As a company moving within a new integrated market it is necessary to evaluate what their impending strengths, weaknesses, opportunities and threats are. This process is referred to as a SWOT analysis and plays an integral role within the daily operations of marketing teams. Successful market penetration becomes a greater possibility when a company can efficiently analyze their marketing environment and specify how it will relate to their own exclusive product. “The goal is to match the company’s strengths to attractive opportunities in the environment while eliminating or overcoming the weaknesses and minimizing the threats” (Bowen et al, 2010).
When analyzing the Golden Arch Hotel launch, it is important to consider the reasons why they decided to merge within the hotel industry and the pending opportunities it provided. This segment of the SWOT analysis will determine if the company will be able to capitalize and succeed within the intended market. One definitive opportunity for the Golden Arch Hotel was the booming hotel industry within Switzerland during the time of their product launch. The designated region of Zurich boasted a total of 17 newly constructed hotels alone. As Michel’s article explains, “their occupancy rates were high, and there was much diversity.” (Michel, 2005). Surely a well-respected and loved company such as McDonalds would thrive within a flourishing and diverse market such as this. Furthermore, Zurich was seen as a trendy environment; a perfect candidate for a new, modern and innovative concept that McDonald’s Golden Arch Hotel would exemplify.
The assimilation of McDonald’s Golden Arch concept within Switzerland’s hotel and lodging industry did not present an easy transition. As a result, McDonalds was required to use all of their available strengths and abilities in order to achieve success. It is important that when focusing on strengths, the company perceives it from the point of view of their customers....
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