Starwood Hotels and Resorts Worldwide is an American company founded in 1969 and runs hotels, resorts, spas and other properties under 11 famous brands. It now manages some 1,300 properties and employs over 188,000 people around the world (Starwood Hotels, 2016). The report intends to analyse Starwoods brand in Madrid under the following plan structure of: internal analysis; external PESTLE analysis; SWOT analysis; marketing segmentation, targeting and positioning strategies; and the marketing mix programs.
Inhaltsverzeichnis (Table of Contents)
- Abstract
- Company Background
- Introduction
- Micro Analysis
- Macro Analysis
- Political
- Economic
- Social
- Technology
- Legal
- Environmental
- SWOT
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report aims to analyze the Starwood Westin brand in Madrid, utilizing a structured approach encompassing internal analysis, external PESTLE analysis, SWOT analysis, marketing segmentation, targeting and positioning strategies, and marketing mix programs. The analysis focuses on the Westin brand's position within the Spanish market and its broader global context.
- Market positioning of Starwood Westin hotels in Spain
- Competitive analysis within the Spanish hotel market
- Impact of macroeconomic factors on the Westin brand
- Evaluation of Westin's marketing strategies
- Assessment of Westin's strengths, weaknesses, opportunities, and threats
Zusammenfassung der Kapitel (Chapter Summaries)
Company Background: This section introduces Starwood Hotels and Resorts Worldwide, highlighting its extensive portfolio of brands, including the Westin brand, and its global presence. It specifically focuses on the Westin brand's presence in Spain, mentioning key properties like the Westin Palace in Madrid and others in Valencia and Marbella. The section positions these hotels within Starwood's broader product categories (lifestyle and resorts, luxury) and introduces the concept of the product life cycle, placing the Spanish Westin properties at different stages of this cycle based on their age, location, and competitive landscape. A figure illustrating the life cycle stages of the various Westin hotels is included.
Micro Analysis: This chapter delves into the internal factors influencing Starwood Westin's daily operations in Spain. It identifies key customer segments—European travelers including families, couples, business clients, vacation resort owners, and franchisees—analyzing their motivations and purchasing behaviors. The chapter also examines the competitive landscape, highlighting Marriott and Hilton as major competitors and providing market share data from 2014. A crucial aspect is the discussion of the Marriott's acquisition of Starwood, its implications for Westin's management, and the overall competitive dynamics within the market. Finally, the chapter assesses Westin's internal strengths (renowned brand, design innovation) and weaknesses (diversified management post-acquisition, limited luxury investment scope).
Macro Analysis: This chapter conducts an environmental scan, assessing external factors impacting Westin's business position. It utilizes a PESTLE framework to analyze political (government regulations, taxation), economic (economic conditions, fiscal policies, interest rates), social (consumer behavior, regional travel patterns), technological (CRM systems, internet marketing), legal (merger control reviews, health and safety regulations, intellectual property protection), and environmental (terrorism, epidemics, sustainability) factors. Each sub-section provides specific examples and data related to Spain’s hotel industry. This detailed environmental analysis helps to understand the broader context shaping Westin's operations in the Spanish market.
SWOT: This section presents a concise SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of the Starwood Westin brand in Spain. It summarizes the key findings from the preceding analyses, highlighting Westin's strengths as a leading brand with a global presence, profitable customer programs, and a strong vision for expansion. Weaknesses include concerns about stock price declines, limited global brand recognition compared to competitors, and lack of mid-market or budget projects. Opportunities include potential revenue streams from vacation ownership and the expansion of franchises and management contracts. Threats encompass economic downturns, high borrowing costs, and intensified competition from hospitality giants venturing into new markets.
Schlüsselwörter (Keywords)
Product Life Cycle, Westin, PEST Analysis, SWOT, Marketing Strategy, Marketing Mix, Distribution Channel, Hotel Industry, Competitive Analysis, Market Share, Brand Management, Spain, Marriott, Hilton.
Frequently asked questions
What is the "Language Preview" document about?
The "Language Preview" document provides a comprehensive overview of an analysis of the Starwood Westin brand in Madrid, Spain. It includes a table of contents, objectives, key themes, chapter summaries, and a list of keywords. The analysis covers micro and macro environmental factors, a SWOT analysis, and aspects of the brand's marketing strategy.
What is included in the Table of Contents?
The table of contents lists the main sections of the analysis, including: Abstract, Company Background, Introduction, Micro Analysis, Macro Analysis (with subsections for Political, Economic, Social, Technology, Legal, and Environmental factors), and SWOT analysis.
What are the key objectives and themes of the analysis?
The primary objective is to analyze the Starwood Westin brand in Madrid, utilizing a structured approach. Key themes include: market positioning of Starwood Westin hotels in Spain, competitive analysis within the Spanish hotel market, the impact of macroeconomic factors on the Westin brand, an evaluation of Westin's marketing strategies, and an assessment of Westin's strengths, weaknesses, opportunities, and threats.
What does the "Company Background" chapter discuss?
The "Company Background" section introduces Starwood Hotels and Resorts Worldwide, focusing on the Westin brand and its global presence, especially in Spain. It mentions properties like the Westin Palace in Madrid and others in Valencia and Marbella. It also relates the Westin properties in Spain to Starwood's broader product categories (lifestyle and resorts, luxury), and discusses the product life cycle of different Westin properties based on age, location and competitive landscape.
What is covered in the "Micro Analysis" chapter?
The "Micro Analysis" chapter examines internal factors influencing Starwood Westin's operations in Spain. It identifies key customer segments (European travelers including families, couples, business clients, vacation resort owners, and franchisees), and analyzes their motivations and purchasing behaviors. It also discusses the competitive landscape, highlighting Marriott and Hilton, the Marriott's acquisition of Starwood, and assesses Westin's internal strengths and weaknesses.
What is included in the "Macro Analysis" chapter?
The "Macro Analysis" chapter conducts an environmental scan using the PESTLE framework (Political, Economic, Social, Technological, Legal, and Environmental factors). Each sub-section provides specific examples and data related to Spain’s hotel industry to show how these factors impact Westin's business position.
What does the "SWOT" analysis entail?
The "SWOT" section presents a summary of Starwood Westin's Strengths, Weaknesses, Opportunities, and Threats in the Spanish market. It is derived from the findings of the previous analyses.
What are some of the keywords associated with this analysis?
The keywords include: Product Life Cycle, Westin, PEST Analysis, SWOT, Marketing Strategy, Marketing Mix, Distribution Channel, Hotel Industry, Competitive Analysis, Market Share, Brand Management, Spain, Marriott, Hilton.
- Quote paper
- Magister Patrick Sim Puay-I (Author), 2010, A Case Study Paper of Starwood Group Hotels (Westin) Management. Market Planning of Hotel Resorts, Munich, GRIN Verlag, https://www.grin.com/document/1561370
