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Hospitality Strategic External Analysis

Table of Contents

1.0 Introduction 2
2.0 The Organisation 2
2.1 Location 3
2.2 The Owner 4
2.3 Products and Services 4
3.0 Vision and Mission Statement 6
3.1 Vision 6
3.2 Mission 7
4.0 Environmental Analysis 9
4.1 General Environment (Macro Analysis) 10
4.2 Industry Environment (Micro Analysis) 12
4.3 Business Level Strategy 14
5.0 Opportunities and Threats 14
5.1 Opportunity 14
5.2 Threats 15
6.0 Conclusion 15
7.0 References 16

10Introduction
Boutique hotels are believed to have been invented in the early 1980's (Anhar, 2001). They are more commonly known for being small hotels and differ from large chain hotels and motels as they offer a more personalised service and the focus is primarily on individuality. This report introduces the Ohtel Boutique Hotel, in Wellington. We look at the various products and services available to customers at the Ohtel along with a vision and mission statement of the hotel and how they were come about. The environmental analysis of the hotel is also referred to and the opportunities and threats of the organisation are specified. The main purpose of this report is to find out all the pro's and con's of the Ohtel expanding into the Auckland market.
20The Organisation
Ohtel Boutique Hotel,
66, Oriental Parade,
Oriental Bay,
Wellington 6011,
New Zealand.
Phone: +64 4 8030600
Fax: +64 4 8030611
Email: room@ohtel.com
Ohtel is the country's first and only designer boutique hotel. It opened its doors to corporate and leisure guests on the 1st of February, 2008 (Navigate Oceania, 2007). It is a small 10 bedroom hotel that caters to the needs of those that are interested in living in accommodation based on lifestyle and attitude (Ohtel, 2007). Ohtel projects a sophisticated and urban chic (ibid). Ohtel prides itself on being able to provide quality service through their staff that are friendly, humble and pay attention to detail (Trip Advisor, 2008). The Ohtel building is a stunning and...