INTERNAL brand values well making the keep to the

INTERNAL FACTORS

STRENGTHS (+)

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WEAKNESSES (-)

·        
Devonshire is
centrally located in the Braamfontien making it easy to spot
·        
Devonshire has diverse
range of service skills within management and staff.
 
·        
Devonshire attends formal team coaching
sessions at least 10 times per annum under the expert guidance of trained and
accredited business coaches. Orion Hotels has a sister division (Orion
Business Solutions), which coaches most of the teams.
·        
Devonshire has clear
and well communicated brands values that all colleagues are take pride in.
·        
Devonshire has strong
brand values well making the keep to the brand loyalty amongst existing and
new guests.
·        
Devonshire has a
strong reputation within the local market and corporate and travel trade markets
for reliability, excellent service and quality.
                                   

 
·        
Marketing, within local, national and international markets
could be improved  
 
·        
The company’s interdepartmental communications could be
improved.
 
 
·        
The hotel is relatively small considering the demand for
accommodation
 
·        
There are certain rooms that require renovations and upgrade
regarding technical equipment, such as high speed Internet access and a more
advanced data capturing system
 

EXTERNAL FACTORS

OPPORTUNITIES (+)

THREATS (-)

 
Due to extensive
returning growth after a period of slump.
•       Competitors: no direct competition exists at present, in
terms of the five star ’boutique business property’ niche.
•       Suppliers: strong, long-term relationships established with
suppliers.
•       Guest Dependency: repeat corporate business based on
personal service and quality, in a small but luxurious environment.

 
•       Market Entry: potential for a competitive, global brand to
enter the market with a similar product.
•       Substitutes: fully furnished and serviced business
apartments offering lower daily rates.
•       Economy: recovery from slight recession may take time.