Professional Documents
Culture Documents
STRENGTH WEAKNESS
1. Local staff dominate the employment. Do 1. Lack of interaction on social media
not rely on immigrant workers 2. No phone application for booking
2. Brand recognition among Malaysians 3. Bad and old infrastructure and facilities
3. Good location. Close to tourist attraction 4. Cleanliness issue
4. Personalized service 5. The restaurant’s menus are not
attractive.
6. Lack of marketing approach
7. Unattractive website
OPPORTUNITIES THREATS
1. Event involved important agencies 1. Competitor with same industry and
2. Expanding target market same target market
3. Taking advantage of peak season. 2. More resorts and facilities are being
4. Environmentally and family oriented developed.
5. Eco tourism: Nowadays the trend of 3. Existence of low budget hotel
eco tourism is developing. 4. Apps which provides a service to
6. Emerging Asian travel and tourism compare prices among others hotel
market 5. Economy instability
7. Online market 6. Government tourism strategy.
The SWOT Analysis was used to help Hotel Seri Malaysia Bagan Lalang (HSMBG) to come up with
new projects to compete and keep the business relevant to their customers while considering all
aspect in terms of the strengths, weaknesses, opportunities and threats could potentially lead to the
success or failure of their new project.
HSMBG strengths are most of HSMBG’s employees are local staff. HSMBG does not rely
too much on immigrant workers to operate. Guest will feel more comfortable and able to
experience Malaysian hospitality. It easy for customers to communicate with employees
without language barriers problems. Moreover, most of employees are local people in Bagan
Lalang. Thus, the establishment of HSMBG also can create job opportunity to other people.
HSMBG also has a high brand recognition among Malaysians as it is one of the earliest
HSM branch in Malaysia. The next strength is HSMBG has personalized service to cater
the need of each guest, this will enhance customers’ experience staying in HSMBG. The
uniqueness of HSMBG is the availability of facilities such as seminar room, ball room,
wedding package. Furthermore, the concept of having family suites is suitable for large
families to gather and spend family time without worrying about finding another place to
stay. Moreover, the location of HSMBG itself is strategic as they are close to tourist
attraction. Near with Pantai Bagan Lalang, Mitsui Outlet Park, Jugra Hills, Banghuris
Homestay, Kecil Dan Sederhana Factory, Sepang Circuit, Kuala Lumpur International
Airport (KLIA) make the hotel attractive and an ideal place to stay during holidays.
1. Cleanliness issue
Even with many strengths, HSMBG still have weaknesses that could be harmful to the
hotel’s sustainability. One of HSMBG’s weaknesses is there is lack of interaction on social
media and uses of technology. They rarely post about HSMBG activities and promotion in
social media and lack of engagement with customers. Most of negative reviews in blog,
google review and booking hotel website complaint about the bad, old infrastructure,
cleanliness of the rooms and facilities of HSMBG. They also complaint about the restaurant’s
menus are not attractive and do not have many choices. This can lead to dissatisfaction and
potential customers who read this review might feel not interested to use HSMBG’s
services. In the digital age, HSMBG still do not have a mobile application for online booking
system. Another major weakness is the inadequate marketing approach of this hotel to
retain their guests or attract new customers. There is lack of advertising or promotion of
their services through media social. In addition, HSMBG’s website is quite unattractive. The
website does not represent hotel well. The hotel still using outdated facilities pictures.
Furthermore, there is no eye catch for their website layout.
C. OPPORTUNITIES
1. Event involved important agencies
Targeting cooperation and government agencies that only come seasonally.
5. Economy instability
People are less interest to spend money more for luxury and wants.
SO STRATEGIES WO STRATEGIES
1. Tie up with Travel and tour operators 1. Do landscape with spa, sauna and massage
and include them in company itinerary treatment. Guests can experience nature.
Offer package to visit interesting tourism (W3,04,05)
near HSM Bagan Lalang by making 2. Creating more functional and appealing
cooperation with third party. (S4, O2,05) website by improving website layout
2. Do promotion on international website. (W6,O7)
(S4,06)
3. Put testimonial of satisfied users in the
website to enhance customer perception
4. Encourage interaction on social media.
ST STRATEGIES WT STRATEGIES
1. Provide class for swimming. Open to
1. Hotel VIP club that offers annual outside customer. (W3,T1,T2)
membership to customer. (S4,T1,T2) 2. Application mobile that easy to book hotel.
2. Buat birthday dapat diskaunt Provide discount code for those who
3. Give your guests the opportunity to attend a download the apps. (W6,T1)
bingo night where they can win prizes such 3. Pop out advertising. (W5,T6)
as bar and restaurant vouchers, or amenity 4. Hire artist as an ambassador. (W5,T1)
discounts
Free kalua kumul point tinggi boleh
redeem dgn pnginpn hotel
A. SO STRATEGIES
1. Apply eco friendly efforts and eco tourism across the chain to promote nature as
one of the facilities offered by hotel (S6, O4,O5)
2. Offer package to visit interesting tourism near HSM Bagan Lalang by making
cooperation with third party. (S4, O2,05)
Discount entry to visit interesting place area Bagan Lalang
At the same time, third party will recommend HSM as place to stay to their
customer.
B. ST STRATEGIES
1. Taking practical students who has hotel and management background. Get new
and fresh ideas to expand this field. (S1,T1)
Allows the members to get accommodation for half price at hotel for those
who join the organization
C. WO STRATEGIES
1. Do landscape with spa, sauna and massage treatment. Guests can experience
nature. (W3,04,05)
People who are locals also can use the facilities.
This can increase HSM Bagan Lalang profit
2. Renovate restaurant and have specific theme. To make it more comfortable and
attractive (W4,O2)
Eg: Balinese food or garden layout
Can give opportunity by allowing guest for event such as themed wedding.
3. Improve the layout of website. Make them more accurate presentation of the
hotel. (W6,O7)
Provide more details on room and other facilities.
Show the feedback of past user experience to gain confident of potential
customers
Choose attractive colours as layout,
D. WT STRATEGIES
1. Provide class for swimming. ( W3,T1,T2)
Open to outside people and local
Give opportunity and profit to HSM
2. Application mobile that easy to book hotel. Provide discount code for those who
download the apps. (W6,T1)
No need to depend on other application such as Trivago,
Costly, which HSM need to pay certain amount as commission.
"Saharul merupakan seorang artis yang terkenal dan aktif di media sosial. Malah,
kami sememangnya mencari seorang selebriti milenia (berumur 20-an hingga 30-
an) selain mempunyai perwatakan dan rupa paras yang menyenangkan. Paling
penting, kami mencari selebriti yang sudah berkeluarga untuk memberikan
gambaran terbaik tentang konsep hotel kami,
’ve seen it time and time again, there are many different issues that cause
these establishments to close. However, there are effectively 5 reasons
why hospitality establishments fail including:
Hotel location
Poor management
Poor customer service
Poor accounting
Poor or non-existent marketing/advertising
In this article I’m going to focus on the last, but certainly not least, point –
advertising and marketing; highlighting key areas that managers and
owners in the hospitality sector need to be aware of and more importantly
take advantage of.
In the digital age, social media MUST be a part of hospitality marketing and
it goes without saying that every hotel or restaurant needs to have a high
quality website – preferably with an online booking system. With hotel
review sites such as Trip Advisor becoming more and more popular it’s
important to have a digital presence and be involved! Here, customers can
review your establishment honestly; you can get some real insight into what
your customers think and how you can improve. These types of sites can
make or break a business, so you must take notice!
Of course, this is not the only way to keep up to date with your customers;
you should also have a Facebook page and Twitter page where you can
interact with your customer – plus you can highlight special offers and
events at your business and throughout the local area. Think about it, the
more followers you have digitally, the more people you can connect with
and attract to your establishment. The important thing to remember is that
you must be professional, even if someone has posted a negative review;
apologise and explain – don’t attack or be overly defensive.
This point overlaps with customer service, however this doesn’t make it any
less important – in fact it could make it more-so. Whether a hospitality
establishment is successful or not can depend entirely on customer
perception – if they find fault with anything, they will shout it from the roof
tops...metaphorically speaking. Therefore, it’s exceptionally important to
gauge who your customers are, what they want and how you, as a
business, can improve.
Customer insight marketing can be simple to implement; simply by asking
your guests to fill in a quick survey, or even fill in a guest book if you want
something a little more old-school and personal, you can have a positive
effect. Customers like to feel important, and like to know their opinions
matter – which they do! If your customers don’t like your establishment, you
won’t have a business for much longer. You’ve probably heard it before,
and I feel a little bit cheesy mentioning it but...the customer is key!
You may be thinking that this is a little outdated, however, email marketing
is still hugely effective – so long as you’re not bombarding customers with
them daily. Emailing marketing campaigns are a fantastic way to remind
customers of your existence, especially during low-season. Here you can
highlight special offers, special events or awards that you’ve won.
\ : Make use of the ITs efficiently S3, S5, S6, O2, O3, O4, O5, O6, O7, O8, O9, O10, O11, O12, O13,
O14. The BHs regard to share the services they offer (photographs of rooms, private dinners,
weddings, parties or any details about the hotel) with their followers as a marketing communications
tool that must be certainly used as a marketing channel.
Social media enables hotels to hone in on their best, most vocal advocates,
and then leverage their opinion further.
The influence of peer opinions on social media are very valuable, and can
help create a base of loyal guests. According to Hootsuite, 92% of consumers
trust brand advocates, and 9 out of 10 say recommendations from friends
and family members are their most trusted form of advertising.
Always encourage guests to share their experience, at all the various stages
of their trip. Encourage them to share their booking, share photos, and to
share a review of their stay after they get back home.
For example, you can reward friends with a discount when they share,
reward the guest with a discount for their next stay, or give them an add on
to their upcoming booking
One of the most crucial strategies for hospitality marketing involves ensuring the
visibility of your hotel's website on search engines. This can be done through a
process called search engine optimization, or SEO.
If you're new to the concept of SEO, here's a brief explanation: search engine
optimization involves making critical updates to your website's content, code, links,
and occasionally layout to improve its likelihood of ranking in user searches.
Essentially, it's the process by which you improve your hotel's website to make it
more likely to show up when someone searches for something like "book a hotel in
[your city]."