PA #3. Analysis of the Competitive Environment (five forces analysis)
By: Laura Calderón
| Brief explanation of the factor
| Influence predicted: positive or negative?
| Reasoning for the influence predicted
| Company’s actual reaction to the factor
| Assessment of company’s reaction & proposal of alternative actions
| Spain's NH Hoteles has received a preliminary offer from U.S. private equity firm KKR to buy bonds that can be converted into shares of hotel chain.
| NH Hoteles is indebted. This investment in their company might re-activate its power in Spanish market.
| As this is a recent new Melia has not had time to react to the movement of the famous venture capital fund.
| We think Melia should be aware in what concerns to pricing and advertisement because one of its most important competitors is going to come out from its crisis.
| Hilton Hotels is committed to introduce its brand DoubleTree in the Spanish market, where it has already been operating by 20 years.
| DoubleTree is a highly reputed brand from one of Melia’s main competitor. Rivalling with Gran Melia brand, it is going to attract potential Melia customers in the long term.
| Melia has already introduced some special offers to frequent customers in this region of Spain, where the Melia Golf Vichy Catalan is the most affected.
| In our opinion Melia should also offer discounts for potential customers. They have to remember that is important to attract new guests as well as maintaining them.
| ………… (3)
| ………… (4)
| Airbnb has gained popularity by connecting travellers withapartment and home owners across the world, providing an alternative to hotels.
| As this new kind of lodgement ismuch cheaper than a night in most hotels, people prefer to...
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