Five Forces Analysis Of The Gresham Hotel Dublin Tourism Essay

Five Forces Analysis Of The Gresham Hotel Dublin Tourism EssayThe Gresham Hotel, Dublin, is a quad wizard quality accommodation and wait on hotel, located on OConnell bridle-path in the heart of city center.At these days are employed 183 employees in the Gresham hotel Dublin, which is included all part time, casual and senior staff, all all over the divisions.The Gresham Hotel Dublin is part with other 4 hotels of Gresham Group located across Europe they are situated on the city center of Hamburg, London, Brussels, Cork and Dublin. casing of businessThe Gresham Hotel is a Public Limited Company, means that all the debs of the business are cleared by the business and money is not taken bug by of the owners personal funds. The Gresham Hotel is a separate legal entity from the owners. The company is permitted to offer shares to the public and must include the words Plc as part of company name.The Gresham Hotel, OConnell Street, is a four star hotel and this kind of business is found in service. They provide a wide range of facilities where all customers are well welcome with four star services. They also organize events such as weddings, parties and type of business nature.In each department of this administration is a Wide Span of Sontrol, the Manager/ executive program is in charge of a large number of employees. It is also a Tall structure as the company has many levels of hierarchy.My duties in this company has the resembling standard as an employee which any inform has to be made to the manager/supervisor ,following the manager/supervisor reporting to Duty Manager and this one reporting to Human Resources and finally the Human Resources to Director.This company is divided in many departments which areToddys bar-food and beverage, where I am present doing my work experience, my duties is importantly customer care. This department works fourteen deal which two of them are supervisor.Writers bar-the main bar of the hotel which also serve foodKitche n department- this department runs all department involving food.Catering and ejectqueting department- this department is responsible for all eventsAccountancy departmentGallery eatery- where at present is used for breakfast as this restaurant have been closest.External entrance on organisationPESTThe PEST analysis is a useful tool for understanding market maturement or decline, this method is used to run over for the external, macro environment, factors that influences on any company.PEST analysis stands forPolitical factors- include government regulationsEconomic factors fall the purchasing power of potential customers and the firms cost jacket crownSocial factors- include the demographic and cultural aspectsTechnological technology is vital for agonistic advantage, and is a major driver of globalization.On The Gresham Hotel analysis, the external factors that may affect the company arePoliticalOpening and closing times this regulation set up the opening and closing hou rs in a business.Smoking ban -it is forbidden smoking indoors by law and affects the company in certain way.EconomicInterest rate- due the economic situation nowadays, the interest range defines people of using up or saving money.Unemployment levels- due the economic situation turndown, a number of customers decrease derived to increased of unemployment levels.SociologicalLifestyle change- nowadays the people pay more attention to product/services price (cheaper option), intoxication at home and also they start going later and spending less(prenominal) time in pub.Cultural- Drinking alcohol is an everyday part of adult life in Ireland. Nowadays customers spend less on drinks, drinking more at home.TechnologicalNowadays the technology more than ever is vital for competitive advantage.The technology has an impact on any company, such as tillProvide a quicker a efficient service to a customerSome duties as stocktaking can be changed by technology, saving time and moneyTechnology off er to customer other facility ways such as booking a room, purchase vouchers, and so forthThe labor can be switched by technologyPORTER FIVE FORCESFive Forces Analysis assumes that in that respect are five important forces that determine competitive power in a situation.These areCompetitive RivalryMajority of competitors have the similar strategies , indicating high competitive rivalryDifferentiation between their main products/service is low, indicating high competitive rivalry.There are no switch over products available to customers, indicating high competitive rivalry.Many competitors have more or less the same size.Bargaining power of suppliersWe realize, the fewer suppliers choices we have, more power they are over the company, and how easy it is to drive their prices up.Uniqueness product-The Guinness is an example of a powerful shit the Guinness is supplied by a unique supplier,Some product based on food is supplied for a few choices companies where provide a unique servic e to a company.Bargaining power of customersHere we can see how easy it is customers to drive the prices down.The customer may have bargaining power whenWhen there is no substitute or a little differentiation over the product/service food and beverage is similar to those of someone else. switch over to another product/service is not costlyPrice sensitive at this days, more than ever the customers are more sensitive to a product/service prices. scourges of new entrantsA holy terror of new entrants is high ifLow barriers to entryeconomies of scalegovernment legislations to encourage them to enter the industrydifferentiations on their product/servicecapitalThreat of substitute productsThe treat of substitute is high when the product/service substitutes offer benefits similar and also when it is ease at customers can switch with low or no cost.Product/Service when a substitute product/service fallsCost of change no cost/low cost of switching a product/serviceInternal External infl uence on organisationSWOTThe SWOT analysis is very important tool for carrying out a good strategic planning, and it is a powerful tool of the marketing. When it is a matter of companies that compete in a same market target, it is important that they learn the threats and opportunities in the company, by studying the external environment. It is also of fundamental importance that they evaluate the weaknesses and strengths points of the company, studying of its internal environment. During the analysis, when a strong point is realized, they must be emphasized to the utmost, and when a weak point is realized, the organization must act to control it or, at least, to minimize its effect. This technique is interesting, that means change, which very often contributes to the growth or not, it would be depended on the performance to correspond to the objectives of the organization.StrengthBrand name this brand is well know national and internationalLocation- located in city center4 star hotel- this hotel provides a 4 star service and accommodationWide range of facilities- Writers Bar, Toddys Bar , fitness studio, SPA and restaurant 23Business facilitiesComplimentary WIFI access in all conference populate,Quadriga interactive TV systems in all rooms provides PPV movies, internet, music.288 tasteful bedrooms, containing everything the discerning traveller would need, including spacious work deskDedicated butler service for the meeting roomsRegistration LobbyFully air well-educatedA range of audio visual equipment for hireSecreterial serviceswww.gresham-hotels.com/dublin-city-hotels/business_facilities.aspWeaknesses eating house 23 remain closest, as the only restaurant available and considering a 4 star hotel, it creates a high impact on customers expectations.High cost product/service- nowadays, customers are more sensible to product/service prices, discontentment has been uttered by customers relating to product/service price to high.Poor employees motivation- employee are unhappy with the management style, consequently will have impact on their organizationTechnology no updated- it causes a slower service and sometimes misunderstands between employees and customers because of it.Lack of marketing expertisesOpportunitiesNew technology arrivals- nowadays there is a need of new technology, it means modernization to make the company more efficient.Marketing department- would be a great opportunity for growth and profit.Restaurant -reopen the restaurant in the hotel.New ways of advertising and promoting (radio, TV,Internet)- would let the people know about their offers and promotions for short and long term.ThreatsNew regulations/tax- there is a threat of more regulations and higher taxes.World economy recession- would affect directly the hospitality economy and consequently the competition becomes higher between competitors.Price wars with competitors-the hospitalitys competition is very high and price wars may become a huge threat.Strikes- the Gresham Hotel like other companies are minimizing their spending, changing their behavior with employees, consequently would be a threat for this organization.The Swot analysis above may help The Gresham Hotel growth by capitalizing on opportunities using their strengths and eliminating their weaknesses and threats.CONCLUSIONThis Environment Analysis was based on the Gresham Hotel, overall the company in many aspects has competitive advantage over their competitors.At the end of environment analysis where was scanned internally and externally by Swot, Pest and Porter Five Forces analysis we can understand better the Gresham Hotels position facing to its competitors.Some disadvantages such as no restaurant available, heavy environment between managements and employees are in my opinion huge weak provoking a high impact on their company.The company has a good reputation among their customers and it has resources and vantages to face to its competitors if they capitalize on opport unities using their strength and eliminating their weaknesses and threats it would contribute for companys growing.RECOMMENDATIONSI would recommend more investment on marketing resources and also in technologies, which I truly believe they are main keys for company growth.It is essential that there is a good team facial expression at work, therefore I believe that the management should reach an agreement between staff and managements interests.