food was developed whereby seeds of crops are injected with certain substances so as to develop traits that are favourable for a specific climate so as for the crop to grow well. Bacillus Thuringiensis(BT) bacteria is injected into corns to increase its resistivity to pests, and allowing them to grow in warmer environment. This allows more crops to be harvested. This is especially useful in third world countries such as Ethiopia whereby they live in regions that experience unpredictable climate, increasing food supply for the people, allowing them to stay nourished. Being more nourished, people will be less prone to falling sick as their daily nutritional requirements are met. Thus, they would live more healthy lives, improving their quality of life. Some people may argue that some of the certain substance used in the foods may cause allergic reactions to occur as some people maybe allergic to the substances. This may in turn lead to health problems, lowering quality of life. However, the efforts of developing GM food has largely improved the problem of hunger around the world, and as for the problem of allergies, this only affects very little amount of people, which can be solved for further advancement with technology. Hence, modern technology has improved quality of life’s. Modern technology does not always improve people’s quality of life, however, the benefits that modern technology has brought upon us greatly outweighs the limitations it carries. In our quest for development, we have no choice but to depend on and embrace modern technology, as the solutions for many problems in the world is dependant on modern technology. Modern technology has radically change the way we live and modern life will be greatly disrupted with technology.

The Dinosaurs and Prehistoric Animals of Minnesota