On the basis of the above diagram (Australian Bureau of Statistics) in the last few years it can be seen that Australia has attracted many tourists. In terms of tourists the numbers have gone up especially tourists coming from China, New-Zealand, Singapore, United Kingdom and United States of America. Moving on to students when it comes to education Australia is considered the best country which has excellent education standards for all the students around the world. The government have also made the visa application forms much easier and based on that they attract a large number of students coming for further education to Australia. Example of such Australian Universities are Australian National University, University of Canberra, University of Melbourne, and RMIT University. Australia has also seen a rapid increase in business travellers/ government delegates. Australia have seen a rapid increase in terms of foreign investors seeking for quality assets and similarly on the other hand Chinese investors are therefore looking for long term generational wealth income. On an average the general demographic that are seen being fascinated by the hotel industry are usually within the age group of mid 20’s to mid-50 which includes couples, young adults, corporate clients, families and solo travellers Analysing the business environment the organisation operates in:
The situation analysis which is a process of assessing the current situation facing the organisation, arriving at a set of assumptions about future, identifying key strategic issues which are likely to confront the organisation. (Reed, Peter, 2014, p. 65). It therefore commences with a review of the external environment in which there are forces that can be described as being remote or macro-environment which comprises of economic, socio-cultural, climate change, and technology and on the other hand forces that are described as near which comprises of suppliers, stakeholders, distribution channels, customers, market demand, market supply. (Reed, Peter, 2014, p. 65).
Macro/ Remote Environment
Political Economic Social Technological Environment
Danger and effect of Terrorism,
International Relations, Legislation, Economic Policy, Political unrest, Monetary Status, Inflation and exchange rates, Fiscal Policy Different Languages spoken by employees in this industry is considered very important as well as beneficial Hotel needs to be up to date with latest technological changes such as wireless internet, HDTV’S etc. Hotels adopting to environmental friendly sustainable programs, focusing on reducing energy, water consumption, waste management etc.
Opportunities – Emerging market expansion worldwide, Better services in the food and beverage department and housekeeping would lead to an increase in terms of revenue to Crowne Plaza, Having the benefits of a significant increase in the tourism/ hospitality industry in Australia.
Threats – Employee retention is a threat from big brands such as Marriott, Hyatt, Hilton, change in the consumer demands could hurt Crowne Plaza and can also have a negative impact on the brand, similar services provided by other hotels, highly competitive hotel industry that.
Strengths Central Location, 296 rooms, loyalty program (IHG Rewards Club) delivered by this hotel is such a massive hit, trained and efficient staff
Weaknesses Overpriced room rates similar to the rooms in other hotels can lead to a decrease in number of customers, poor management which can make staff retention impossible