Holiday Inn Analysis
Table of contents Executive Summary 4 Introduction 5 Chapter 1 6 Quick scan 6 Problem statement 9 Chapter 2: Swot analysis 10 The companies’ business 10 Target group 10 Suppliers 10 Structure 11 Company culture 11 Competitive advantage 11 Competitive landscape 12 Strenghts 13 Weaknesses 14 Opportunities 14 Threats 15 Confrontation matrix 16 Porter’s five forces 16 Chapter three 18 How big is the target market? 18 What is the customer opinion about hosting events in hotels? 18 How are the marketing tools currently used influencing the current sales of the packages? 20 How could the currently used marketing tools be improved in terms of design/price/range? 21 Conclusion 22 Bibliography 23 Appendix 25 Appendix 1 Swot Analysis 25 Appendix 2 Porters five forces 26 Appendix 3 total children from 9 to 11 26 Appendix 4 Total inhabitants Valencia 27 Appendix 5 Overview income Spain 27 Appendix 6 Questionnaire 28 Appendix 7 Price study 31 Appendix 8 old brochure 32 Appendix 9 New brochure 38
Executive Summary
This report will contain information about Holiday Inn Valencia. With its 200 rooms one of the biggest hotels in Valencia. The hotel also possesses 6 different conference rooms which are available for different kinds of events. Currently the demand for events of communions and baptisms are dropping. This report has analysed the problem and will try to give advice on how to solve this.
For this purpose a main question and sub questions were created. To answer these questions a quick scan was made, a SWOT analysis with consequently a confrontation matrix. Also Porter’s five forces were used and a price analysis was done amongst competition. Results of these analysis showed customers for events care most about the location of an event, the price and service. Moreover, other guest experience was also considered an important factor. Also the analysis showed the biggest advantage for Holiday Inn
Executive Summary
This report will contain information about Holiday Inn Valencia. With its 200 rooms one of the biggest hotels in Valencia. The hotel also possesses 6 different conference rooms which are available for different kinds of events. Currently the demand for events of communions and baptisms are dropping. This report has analysed the problem and will try to give advice on how to solve this.
For this purpose a main question and sub questions were created. To answer these questions a quick scan was made, a SWOT analysis with consequently a confrontation matrix. Also Porter’s five forces were used and a price analysis was done amongst competition. Results of these analysis showed customers for events care most about the location of an event, the price and service. Moreover, other guest experience was also considered an important factor. Also the analysis showed the biggest advantage for Holiday Inn
Bibliography: CNA. (2007, August 21). Catholic news agency. Opgeroepen op May 23, 2012, van Spain: 36 percent claim to be practicing Catholics: http://www.catholicnewsagency.com/news/spain_36_percent_claim_to_be_practicing_catholics/ Datamonitor a Holiday Inn. (2012). Holiday Inn Valencia. Opgeroepen op 02 08, 2012, van www.holidayinn.com: http://www.holidayinn.com/hotels/us/en/valencia/vlcpa/hoteldetail Holiday Inn Holiday Inn Mobile. (2012). Holiday Inn Mobile. Opgeroepen op 03 1, 2012, van www.holidayinn.com: http://www.holidayinn.com/hotels/gb/en/global/support/mobile INE InterContinental Hotels Group. (2011). Annual report 2010. Opgeroepen op 02 10, 2012, van www.ihgplc.com: http://www.ihgplc.com/files/reports/ar2010/docs/ihg_annual_report_2010.pdf InterContinental Hotels Group NetMBA. (2010). www.netmba.com. Opgeroepen op May 18, 2012, van Market definition: http://www.netmba.com/marketing/market/definition/ OECD Trails.com. (2012). History of the Holiday Inn Hotel. Opgeroepen op 02 23, 2012, van trails.com: http://www.trails.com/about_10147_history-holiday-inn-hotel.html Trivago.nl Turisvalencia. (2012, 02 22). VLC Valencia. Opgeroepen op 02 22, 2012, van www.turisvalencia.es: http://www.turisvalencia.es/ofertas/Alojamiento.aspx?elemento=Alojamiento&idioma=en Appendix