1. Hotel Name
The Hotel selected for simulation is Opps Hotel. A computer based HOTS simulation has been done for the trading of the Opps Hotel. The presentation depicts the overall hotel position in HOTS simulation in terms of Industry Environmental Assessment, SWOT/ Capability Statements, Strategic Statements, Intended Strategy and Realized Strategy
2. Vision Statement
The vision of Opps is to provide quality service to both its tourist and business customers, and to become the number one Hotel in its location.
3. Three Objectives
Opps is a four-star business hotel and as such aims to improve the quality of its services and its reach with its customers. At present, there are many competitive hotel segments in the same area. Opps aims to,
To meet the expectations of consumers by implementing newer trends in the Hotel service offerings
To expand across multiple locations in order to address the threat of new entry
To improve the bookings in off seasons and in the weekends. Weekends are recording very low bookings at present, according to the simulations
Porters Five Forces
Porters Five Forces attempt to understand how competition exists in the business environment and how it could be handled. The five forces to be discussed are as follows,
1) Threat of new entrants
Where there is the threat of new entrants in a market, then the overall profitability of the market will reduce. Barriers to entry, switching costs, or high costs of initial establishment in the form of taxes and more would help balance this. Opps is situated in a high profile environment where there are many resorts already, so threat of new entrants is controlled. However, the industrial environment is always supportive of newer resorts and hotels because of increasing demand.
2) Threat of substitutes
Opps is a four-star hotel, and hence, there is a threat of substitutes. Furthermore, Opps has already come under criticism in the past, because the hotel had not caught up with the times. So it does sell a replicable service.
3) Bargaining power of suppliers
There are many service providers in the form of hotels and resorts, so the bargaining power of the suppliers is low. They are forced to bring down prices or offer promotions in order to help bring in newer consumer segments.
4) Bargaining power of buyers
The buyer bargaining power is high as they have a wide selection of hotels and resorts to choose from. When the buyer bargaining power goes up, then automatically, the bargaining power of the seller goes down, so this could be a threat to Opps.
5) Industry rivalry
Industry rivalry exists between hotels selling similar services, resorts, too. The Gold Coast, the Golden Palace and the Renaissance are the main competitors of Opps. The competitive rivalry is further increased because the hotels are selling similar products as well.
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