LAKE SUPERIOR LODGE

1. Conduct a SWOT Analysis of Lake Superior Lodge:

ADVANTAGE
STRENGTH
INTERNAL  Spectacular View
 Ample Parking Near Duluth
 Local cuisine Restaurant at 10
miles Distance
 On Site Bottle shop
 Free High-Speed Internet
 Pets Allowed with additional
fees.
 Fine experience Available at Clear
water Grill.
 Near McQuade Harbor
EXTERNAL OPPORTUNITY
 Opportunity for innovation
 Opportunity for CSR- Social
Impact support Lodge
 Opportunity for environment -
Carbon neutral Lodge
 Opportunity To leverage
technology – AI/ML based
prediction forecast model for
demand
 Opportunity of digital & social
media marketing by position as
technology savvy, smart lodge,
net zero carbon emission &
economical.
DISADVANTAGE
WEAKNESS
 Lack of amenities
 No internal restaurant
 Limited rooms
 Not family friendly
 Only One double room
 No air conditioners
 No TV – Cable/ Satellite
 No room services
 Old 70s Décor room
THREAT
 Fierce competition
 Challenge of new entrants
 Lack of amenities make
them vulnerable for Buyer &
seller bargain
 Lack of funds for renovation
 Dead winter season
 Ageing Lodge still
Vulnerable to capture/
penetrate millennial market
 No mechanisms to tap
international business
 Threat from substitute &
new product with amenities

2. Outline current Competitive Positioning of Lake Superior Lodge:

The Lake Superior lodge is positioned as a limited service motel with no amenities in context of
restraunt, swimming pool & room service. The lodge has limited rooms (15 Keys) with no TV &
AC. The lack of double bed rooms creates a blocker for market tapping & positioning as non-
family friendly further impact the demand. Lake Superior lodge does not currently compete with
other local hotels in all the market. No drivers for attraction apart from Beautiful view.
Lodge location is on the scenic shore with beautiful views.
The vacation or leisure travelers that the hotel targeted were usually older couples, as the motel
was not family friendly and had only one double bedroom.
 Lodge has nearby fine dining restraint – Clear water grill, Onsite Bottle shop, ample parking –
McQuade Harbor & near by other local cuisine restaurant 10Miles).
3. Would you sell or keep the property? Justify your answer for evidence from the case.

Keeping in consideration the details & data points provided in the Case study. I would
recommend to keep the property & continue the lodge operations. However, this would need
few actions to improve market positioning of the lodge & Focused approach to capture the
customers.
The Data points provided in the case study clearly defines that the lodge is at a spectacular
location with nearby support mechanism in place (Parking, Near Duluth, restaurant & local
cuisine restaurant), Therefore the lodge requires efforts & phased planning in terms of
Operations, Branding positioning & service.
The approach will involve:
 Operations:
 Small scale work around for décor
 Room service via collaboration from local vendors/ Players
 Increased double rooms with renewed branding as family friendly Lodge
 Availability of TV & ACs
 Payed pick up & drop from Duluth, airport – International Travelers
 Renewed sports/ adventure sports resources – kayaking, skiing & zip-lining
 Subsequently open internal restaurant by turning around the revenue
 Brand positioning & Collaboration:
 Innovation & digital marketing
 Leverage technology & utilize Machine learning/Artificial intelligence for
creating demand forecast prediction model
 Focused approach for tapping the international business
 Positioning as innovative, technology savvy lodge with impact on social,
economical & environmental domain. Create a carbon neutral/ net zero lodge
by use of sustainability.
 Collaboration with government on initiatives & tapping on government official
travel/visits/conference/official functions.
 Digital marketing
 Service:
 Provide relentless service & ensure the quality is the top priority
 Customer first approach will add benefits
 Follow up from customer for feedback
 Vouchers/coupons & promotional offers on festive, winter & Off-season