Marketing Ingles

Strengths

•Strategy: established differentiation strategy.
•Structure: flat, decentralized structure.
•Skills: diverse range of service skills within management and staff
.•Style: strong,participative culture
.•Staff: specialized and experienced staff that are motivated and highly skilled. A well trained team who are proud of their hotel and respect and promote the brand values
.•SharedValues: clear and well communicated.
•Brand Strength: brand values well represented engendering brand loyalty amongst existing and new guests
•Reputation: a strong reputation within the local marketand corporate and travel trade markets for reliability, exemplary service and quality.

Weaknesses
•Strategy: differentiation strategy needs to be more clearly communicated externally, withinlocal and national markets
•Systems: formal systems result from the detail oriented work and environment. Interdepartmental communications could be improved.
• Staff: seasonal turnover requires ongoingtraining and orientation of new staff.
•Facilities: certain rooms require renovation and upgrade as regards technical equipment, such as high speed Internet access and laptop links.

Opportunities•Market: returning growth after a period of slump.
•Competitors: no direct competition exists at present, in terms of the five star' boutique business property' niche.
•Suppliers: strong,long-term relationships established with suppliers.
•Guest Dependency: repeat corporate business based on personal service and quality, in a small but luxurious environment.

Threats
•Market Entry:potential for a competitive, global brand to enter the market with a similar product.
•Substitutes: fully furnished and serviced business apartments offering lower daily rates.
•Economy: recovery fromslight recession may take time.
Riverview Hotel


Macro environment
The external, environmental issues that affect the Riverview Hotel are

•Political: a stable environment where little...