Starwood

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Starwood

  1. 1. STRATEGIC MANAGEMENT
  2. 2. TABLE OF CONTENTSEXTERNALFACTORSINTERNALFACTORSRECOMMANDATIONS
  3. 3. External analysis
  4. 4. w PESTEL PESTELP Divided nation Politically stable T Advanced technology Internet FTA with America, Europe and ASEANE Economic crises from 2008 Controlled by huge E High pollution Urbanization company 15th largest economy Green growthS Population: 50 million Korean Wave L Mixed legal system ICCT jurisdiction Partnership with Korean Trend-conscious teenagers company
  5. 5. Industry analysisw Industry analysisSouth KoreaHypercompetitive market 4.4%ofthe AsiaPacific market ChinaValue: $5.6 billion in 2011 Japan South KoreaVolume: 1,907 hotels in 2011Segmentation- Leisure travels: 85.1%- business travels: 14.9%
  6. 6. PORTER 5 FORCES w Porter’s 5 forces 3 Competitive3 Rivalry 3 3.5 3
  7. 7. wPorter’s 5 PESTEL forces
  8. 8. Market Analysisw Market analysisMarketanalysis
  9. 9. Market Analysisw Market analysis Product Cost controlDifferentiation Advertising Market Customeranalysis Key success factors Service
  10. 10. Market Analysisw Market analysis Busan Increasing One 5stars hotel Fivenumber of 4stars hotel tourists in BusanPopulation: 3,586,068 Income: 2,076,424.99₩
  11. 11. Market Analysisw Market analysis
  12. 12. Market Analysisw Market analysisMapping of Strategic Groups
  13. 13. Market Analysisw Market analysisExisting market segmentation Price Services
  14. 14. Internal analysis
  15. 15. Corporate descriptionw Corporate description
  16. 16. Corporate descriptionw Corporate description 9 Luxury/upscale brandsParental developer company
  17. 17. w W Hotels description hotelsUpscale brand 43 hotels brand Target: Lifestyle hotels trendsetters
  18. 18. wValue Hotels description WW hotels description chain
  19. 19. ORLD IDE EXPANSIONExpected Existing
  20. 20. w Value chain description Value chain description Firm infrastructure Human resource management Human resource managementSupportactivities Technology development Procurement Inbound Marketing Marketing Outbound Operations & Service Service logistics logistics Sales Primary activities
  21. 21. wValue chain description
  22. 22. w Company capabilities & resources Company capabilities & resourcesNumber of W Hotels worldwide:corporate scale Centralizedintegrated: Starwood Realof of risks Vertically departments: Economies Estate Financial support from the Repartition Localizationof its hotels Design of its properties Capacityof partnerships Number to attract artists Culture of Starwood storage, design consumers Information system & technological resource SPG Patents: DatabaseLibrary StarwoodAssets on Properties Cultures Database on consumers
  23. 23. SWOTAnalysisw SWOT analysistrengths eaknessesS W
  24. 24. SWOTAnalysisw SWOT analysiseaknessesW
  25. 25. SWOTAnalysisw SWOT analysis pportunitiesO
  26. 26. SWOTAnalysisw SWOT analysis hreatsT
  27. 27. Strategic ManagementStrategic Management
  28. 28. CORPORATE LEVELCorporate Strategy GE McKinsey GE McKinsey Directions BCG Matrix BCG Matrix Matrix Matrix Existing New1 Aloft Existing Market New products Penetration & Services Element2 W Hotels Market Conglomerate New Development Diversification
  29. 29. CORPORATE LEVEL Corporate StrategyCorporate Strategy GE McKinsey GE McKinsey Directions BCG Matrix Matrix Directions Matrix Market share High Low Stars High Aloft W hotels Question Stars Marks Cash cowsSheraton Market Westin growth Four points QM Cash Le Méridien Dogs Cows Lux.Collection St. Regis Element Low
  30. 30. CORPORATE LEVELCorporate Strategy Directions BCG Matrix High Industry Attractiveness Low Sheraton High Westin Investment Selective Four points and growth growth SelectivityLe Meridien Business Strength Luxury Selective Harvest / Selectivity collection growth divest W hotels Aloft Harvest / Harvest / Element Selectivity divest divest St Regis Low
  31. 31. BUSINESS UNIT LEVEL High Differentiation Strategies Hybrid Strategies Perceived Product/service benefits Low-price Strategies Non-competitive Strategies Low Low Price High
  32. 32. BUSINESS UNIT LEVEL High Differentiation Strategies Hybrid Strategies Perceived Product/service benefits Low-price Strategies Non-competitive Strategies Low Low Price High
  33. 33. OPERATIONAL LEVEL New Hotel New Market W BUSANNew Customisation: Movie sectionNon equity Alliance OKHOW Access Alliance
  34. 34. OPERATIONAL LEVELWhy BUSAN?Biggest International Film Festival in Asia 5th biggest container port of the World Free Trade Zone 2nd city in South Korea
  35. 35. Thank youfor your attention
  36. 36. References• MQKinsey Quaterly: We are all marketers now through: https://www.mckinseyquarterly.com/Were_all_marketers_now_2834• MarketLine, COMPANY PROFILE Starwood Hotels &Resorts Worldwide, Inc., 16/07/2012• MarketLine, MarketLine Industry Profile Hotels & Motels in South Korea, 08/2012• Market Line, Market Line Industry Profile Hotels & Motels in Asia Pacific, 08/2012• Starwood Preferred Guest’s New, ‘Go-To’ App Unites All Starwood Brands Using Innovative State-Aware Interface, Starwood Hotels & Resorts Worldwide, Inc., Business Wire (English), 03/14/2012• Starwood Brochure2011, through Starwood.com• Case Study: Starwood Hotels & Resorts Worldwide, Inc.• Starwood 2006, by Aaron Brenner• STARWOOD HOTELS&RESORTS(HOT) 10-K, Annual report pursuant to section 13 and 15(d)• Filed on 02/21/2012, Filed Period 12/31/2011• Starwood Full Annual report, 2012• STARWOOD HOTELS & RESORTS WORLDWIDE, INC, Hotel Results - Same Store Owned Hotels (1)• For the Three Months Ended, June 30, 2005
  37. 37. References• Starwood.com• Whotels.com• http://www.tutor2u.net/business/strategy/resources.htm• http://www.hospitalitynet.org/news/4027097.html• http://llenrock.com/blog/top-10-largest-hotel-groups-in-the-world/• http://www.druid.dk/conferences/summer2002/Abstracts/STIEGLITZ.pdf• http://development.starwoodhotels.com/news/1/267- starwoods_digital_innovation_dominates_l2_digital_iq_index_r_travel• http://www.facebook.com/Wseoulwalkerhill/photos_stream• http://www.isixsigma.com/community/awards-and-standards/starwood-hotels-resorts- tops-best-places-work-list/• http://bus8020kelly.alliant.wikispaces.net/file/view/Understanding+Dynamic+Capabilities.p df• http://www.wikiwealth.com/five-forces-competitor:starwood-hotels-and-resorts:patents-l• http://www.patentbuddy.com/Company/Profile/STARWOOD-HOTELS-RESORTS- WORLDWIDE-INC./1926874
  38. 38. References• http://www.freepatentsonline.com/article/Information-Management- Journal/214101210.html• http://www.starwoodhotels.com/whotels/about/partners/index.html• http://insathope.blogspot.fr/2010/07/w-hotels.html• http://fr.wikipedia.org/wiki/Pusan• http://fr.wikipedia.org/wiki/Festival_international_du_film_de_Pusan• http://english.busan.go.kr/05business/01_01.jsp• www.visitkoreayear.com• http://enpio21.blog.me/150142171059• http://www.hani.co.kr/arti/english_edition/e_business/531259.html• http://www.ktv.go.kr/program/contents.jsp?cid=403899• http://www.hotelmanagement-network.com/news/newsstarwood-and-youngshin-to- launch-aloft-hotel-in-south-korea• http://www.ehow.com• blog.naver.com/busut0723/110087916801• Busan people

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