- Published: November 17, 2021
- Updated: November 17, 2021
- University / College: Boston College
- Level: Intermediate School
- Language: English
- Downloads: 23
Strategy development of Affiliation PR4: Strategy Development To increase the competitiveness of Starwood in the industry, various strategies need to be developed to ensure that, the organization is at bar with the other players. Some of the development business strategies embraced includes the expansion and acquisition, innovation and product creativity and increased focus franchise business and management. Consider the following table that indicates the requisite elements for a BCG matrix.
BCG Matrix Starwood & Resorts
Class
Brands
Top Competitors
Starwood and Resorts
Competitor Rooms
Market Size
Upscale
Cambria Suites
Hilton World Wide
468, 000
680, 117
811, 200
Ascend Hotel Collection
4, 500
Upper Midscale
Comfort Inn
Marriot International
106, 000
697, 000
934, 405
Comfort Suites
59, 400
Clarion
36, 200
Midscale
Quality Inn
International Hotels Group PLC
200, 487
710, 000
845, 340
Sleep Inn
65, 403
Mainstay Suites
9, 500
Classification
Brands
Choice Hotel Market Share
Competitor Market Share
Upscale
Cambria Suites
1. 47%
15. 34%
Ascend Hotel Collection
1. 35%
Upper Midscale
Comfort Inn
1. 34%
6. 79%
Comfort Suites
1. 34%
Clarion
1. 21%
Midscale
Quality Inn
1. 35%
3. 35%
Sleep Inn
0. 45%
Mainstay Suites
0. 68%
?
0 0. 5 1
Recommendations
Ascend Collection- The Ascend Collection has less little rooms when compared to their competitor and market size. This implies that if Ascend is moved to a dissimilar grouping it may increase its market niche and propel it towards the star level.
Comfort Inn- Comfort Inn is in a potential spot, which is positioned just above source of income in the star category. This should remain in this category and more resources and management strategies should be applied to ensure that other brands move to this level.
Comfort Suites- If the Comfort Suites and Clarion are put together, it will move it to the Star group. As from the chart, the Comfort Suites perform relatively better compared to the Clarion. This implies that the brand Comfort Suites will be kept.
MainStay Suites- these should be joined with other midscale properties, however the Quality Inn should be maintained as the brand name
Clarion- Merge Clarion and Comfort Suites. They are both upper midscale brands within the same region in the market. Combining them will improve relative market share.
Quality Inn- This is Starwood’s source of income. Revenue from Quality Inn’s, can be used to improve other properties in the dog and question mark category
Cambria Suites- Cambria has the prospective to become a star, however close monitoring is requisite to establish its growth ability. Despite the fact that it is utilizing a lot of money, its growth is rapid. This implies that if consistency is sustained then this class will be able to move to the star class
Rodeway Inn- the Rodeway is almost similar with the Suburban Extended Stay Hotel, and it is good to merge them together in a bid to improve the market share
References
De, K. C. A., & Business Expert Press. (2010). Fundamentals of global strategy: A business model approach. New York, N. Y.] (222 East 46th Street, New York, NY 10017: Business Expert Press.
Plunkett, J. W., & Plunkett Research, Ltd. (2006). Plunketts entertainment & media almanac 2006: The only comprehensive guide to the entertainment & media industry. Houston, TX: Plunkett Research.
Standard and Poors Corporation.(2001). Standard & Poors creditweek. Ephrata, Pa: Standard & Poors Corp.
Sturman, M. C., Corgel, J. B., Verma, R., & Cornell University. (2011). The Cornell School of Hotel Administration on Hospitality: Cutting edge thinking and practice. Hoboken, N. J: John Wiley & Sons.
