SWOT ANALYSIS THE WESTIN DHAKASTRENGTHS: It has strong and reputed parent company which has operations in 73 countries and with over 650 hotels and resorts under its umbrella. Excellent facilities for corporate travelers with spacious meeting, conference and banquet space. Use of technology reduced the time consumed in negotiating and booking rooms. Excellent internet service with up to date information on reservations, rooms and rates.WEAKNESS: More focus on local markets and the sales team efforts were concentrated on servicing and cultivating local decision makers. No combined effort as a corporate, which limits the contacts and in turn the business. Limited proportion of expenditure budget is allocated to overseas advertising. No coordinated across sister hotels. There are lots of synchronization problems as they don¶t have any combined efforts.OPPORTUNITIES Can standardize global rates with its presence over 73 countries Tie up with big corporate business houses for providing travel and accommodation facilities in any of their hotels around the world. Social media marketing can be used to reach out more prospective customers and not only the corporate business house.THREATS Intense competition among the international hotel chains. Shrinking market conditions. Changing travel management trends.
SWOT Analysis The Westin DhakaStrengths: Attractive customer base. As our Hotel located in betweenGulshan1 and Gulshan 2, we will get attractive customer base, which will help us to increase our sales. Our workers are highly trained and efficient. Government shows positive signs towards this kind of business. Price and cost are competitive. As our service qualities are high, we will easily compete with our industry rivals It is also only eight kilometers from Zia International AirportWeaknesses: Customer base is based on goodwill. We know that the goodwill helps a business. They cannot expand because of land shortage The late entry is another weakness.Opportunities: Government rules and regulations are not strong enough, in our country Consistent, accurate fulfillment of the clients wishes Competitive pricing for the quality of services offered Significant profit on each planned Most popular tourist sight of BangladeshThreats: New government regulations. As the business is getting competitive, govt. may impose new starting up business Higher competition existing rivals in all aspects There are many players of about same size and strategy
SWOT Analysis of Ruposhi Bangla HotelIntroduction: The first renowned international five-star hotel in Bangladesh, Ruposhi BanglaHotel (former Dhaka Sheraton Hotel) is in the most prestigious location; just three kilometersfrom the downtown business district and near Dhaka’s most famous Ramna Park and NationalMuseum. It is also at a convenient location from Prime Minister’s Office, Bangabandhu SheikhMujibur Rahman Novo Theatre, Bashundhara City Shopping Center, famous Dhaka Universitycampus and surrounding historical places. With great pleasure, we are submitting the report on“SWOT Analysis of Ruposhi Bangla Hotel”. We have tried our best to follow the instructionsfrom our teacher to complete this report within the allotted time.SWOT AnalysisThe acronym for SWOT stands for STRENGTH WEAKNESS OPPURTUNITY THREATThe acronym for SWOT stands for Strength, Weakness, Opportunity, and Threat. The SWOTanalysis comprises of the Organization’s internal strength and weakness and externalopportunities and threats. SWOT analysis gives an organization an insight of what they can do infuture and how they can compete with their existing competitors. This tool is very important toidentify the current position of the organization relative to others, who are playing in the samefield and also used in the strategic analysis of the organization.
Strengths of Ruposhi Bangla HotelThe strengths of the company are the most important building blocks required for growth to takeplace. The Westin Dhaka is a company that has much strength. In the following are a few of themost prevalent strengths that The Westin Dhaka has at the present time.1. LocationRelax, revive, and experience renewal at The Westin Dhaka – the newly opened five-star hotel inGulshan. Nestled in the new business district, we are steps from renowned shopping malls,foreign missions, restaurant, art, private clubs, and multinationals. Our hotel is also only eightkilometers from Hazrat Shahjalal International Airport.2. The best Asian and international cuisine in DhakaFood lovers can delight themselves with the best local and international cuisine at The WestinDhaka. Replenish yourself in any of our 6 restaurants and bars; Taste- the all day dining servesPan Asian buffet and a la carte meals. Rejuvenate in the poolside restaurant and bar- Splash.Unwind at the living room that serves light meals. Enjoy a great morning and afternoon orevening with your friends at our 24 hours open delicatessen- Treats. And with the best authenticItalian to Pan Asian and international cuisine.3. City’s exclusive selection of facilities to host conference, meeting, exhibition, banqueteventThe Westin Dhaka has a range of conference, meetings, exhibition and banquet facilities toorganize small meetings to international seminars or private dinners to lavish weddings. Thesefacilities vary from their large venues –The Grand Ballroom are ideal for conference, exhibition,fair, etc. we have four multi-functional meeting rooms – Portofino, Bronze, Gold, Silver.4. Executive Lounge at Hazrat Shahjalal International AirportForeign Guests get a refreshing treat from the executive Lounge of Hotel at Hazrat ShahjalalInternational Airport. It’s a great way to start the journey in Bangladesh. The executive Loungeis located on the 2nd floor of the main terminal where they can enjoy a relaxing and pleasantenvironment, tea-coffee, snacks, cable television, bathroom-shower facilities, as well asinternational and local newspapers/magazines with a nominal cost. Alcoholic beverages are alsoavailable at a cost.5. Brand imageIn the hotel industry The Westin Hotel has the strong brand value because it is one of the biggestand modern hotel in Dhaka, Bangladesh.
Weaknesses of Ruposhi Bangla HotelThe fault of an organization is the most important internal problems that might hamper thegrowth rate to take place in a company. Though Ruposhi Bangla is a company that has manystrengths but it also as well has some weaknesses of its own. The following are a few of the mostcommon weaknesses that Hotel Ruposhi Bangla has at the present time.1. Old style structureThe rooms are still furnished in the same old 25 years back style. The rooms at this hotel arequite small and dated. Bathroom is also small looked like someone used it. The shower head waskind of rusty and you got to adjust the cold and warm water yourself. The water pressure was notgood too.2. Face traffic jam to reach the locationThe Ruposhi Bangla Hotel has the great location. It is the center of city. But to reach the locationyou can take over an hour to get to from the airport if the traffic is there. Sometime it can takemore times to reach the hotel. The traffic always is in Dhaka so you may as well make the effort.So, it can be one of the main weakness for The Ruposhi Bangla Hotel.3. Expensive to use internetIn the Hotel Ruposhi Bangla, Internet is too expensive charged on hourly basis. Rooms havewired internet which is charged and WIFI only available in the lobby. Although its obvious butother hotels include it in the room rate. Internet speed is good in the hotel.4. Behave of reception staff is not cordialThe reception staff certainly isn’t courteous. They have very limited choice and most of whichare with very poor reception quality. They weren’t coming from the proper educationalbackground. Except receptionist all staff is very much cordial with the guests.5. Slow serviceThe room service is extremely slow. The AC does not seem to have individual controls. They donot have a 24/7 housekeeping. Bed sheets and towels stinks. Do not have proper world classtoiletries.6. Lack of natural sceneryYou can not get the original natural scenario from the Hotel Ruposhi Bangla. It is surrounded bythe buildings. Although you can find the Ramna Park beside one side of the hotel, but this is notsufficient.7. Political conflict
As it is located near to the Shabagh and University of Dhaka, it has to face some politicalobstacle. For this reason, it loses their foreign customers. I think it is also a weakness for theHotel Ruposhi Bangla.8. Hotel taxis not always availableAlthough you can get the taxi facilities in the Hotel Ruposhi Bangla, but hotel taxi is notavailable when you want.9. It is not comparable to the existing world standardsThere is no doubt that Hotel Ruposhi Bangla is world standards, but to compete the world theyhas to restructure the rooms or include some new items.10. They do not have casinoAs it is a 5 star hotel and world level, so they can include the casino in their new service.Opportunities of Ruposhi Bangla Hotel:An organization’s opportunities are positive external environmental factors. An organizationshould explore all possible opportunities available to it. These opportunities are intended toimprove the organization. By making improvements, the organization should be able to becomemore competitive in the market. The following are opportunities available to Hotel RuposhiBangla in order for it to become more aggressive.1. GUEST SERVICES Business center Newspaper stand 24 hrs front desk Florist Live entertainment Express check-in Welcome drinks on arrival Photo studio Non-smoking rooms Babysitting service Safe deposit boxes Laundry service Dry cleaning service Concierge service Medical service 24 hrs security Bellstand / porters Express check-out
2. BATHROOM FEATURES Deluxe bath amenities Bathrobes Hairdryer Bathroom telephone Slippers3. BED FEATURES King / Queen size bed Rollaway bed Cribs / Baby cots (on request)4. ROOM FEATURES Connecting rooms Honeymoon Suite Club floor rooms Garden view rooms Park view rooms Pool view rooms Different types of suites. Non-smoking floor Iron / Ironing board Free daily newspaper Wake up service In-room safe Fresh flowers Radio / Alarm Cl5. THE VINTAGE RESTAURANT Cuisine: Western Dress code: Semi-formal Hours: 7.00 pm 11.00 pm(Closed on Fridays) Atmosphere: Elegant6. SPECIALTY LOUNGE Cuisine: Tea-coffee and snacks Hours: 10.00 am 10.00 pm Atmosphere: Relaxed Setting: Lounge
7. THE LOBBY CAFE Cuisine: International Hours: 7.00 am 10.00 pm Atmosphere: Casual Coffee Shop8. BITHIKA RESTAURANT Cuisine: Regional / International Hours: 6.30 am 12.00 am Atmosphere: Relaxed & friendly Setting: Themed buffet9. THE BAR Cuisine: Bar menu Hours: 4.00 pm 12.00 pm (Closed on Fridays) Atmosphere: Relaxed & casual10. ATRIUM LOUNGE Cuisine: Tea-coffee, snacks and Bar Menu Dress code: Business casual Hours: 10.00 am 12.00 am Atmosphere: Relaxed Setting: Lounge11. ITALIA BAR & BISTRO Cuisine: Italian Hours: 10.00 am 10.00 pm Atmosphere: Relaxed Setting: Casual and informal12. IN-ROOM DINING Tea-coffee making facility Mini bar Refrigerator Microwave oven (in Presidential Suites) Fruit basket 24 hrs room service13. SPECIALTY LOUNGE Cuisine: Tea-coffee and snacks Hours: 10.00 am 10.00 pm
Atmosphere: Relaxed Setting: Lounge14. THE LOBBY CAFE Cuisine: International Hours: 7.00 am 10.00 pm Atmosphere: Casual Coffee Shop15. RECREATION & ENTERTAINMENT Squash court Steam bath / room Table tennis Lawn tennis Sauna Outdoor pool Fitness facility (6 am 11pm) Executive Lounge Massage treatment16. ENTERTAINMENT Satellite Television Channels LCD / LED Televisions17. SHOPPING Convenience store Gift shop Painting store18. TRANSPORTATION Self-driven car parking Airport transfer by shuttle service Car rental service Limousine service19. BUSINESS SERVICES Translation service Secretarial service Cash machine (ATM) Copy / Print service Currency exchange Computer rental
20. INTERNET ACCESS High speed internet access in all guest rooms WIFI internet access at meeting rooms and public areas21. WINTER GARDENThe largest multi purpose function room of 9600 sq.ft can accommodate 1000 people formeetings and 500 people in banquet style.22. GRAND BALLROOM3800 sq.ft of meeting and function space can accommodate 400 people in meetings and 250people for banquets. In addition, there is a foyer of 1190 sq.ft in front of the Ballroom tofacilitate the events23. CHAMELIConference room located at the West Wing. It caters for 50 people in banquet style.24. BAKULAnother Conference room located at the West Wing and caters for 106 people in theatre style.25. PALASH & SHIMULBoth cater for 34 people at any standard meeting.26. DALIADalia is a spacious boardroom with comfortable seating arrangements for 22 people.27. MARBLE ROOMThe posh marble floor, high elevation and sparkling chandelier make this a marvelous venue forPress Conference and private dinners.28. EXECUTIVE SUPPORT Outlet adaptors Telephone Executive desk Data port29. SAFETY FEATURES
Fire alarm in the floors Smoke detectors Sprinklers Electronic lockThreats of Hotel Ruposhi Bangla:With the economic development of Hotel Ruposhi Bangla, Dhaka, the rapid rise of thesurrounding hotels, all other hotels have settled down in Bangladesh, while there are manydomestic and international hotel giants eyeing the fast growing market in Bangladesh. Like othergrowing business organization Hotel Ruposhi Bangla, Dhaka has to face a lot of threats.Specifically, they are the following:1. Competition:There are about six five star hotels and many domestic hotels in Bangladesh. The five star hotelsare highly competitive with each other. To sustain in the market all hotels want to give wideservice facilities to its clients. So, this is one of the main threats for the hotel to sustain in themarket.The other five star hotels in Bangladesh are: 1. Pan Pacific Sonargaon Hotel Dhaka, Bangladesh 2. Radisson-blu Water Garden Hotel Dhaka, Bangladesh 3. Westin Hotel Dhaka, Bangladesh 4. Dhaka Regency Hotel & Resort, Dhaka, Bangladesh 5. Sarina Hotel Dhaka, Bangladesh 6. Seagull Hotel Cox’s Bazar, BangladeshAll these hotels are the competitor of Ruposhi Bangla Hotel Dhaka. All hotels have theirdistinguishing features own self to attract foreign and domestic customers. And these hotels arereally a big threat for the Ruposhi Bangla Hotel Dhaka.2. Expansion of economic hotels:The gradual penetration of other economic hotel is also the risk for the existing hotels. Thoseeconomic hotels are expanding and penetrating frequently. The price of those economic hotels isreasonable and their services are considerate, which are favorably received by the customerresources of middle and low class.Although it’s main replacement target is the hotel that fewer than three star levels, thedistribution influence towards ordinary businessmen and the customer resources of scatteringcustomers who choose self-assisted traveling cannot be neglected.3. Political Turbulence:
Political and other demonstrations can quickly turn violent in Bangladesh. In the past, many suchevents have become violent, with explosives and firearms sometimes being used.Political turbulence reduces tourist traffic and thus the business of the hotels. Hotel industry inBangladesh really faces many obstacles for the political instability. For political disorder, strike,lack of stable business investment tourists may not interested to come in Bangladesh and for thisthe hotel authorities have to count losses. So this is a big threat for Ruposhi Bangla HotelDhaka.4. Location:Though the hotel is located almost in the center of the Dhaka city but for considering the foreignguests it is obviously a great disadvantage that the hotel is far away from the Airport. It is moreconvenient for the guest to check in and out ‘Dhaka Regency Hotel & Resort, Bangladesh’ and‘Radisson-blu Water Garden Hotel Dhaka, Bangladesh’ than Ruposhi Bangla Hotel Dhaka as thetwo hotels are so near to Airport. Foreign People can avoid traffic jam of Dhaka city after longjourney if they choose either ‘Dhaka Regency Hotel & Resort, Bangladesh’ or ‘Radisson-bluWater Garden Hotel Dhaka, Bangladesh’. Also ‘Pan Pacific Sonargaon Hotel Dhaka’ is placedbeside of Ruposhi Bangla hotel. Clients may like to stay ‘Pan Pacific Sonargaon Hotel’ insteadof ‘Ruposhi bangla hotel’.5. Traffic Jam in Dhaka city:The overall traffic system of Dhaka city is become poor day by day. It is really a bad experiencefor foreign tourists to face traffic jam for unlimited time after long plane journey. So sometimesthey may lose interest to come in Bangladesh and as a result reduces the hotel business problem.6. Terrorism:Terrorism has assumed serious dimensions after the September -11 attack on the twin towers ofWorld Trade Centre in United States of America. So, there is a general threat from terrorism forhotel industry. Attacks cannot be ruled out and could be indiscriminate, including in placesfrequented by expatriates and foreign travelers. Armed robbery, pick pocketing, and pursesnatching are common to Bangladesh. Terrorism is one of the largest threats for hotel industryand Hotel Ruposhi Bangla Dhaka is not free from this threat.Terrorists not only kill people but also seriously damage infrastructure, fame and ultimatelydestroy the confidence of both the common people and investors. There are about 12 militantorganizations in Bangladesh. Some of them are Harkat-ul Jihad Islami (HuJI) Bangladesh,Jamaat-ul Mujahideen Bangladesh (JMB), Jagrata Muslim Janata Bangladesh (JMJB), Shahadat-e-al Haqima (SAH), Hizbut Touhid, Islami Samaj, Ulema Anjuman al Baiyinaat, Hizb-ut Tahrir,Islamic Democratic Party, Touhid Trust, Tamir ud-Deen, Alla’r Dal. These groups arecompletely prohibited from Bangladeshi Politics. Sometimes they become more dangerous tofulfill their demands. Acts like the August 2005 serial bombings, consisting of nearly 400simultaneous bombs in all but one district in Bangladesh, and attacks on prominent persons in
2004-2005 brought terrorism in Bangladesh onto international radar screens. So, terrorism is aserious threat for tourism industry as well as for hotel industry.Hotel has to spend enough money to take various type security steps to avoid terrorist attack.Lack of political stability Bangladesh is in high risk for any type of terrorist attack. If a terroristattack takes place in any hotel then it has to struggle to back in business as the customers mayfeel insecure to stay overnight, which leads enormous loss for the Hotel owners.7. Natural DisasterThe climate in Bangladesh is sub-tropical and governed by monsoon winds. Extreme weatherepisodes such as cyclones can occur. In the monsoon season, which is normally from June toSeptember, there is widespread and extensive flooding. This can disrupt travel particularly in rural areas. Also Bangladesh is located in a high-riskearthquake zone. The country lies on a major geological fault line. Bangladesh can be affectedby tsunamis. Thus it is a big threat for Ruposhi Bangla Hotel as in the bad weather conditiontourists may not interested to visit Bangladesh.8. Fire threatFire safety is a major concern for any organization. No five star hotels can survive withoutproper fire fighting system. It has to spent more money to establish the system to protect itsassets and customer’s lives from sudden fire accident. Firing may be occurred from woven,faulty electric equipment, short circuit in electric line, cigarettes and so on. Once such type ofaccident is occurred the image of the hotel may be fallen down and customer may not choose thehotel again. Moreover owner has to face lots of financial crisis.9. Govt. rules and regulationHotel Business may be affected by govt. rules and regulation also. Sometimes hotel authoritiesmay fail to offer distinguishing services according to customer’s requirement to follow rules andregulation provided by Government. And Ruposhi Bangla hotel have to face this types ofproblem very frequently.10. Lack of brand image:Just one year ago Ruposhi Bangla Hotel Dhaka was under chain of Starwood Hotel namedDhaka Sheraton Hotel Bangladesh which is the largest and oldest brand in the world. Foreignregular customers of Sheraton Hotel may not choose Ruposhi Bangla Hotel. So, the hotel maylose its potential customers due to lack of its brand image and it is really a threat for the hotel.11. OthersThere are some other external factors such as poor economic condition of Bangladesh, lack oftourism development in Bangladesh, lack of skilled manpower, culture of Bangladesh, sudden
bad experience of a foreign client, lack of development of industrial sector of Bangladesh etc.have a direct and indirect negative impact on the hotel business. All these are also treated asthreat for Ruposhi Bangla hotel Dhaka. RecommendationIt is a large organization and banking is a complex and comprehensive task. So it is difficult forme, by my insufficient knowledge, to recommend solving the problems. But as an eyewitness ofsome problems I can just give some instructions, which may be followed.So for the improvementof the service the following measures may be taken: 1. Hotel RuposhiBangla should change their old structure room, bathroom or other facilities. 2. Internet service should be free for the customers or it can charge the with room rate. 3. To improve the behavior of reception staff, manager can take a training program about how to behave with customers. 4. Taxi should be available for the demand of customers. 5. To protect the any type conflict security should be always alert. 6. They can give more Gifts and Discounts for the Premium Customers. 7. To keep the brand image, they should not change the name again and again. 8. Should have power back-up system to keep the room AC working 24×7.ConclusionNow-a-days business does not mean just selling and purchasing the products or services. This isvery important to conduct the business in an organized and effective manner. Now questionsarise that how we can make this business process effective. Customer’s services can be a biggersolution in the hotel sector. More then that maintaining a satisfactory level of customersatisfaction might make the hotel service process a lot more progressive. As we all know in thehotel business world things move on the will of impression. In spite of all limitations HotelRuposhi Bangla still doing better and holding a good percentage of market shares in hotelindustry, only because of its best impression, brand value, performance and trust of its clients.Hotel Ruposhi Bangla has to keep strengths through overcoming their weaknesses. They alsohave to alert about their threats which can very important for their sustainability. Create newopportunities with the existing to give better service to the customers. So, finally we can say thatSWOT analysis is a important part for every organization like Ruposhi Bangla Hotel.