1. Strengths Weaknesses
Project: Resort Hotel Services and Survey Internal
Business Goals (Needs)
• Provide consistent five-star service.
• Increase number of guests the resort attracts.
• Creation of targeted promotional campaigns; ability to
target specific geographic or guest type based on services
utilized, repeat customers.
• Increased staff efficiency; increased guest satisfaction with
hotel services.
• Reduce fire hazard; meet fire Marshall code standards and
all legal/code regulations; reduce/remove file storage
issues.
• Resort is currently providing 5-star service and is rated as such
by the travel and tourism board. (positive)
• Guests who have stayed in the past tend to be return
customers. (positive)
• Reputation: a strong reputation within the local market and
corporate and travel trade markets for reliability, exemplary
service and quality. (*)(positive)
• Staff: highly motivated, skilled and experienced staff. A well
trained team who are proud of their hotel and respect and
promote the brand values. (*)(positive)
(*) - source Hotel Marketing Plan -
http://www.mplans.com/hotel_marketing_plan/situation_analysis_fc.php
• Inability to market and maintain staff schedules/hotel
operations via a central source. (negative)
• Manual collection of surveys and customer comments
requires lengthy staff time dedicated to analysis. (negative)
• Staff meetings and response to monthly issues leading to
inefficiency. (negative)
• Paper method of surveys and storage leading to Fire Marshall
code violations. (negative)
External
Opportunities
Implement an electronic survey solution and HRM
solution to address business goals and remove
inefficiencies. Pattern solution based on industry best
practices recognizing other 5-star resorts typically
utilize an HRM solution.
S/O Strategies
• Utilize a third-party vendor specializing in the hotel
industry.(positive)
• Maximize staff efficiency by accessing information via mobile
technologies (*) (positive)
• Meet expectations by identifying and resolving issues before
they impact guests (*) (positive)
• Create unsurpassed guest experiences with personalized
service and prompt response times (*) (positive)
(*)-source Newmarket Intl.. Service Optimization -
http://www.newmarketinc.com/product/service-optimization
W/O Strategies
• Increase staff productivity /decrease meeting time. (positive)
• Decrease hotel operational costs by 25% 12 months after
deployment. (positive)
• Break even with solution cost implementation 12-16 months
after deployment. (positive)
Threats
Travel Industry Trends
Potential for market/industry to shift due to economic
outlook. *
(*) - source Hotel Marketing Plan -
http://www.mplans.com/hotel_marketing_plan/situation_analysis_f
c.php
S/T Strategies
Track industry/market trends through demographics, travel
industry growth expectations. (positive)
W/T Strategies
• Track industry/market trends through demographics, travel
industry growth expectations. (positive)
• Prepare international marketing strategy to expand outreach
to potential guests via social media and targeted travel package
campaigns. (positive)