The evolution the tourist demand and the characteristics
Analyze the organization’s internal operating environment to identify the organization’s strengths and weaknesses. Critical evaluation: Evaluate the implications and justifications on how strategies are implemented and outline how the changes are managed effectively.
Justify how selected strategies are consistent with mission and major goals of the organization.
Select a hospitality business company with the approval of module teacher.
What might be some of the common barriers to change and improvement this organization may face?
Identify boundaries and constraints: Which specific part of the organization do you want your problem choice of solutions to focus on?
Identify, generate and prioritize options: Which kind of action plans will you generate from your selected options?
Introduction
Hotels have become so much important that they are a part of the lives of people. Four seasons hotel is located in in various parts of this world. The hotel is a five star located in several major cities in the world and has a branch in Paris that we are going to analyze..Four seasons hotel has felt the economic impact after the attacks in the capital Paris last year (Barney and Hesterly, n.d.). This report analyses the strategic management perspective Four seasons Hotel in light of increased competition and terrorism challenges. We shall analyze the strategic vision of the company by reviewing the SWOT analysis of the company.as well as the porters five model of the hotel.
Competitive rivalry
The exact severity of the threat to income depends on the barriers to entry and the expected reaction of firms already in the market to such new income. Paris boast a lot of high end hotels because it is one of the most visited cities in the world. the competitors have forced Four Seasons hotel to up its game to survive in this market. This is by coming up with unique packages for the customersw to increase its clientele.
A lot of times the brand's loyalty is given by the customers or guests for something of a trajectory of the hotel company, which is inherited by consumers to other generations (Kainthola, 2009). This creates a positioning and loyalty and identification with the brand, indicating that potential entrants must spend a large amount of money to create a brand image that will last in the mind of the tourist. This will be given by the quality of the service, and its facilities.
The threats of new entrants
The interrelationships between business units and others in the company in terms of image and commercial capacity, are the reason that the companies attach great strategic importance to being in a concrete activity. In this industry, it corresponds to direct work with travel agencies (Everett, 2016).
Four Seasons hotel reinforces its pioneering nature as an expansion strategy
Market Penetration Strategy
The strategy for market penetration was developed by Igor Ansoff and called it the Ansof Matrix. Implementation of certain policies and brand development is the key strategy to market penetration. Product diversification and quality service delivery is the key strategy to enhance market penetration. The analysis of these four elements must be done taking into account either the internal characteristics of the hotel of the analysis, as well as the external competitive environment, constituted by the characteristics of the location, the evolution of the tourist demand and the characteristics, Strategies and actions of the competition.
As a global brand, the growth strategy is crucial to four seasons. The digital marketing strategy is to broadcast the brand name while expanding physically. Digital marketing has become a big hit for organizations and four seasons should also have a big brand in the social media for visibility and growth. Feasibility studies should also be done to help in growth potentials
Four seasons hotels strategic vision
Once a deep SWOT analysis is done it is possible to concentrate on a definition of the hotel project.
Among the latest openings to continue its international expansion, we must mention that in the first quarter of this year 2014, the chain has signed the following contracts: The internationalization of Spanish hotel chains and their impact on the management of Human Resources.
But it is important to analyze them in order to seize opportunities and avoid threats.
SWOT Analysis
Instability of energy prices with the consequent impact on transport.
Seasonality of demand.
Country with little tourist tradition.
Opportunities
Better access to information and greater customer knowledge
Wide variety of tourist attractions for all seasons.
Scale of very low staff remuneration which leads to high turn over. Not only is a bad policy of incentives but also motivation perceived.
Tendency to overvalue services by producing a very strong imbalance between them and prices.
Strengths
Effects of convertibility after changing the .
Set objectives
Inorder to overcome the problem discussed, four seasons should enhance a brand image that should match up with other big hotel brands like Hilton and the intercontinental among others.it is also among the objective to make sure that four seasons will hire quality staff to improve the quality of service being p[rovided. Also, the place where the hotels set up should be made in the best place possible for tourist attraction and providing the best ambience.
Develop, evaluate and chose options
The options of the hotel is to improve on quality service to redeem its image. Image control serves for the betterment of the hotel industry (West, Ford and Ibrahim, 2015). The evaluation of options amakes it good for the company to choose the best strategy.
Alston, F. and Bryson, J. (2013). Creating and implementing your strategic plan. 1st ed. San Francisco, Calif.: Jossey-Bass.
Barney, J. and Hesterly, W. (n.d.). Strategic management and competitive advantage. 1st ed.
Coulter, M. (2010). Strategic management in action. Boston: Prentice Hall.
Everett, L. (2016). Corporate brand personality. 1st ed. Philadelphia: Kogan Page.
Noe, R., Hollenbeck, J., Gerhart, B. and Wright, P. (2015). Human resource management. New York, NY: McGraw-Hill Education
Pinto, J. (2015). Project management. Boston: Pearson