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Strengths
Weakness
· Located at central of Palm Desert give our hotel more
opportunity to catch customers easily.
· Free Wi-Fi is applying to all area in the property.
· Room service menu by texting save guest’s time and
convenience.
· Abundant package any shop such as cafeteria, gift shop, or
food court.
· Hangover center where guest can have discount on hangover
treatment or buy medication.
· Professional staff that is well trained will brings to customers
valuable experiences.
· Free cable with thousand channel.
· Strong connection with local golf course that satisfy guest’s
sport enthusiastic.
· High technology equipment give guest best satisfaction in any
activities.
· Excellent gym room with automatic food and beverage
machine.
· 4 luxurious restaurants that serve America, Asia, Europe, and
Middle Eastern traditional food.
· Have reward system that customers can save their point
whenever purchasing anything. By using the point for discount
at later trips.
· First time entry in tourist industry which face to a lot of
unpredictable risk.
· Do not have enough budget to make huge amount of service
for every type of customers.
· Located in tourist area that has a lot of big competition such
as Marriot, Hilton.
· Lack of connecting with local government for organizing
introduce campaign.
· Do not have many choice of activities on the property.
· Short of employee due to limit budget that can influence on
customer service in season.
Opportunities
Threats
· Nowadays, people work hard and easy to get stress, they will
spend more money on relaxing and vacation.
· In Tourist Industry, young millennial always want to try new
place and experience new things.
· Although we are located around big cooperation, it give us
more chance to get notice from new customers.
· People feel bored with traditional style hotel, having strange
design will make guest remember us.
· With lower price than other hotel, it may hurt at the
beginning, however, return on investment will increase by
getting customer’s trust.
· Now it is Winter time and a lot of snow bird come to the area,
it is wonderful opportunity to advertise our brand new hotel.
· Next to Marriot resort, it is a big challenge for our business.
· In summer, everything’s price will increase due to difficult
transportation. We need to deal with supplier to get the best
rate.
· Government regulation for hotel industry is strict, especially
OSHA which directly affect to employees and cooperation
itself.
· Since 2008 economic crisis, the rate of tourist in Coachella
Valley decrease dramatically. We need to improve our business
value to get more customers.
· Desert Sun, a main newspaper of the area, will be used as a
weapon of other competitors to
· Most of tourist is in generation X and they usually stick with
their vacation habit. It will become a disadvantage when we
cannot catch their attention.
· Business can be in threat because of lacking number of sale
due to negative feedback if we are bad at customer service.
Positive
Negative
Mktg305 Marketing Principles Group Project Assignment
How to SWOT
Identify the problems. Teaching cases are typified by the
presentation of a problem,
or sometimes multiple problems, for the reader to systematically
solve through the case
analysis process. After initially reading or skimming the case,
you should read through
the case again for the purpose of determining what problems the
main character
(principal) in the case is faced with solving.
Analyze the situation. After determining the problem faced in
the case, you need to
analyze the situation surrounding the focal organization in the
case. At the core of this
analysis is a SWOT analysis (SWOT is an acronym for
strengths, weaknesses,
opportunities, and threats). Within the organization, what
strengths and weaknesses
does the company have? Externally, or outside the organization,
what opportunities
may be available to the organization and what threats could it
face? If you are unfamiliar
with a SWOT analysis, you can find a wealth of resources on
the topic through an
Internet search or at a library. Also note that other types of
situational analysis
techniques may be available other than the SWOT analysis.
Generate potential solutions. The next step in the case analysis
is the most creative
element, in which you generate a list of potential solutions to
the problems faced in the
case. This is a brainstorming activity, although it is typical to
narrow the list of potential
solutions to the two to four most reasonable options for solving
the problem.
Evaluate potential solutions. After developing, and potentially
narrowing, a list of
potential solutions, evaluate the advantages and disadvantages,
or pros and cons, of
each. With each solution, what are its positive and negative
characteristics and potential
consequences if implemented? Is the solution practical to
implement? Effective
managers are able to analyze the virtues of each potential
solution in the future, as well
as what pitfalls could occur.
Choose the optimal solution. The final step in the case analysis
process is to choose
the best solution. Based on the advantages and disadvantages of
the potential solutions
examined in the previous two steps of this process, which do
you believe is the right
choice for the case principal and organization to take? Most
important, you need to be
able to support and defend this choice. Be prepared to answer
the question of why you
believe it’s the right choice and back up your choice with facts,
data, or examples.
Potential Questions to Ask
A SWOT analysis will answer these questions:
company?
industry and its
environment?
ed to strengths? Any threats
into opportunities?
opportunities?
result of the SWOT
analysis?
How to Perform a SWOT Analysis (Tim Berry)
four areas
assign each
significant factor, positive and negative, to one of the four
categories, allowing
you to take an objective look at the business
confirming your goals
and your marketing strategy.
Strengths
Strengths describe the positive attributes, tangible and
intangible, internal to the
organization. They are within your control.
Strengths capture the positive aspects internal to the business
that add value or offer a
competitive advantage.
Weaknesses
Weaknesses are factors that are within your control that detract
from your ability to
obtain or maintain a competitive edge. Which areas might be
improved?
Weaknesses might include:
These are factors that are under the control of the business, but
for a variety of reasons,
are in need of improvement to effectively accomplish marketing
objectives. The more
accurately you identify weaknesses, the more valuable the
SWOT will be.
Opportunities
What opportunities exist in your market, or in the environment,
from which you hope to
benefit? These opportunities reflect the potential you can
realize through implementing
marketing strategies. Opportunities may be the result of:
situations
your services
If relevant, place timeframes around the opportunities. Does it
represent an ongoing
opportunity, or is it a window of opportunity? How critical is
the timing? If you have
identified “opportunities” that are internal to the organization
and within the control of the
business, you will want to classify them as strengths.
Threats
Threats include factors beyond your control that could place
your marketing strategy, or
the business itself, at risk. You have no control over them, but
you may benefit by
having contingency plans to address them if they should occur.
A threat is a challenge created by an unfavorable trend or
development that may lead to
deteriorating revenues or profits. Competition – existing or
potential – is always a threat.
Threats may include:
ation
-frog” technology that may make
your products
What situations might threaten your marketing efforts? Get your
worst fears on the
table. Part of this list may be speculative in nature, and still add
value to your SWOT
analysis. The better you are at identifying potential threats, the
more likely you can
position the company to proactively plan for and respond to
them. You will be looking
back at these threats when you consider contingency plans.
The implications
The internal strengths and weaknesses, compared to the external
opportunities and
threats, can offer additional insight into the condition and
potential of the business.
How can you use the strengths to better take advantage of the
opportunities ahead and
minimize the harm that threats may introduce if they become a
reality?
How can weaknesses be minimized or eliminated?
What Weaknesses and Threats can be detoured?
Grading Analysis
Grading Scheme:
Knowledge: (20 Points)
Understanding of the past, current and future market needs.
Analysis of basic
competitors, products, and opportunities.
Thinking: (20 Points)
Strengths, Weaknesses, Opportunities and Threats relate to your
product. Analysis is
clear and thoughtful and is based on market needs competition
and any other relevant
matters. A well-developed explanation of each shows what your
product does well and
identifies both present and potential weaknesses.
Application: (20 Points)
A great deal of critical thinking is obvious. Appears that the
group has carefully analyzed
their collected thoughts and has drawn appropriate conclusions.
Unique overall plan
that is company and customer focused.
Communication: (20 Points)
Work is completed neatly, is well written, in outline format,
there are no
spelling/grammatical errors. Chart is logically organized. There
is precise and complex
vocabulary used. Sentences are properly written. Your thoughts
are clear and thought-
provoking. The voice of the student as the writer is evident.
Target Market: (20 Points)
The Target Market is very well defined. An assessment of the
market, demographics
and the economy are included. Expectations are to see unique
characteristics from the
demographics and psychographics with references.
Total 100 Points
Problem Solving Assessment Rubric
Learning
Objective
Unacceptable
(1)
Acceptable
(2)
Proficient
(3)
Superior
(4)
Identification of
central problems
in a complex
situation
Failure to
identify major
problems
involved in a
complex
business
situation
Identification
of problems
but not clear
on main and
related
issues.
Identification of
the main
problems but
not all relevant
issues and
other problems
that may be
related
Identification of
all major
problems and
relevant issues
involved in the
situation
Recognition of
multiple causal
factors involved
in a problem
situation
Failure to
identify any
causal factors
involved in a
problem
situation
Identified
causes, but
not clear on
main problem
and other
factors.
Identified the
main causal
factor but no
other relevant
factors
important for
problem
solving
Identified all
relevant causal
factors
involved in a
problem
situation
Correct usage
of theories,
methods and/or
principles to
Usage of
incorrect or
irrelevant
theories and
principles to
Ineffective
application of
relevant
theories,
Correct
Identification of
major theories ,
methods, and
principles to
Effective
application of
all relevant
theories,
methods,
address the
problem
address the
problem
methods or
principles.
address the
problem
and/or
principles to
address the
problem
Generation of
plausible
alternative
solutions to
solve the
problem
Failure to
generate
plausible
alternative
solutions to
solve a
problem
Generation of
plausible
alternative
solutions to
the problem
Generation of
plausible
alternative
solutions to the
problem that
are either
effective or
efficient.
Generation of
highly efficient
and effective
solutions to the
problem
Provision of
persuasive
reasons and
evidence in
support of
proposed
solutions
Failure to
provide
reasons or
evidence to
support
proposed
solutions
Provides
reasons or
evidences but
not
reasonable or
supported.
support
proposed
solutions
Provision of
reasonable
arguments and
evidence to
support
proposed
solutions
Provision of
strongly
persuasive
reasons and
evidence to
support
proposed
solutions
Scoring 5-9 Points 10-12 Points 13-15 Points 16-20
Mktg305 Group Project Case Fall 2016
Many products and services are purchased differently than just a
few years ago. Each
generation has different challenges and technologies. The
millenniums are the next
market segment for tourism. There are a few lodging styles to
look at such as resorts,
budget hotels/motels, casinos, and boutique hotels. There are
also many activities
such as theatre, music, pro sports, hiking, museums, restaurants,
etc.
A family member of yours is looking to build a Millennium
friendly vacation destination in
Coachella Valley (Palm Desert Area). They have already
committed their life savings to
finance the project. Since they are not millenniums they are
concerned the target
market may not like their ideas. You are asked to provide a
Mini Marketing Plan with
your researched recommendations for a Millennium destination
spot in the Coachella
Valley.
What lodging, food, and/or activities would be successful for
the Millenniums in the
Coachella Valley?
ease provide a Mini Marketing Plan with referenced
information and justified
recommendations
Mini Marketing Plan Outline
Guidelines:
-12 single spaced pages
– many headings and bullets
Product/Service
History
Characteristics
Distribution
Competition
Problem
Opportunity
Target Market
Demographics
Psychographics
Geographic
Purchase behavior
Communication Style
SWOT Analysis Worksheet
STRENGTHS (to build on)
-
-
-
-
WEAKNESSES (to overcome)
-
-
-
-
OPPORTUNITIES (to explore)
-
-
-
-
THREATS (to minimize)
-
-
-
-
SWOT Actionable Recommendations:
Weakness #1 Recommendation:
Weakness #1 Recommendation:
Threat #1 Recommendation:
Threat #2 Recommendation:
Weakness + Threat #1 Recommendation:
Final Recommendations
Message
Media
Promotions
Conclusion
Each Group Members participation level (rate 1-10)

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StrengthsWeakness· Located at central of Palm Desert give ou.docx

  • 1. Strengths Weakness · Located at central of Palm Desert give our hotel more opportunity to catch customers easily. · Free Wi-Fi is applying to all area in the property. · Room service menu by texting save guest’s time and convenience. · Abundant package any shop such as cafeteria, gift shop, or food court. · Hangover center where guest can have discount on hangover treatment or buy medication. · Professional staff that is well trained will brings to customers valuable experiences. · Free cable with thousand channel. · Strong connection with local golf course that satisfy guest’s sport enthusiastic. · High technology equipment give guest best satisfaction in any activities. · Excellent gym room with automatic food and beverage machine. · 4 luxurious restaurants that serve America, Asia, Europe, and Middle Eastern traditional food. · Have reward system that customers can save their point whenever purchasing anything. By using the point for discount at later trips. · First time entry in tourist industry which face to a lot of unpredictable risk. · Do not have enough budget to make huge amount of service for every type of customers. · Located in tourist area that has a lot of big competition such
  • 2. as Marriot, Hilton. · Lack of connecting with local government for organizing introduce campaign. · Do not have many choice of activities on the property. · Short of employee due to limit budget that can influence on customer service in season. Opportunities Threats · Nowadays, people work hard and easy to get stress, they will spend more money on relaxing and vacation. · In Tourist Industry, young millennial always want to try new place and experience new things. · Although we are located around big cooperation, it give us more chance to get notice from new customers. · People feel bored with traditional style hotel, having strange design will make guest remember us. · With lower price than other hotel, it may hurt at the beginning, however, return on investment will increase by getting customer’s trust. · Now it is Winter time and a lot of snow bird come to the area, it is wonderful opportunity to advertise our brand new hotel. · Next to Marriot resort, it is a big challenge for our business. · In summer, everything’s price will increase due to difficult transportation. We need to deal with supplier to get the best rate. · Government regulation for hotel industry is strict, especially OSHA which directly affect to employees and cooperation itself. · Since 2008 economic crisis, the rate of tourist in Coachella Valley decrease dramatically. We need to improve our business value to get more customers.
  • 3. · Desert Sun, a main newspaper of the area, will be used as a weapon of other competitors to · Most of tourist is in generation X and they usually stick with their vacation habit. It will become a disadvantage when we cannot catch their attention. · Business can be in threat because of lacking number of sale due to negative feedback if we are bad at customer service. Positive Negative Mktg305 Marketing Principles Group Project Assignment How to SWOT Identify the problems. Teaching cases are typified by the presentation of a problem, or sometimes multiple problems, for the reader to systematically solve through the case analysis process. After initially reading or skimming the case, you should read through the case again for the purpose of determining what problems the main character (principal) in the case is faced with solving. Analyze the situation. After determining the problem faced in the case, you need to analyze the situation surrounding the focal organization in the case. At the core of this analysis is a SWOT analysis (SWOT is an acronym for strengths, weaknesses, opportunities, and threats). Within the organization, what strengths and weaknesses
  • 4. does the company have? Externally, or outside the organization, what opportunities may be available to the organization and what threats could it face? If you are unfamiliar with a SWOT analysis, you can find a wealth of resources on the topic through an Internet search or at a library. Also note that other types of situational analysis techniques may be available other than the SWOT analysis. Generate potential solutions. The next step in the case analysis is the most creative element, in which you generate a list of potential solutions to the problems faced in the case. This is a brainstorming activity, although it is typical to narrow the list of potential solutions to the two to four most reasonable options for solving the problem. Evaluate potential solutions. After developing, and potentially narrowing, a list of potential solutions, evaluate the advantages and disadvantages, or pros and cons, of each. With each solution, what are its positive and negative characteristics and potential consequences if implemented? Is the solution practical to implement? Effective managers are able to analyze the virtues of each potential solution in the future, as well as what pitfalls could occur. Choose the optimal solution. The final step in the case analysis process is to choose the best solution. Based on the advantages and disadvantages of the potential solutions examined in the previous two steps of this process, which do
  • 5. you believe is the right choice for the case principal and organization to take? Most important, you need to be able to support and defend this choice. Be prepared to answer the question of why you believe it’s the right choice and back up your choice with facts, data, or examples. Potential Questions to Ask A SWOT analysis will answer these questions: company? industry and its environment? ed to strengths? Any threats into opportunities? opportunities? result of the SWOT analysis? How to Perform a SWOT Analysis (Tim Berry) four areas
  • 6. assign each significant factor, positive and negative, to one of the four categories, allowing you to take an objective look at the business confirming your goals and your marketing strategy. Strengths Strengths describe the positive attributes, tangible and intangible, internal to the organization. They are within your control. Strengths capture the positive aspects internal to the business that add value or offer a competitive advantage. Weaknesses Weaknesses are factors that are within your control that detract from your ability to obtain or maintain a competitive edge. Which areas might be improved? Weaknesses might include:
  • 7. These are factors that are under the control of the business, but for a variety of reasons, are in need of improvement to effectively accomplish marketing objectives. The more accurately you identify weaknesses, the more valuable the SWOT will be. Opportunities What opportunities exist in your market, or in the environment, from which you hope to benefit? These opportunities reflect the potential you can realize through implementing marketing strategies. Opportunities may be the result of: situations your services If relevant, place timeframes around the opportunities. Does it represent an ongoing opportunity, or is it a window of opportunity? How critical is the timing? If you have
  • 8. identified “opportunities” that are internal to the organization and within the control of the business, you will want to classify them as strengths. Threats Threats include factors beyond your control that could place your marketing strategy, or the business itself, at risk. You have no control over them, but you may benefit by having contingency plans to address them if they should occur. A threat is a challenge created by an unfavorable trend or development that may lead to deteriorating revenues or profits. Competition – existing or potential – is always a threat. Threats may include: ation -frog” technology that may make your products
  • 9. What situations might threaten your marketing efforts? Get your worst fears on the table. Part of this list may be speculative in nature, and still add value to your SWOT analysis. The better you are at identifying potential threats, the more likely you can position the company to proactively plan for and respond to them. You will be looking back at these threats when you consider contingency plans. The implications The internal strengths and weaknesses, compared to the external opportunities and threats, can offer additional insight into the condition and potential of the business. How can you use the strengths to better take advantage of the opportunities ahead and minimize the harm that threats may introduce if they become a reality? How can weaknesses be minimized or eliminated? What Weaknesses and Threats can be detoured? Grading Analysis Grading Scheme: Knowledge: (20 Points) Understanding of the past, current and future market needs. Analysis of basic competitors, products, and opportunities. Thinking: (20 Points) Strengths, Weaknesses, Opportunities and Threats relate to your
  • 10. product. Analysis is clear and thoughtful and is based on market needs competition and any other relevant matters. A well-developed explanation of each shows what your product does well and identifies both present and potential weaknesses. Application: (20 Points) A great deal of critical thinking is obvious. Appears that the group has carefully analyzed their collected thoughts and has drawn appropriate conclusions. Unique overall plan that is company and customer focused. Communication: (20 Points) Work is completed neatly, is well written, in outline format, there are no spelling/grammatical errors. Chart is logically organized. There is precise and complex vocabulary used. Sentences are properly written. Your thoughts are clear and thought- provoking. The voice of the student as the writer is evident. Target Market: (20 Points) The Target Market is very well defined. An assessment of the market, demographics and the economy are included. Expectations are to see unique characteristics from the demographics and psychographics with references. Total 100 Points
  • 11. Problem Solving Assessment Rubric Learning Objective Unacceptable (1) Acceptable (2) Proficient (3) Superior (4) Identification of central problems in a complex situation Failure to identify major problems involved in a complex business situation Identification of problems but not clear on main and related issues.
  • 12. Identification of the main problems but not all relevant issues and other problems that may be related Identification of all major problems and relevant issues involved in the situation Recognition of multiple causal factors involved in a problem situation Failure to identify any causal factors involved in a problem situation Identified causes, but not clear on main problem and other factors.
  • 13. Identified the main causal factor but no other relevant factors important for problem solving Identified all relevant causal factors involved in a problem situation Correct usage of theories, methods and/or principles to Usage of incorrect or irrelevant theories and principles to Ineffective application of relevant theories, Correct Identification of major theories ,
  • 14. methods, and principles to Effective application of all relevant theories, methods, address the problem address the problem methods or principles. address the problem and/or principles to address the problem Generation of plausible alternative solutions to solve the problem Failure to
  • 15. generate plausible alternative solutions to solve a problem Generation of plausible alternative solutions to the problem Generation of plausible alternative solutions to the problem that are either effective or efficient. Generation of highly efficient and effective solutions to the problem Provision of persuasive reasons and evidence in support of proposed solutions
  • 16. Failure to provide reasons or evidence to support proposed solutions Provides reasons or evidences but not reasonable or supported. support proposed solutions Provision of reasonable arguments and evidence to support proposed solutions Provision of strongly persuasive reasons and evidence to support proposed solutions Scoring 5-9 Points 10-12 Points 13-15 Points 16-20
  • 17. Mktg305 Group Project Case Fall 2016 Many products and services are purchased differently than just a few years ago. Each generation has different challenges and technologies. The millenniums are the next market segment for tourism. There are a few lodging styles to look at such as resorts, budget hotels/motels, casinos, and boutique hotels. There are also many activities such as theatre, music, pro sports, hiking, museums, restaurants, etc. A family member of yours is looking to build a Millennium friendly vacation destination in Coachella Valley (Palm Desert Area). They have already committed their life savings to finance the project. Since they are not millenniums they are concerned the target market may not like their ideas. You are asked to provide a Mini Marketing Plan with your researched recommendations for a Millennium destination spot in the Coachella Valley. What lodging, food, and/or activities would be successful for the Millenniums in the Coachella Valley?
  • 18. ease provide a Mini Marketing Plan with referenced information and justified recommendations Mini Marketing Plan Outline Guidelines: -12 single spaced pages – many headings and bullets Product/Service History Characteristics Distribution Competition Problem Opportunity Target Market Demographics Psychographics Geographic Purchase behavior
  • 19. Communication Style SWOT Analysis Worksheet STRENGTHS (to build on) - - - - WEAKNESSES (to overcome) - - - - OPPORTUNITIES (to explore) - - - - THREATS (to minimize) - - - - SWOT Actionable Recommendations: Weakness #1 Recommendation: Weakness #1 Recommendation: Threat #1 Recommendation: Threat #2 Recommendation: Weakness + Threat #1 Recommendation: