SWOT analysis could be broadly classified in to two. They are Internal and external analysis. Internal analysis refers to the analysis of strength and weakness of the concern and external analysis refers to the opportunities and threats that have an effect on the concern. The internal and external factors of Rotana could be seen in brief as follows.
Strength:
Rotana is following innovative culture that produces unique products and services according to its customer’s needs. The strong management helps in reaching the potential by using its strengths. Due to strong supply chain management it makes a smooth way in obtaining from suppliers and deliver to the customer in right time and place. The brand name Rotana Hotels and resorts is the major strength which enables to charge high price for their products due to the added value given by the customer to the brand name. Customer Loyalty is another thing here the hotel makes feel their customers that they are loyal to them. Pricing power is the supreme power or strength of Rotana thus it charges higher price from its customers and it crates higher revenue.
Weakness:
Rotana has enormous health but it has a very few weakness. It could be corrected if measures are taken, then it could be recovered. Work Inefficiency, the goods and services of the hotel are not properly utilized. Costs are high when compared with its competitors. High staff turnover ratios cause unwanted expenses to the hotel. Weak customer service cause the loss of customer since they switchover to the competitors.
Opportunities:
Online market helps the hotel to expand its business in a vast level. With the help of online marketing it can attract wider audience with little expense. Many new services help in meeting the customer’s needs and help in customer diversification. Improved technology helps to improve the contact between the customers and