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Ritz London

Date post: 09-Apr-2018
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    Segmentation

    Based on benefits.

    Based on lifestyle

    Targeting

    HIG customers(full nest 1 ,full nest2 and empty nest)

    Targeting is a group of people who have common need, and behavior.

    Business class

    Upper class

    Tourist

    Positioning

    Special festive celebration(new year, Christmas) The afternoon tea(Plam Court)

    Rich, royal, grandeur

    Period- historic style of interiors.

    Louis xiv

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    STRENGTH

    Business alliances

    Lucrative location

    High quality services

    Innovative services

    Reputation

    Strong brand Equipment

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    WEAKNESS

    Not open to any offers provided by the

    partner group

    Formal dress code

    Cancellation charge

    Limited space

    Not for all class of people

    Lack of international operations

    Lack of online presence

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    OPPORTUNITIES

    Entering new markets

    Expand customer base (Geographically or

    through new products

    Gain online/e-commerce presence

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    THREATS

    Change in consumer lifestyles

    Exchange rate changes affecting

    imports/exports

    New competitors entering the market

    Market slow growth or decline

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    POLITICAL

    The govt is very pro-tourism.

    The government is providing training grants

    for hotels to help upgrade its workforce

    The government is also lobbying for business

    to increase tourist arrivals actively overseas

    War On Terror is a negative impact on

    hotel industry.

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    ECONOMIC

    Due to competition in the industry, many

    players had to slash prices and had caused a

    mini price war It cannot generate profits during economic

    slow down.

    Service sector makes up to 73% to country's

    gdp

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    SOCIO CULTURAL

    ritz rely heavily on the local market for

    their banquet and food and beverage

    revenue to our advantage as we areconsidered a prime location to dine and to

    hold events

    Weddings are a huge part of our revenue.

    Changes in social trends can impact on thedemand for a firm's services and the

    availability and willingness of individuals to

    work.

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    TECHNOLOGICAL

    Direct dial telephone with voice mail

    Facismille in every roomComplementry machines available on

    request

    Wireless internet access in banquetting

    and meeting rooms.Managing consumption of resources such

    as water and electricity. For eg: recylinwater.

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    Remote control colour flat screen tv

    Satellite tv channels

    Cd and dvd players

    Dual voltage eletrical socket

    Laptop printers and scaners available on

    need

    Transformer and adaptors

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    ENVIRONMENTAL FACTOR

    The growing desire has an impact

    on many industries such as thetravel and transportation industries(forexample, more taxes being placed

    on air travel and the success ofhybridcars)

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    Another environmental factor could be an

    earthquake or any other natural factor which

    directly affects the occupancy of the hotel and

    the sales.

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    LEGAL FACTOR

    It Includes the health and safety laws(swine

    flu)

    Rooms for disabled and age discriminationpeople.

    This room is generally located on the first

    floor near the lift entrance and is always

    taken care of in a special way.

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    Lack of availability of suits

    Limited use of vouchers on special occasion.

    Stringent norms -Dress code

    Stiff competition on same locality.

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    Provision of only vouchers which are not

    applicable during the festive occasions.

    Few suggestions.


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