STP

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
SWOT ANALYSIS
STRENGTH
• Business alliances
•  Lucrative location
•  High quality services
•  Innovative services
•  Reputation
•  Strong brand
• Equipment
CONT
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
OPPORTUNITIES
• Entering new markets
• Expand customer base (Geographically or
through new products
• Gain online/e-commerce presence
THREATS
• Change in consumer lifestyles
• Exchange rate changes affecting
imports/exports
• New competitors entering the market
• Market slow growth or decline
PESTEL ANALYSIS
ISSUES
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.
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
SOCIO CULTURAL
 ritz rely heavily on the local market for
their banquet and food and beverage
revenue to our advantage as we are
considered a prime location to dine and to
hold events
 Weddings are a huge part of our revenue.
 “Changes in social trends can impact on the
demand for a firm's services and the
availability and willingness of individuals to
work.”
CONT
TECHNOLOGICAL

 Direct dial telephone with voice mail

 Facismille in every room
 Complementry machines available on
request
 Wireless internet access in banquetting and
meeting rooms.
 Managing consumption of resources such as
water and electricity. For eg: recylin water.
 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
CONT
ENVIRONMENTAL FACTOR
The growing desire has an impact on
many industries such as the travel
and transportation industries (for
example, more taxes being placed on
air travel and the success of hybrid
cars)
 Another environmental factor could be an
earthquake or any other natural factor which
directly affects the occupancy of the hotel and
the sales.
CONT
LEGAL FACTOR
• It Includes the health and safety laws(swine
flu)
• Rooms for disabled and age discrimination
people.
• This room is generally located on the first
floor near the lift entrance and is always
taken care of in a special way.
SWITCHING COST
 Lack of availability of suits
 Limited use of vouchers on special occasion.
 Stringent norms -Dress code
 Stiff competition on same locality.
LOYALTY BONDS
 Provision of only vouchers which are not
applicable during the festive occasions.

 Few suggestions…….