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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.