New Entrants
- easy to setup boutique hotels in Hong Kong
- high drive for petite accommodation "in-style"
Bargaining Power of Suppliers
Competition
- Starwood Hotel chain
- strong support
- over 50 branches worldwide
- W has a higher negotiate power than suppliers
- Similar pricing strategy & service
- Similar target market (party-goers)
- hip interior design
- high technology (Handy)
- parties in Hotels with live DJs
5
Porter's
Forces
- Competition with rivals ( Hotel LKF)
- Entrants of new boutique hotels
- The threat of Substitution
- Bargaining Power of Buyers
- Bargaining Power of Sellers
Q & A
Threat of Substitution
Vision
- Old Hotel Brands
- luxurious, high-end service
- over 35 best five star hotels in Hong Kong
History
- under Starwood Hotel chain
- Young, fun, excitement, passion
Bargaining Power
of Buyers
Vision
Customer switching cost
Number of alternatives
tech-savvy customers feel hard to give up W
- SPG
- Handy
- whatever/whenever
14101744D
Leung Yu Ling Catherine
Whatever/Whenever
Values
- energetic, vibrant, forward-thinking
Solutions
Problems
More in-room features
- pillow, sheets quality
- auto coffee machine
- in-room ventilation, room & bath furnishings
High-tech features, hip design
Neglect in-room tech feature
Impractical design
Distinctive
Competencies
SWOT analysis
Internal Analysis
- emphasis on flexibility & fun
- Superior Efficiency & Quality
- Tangible Resources
- Intangible Resources
Solutions
Problems
More internal training & support
- recruit more experience staff
- add more front-line staff
- regular re-train
- staff attitude (fun yet PROFESSIONAL)
great staff remuneration programme
lack internal training & experience
lack quality, atmosphere, substance
Company Infrastructure
- timely delivery management
- functional departmentalization
- specialization of tasks
Problems
Solutions
Production
Human Resources
- Create livechat to introduce close customer relationship
- Put SM in the front page of website
- invest more on traditional advertising
- News & Events should be on the front page of website
- count click-throughs to measure internet traffic
- keep an eye on latest trends
- on-the-job training
- recruit passionate, young & lively individuals
- corporate culture
Active social media marketing
- Events known to locals
- lack immediate interaction
- slow responsiveness
- customers lack information
Value-Chain Function
Marketing
Research & Development
- social media platform
- create social buzz
- save advertisement cost
- high responsiveness to customers
- customer relations
- lead the trend of events
- invest on innovative technology
- create innovative culinary experience through collaborations with designer brands & chef
Problems
Solutions
Problems
Solutions
- DO NOT focus on VIPs only
- rearrange their room tier & price according to guests' perceived value
- WOW guest (caring, personalized service)
best deals promise,
whatever/whenever
- varied from customer's perceived value "their money's worth"
- whatever/whenever with extra cost
EXTRA treats for SPG loyalty members
- priority check-in/out
- upgrade
- complimentary treats
(champagne/chocolates)
- extra care & attention
- service with a SMILE
- PROMOTE W under SPG
- gain customers' confidence
under SPG brand, strong support
- weak loyalty programme
- hard to retain customers
- weak brand reputation
- customers lack information