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SWOT analysis of Carden Park

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Introduction

SWOT analysis of Carden Park Assessment Objective 2 SWOT is an abbreviation for Strengths, Weaknesses, Opportunities and Threats. SWOT analysis is an important tool for auditing the overall strategic position of a business and its environment. It is the first stage of planning and helps marketers to focus on key issues. Strengths and weaknesses are internal factors within the business opportunities and threats are external factors. A SWOT analysis is a vital marketing tool for the Carden Park to stay ahead of their competitors, cancel out any weaknesses and to focus on strengths to make them stronger within the market and stand out from competitors. Strengths An organisations strengths are its resources and capabilities which can be used as a basis for developing a competitive advantage for them to advertise and to improve the image of the company. With Carden Park being part of the DeVere chain this is a popular and well branded hotel group throughout Britain. This is a strength as it can bring in brand loyalty with customers re-visiting and helps with their marketing strategy to advertise the company to bring in more customers as the name of the DeVere group is well branded and known. These is an advantage for Carden Park if customers have visited and stayed in other DeVere hotels and have a good experience then this can rub off on Carden Park as people will visit them. ...read more.

Middle

It is not located near any of the local visitor attractions. The room sizes in Carden Park are a major issue. This is because the price the customer pays is not value for money on terms of the size of the rooms as they are very basic and are a petite size. The rooms just have a standard bed, T.V, wardrobe and bathroom, but if the customer wants a deluxe and high class room then they have to pay excessive prices which some people will be put off by it. The hotel is not very well signed posted which makes it hard for people to find especially for people who do not live in the Cheshire area. Also inside the hotel there are a few signs and posters to say where different activities and rooms are. With it being a large complex it is very easy for people to get lost and to go in different directions. Also the signs they do have are primarily in English therefore they are not really catering for foreign guests. The staff within Carden Park that we visited were friendly but were not to the nature or standard of what I had expected them to be. I would have hope for them to be more helpful and easier to get along with, and with them to not have the attitude that, 'were better than you'. ...read more.

Conclusion

A different threat to Carden Park is the economy with in the world at the minute called the 'credit crunch'. The credit crunch is a massive problem within the UK economy and is having a negative effect on people's spending patterns. The credit crunch means there is less money in the market as banks can't afford to give out loans therefore the market tightens and money is less available meaning prices tend to rise. This will affect Carden Park as people don't have the disposable income to spend on luxuries like a 4 star deluxe hotel which could mean people take business to a less expensive hotel. This will lead to Carden Park thinking about new pricing strategies to keep current custom and to also bring in new clients to their hospitality. The changing weather patterns are a threat to the hotel. This is a threat that Carden Park can't help nor control. This will have a major effect on the golf course of Carden Park as the weather can close the course or be of conditions whereby people don't want to play. Also more people are likely to visit or stay at Carden Park when the weather is hot and sunny therefore the changes in current climates might have repercussions for Carden Park and the custom they receive. ...read more.

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