Novotel Situational Analysis 2013
Executive Summary:
Novotel Wellington is a four star plus hotel with 139 rooms, 1 meeting centre and a restaurant. Novotel is an international brand owned by the Accor Group which owns several other hotel chains/brands. Novotel provides luxury accommodation to travelling businessmen and families with children under 16 years of age.
The situational analysis showed that in its specific market Novotel Wellington has a few effective points of parity but is ultimately smaller and underperforming compared to its immediate competitors. The analysis led to the conclusion that Novotel need different ways to reach their target markets as their competitors had more means at their disposal to attract the same target markets. The macro analysis indicated that there is potential to achieve greater market share.
The TOWS analysis underlined that there is potential for Novotel Wellington to improve on its current market share and also showed that there are limited threats to the organisation leading to the conclusion that the potential gain from attempting market penetration and development strategies would outweigh the potential losses. The TOWS proved that Novotel had a good base of strengths to lean on when implementing these strategies and that their opportunities were achievable.
The recommendations of this report outlined strategies based around market penetration and development that would be achieved through acclimatizing the Novotel chain to the Wellington situation through partnerships and localised marketing.
Table of Contents:
Pg 1. Executive Summary
Pg 2. Table of Contents
Pg 3. Introduction
Pg 4. Market Analysis
Pg 6. Competitor Analysis
Pg 8. Macro Environment Analysis
Pg 10. TOWS Analysis
Pg 13. Target Market
Pg 14. Conclusions/Recommendations
Pg 15. Reference List
Pg 17. Appendices
Introduction:
This report is a situational analysis on the hotel chain Novotel.
Novotel Wellington is a four star plus hotel with 139 rooms, 1 meeting centre and a restaurant. Novotel is an international brand owned by the Accor Group which owns several other hotel chains/brands. Novotel provides luxury accommodation to travelling businessmen and families with children under 16 years of age.
The situational analysis showed that in its specific market Novotel Wellington has a few effective points of parity but is ultimately smaller and underperforming compared to its immediate competitors. The analysis led to the conclusion that Novotel need different ways to reach their target markets as their competitors had more means at their disposal to attract the same target markets. The macro analysis indicated that there is potential to achieve greater market share.
The TOWS analysis underlined that there is potential for Novotel Wellington to improve on its current market share and also showed that there are limited threats to the organisation leading to the conclusion that the potential gain from attempting market penetration and development strategies would outweigh the potential losses. The TOWS proved that Novotel had a good base of strengths to lean on when implementing these strategies and that their opportunities were achievable.
The recommendations of this report outlined strategies based around market penetration and development that would be achieved through acclimatizing the Novotel chain to the Wellington situation through partnerships and localised marketing.
Table of Contents:
Pg 1. Executive Summary
Pg 2. Table of Contents
Pg 3. Introduction
Pg 4. Market Analysis
Pg 6. Competitor Analysis
Pg 8. Macro Environment Analysis
Pg 10. TOWS Analysis
Pg 13. Target Market
Pg 14. Conclusions/Recommendations
Pg 15. Reference List
Pg 17. Appendices
Introduction:
This report is a situational analysis on the hotel chain Novotel.