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Example research essay topic: Taking Into Consideration Competitive Advantages - 2,740 words

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Calgary Marriott Hotel Property Analysis. Marriott Hotels physical appearance conveys the message of credibility and high quality service, the hotel looks like a glass and concrete monument to the architectural genius, with main emphases made on functionality and customer service. The exterior of the hotel is superb, at night the Calgary Marriott hotel, located at the very heart of the downtown, appears to be one of the most magnificent buildings in the area. Although some harsh critics might suggest that the exterior of the hotel looks too conventional and impersonal, actually it is one of the hotels competitive advantages the place attracts businesspeople and all those who are used to those types of buildings. Moreover, the interior of the hotel is quite opposite to its exterior. The cozy rooms with large windows opening the view at the contemporary city center attract those who visit the city for business and pleasure alike.

The interior of the building conveys the message of hospitality and superior service, inside the room one feels almost like at home, due to the perfect harmony of rooms functionality and coziness. Hotel rooms are something that the owners of Calgary Marriott Hotel can proudly boast about. By far the biggest guest rooms among all the Calgary hotels, they are so much liked by the travelers because of the huge windows with great view on the citys downtown. Besides the functionality of the room itself, there are a lot of objects that room has that will certainly satisfy even the most demanding business traveler work desk with lamp, TV with the remote control, all news channels that can be viewed day and night, cable / satellite TV, iron and ironing board and even the hairdryer.

Certainly, all the rooms are air conditioned, the owners of the hotel made sure that all the guests are able to find everything they need in the room, without having to go out and find it somewhere else. Calgary Marriott Hotels reputation is impeccable, and although some believe the services of the hotel to be rather expensive, no one doubts the quality of those services as well as the favorable location in the downtown center. After all, the Marriott Hotel Chain has been operating in Canada for many years, and Calgary Marriott Hotel, as well as many other hotels of the same chain, strives to keep up to par in terms of both reputation and quality services. The latest include room service, concierge services, secretarial services, and even shoe shine. Besides, there is on site restaurant, coffee shop, cocktail lounge, laundry valet, full business center, and safe deposit box at the front desk.

Nearby the hotel, the guests can also find the rental car desk and the airport desk, thus allowing them to both rent a car and to take care of the traveling routes. One thing that makes a lot of clients so much satisfied with the hotel and its services is the indoor pool, which is something that is enjoyed by considerable part of the hotel guests, especially if followed by the sauna session. Calgary Marriott Hotels location is simply perfect it is situated at the heart of downtown, which is one place in a city that every tourist visits for sure. The Hotel is easy to reach from any place in the city, which is certainly one of its core competitive advantages. The hotel borders Stephen Avenue Mall, which enables its guests to enjoy various galleries and restaurants, they are all only in a couple of minutes walk from the hotel entrance. Besides, the hotel is located close to the cultural centers of the city that have the potential to attract the tourists those are Glenbow Museum and the Epcor Arts Center.

The hotel clients can also enjoy the live theatre, the Alberta's premier museum, all easy accessible from the hotel. The central location of the hotel makes staying there convenient to both those who travel for business and for pleasure: it is easy to reach from the hotel business centers and some important companys headquarters as well as citys best sightseeing places. Competitive Analysis. Certainly, the hospitality industry is one of the most competitive industries, since hotels, if managed properly, are able to provide the owner with significant profits as well as the goodwill needed in order to expand. After researching the hotel market in Calgary, the following four hotels appear to be the key competitors of Calgary Marriott Hotel: Travelodge Hotel Calgary Macle, Quality Inn (Motel Village), Hotel Quality and Conference Center, Travelodge Hotel Calgary Intl airport. Travelodge Hotel Calgary Macle, which is located not that far from Marriott Hotel 10 minutes from downtown Calgary, is a six story beautiful building that is easy accessible from various locations throughout the city.

The hotel has been refurbished recently, and now the customers enjoy great interior and exterior. There are two competitive advantages of that particular hotel that are solid enough to claim that Travelodge Hotel Calgary Macle is one of the key competitors to Marriott. First of all, the hotel is located on the South side of Calgary on the major highway from the United States, which enables the hotel owners enjoy the inflow of the tourists from America, which are ready to pay their money for the quality services offered by the hotel. Besides, the hotel has Pet Friendly Policy, thus the staff can easily accommodate both the guest and his / her pet, which is a great advantage.

Quality Inn (Motel Village) is another hotel that is one of the key competitors of Marriott. The hotel is located near the University of Calgary, which is a potential advantage, since when the parents visit their children that study at the university, it is natural that they would like to stay close to them, thus making Quality Inn their first choice. An indoor heated swimming pool and the restaurant near the pool make an irresistible combination and by far one of the biggest competitive advantages of the hotel, the guests certainly enjoy having their meal served right after they spend sometime in the pool. Although most of the services resemble those provided by the Marriott hotel, Quality Inn can boast delicious meals that are prepared by the specially trained staff, thus making the hotel the most favorable choice of any gourmand. Hotel Quality and Conference Center is another key competitor to be discussed within the course of that section. The location is not much worse than that of the Marriott hotel it is located five minutes form downtown.

The hotel was renovated in 1998, and the rooms and the exterior of the building illustrate the combination of great design with functionality. The hotel features facilities for disabled people, conference facilities, and two restaurants, those serve both local and international cuisine. However, the main competitive advantage of that particular hotel is more connected with the pricing policies the hotel provides free accommodation for children. Taking into consideration the fact that Marriott Hotel as well as its key competitors all have approximately similar pricing policies, providing accommodation for children without charging the client is certainly a great advantage, since families that travel with their children would choose that hotel from the options available. Travelodge Hotel Calgary Intl Airport is the last, but certainly not the least key competitor of the Marriott Hotel.

The location near the airport is a great advantage by itself those who are going to stay in Calgary for a day or two would definitely prefer to stay close to the departure place, besides, it is quite natural to get a room in the hotel that is the closest to ones current location. Besides, that particular hotel is probably one of the best in Calgary in terms of the staff. The administration of the hotel has special training programs to ensure that the staff members make their clients stay at the hotel the best time spent in Calgary. Always smiling and polite, the staff is ready to fulfill any reasonable request of the guest within the shortest time span possible, thus making Travelodge Hotel Calgary Intl Airport great place even for the most demanding guests. Opportunities. The purpose of that section is to elaborate on the four external factors that would benefit the hotel.

Of course, the hospitality industry is influenced by a lot of things, such as social trends, locations of important objects, celebrity visits, etc. The first external factor that would definitely benefit hotel would be the opportunity to have a celebrity as a guest, but not any celebrity, but someone who is known and adored all over the world. Calgary Marriott Hotel is a rather competitive place, thus it can possibly be chosen by such a person. For instance, if there is some sort of film festival in Calgary, and the celebrities choose Marriott as their primary base, that would serve as the best advertisement ever, creating the goodwill not only for Calgary Marriott itself, but also for the whole chain. The assumption of celebrities choosing Marriott is quite reasonable, since it is considered one of the most prestigious hotels in Calgary, besides, the location is great for touring the city and visiting different places. Another key external factor that might benefit the hotel greatly depends on the Epcor Arts Center that is located nearby.

If the administration of the art center decides to have various exhibitions during the whole year, not regular local exhibitions, but rather those that would attract a considerable amount of visitors from different countries, the Marriott hotel would benefit greatly because of its location a couple minutes walk to the Epcor Arts Center. The exhibitions usually draw attention of the public that have got enough money to both stay at Marriott and pay for the best services available, thus monthly exhibitions in the arts center would provide a great opportunity for the hotel to earn additional profits as well as have people from various countries as their guests, thus creating the international goodwill for the hotel. The art collectors and various critics that would certainly visit the exhibitions are great clients, and Marriotts administration would certainly be able to use that opportunity. The third external factor that can benefit the hotel would be change in the pricing policies of its major competitors. As mentioned above, the Marriott hotel and its competitors all have relatively similar pricing policies, thus they compete mainly in terms of services offered and the appearance of the hotel and its rooms. If the key competitors, or even a couple of them decide to raise their prices for accommodation and services, it would certainly benefit Marriott.

Taking into consideration the fact that all the hotels at issue have almost similar base of services and facilities, and each of them has some distinct competitive advantage, raising the price in such a situation would lead to customers reconsidering their choice, and Marriott might be their choice as well as any other competitor hotel. Although it does not seem that feasible that the key competitors would raise their prices, there are a couple of solid reason that might make them do so. For instance, if some hotels within the chain are not performing well, the administration can either shut them down or acquire the additional money needed to upgrade them by raising the prices slightly at the well performing hotels. The last external factor to be discussed here that could benefit the hotel would be the promotion campaign initiated by the Marriott chain at large.

Here we examine only Calgary Marriott Hotel, however the chain of Marriott hotels is quite big business, that can allow its owners to spend sufficient amounts of money on advertising and promotion plans. Thus, if the Marriott chains owners start the campaign, it would certainly affect the hotel at issue here Calgary Marriott. The hospitality industry is rapidly moving forward, introducing new quality services and facilities, and if the owners of Marriott chain decide to introduce some innovation in all the hotels of their chain, Calgary Marriott would definitely acquire additional clients, not only because of the marketing efforts made by the directors, but also because of the introduced in the hotel innovation. Threats.

Although there are a lot of opportunities for the hotel administration how to use external factors to benefit the hotel, there are also a lot of external threats that can become detrimental not only to the hotels profitability, but also to its existence at large. For the Calgary Marriott hotel, the most important external threat would be closing down any of the facilities that are located nearby and serve as an additional customer attractant. Glenbow museum, for instance, is a really important part of the hotels popularity due to its location. There are a lot of scientists and researchers that visit the museum on monthly or early basis, and if the museum were to be closed down even for some time, the Calgary Marriott hotel would lose not only those scientists and observers, which would certainly prefer to stay there, but also some of their ordinary clients that like visiting the museum during their stay at Calgary. There are a lot of reasons why the museum can be possibly closed own, such as various inspections or inventory update, that make that external threat quite real. The external threat that definitely should not be ignored by Marriotts administration is opening of the new hotel in Calgary downtown, the one that would resemble Marriott in its pricing policies and services offered.

The thing is, people can be divided at two categories when it comes to choosing a hotel. The first category tries a couple of alternative options, and then sticks forever with the best one. The second category, on the contrary, prefers to choose the newest hotel, the one they have never stayed at. If a new hotel were opened in Calgary downtown, Marriott would certainly lose the second category of the potential clients, and even those from the first category might try a new hotel, and if they like it better there it would certainly mean lost clients for Calgary Marriott hotel.

With the ever growing speed of new hotel openings, that external threat is among the most probable ones. In the overview of the potential external threats, we should not forget about such things as natural calamities. There were incidents in the history of hospitality industry, when the whole hotel buildings were ruined or deteriorated drastically due to hurricanes, earthquakes, tornadoes, etc. Although Calgary Marriott should not be worried much about the typhoons and other sea calamities, the possibility of a hurricane or earthquake is still out there.

The hurricane ruining the hotel might seem to be a very improbable case, however as the practice shows, everything is possible within some reasonable boundaries. Thus, the hotel administration should not overlook such a possibility. Although it is not possible to prevent the hurricane or other natural calamity from happening, the administration should make sure that the staff as well as the guests are aware of the proper evacuation techniques as well as the additional exits. Besides, this external threat is certainly the most severe one, because it jeopardizes not only the hotels profitability and further existence, but also lives of numerous people. Since there are a lot of opportunities in the hospitality industry to earn money, some people take advantage of those opportunities and sometimes even break the laws of the country where they operate. The last external threat for Calgary Marriott to be discussed within the course of that paper is the government agency's intervention into hotels functioning.

The tax agency is the best example to illustrate the point. Certainly, the laws governing the hospitality industry can be interpreted differently by the hotel owners and by the citys tax administration. Thus, if the tax administration, after observing the hotels papers and transactions, decides that there were some incidents when the owners broke the laws, the hotel might actually be closed down in order to further investigate the activities of the administration. With the recent scandals in many big companies, that external threat appears to be quite real to Calgary Marriott, and certainly the investigation would ruin the hotels good reputation. Bibliography Bailey, G, History of Hotel Industry in Canada, Toronto: Oxford, 1996. Giddens, A, Hotels and How They Originated, Cambridge University Press, 1991.

McLellan, D, The Contemporary Hospitality Industry in Canada, Toronto: Scientific Press, 1999. web web web web web web web


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