商务英语案例city plaza hotel

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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