Swot for Marriott Copenhagen

Internal/ immaterial SWOT analysis Strength * Famous brand of Marriott hotel chain in 67 countries,focus on B2C and B2B foodstuff * Staff(130 full-time employees) and staffs turnover is only 5%- high retention level, but during summer time take 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 * Companys culture is orientated to the statement How Marriott never forgets a guest. high fear 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 infor mation distribution * High prices in 5* hotel (food and beverage, rooms), extra expenses (Wi-Fi) Opportunities To have more facilities same 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 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 6 . http//www. dengroennenoegle. dk/English/Cases. aspx 7 . http//www. dengroennenoegle. dk/English/Cases. aspx 8 . http//www. marriott. com/hotels/hotel-rooms/cphdk-copenhagen-marriott-hotel/ 9 . http//www. marriottdevelopment. com/index. htmlbrands/mhr/ performance