The internal analysis of the company has to be assessed as well as the external. In the internal analysis of the company, the SWOT analysis is useful for understanding the current situation of the company and how it would help the company meet its strategic requirements. For instance, according to the Porter’s five force analysis, there is a constant threat of new businesses because of the liberal trade policies of Australia . In such threats in the industrial environment, knowing the company strengths will help plan for leveraging strengths and overcoming weaknesses. Opportunities and threats are classified and understood based on the external environment. Businesses will be able to make use of the opportunities and navigate around the threats or address them directly. Tactical planning could be enforced with the SWOT.
It is a traditional hotel and has a history in the place where it situated, so people would trust the establishment more. With trust, the chances of additional booking increases. It is a four-star hotel facility and much refurbishment has been done over the year and this means increase in quality.
In the past, a major weakness cited for the Hotel was that it had not kept up with the time. The Hotel by major renovation attempts to address this weakness. Being out of trend could result in loss of consumer opinion.
Multiple opportunities for attracting more than the current tourist rates are exist in this place. The location is a tourist spot and both local and international tourists frequent this place. It is well situated near the seafront, and it is close to shopping centre. The town is only 30 minutes from airport, rail, bus links and more are available to major cities and resorts near the hotel.