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ID:20596671
大小:1.32 MB
页数:20页
时间:2018-10-14
《商务英语案例city plaza hotel》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、CITYPLAZAHOTELSTRATEGYKexinFanSun2341STRUCTUREBackgroundSWOTanalysisOptionsConclusion23TorontoBACKGROUND4Four-starMarketleader→MarketfollowerLosingmoneyLosingitstraditionalcustomersANEWSTRATEGYISNEEDEDRecentlyboughtbyPriceInc.BACKGROUNDLackofmoney56SWOT-threatsRivalsMajestic-marketleaderBelved
2、ere-marketnicherMountCharlotte-budgethotel7Coffee-makerAir-conditioningSafeMinibarFaxmachineVoice-mailSWOT-threats11)MajesticAwiderangeoffacilitiesBiggerconferenceroomsA“YesIcan”attitudeLuxuriousandverycustomer-orientatedAlmostthesametargetmarket22)BelvedereAthree-starhotelAimsatmiddle-incomet
3、ouristsandpackagetourvisitorsSamefacilitiesinguestroomsasCityPlazaNumberofhallscapacityofeachperpersonMajestic5500C$95Cityplaza3100C$70Belvedere160C$75Mountcharlotte0-——-——克格勃简介33)MountCharlotteAbudgethotelThelargestnumberofrooms(360)CheappriceFriendlystaffHighestoccupancyrateDevelopingfastrep
4、eatbusinessannualaverageoccupancyrateAverageroomrateMajestic55%75%240Cityplaza32%35%170Belvedere44%72%130Mountcharlotte35%92%9010SWOT-weaknessOutdatedfacilitiesandservicesIncreasingcostofrunningthehotelUnclearmarketpositionLackofcorporateculturePriceisnotcompetitive11repeatbusinessannualaverag
5、eoccupancyrateAverageroomrateMajestic55%75%240Cityplaza32%35%170Belvedere44%72%130Mountcharlotte35%92%90SWOT-weakness12SWOT-strengthhotelRoomsFacilitiesMajestic300AwiderangeCityplaza250AwiderangeBelvedere190BasicrangeMountcharlotte360FewFour-starHistoryandExistingcustomersComparablylargescale1
6、3SWOT-opportunityMergerC$2.75millioninvestmentBrand,intelligence,reputation,managementskills,theformatappliedsuccessfully,etc1.TakeCityPlazaHotelup-marketlikeMajesticAdvantage:up-marketisprofitableRisk:Bigcostofredecoration(2750000÷12000=229<250)fiercecompetition;powerfulcompetitorMajestic14OP
7、TIONSrepeatbusinessannualaverageoccupancyrateAverageroomrateMajestic55%75%240Cityplaza32%35%170Belvedere44%72%130Mountcharlotte35%92%902.RepositionthehotelasabudgethotellikeMountCharlotteAdvantage:alsoprofitablenotascompetitiveasup-mark
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