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Primera parte -
Lee la siguiente información.
Escribe las fuerzas, debilidades, oportunidades y amenazas que puedas identificar acerca de “The Sweet Dreams Motel.”
Escríbelas en el formato FODA.


THE SWEET DREAMS MOTEL – FAR NORTH QUEENSLAND

The Sweet Dreams Motel is a 40-unit, no-frills operation in the less scenic part of a major Queensland resort town. The owner,Mr Smith, firmly believes that there is a need for his style of low-cost family accommodation amid the luxury and beauty of the area. His rooms are large, family-style rooms (there is no television, for example). Although there is plenty of room for future expansion, the grounds are fairly bare with a bit of landscaping, but mostly grass.

Mr Smith can serve breakfast to the rooms andprovides tea-making facilities. There are now a lot of good restaurants and take-aways in the area. Mr. Smith’s prices are less than half of what similar motels charge and only a fraction of what the big five-star properties are charging. And, really, he isn’t all that far away from the beach, shops and other attractions.

The problem is occupancy. He has some regulars who come every holiday period(and have been doing so for the four years he has owned the property). Overall, occupancy is about 50% year round and he knows from the local tourist office that the other properties average around 68% occupancy year round. New developments could mean trouble. This lack of occupancy can be quite frustrating for Mr Smith. Cars pull in, drive around the parking areas, then drive away.Currently Mr Smith does very little advertising in local district guides and the holiday papers, mainly because he really thinks word-of-mouth is the best form of advertising. He is a member of the local tourist committee, but too busy to go to meetings. However, he does receive the local statistics and knows the average stay in the area is 3.8 nights, and that local families and couples andincreasingly overseas visitors are his potential customers.

He’s not desperate yet, but he’s getting worried and disillusioned. He thought he would be overrun with guests, but that hasn’t happened.










Segunda parte –
Compara tu análisis con los siguientes puntos:


SWOT analysis of the Sweet Dreams Motel
Strengths:
Located in a popular tourist region
Big rooms
Large groundsand open areas
Breakfast service to rooms
Good restaurants and take-away nearby
Low prices (but this is also a problem!)
Regular customers (but not very many)
Membership in the local tourist group
Property large enough for coach groups
Property is clean
Access to information about the industry
Mr smith acknowledges he has a problem – the first step towards solving it!
Weaknesses:
Notelevision (crucial for the family market)
Bare and unappealing grounds
Initial interest by people who drive in and look but then leave (probably because of the bare grounds)
Location poor in relation to other services, attractions, etc.
No separate restaurant services
Low occupancy compared to other motels
Very little advertising
Only local advertising
Uninspiring motel name
Low rates beingcharged could be perceived as unappealing
Opportunities:
Install televisions immediately
Landscape the grounds and make them more attractive
Add more outdoor facilities – playground, BBQ facilities, perhaps a pool or tennis courts depending on finances
Increase the level of advertising
Increase the rates being charged
Work in with other attractions, restaurants, etc (charge-back facilitieswith nearby restaurants, for example)
Attend tourist group meetings – do more networking
Add own restaurant or do-it-yourself catering facilities for guests
Investigate other markets (backpackers, etc.)
Threats:
Potential failure if occupancy doesn’t improve
Potential failure if other properties begin cutting rates
Potential problems if other properties begin big promotional campaigns...