Swot for Marriott Copenhagen

SWOT analysis

Strengths

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• Famous brand of Marriott hotel chain in 67 countries,focus on B2C and B2B market
• Staff(130 full-time employees) and staffs turnover is only 5%- high retention level, but during summer time number of employees increases (full-time and part-time)
• Advantage of location according to the centre of Copenhagen and water view
• Discounts packages for customers (family discounts, free transportation before/ after cruise) and the points system
• Company’s culture is orientated to the statement “How Marriott never forgets a guest. - high attention to the customer
• Core product is experience for customers and also additional services
• Green key hotel and Environmental Committee
• A lot of rooms (383) and 11 conference rooms, which are big in European standards;
• Mergers with Tivoli and transportation company Weaknesses
• Customer satisfaction: 81. 2 % in 2009, 18. 8% of customers can influence negatively on reputation, because of mouth-to-ear information distribution
• High prices
• hotel (food and beverage, rooms), extra expenses (Wi-Fi);

Opportunities

•  swimming pool or water center, boat trips
• Eco- food will support the idea of the “environmental fight” Threats
• Monopolistic competition, 65 competitors: 3-5 star hotels in Copenhagen;
• Financial situation: crisis, inflation influences on customer decisions

References

1. http://marketingteacher. com/Lessons/lesson_swot. htm
2. http://www. marriott. com/corporateinfo/glance. mi
3. Asking receptionist
4.  http://www. marriott. com/hotels/hotel-deals/cphdk-copenhagen-marriott-hotel/? offerInfo=364544[ 5 ]. http://www. marriott. com/search/redeemRewardsPoints. mi
5.  http://www. dengroennenoegle. dk/English/Cases. aspx
6. http://www. dengroennenoegle. dk/English/Cases. aspx
7. http://www. marriott. com/hotels/hotel-rooms/cphdk-copenhagen-marriott-hotel/
8.  http://www. marriottdevelopment. com/index. html#brands/mhr/ performance

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