hotel brand analysis
keroro0205
BrandAnalysisPaper221.docx:
Brand Analysis Paper 2
This is the second of four assignments you will complete that focuses on the hotel brand you have chosen. For this assignment, imagine that executives at the corporate office of your hotel brand’s company have directed you to conduct a SWOT analysis of your brand. Detailed guidelines are provided below.
· Please organize your paper using the topic headings below.
· You will need several research sources to help you, because you will need to include a citation for each fact you describe.
· For sources, use the company website, annual report (if available), trade journals.
· Please do not use customer reviews as sources.
· Your paper should be formatted according to MLA guidelines, so remember to use in-text citations. For a refresher on MLA guidelines, please see the MLA Resources on the Syllabus & Course Info page.
Strengths
Describe at least two strengths of your brand. What does the brand do well? For each of the strengths, you must include a quote from an outside source, and cite the source of your quote.
Weaknesses
Describe at least two weaknesses of your brand. What mistakes is the brand making, or what is it not doing well? For each of the weaknesses, you must include a quote from an outside source, and cite the source of your quote.
Note: Opportunities & Threats, unlike Strengths & Weaknesses are EXTERNAL . They are factors that impact all organizations in your industry – not just yours. For example, if you are a coffee company, droughts in the areas where coffee beans grow would not only affect your company, but your competitors too. You would want to know this information to source your beans elsewhere.
Opportunities
Describe at least two specific and real opportunities for your brand. Include a quote from a source for each. Possibilities include, but are not limited to:
Economic growth in a specific geographic area
Projected increase of a targeted demographic or psychographic group
Technological advances
A marketing intermediary or another organization that could be a partner to your company
Threats
1. Competitors: Identify and describe two of your brand’s competitors. Compare your brand to those brands. Cite your sources.
2. Other: Identify at least one other environmental factor that poses a threat to your brand. Describe this environmental factor and give your opinion about its timeline and how realistic it is. Cite your source(s) of information. Possibilities include, but are not limited to:
· Economic or political instability where multiple brand properties are located
· Projected decrease in the size of one of your brand’s target markets
· Anticipated changes to legislation or regulations
Works Cited
Please use MLA format for your Works Cited page. For every work cited citation there needs to be corresponding in-text citations throughout your paper.
Developed by Prof. Katie Davin
