Marketing论文.docx

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1、Company skillStrengthWeaknessl Close to airport and 1km to autobahn (Golden Arch),restaurant Opening time 24Hl Mature experience and practice in restaurant industry, over the worldl Cheap price, Clean environment and Fast Friendly servicel Good relationship with locall McDonald Stock help themselves

2、 get investment for developingSwissl Flexible to manage hotel from empower by headquartersl Restaurant separated from hotel, only hotel guests could entre buildingl Good location 1 Km to Air and close to Zurich Messel Room cleanliness as firstl Custom-made trolley to handling luggage efficiencyl Sim

3、ilar service standards easy to training/selecting from employee pool (motivational job rotation)l Guests Self Check inl Comfortable beds and unique designl Favorable brand image in publicl Good technical equipmentsBrand always Cheap and humble symbol in public mindsHotel in Swissl Brand relative to

4、sample and cheap symboll Less kinds of food in hotel. Too sample.l Lack of hospitality experiencel The glass of shower is claustrophobic which lack of privacyl Room Floor too hard uncomfortablel Downstairs behind lobby is cold and unwelcomingl Not the right astrosphere in some parts of hotels (barl

5、Hotel is relatively isolated, lack of urban location and discomfortl Negative service attitude, not professional service l Price too high, but low quality, not equal to value of hotell Unable to host larger conferences, Lack of Activity programs out of hotel.Customer needsCollaboratorCompetitorl Che

6、ap and fast way to get Fast food, Fast servicel Automatic C/Il A right astrosphere in every areas of hotel (Lobby-welcoming) l Complete & advance digital equipments and comfortable room (Bed, Floor)l Activity programs out of hotel. Such as urban locationl Hotel is not only need comfortable not also

7、safetyl Room service and hot food during midnight & morningAirline needsl Rooms for their crews and for layovers (100CHF for layovers)l Long-term relationships between individual hotels and crewsl Captains and co-pilots room will be betterl A certain level of dining optionsl Long distance transporta

8、tion (Bus), hotel should close to autobahn Business Travelers l Large company they need a high-volume contracts with certain hotel chainl Small to medium sizes meeting and conference room will be needed in exhibition timel Corporate Headquarters in Chicagol Tour operator, Agencyl Large companies lon

9、g term contractl Airline, business travelers, FITl Zurich air port & government l “neighbor” other located industriesl Local peoplel Local transportation company (bus, trainl Technical company (technical equipment in rooml McDonald restaurant in Swissl Independent Four-star hotel & world hotel group

10、l Airotel Rumlang hotel with 96-137 USD price, 5Km to airportl Alegra Hotel in Kloten 2.2km to airportsame price but good location, various of facilities, strong brand in MK of AIRl Movenpick hotel close location to AIR, convenient transportation. More benefit to guests (rewards) l Womens hotel in Z

11、urichl Hotel has a strong ability of conferencePoliticalEconomyl Growth strategy get more small European airlines, Z airport as a centerl Government of Zurich rule that hotel should find enough staffs to operate during it opening. Which to avoid H marketing saturation and insure fair competitionl 4

12、stars hotel should achieve standards rule by governmentl 150-200CHF/night in Zurich cityl Construction industry has ability and capacity to build new hotels quicklyl 100CHF D standard, 50 per person for group business price in Zurichl High average price for business groupsl Frequent individual trave

13、lers price always highest onel Airlines Price higher than 100 CHF for D standardsl Layover price should less than 100 CHF for D standardsl Not much outgoing businessl Swiss is a small market, the penetration of branded hotels is much lower in Europe than its in the USl Swiss as a smart country there

14、 was not much outgoing businessSocial-culturalTechnology l Cheap and fast brand of MC from public opinionl Zurich: Trendy for young, Culture & businesses for older peoplel 2006 internet become more and more popular in hospitality industry.l Digital age bring advanced technical equipmentsStrengthWeak

15、nessOpportunityThreatl More airlines coming to Zurich airport bring more guestsl Contract with tour operators were booked in advancel Groups booked by tour operators and airlinesl Group business was usually strong in the summer and over weekends in Zurichl Large company had settled high-volume contr

16、acts with certain hotel chainl Additional bookings during exhibition timel Small to medium sizes meeting and conference room will be needed in exhibition timel Mc has a large and quality employee pool. Hotel can choose employees from pooll Many Competitions with good location, qualityl More and more

17、 hotels come to Zurich make market saturation.l Not much outgoing business问题：The PEST analysis is a useful tool for understanding the big picture of the environment in which a business is operating, Describe in detail the hotel market environment in Switzerland as it existed at the time of the case

18、study in 2001, What were the challenges?以上所有重点都是从文章里总结出来的，PEST的分析是所标出红字的部分，还可以酌情加入其他部分相应的内容，然后要再写一下opportunity 和threats，最后那个challenges是根据其他未标红色内容来分析出来的。论文题目个人要求(写得越详细越好，不包括学校排版要求)就是整理论文中我个人的一部分内容，无需正式开头和总结。所属专业：酒店管理要求字数：500字论文级别（是硕士，研究生，本科,大专 省级发表，职称用，核心发表等还是其它）本科希望完成时间：（请精确到月、日）9月27日之前是否需要开题报告(需增加费用)不需要 是否需要提纲 并说明时间不需要