Week Commencing 10th February Producing a SWOT and TOWS analysis

Swot Analysis for The Premier Inn

For our second blog post we are reflecting on our marketing context session where we devised this initial swot between the five of us.

Strengths (Harrison/Ieuan)         High brand visibility through strong advertising featuring Lenny Henry.        Over 650 hotels worldwide which are easily accessible by car.        Cheap hotel rooms.        Largest and fastest growing hotel chain.       High levels of Customer Satisfaction/Feedback.        Highly Advanced Online Reservation System.	Weaknesses (Seb)          Large number of competitors including other hotel chains such as the Holiday inn or even B&Bs.               Struggling to meet customer demands particularly around seasonal breaks or school holidays.         They do not cater for long term stays only short term.
Opportunities (Harry)         Further Global Expansion with more hotels abroad.         Further Eco-Friendly hotels.         Package deals with Airlines?         Partnerships with other hotels.	Threats (Tom)        Bad Press either through the media or social media which portrays a negative image to a large audience.         When the Economy does poorly this greatly affects the hotel sector.

TOWS Analysis including Critical Success Factors

	Threats: ·         Bad Publicity (media/social media. ·         A poor economy affects the hotel sector. ·         Competitors dropping prices.	Opportunities: ·         Global Expansion. ·         Partnerships with other hotels abroad. ·         Developing more Eco-Friendly hotels.
Weaknesses: ·         Large number of competitors. ·         Struggling to meet demand during seasonal periods. ·         Does not offer long term stays.	Ieuan: With premier inn struggling to meet customer demands in peak periods this could result in bad press. However Premier Inn could use this attention to launch a campaign to improve and meet demands, leading to exposure with them therefore offering long terms stays which could increase the number of customers.	Seb: Having more hotels abroad will increase the large number of competitors however this increases the opportunities to partner with other hotel brands and therefor increasing brand awareness.
Strengths: ·         Good Brand Awareness. ·         High levels of customer satisfaction. ·         Highly advanced reservation system	Harrison: If the economy declines then this will affect the premier inn, however due to previous high levels of customer satisfaction and brand awareness this makes it more likely that customers would return.	Tom/Harry: The strong brand awareness in the UK will mean that previous customers could choose an abroad premier inn whilst travelling. As they continue to expand this will therefor increase the brand awareness worldwide.

References

http://www.flickr.com/photos/ell-r-brown/10495142184/