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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
  • innovation

  • style

  • urban glamor
  • over 35 best five star hotels in Hong Kong

History

  • established in 2009

  • luxurious boutique hotel

  • 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

  • WOOBAR

  • POOL PARTY

  • HANDY HK

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

MORE Tangible Service

Distinctive

Competencies

SWOT analysis

Internal Analysis

  • emphasis on flexibility & fun

  • Innovation

  • Superior Efficiency & Quality

  • Quality as excellence

  • Quality as reliability
  • Problems
  • Recommendations
  • 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

MORE Intangible Service

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

  • learning by doing

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

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