SWOT Analysis for Hotel Sporting Club of Cefalu, Sicily, Italy.
Strengths
Hotel Sporting Club of Cefalu is a nicely organized hotel with 188 fully air-conditioned rooms, smoke free environment and private balconies facing the well-maintained gardens. The rooms are well-equipped with 24 hours internet connection, satellite, hairdryers and complimentary toiletries.
There is a kid's club in the hotel which offers various engagements for the kids to stay busy playing.
There is a good many services provided including free breakfasts in the morning, wedding services and tour assistance.
There is an array of entertainment options provided to the customers including a tennis court, an outdoor pool for adults and a separate one for children, a mini football pitch, a beautiful private sandy beach with outdoor activities such as swimming, windsurfing, canoeing and sailing.
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The hotel's target customers are main family people because according to the hotel management, families are likely to repeat their visits if they enjoy their stay in the hotel. With 20% of guests repeating their visits to spend holidays seems to be a sure sign of the hotel's popularity among its patrons.
Weaknesses
Keeping the beach clean is really an issue during the peak season when the hotel remains crowded with tourists. The tidiness of the beach is a weakness that the hotel needs to improve upon.
The hotel is little far from the town of Cefalù. The shuttle service provided to the tourists from the hotel to the town of Cefalù is insufficient due to which customers get delayed to reach the town and come back to the hotel.
Many customers have expressed their dissatisfaction with the room service being almost non-existent.
The rooms, when compared to other hotels, are not the tidiest of the lot and hence fastidious customers may have something to complain about.
Again, comfort level offered in the rooms is not at par with the competitors.
A lot of guests have expressed their grievance against the poor customer service that is in practice in the hotel.
Opportunities
The hotel may publicize itself more through internet so that they can reach out to more people who thinking of taking a trip down to Cefalu.
Apart from the hotel service, the hotel management can consider offering conducted tour service around the town of Sicily to earn extra revenues.
Currently, the hotel only targets family customers, but in order to expand the business the hotel must target other segment of people like young newly married couples introducing honeymoon packages or honeymoon suites.
Sicily is getting more popular as tourist attraction and hence if the inflow of tourists to Sicily increases, the hotel will definitely be at advantage.
Threat
There is a good number of competitor hotels emerging in and around Cefalu bringing competition to the Sporting Hotel. So unless the hotel improves its service and works upon its weak points, it might be at disadvantage.
Right now there is a fixed timing for check-in and check-out. If the hotel could make this service flexible then may be more tourists will get attracted.
In order to draw in tourists, the hotel should offer more competitive packages so that customers who have budget constraint too can think of visiting Sicily.
Conclusion
The standardization of services in the Sporting Hotel makes it difficult to customize the services according to guest needs. In fact, the hotel management while deciding upon the services doesn’t take into accounts the specific needs of the customers. Another weakness of the hotel is the absence of an organized CRM system. The data gathered from the customer database are not paid any heed while the management takes marketing decisions, leading to their having no idea about the customer satisfaction and the offering of services at the competitor hotels. Despite these problems, the hotel has high potential be successful in winning the hearts of the customers and giving a tough competition to its competitors. In order to work upon customer satisfaction, the hotel needs to implement advanced CRM options and customer satisfaction should be taken into consideration by the management while taking key decision related to the hotel.
Reference
http://www.cps.ca.gov/workforceplanning/documents/SampleCompletedSWOTAnalysis.pdf ( 16th April,2013)
- Swat Analysis for Intel Corporation , http://www.swotanalysisexample.org/swot-analysis-for-intel-corporation.html (16th April, 2013)
- SWOT Analysis of Hotel Industry, http://www.startupbizhub.com/swot-analysis-of-hotel-industry.htm ( 16th April, 2013)
- SWOT Analysis in Western Dhaka , http://www.slideshare.net/rezwan14k/swot-analysis-the-westin-dhaka , (16th April, 2013)
