Halina

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HALINA MOUNTAIN RESORT (C)

I. AREAS OF CONSIDERATION (SWOT ANALYSIS)

A.STRENGTHS:

1.Halina Mountain Resort is a company owned business.
2.The very good location of the resort.
3.The first Resort in the area that has a restaurant.
4.The wide land area expansion suitable for parking accommodation. 5.First-class resort with first-class facilities (cleanliness) 6.Rich in Natural Resources (e.g., mineral hot spring, enchanting Mt. Makiling view)

B.WEAKNESSES:

1.No safety measures mentioned
2.Financial constraints
3.The key personnel of the resort are from Herrera family.
4.Lack of marketing strategies (advertising and promotion)

C.OPPORTUNITIES:

1.Customers’ word-of-mouth (relative to Resort promotion) 2.Utilization of the underdeveloped half-hectare land expansion 3.New gimmicks/features
4.Serving new customers group

D.THREATS:

1.Natural disaster like typhoon, earthquakes and others.
2.Other competitors in the area that was patronized by people, or may have a low price. 3.The resort is near a creek; this may cause the land to be soft. 4.The recent incident (holdup) nearby the resort may cause worries to customers concerning their safety. 5.Government Standardization (admission fee in particular)

II. STATEMENT OF THE PROBLEM

How would the Halina Mountain Resort emerge in the competitive environment and ensure the growth of their business?

III. ALTERNATIVE COURSES OF ACTION

1.Victor F. Herrera, Jr., as EVP & General Manager of the resort, may apply his learning and experiences from being a brand manager of a mass consumer food aside from the seminars he attended and MBA studies. -Advantage: Jun Herrera could adopt marketing strategies like in Food Company around similar objectives. -Disadvantage: The resort comprises different complicated operation for each condition and it requires a unique marketing approach for each function. 2.The Company may employ more competent professionals for each...
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