Table of Content
Two-Dimensional Customer Perception Mapping
Porter’s 5 Forces Analysis
The main purpose of the report was to conduct a marketing environmental analysis of the Choice Hotel International in terms of its competitors. In the due course of this report the different models were used to analyze the marketing environment of the concerned hotel organization. The report used frameworks like the lifecycle assessment, BCG matrix, Pestel analysis, Porter’s five forces and Swot analysis techniques to come to the final conclusion.
The Choice Hotel International is known to be one of the biggest as well as a highly accomplished lodging franchise in the world. In the current time, the concerned organization has 7000 franchises under its name that comprises of near about 57,000 rooms in total in over 41 nations and regions across the globe. The Choice Hotel International was established in the year 1939 in the country of the United States and its main objective is to reap highest level of profit from the various investments it is making in the context of any of its franchises (Lee et al., 2018). Moreover, the concerned organization concentrates on creating a powerful connection with the customers, by means of minimizing its cost of operations as well as delivering prospective customers to the hotel.
The main purpose of this report is to conduct a market environment analysis of “The Choice Hotel International” and for this a lifecycle analysis of the concerned hotel organization will also be conducted. Moreover, the report will also take into consideration creating a BCG matrix analysis of the chosen hotel organization against one of its rival organization. Furthermore, a consumer-perception analysis would also be executed in terms of the concerned hotel also paying heed to one the competing hotel organization. Additionally, the report will also take into consideration conducting a Pestle as well Porter’s 5 forces analysis on the part of the selected hotel organization against one of its closest competitors. Finally, a SWOT analysis will be conducted and all the findings generated from the above-mentioned framework will be concluded.
A lifecycle analysis process (LCA) is known to be a well-structured and staged perspective. It also comprises of four significant components (Meng et al., 2017). Giving consideration to all the four components, the lifecycle analysis of “The Choice Hotel International” would be conducted. It has been elaborated as under-
The Choice Hotel International has a huge potential in terms of creating an impact on the environment which in term has been identified by means of finding out the size as well as the place that has been cleared for the purpose of a developing a building. Moreover, the selection of the different techniques of constructions, the origin, quantity as well as the kind of materials along with the use of water, energy are applicable for the construction of the building of the hotel. Other factors includes the lack of proper storage provisions for construction resources, the quantity of waste materials disposed in the process of construction and more kind of damages like erosion of soil that has been caused due to construction processes or the disturbance of the flow of natural water as well as the drainage system of the concerned hotel building.
Hence, it is recommended for the Choice Hotel International to make adequate investments in the direction of making the concerned hotel green. Furthermore, in the current time it would be appropriate for the concerned hotel to move ahead with its creative below level carbon footprint perspective that will also assist in driving the economy of the concerned hotel organization.
The BCG Matrix of the Choice Hotel International will assist the concerned hotel franchise to execute commercial strategies in terms of the business of that particular organization (Rosa et al., 2017) . Moreover, this analysis would be done in comparison with its competitor that is the Marriot International hotel.
Considering, a leading competitor of the Choice Hotel International, The Marriott International Hotel has occupied a huge share of 9% in the hotel industry and has achieved a market capital of $16.97 billion in the year 2006, which is the greatest as far as the hospitality sector is concerned (Fraj et al., 2015) . Furthermore, the development rate of the hotel is also high as 6%, hence, the Marriott International Hotel falls in the number two quadrant that is the star position in the BCG matrix.
The consumer perception mapping of the Choice Hotel International would be determined by means of two dimensions that is the accessibility and the trust (Varelas et al., 2017).
Comparing the above with a leading competitor of the Choice Hotel International that is the Hilton Hotels, it has been determined that the latter practices modifying the various provisions it offers to its customers on the basis of the place where their concerned franchise is situated (Lopes, 2016). Hence, it is also recommended for the Choice Hotel International to personalize their offers as per the needs and requirements of their guests so that they will be motivated to visit the hotel again in the upcoming time and thereby the flow of customers in the concerned hotel will also increase.
In this context, the competition of the Choice Hotel International with the Marriott International can be considered, wherein the Marriott International is considered to be top participant of the hospitality sector across the world and is depicting constant indication of development and prosperity in the hospitality sector.
Through this report it has been determined that the Choice Hotel International should work towards developing a higher number of innovative ideas in terms of their products and services, which will help them constantly prosper in the long run of their business like their top competitor the Marriot International Hotel. Furthermore, it is recommended for the concerned organization to embrace a higher number of environment-friendly initiatives to drive a higher number of customers into their organization. Additionally, they should take proper initiatives to make use of robots in their organization to offer contactless delivery system to their customers.
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