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Internal Situation Analysis:

HB 375 Hospitality Marketing Enterprise Strengths and Weaknesses Coversheet

Organization: Sheraton Hotels

Name: Kurt Zumpf A36420660

Definition of Strength: Capability or resource that the organization has that could be used to improve its competitive position (share of market or size of market) or improve its financial performance. Potential areas of strength include: Product and technological, Value the company brings to the target market, service, operational, location / distribution, pricing, promotion / marketing communication.

Definition of weakness: Vulnerability in any capability or resource that may cause your organization to have a weaker competitive position or poorer financial performance. Potential areas of weakness include: Product and technological, service, operational, location / distribution, pricing, promotion / marketing communication.

Instructions: Identify five (each) of the largest strength and weakness areas of your organization and support for your decisions: The justification should be at least 100 words, and a product of your work, not a website or someone else. Please use this sheet as your coversheet, word process your work, and use the following format:

Strength:

Justification:

Weakness:

Justification:

Strength: Online Experience

Justification: Sheraton's online website is a huge strength for them. It is very easy to see all locations all over the world. One can book their trip online with ease. It also has a travel blog where customers can post their experiences and their favorite places in "TheLobby.com" They even have a section that list their best hotels according to themes such as family or romance. All over the website they have user comments about the hotel or resort that is being talked about. Very user friendly. It seems like the Sheraton is trying to build a stronger brand by using customers' experiences.

Weakness: Strong Industry Competition

Justification: Always having to compete in an industry that has so many strong players is very hard. With its top competitors being Hyatt, Hilton Hotels, and Marriott it is difficult to gain control in the industry. With so many other players their market share and profitability is not as high as it could be. Sheraton Hotels have to fight the uphill battle at being the number one hotel of choice and once they are they must maintain that position. It is very hard to gain loyal customers with so many of the other companies having a brand comparable to Sheraton.

Strength: In-Room Entertainment

Justification: Sheraton hotels are currently employing a new in-room entertainment. It is called "Scene @ Sheraton." Guest will also be viewing this new in-room entertainment on 32 inch high definition LCD TVs. Sheraton is teaming up with Showtime and Sony BGM Music Entertainment to bring an entertainment program that far surpasses any other hotels in-room entertainment. Much of the programming will be exclusive to Sheraton and will be featuring the best destinations where other Sheratons are located. There will also be old TV shows that will be available on-demand and on its music channel will offer music programming that only Sheraton Hotels will feature.

Weakness: Relies on other Industries

Justification: Being in the hospitality industry means relying on other industries to get the guests to the hotel or resort. After September 11th, 2001, the hotel industry took a turn for the worst. With airlines shutting down for a week and a fear of flying many people were not taking flights to destinations. It severely impacted hotels all over the United States of America. There were many foreclosures on hotels as a result of bad managing through that very difficult time trying to get guests to come to their hotel. With the economy as bad as it is, many people have less discretionary income so they are not spending money to go on vacations.

Strength: Part of Starwood's Fleet

Justification: Sheraton is fortunate to be a brand in Starwood Hotel and Resorts. It is one of the most recognizable names in the fleet that includes others hotels such as Westin and Four Points. It also operates high end hotels such as St. Regis and Luxury Collection. There are about twenty W Hotels which are ultra modern and their target customer is the sophisticated business travelers. The Starwood Brand offers a brand that fits any personality. One can always stay at a Starwood hotel and feel comfortable. Sheraton is a cornerstone that Starwood