How does one draw out a SWOT analysis of The Imperial hotel using all relevant information from the following case study?...

How does one draw out a SWOT analysis of The Imperial hotel using all relevant information from the following case study?

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Tamara K. H. eNotes educator| Certified Educator

The abbreviation SWOT in SWOT analysis stands for "strengths, weaknesses, opportunities and threats" ("SWOT Analysis"). We use a SWOT analysis to assess what should and should not be done to complete a project or business enterprise. To complete a SWOT analysis, first we evaluate the strengths of a project or enterprise by assessing what advantages the business or project has over other businesses or projects. We also evaluate the weaknesses by assessing the business's or project's disadvantages. We also evaluate a project or business by assessing what further opportunities the project or business will bring. Finally, we also evaluate the project or business by assessing whether or not there are also any known threats to the business or project. It's also very important to note that, when completing a SWOT analysis, we are also identifying both internal and external factors that are "important to achieving an objective," which would be either establishing or developing a business or completing a project ("SWOT Analysis"). Both the strengths and weaknesses would be considered internal to the business or project. Both the opportunities and threats would be seen as being external to the business or project.

Based on the case study, we can certainly see that a great deal of tension has built up among employees of The Imperial hotel for very many different reasons. Martin has been able to think of three different projects to ease the tension and make the hotel more marketable. Using a SWOT analysis will help one determine which option would be the most beneficial. As we are limited in space, below are a couple of ideas to help get you started.

If we take a look at Option 3, which is creating an alliance between the hotel and the safari tour company KenSafar, we see that there are a few different internal and external factors that can be used to evaluate the benefit of the project. One internal strength concerns the fact that the hotel's housekeeping staff has been praised, despite the fact that the hotel is not drawing a huge clientele due to needing renovations. In fact, a French travel journalist praised the quality of the housekeeping department by writing in his review, "We reach here the top of the highest international standards ... in terms of benchmarking, The Imperial(it) is tres magnifique(it)" (p. 4). If the housekeeping staff is valuable, then we know the highest revenue-producing venture would be one in which the housekeeping staff remains to be utilized. Option 1 requires restaffing to market the new product, which may restructure and diminish the quality of the housekeeping staff; Option 2 utilizes the current housekeeping staff, but in a whole new environment, which may also change the quality; Option 3 best makes use of the current housekeeping staff in the current way in which the staff is used to working. Therefor, Option 3 makes the best use of the hotel's internal strength of a solid housekeeping staff.

Though the housekeeping staff is solid, the staff is currently on strike due to poor treatment from other managerial staff. Poor decisions of managerial staff can be considered an internal weakness. Regardless, Martin believes the staff can overcome this challenge and become even stronger.

If we continue analyzing the benefits of Option 3, we see that the case study also notes that, even though the number of tourists used to be low due to Kenya's political strife, the tourist market is now increasing, particularly with respect to tourists who are interested in going on safari. Therefore, The Imperial hotel could successfully increase revenue by re-marketing itself to attract safari tourists, making option 3 look very promising. Hence, we see the safari tourist market is an external opportunity that can help guide a decision. We also know that an external threat concerns the new luxury hotels that are opening in Kenya and offering more attractive amenities. We can continue are SWOT analysis in this fashion until we have finished listing all of the internal and external factors that can help determine a decision.