Swot for Marriott Copenhagen
Internal/ External: SWOT analysis
Strength
* Famous brand of Marriott hotel chain in 67 countries,focus on B2C and B2B market * Staff(130 full-time employees) and staffs turnover is only 5%- high retention level, but during summer time number of employees increases (full-time and part-time) * Advantage of location according to the centre of Copenhagen and water view * Discounts packages for customers (family discounts, free transportation before/ after cruise) and the points system * Company’s culture is orientated to the statement “How Marriott never forgets a guest.”- high attention to the customer * Core product is experience for customers and also additional services * Green key hotel and Environmental Committee * A lot of rooms (383) and 11 conference rooms, which are big in European standards; * Mergers with Tivoli and transportation company
Weaknesses
* Customer satisfaction: 81.2 % in 2009, 18.8% of customers can influence negatively on reputation, because of mouth-to-ear information distribution * High prices in 5* hotel (food and beverage, rooms), extra expenses (Wi-Fi);
Opportunities
* To have more facilities: like swimming pool or water center, boat trips * Eco- food will support the idea of the “environmental fight”
Threats
* Monopolistic competition, 65 competitors: 3-5 star hotels in Copenhagen; * Financial situation: crisis, inflation influences on customer decisions
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[ 1 ]. http://marketingteacher.com/Lessons/lesson_swot.htm
[ 2 ]. http://www.marriott.com/corporateinfo/glance.mi
[ 3 ]. Asking receptionist
[ 4 ]. http://www.marriott.com/hotels/hotel-deals/cphdk-copenhagen-marriott-hotel/?offerInfo=364544
[ 5 ]. http://www.marriott.com/search/redeemRewardsPoints.mi
[ 6 ]. http://www.dengroennenoegle.dk/English/Cases.aspx
[ 7 ]. http://www.dengroennenoegle.dk/English/Cases.aspx
[ 8 ].
Strength
* Famous brand of Marriott hotel chain in 67 countries,focus on B2C and B2B market * Staff(130 full-time employees) and staffs turnover is only 5%- high retention level, but during summer time number of employees increases (full-time and part-time) * Advantage of location according to the centre of Copenhagen and water view * Discounts packages for customers (family discounts, free transportation before/ after cruise) and the points system * Company’s culture is orientated to the statement “How Marriott never forgets a guest.”- high attention to the customer * Core product is experience for customers and also additional services * Green key hotel and Environmental Committee * A lot of rooms (383) and 11 conference rooms, which are big in European standards; * Mergers with Tivoli and transportation company
Weaknesses
* Customer satisfaction: 81.2 % in 2009, 18.8% of customers can influence negatively on reputation, because of mouth-to-ear information distribution * High prices in 5* hotel (food and beverage, rooms), extra expenses (Wi-Fi);
Opportunities
* To have more facilities: like swimming pool or water center, boat trips * Eco- food will support the idea of the “environmental fight”
Threats
* Monopolistic competition, 65 competitors: 3-5 star hotels in Copenhagen; * Financial situation: crisis, inflation influences on customer decisions
--------------------------------------------
[ 1 ]. http://marketingteacher.com/Lessons/lesson_swot.htm
[ 2 ]. http://www.marriott.com/corporateinfo/glance.mi
[ 3 ]. Asking receptionist
[ 4 ]. http://www.marriott.com/hotels/hotel-deals/cphdk-copenhagen-marriott-hotel/?offerInfo=364544
[ 5 ]. http://www.marriott.com/search/redeemRewardsPoints.mi
[ 6 ]. http://www.dengroennenoegle.dk/English/Cases.aspx
[ 7 ]. http://www.dengroennenoegle.dk/English/Cases.aspx
[ 8 ].