CASE STUDY

The Manor House Country Club Hotel: Case Study

The Manor House Country Club Hotel: Case Study

Introduction

The Manor House Country Club Hotel is a family owned business which was started in 1992 by the Jenkins Family. It is located in three acres of prestigious reclaimed land in Singapore and is currently operating as one hotel. This paper analysis the main challenges for a hotel in its Macro and Micro environment. The paper will also discuss the key issues arising for the SWOT analysis of the hotel. Furthermore, by applying the relevant theories, like Ansoff's Matrix or Porter's Grid, the ways in which the Hotel can progress in the next two years will be presented (Derrida, 2000, pp. 63).

Analyze the main challenges in the macro and micro environments which need to be assessed, and identify the key issues arising from a SWOT analysis which the company needs to consider when choosing between the strategic options for their marketing plan

Macro Environmental Analysis

Pestel Analysis

The purpose of the PESTEL analysis is to identify the affects of political, economic, social, and technological factors on the market, and the continuous changes which occur within the factors. These factors significantly affect how the business operates in an industry, and what changes take place in the marketplace. Implications like government regulations and interventions, related to political factors, have a severe impact on the market. As far as economic factors are concerned, it involves growth and decline in economic development, and its effects on the business. One of the obvious examples is the changes in consumer spending, and how it creates implications for business concerns to attract and maintain customer portfolio. When it comes to social factors, examples like, the impact of families having more than one earning member in the business is significant. Furthermore, such findings are useful in determining the standard of living, which is an important indicator for determining the purchasing power of consumers (Derrida, 2000, pp. 63).

Political Factors

There are policies related to non-Interventionism on business operations.

Singapore's rule over the regulation (Derrida, 2000, pp. 63).

Economic Factors

There is high GDP rate.

Purchasing Power of consumers is high.

Unemployment rate is low but at certain places, it is still high.

Operating costs are high due to increasing cost of running a business (Derrida, 2000, pp. 63).

Social Factors

There is social stability.

Standard of living has improved all over the world, and it is generally high.

There is a lack of skilled employees (Derrida, 2000, pp. 63).

Technological Factors

Use of Information and Communication Technology in the Hotel industry.

There is diffusion of technology due to cooperation with foreign investors (Derrida, 2000, pp. 63).

Environmental Factors

Pollution is a decisive factor.

There is a threat of SARS outbreak in certain places which can affect hotel industry. Tourists and travelers might fear the conditions of unknown destinations (Derrida, 2000, pp. 63).

Legal Factors

Rules and regulations related to Travel and tourism have been eased from Singapore.

Tax is imposed at 3 percent on accommodations (Derrida, 2000, pp. 63).

Micro Environmental Analysis

Porter's 5 Forces Model

Supplier Power (Moderate)

Bargaining power of suppliers tackles on how strong position of sellers ...