西安威斯汀酒店SWOT分析.docx
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西安威斯汀酒店SWOT分析.docx
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西安威斯汀酒店SWOT分析
IWestin
Hotels&Resorts
TheWestinXi'an
Six
Groupnumber
王晓宁Annie聂硕丘Nelson
Groupmembers
林倚薇Dorothy文1〕婷Tina
Class
HCM131
Abstract
WestinHotelsisanupscalehotelchainownedbyStarwoodHotels&ResortsWorldwide.Thebusinessphilosophyofthehotelisindividualrenewalandinstinctive.Followingthosecorevalues,itattractsmoreandmorepeoplecometothehotelyearbyyear.Inthisarticle,usingtheSWOTanalysistoanalyzethefourfactorsofWestinXi'an,thatisthestrengthsweaknessopportunitiesandthreats.Thensumupthehotelmanagementstatusquo.Atthesametime,makesomestrategiesbycombiningthefourfactorsandgivereasonableadvices.
Keyword:
WestinSWOTStrategy
Catalog
Westinhotelbrandisintroduction1
History1
Today1
SWOTanalysisontheXi'anWestin3
WhatisSWOTanalysis3
TheStrengths3
StrategicLocation3
BigBanquet3
BusinessHotel3
Theweakness3
Envoysofthehoteldesign3
Internalsystem4
HotelStaff-turnover4
Theopportunities4
GDPanditgrowthrate4
Thethreats5
Morecompetitions5
Fourstrategies6
SO-takingadvantageandopportunity6
WO-takeopportunityandminimumweakness6
ST-maintainadvantageandavoidthreats7
SPGmembershipcard7
Pricefavorable7
Productmixed7
Salespromotiononholiday8
Adverting8
Onlinemarketing8
Publicrelationandsponsorshipmarketing8
WT-minimumweaknessandavoidthreats9
Conclusion10
1Tokeepourownadvantage.10
2Cooperatewithuniversities,traininghotelpersonneltosolveshortageofworkers..10
3Combinedwiththedevelopmentofmarketeconomy,presentthenewproductsto
themarket.10
4Cutcosts,reduceinflationmakesthehotelexpensesincreased.11
Jobsummary12
Westinxi'ananalysisreport
Westinhotelbrandisintroduction
History
In1930,SevertW.ThurstonandFrankDuparofSeattle,Washingtonmetunexpectedlyduringbreakfastatadiner.Bothcompetinghotelowners,thetwobeganinconversationandeventuallydecidedtoformastrategicallianee.With17properties,ofwhich16wereinWashington,theyjoinedPeterandAdolphSchmidtandestablishedWesternHotels.
Earlymanagementdevelopedeachpropertyindividually.Aftermorethantwodecadesofrapidgrowth,promptinganamechangein1954toWesternInternationalHotels,manyofitspropertiesweremergedintoasinglecorporatestructurein1958,andthecompanywentpublicin1963.In1970,thechainwasacquiredbyUALCorporation.Forits50thanniversaryin1980,itchangeditsnameagaintoWestinHotels&Resorts.
In1987,UALChairmanRichardFerrisannouncedaplantomakeUALintoAllegis,atravelconglomeratebasedaroundUnitedAirlines,HertzRentaCar,HiltonHotels,andWestinandlinkedbyApollo.Thisstrategyfailed,however,andWestinwassoldin1988toAokiCorporationofJapan.In1994AokisoldittoStarwoodCapital,realestateinvestmentfirmandparentofStarwoodLodging,andGoldmanSachs,aninvestmentbank.In1998Starwoodassumedfullownershipofthecompany.
Westinclaimstohavebeenthefirsthotelchaintointroduceguestcreditcards(in1946),24-hourroomservice(1969),andpersonalvoicemailineachroom(1991).
Today
WestinmarketscertainamenitiesavailableinitspropertiestothepublicunderthebrandnameHeavenly.In2005,WestinbecamethefirsthotelcompanytogainanationalretailstorepreseneewhenNordstromstartedcarryingtheHeavenlyBedlineinmorethan60stores.
WestinrefresheditspartnershipwithUnitedAirlinesin2008.
UnitedofferspillowsandblanketsfromtheirHeavenlyBedlineonselectUnitedpremiumserviceroutesbetweenNewYork
CityandCalifornia,aswellasWestindecorationsandseentsinsomeRedCarpetClublounges.
Especiallyinthelastdecade,Westinhasfocusedonexpandingglobally.Since2005,thenumberofhotelshasgrownfrom120locationsin24countriestoover192locationsin37countriesasof2013.
Westinxi'anintroduction
SituatedintheheartofQuJiangNewDistrict,TheWestinXianisonlyafewstepsfromfascinatingculturalsites,finediningrestaurants,entertainment,andshoppingareas-includingtheCenturyGinwaShoppingMall,justoppositethehotel.
Experieneeresidentialcomfortin329spaciousguestroomsandsuites.Eachfeaturescontemporarydesign,high-techentertainmentandbusinessoptions,andwelcomingamenitiessuchastheWestinHeavenlyBed?
rainforestshower,andseparatetub.TheWestinXianoffersawealthofoptionsforguests'relaxationandpleasureaswellasbusinessneeds.FindpamperingintheHeavenlySpabyWestin?
loungebyaninvitinglywarmindoorpool,orkeepupwithyourworkoutroutineinourstate-of-the-artWestinWORKOUT?
Gym.ViewancientChinesetreasuresattheon-siteXianQujiangMuseumofFineArts.Whateveryourneedsorrequests,ourmultilingualConciergestaffisalwaysatyourservice.
GuestsmayconductbusinesswithconfideneeandeasethroughourBusinessCenterandselectguestsenjoyaccesstoourwelcomingWestinExecutiveClubLounge.
Whateveryourneedsorrequests,ourmultilingualConciergestaffisalwaysatyourservice.
Fromthesimpletotheexotic,diningatTheWestinXianisalwaysasensorydelight,ExploreaworldofauthenticChinesemenusatFiveZen5esorsavorfineJapanesecuisineandanelegantsettingatMai.SeasonalTastesoffersall-daydining,includingourSuperFoodsRxmenu,withsomethingforeveryone.TheLobbyLoungeistheperfectgatheringspotforcocktailsorafternoontea,andDailyTreatsoffersdelectabletake-awayfoodandespressodrinks.Wealsooffer24-hourin-roomdining,forgourmetfoodsandcomfortingmealsintheprivacyofyourownroom,wheneveryouwish.
MindfulmeetingsbeginatTheWestinXian,where12flexibleeventroomscover2,375squaremetersoffullyequippedspace,includingour1,440-square-meterGrandBallroom.Ouruniqueblendofpersonalandinstinctiveservice,custom-designedmenus,andstate-of-the-artaudiovisualequipmentandsupportprovideeverythingyouneedforaflawlessandmemorableevent.
SWOTanalysisontheXi'anWestin
WhatisSWOTanalysis
SWOTanalysis(alternativelySWOTMatrix)isastructuredplanningmethodusedtoevaluatetheStrengths,Weaknesses,Opportunities,andThreatsinvolvedinaprojectorinabusinessventure.Italsocanbeusedforthehotel.Nextwewillfindtheinternalandexternalfactorsofxi'anWestin.
TheStrengths
StrategicLocation
Xi'anislocatedinthefamoushistoricalandculturalcity,tendynastiestheancientcapitalofXi'an.SouthWildGoosePogodasquare,squareintheeastwestroad,northringroadandnearbyQujiangexhibitioncenter.Xi'anWestinhotelisthefirstWestinhotelhaveitsownmuseumintheworld,whichisthecreationofx'iancity.
BigBanquet
Thehotelhasthelargestbanquet.ThemosttothehotelguestroomsandsuitesareXi'an.Rangingfrom45to135squaremeters.OnethousandandfourhundredninetysquaredmetergrandballroomwithoutcolumntypeisoneofthelargestindooractivityspaceinXi'an.Wholespacecanaccommodateupto1500guests.
BusinessHotel
Requireahighlevelofhighqualityworks.Inresponsetodifferentmarketprice,mainlyforbusinesspeople,suchasAirlines,Corporateexecutives.Businesspeopledon'ttooconcernedabouttheprice,themainfocusonservice.
Theweakness
Envoysofthehoteldesign
Suchasthebricks,thebricksisusedjustsameasinPalaceMuseum,maintenanceregularly,soitwillhavesomesmell,notsatisfiedwiththecustomerforthiskindofsmell.
Internalsystem
Internalsystemisimperfect,eachdepartmentcommunicationisbad.Thelackofcohesion,needsrunning.
HotelStaff-turnover
Thehotelindustryaverageturnoveris20percent,Westinhotelstaffturnoverrateisthehighest.Employeesfellthattheirworkisnotsuitable.Sotoseekbetter
opportunitiesandhigherpaymentis
theirmotivation.Findabetterjobandquiet.Allofthesituationbringdirecteconomiclosstothehotelandmadethehotelservicequalitydecline.Sothatlowemployeemorale.
Theopportunities
GDPanditgrowthrate
Xi'nisatouristcity.Thegovernmenttodevelopthetourism.Tourismeconomyrapidlygrowth.Inordertoimprovethetourismindustry,governmentincentivesthethirdindustryconstruction.Sograduallyincreasing,sothehotelbusinessguestsandtravelguestsgraduallyontherise.Thehoteldevelopmentonlinemarket,canbetterhotelrapidrise,forexample,westinreservation,appreservation,andweibointeractiveprize.
Thethreats
Morecompetitions
Becauseofthetourismindustrygrowth,otherfive-starhotelswillcompetewithus.Livingstandardsimprove,resultinginCPIrisingandwagesincrease,sothehotel
0100200300
ofmarketshare,thepowerbecomethetourismindustrywhichcan'beignored.Forexample,Jijianginns,Homeinns,andhotelSuba.TheEconohotelisexpandingrapidlyandpenetration.
costs.Atpresent,five-starhotels,hometomorethan50.itisreported,inthenext3to5years,highstarshotelwillexpandrapidlyJ.W.Marriott,Hyatt,Shangri-La,Sheraton,Reddisonandotherinternationalchainhotelbrandwillenterinternationalhotelmarket,theinternationalhotelwillfacefiercecompetition,accordingtorelyonbrand,chainandfranchisetheEconoHotelisgraduallyrising,thegradualexpansion
2010201120122011
Fourstrategies
AswefindtheXi'nWestinfourfactors(Strengths.Weakness,OpportunitiesandThreats)fromtheSWOTanalysis.Accordingtothehotel"ssituation.Wemade
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