The Gresham Hotel, Dublin, is a four superstar quality accommodation and service hotel, located on OConnell Street in the center of city centre.
At nowadays are used 183 employees in the Gresham hotel Dublin, which is roofed all part time, casual and mature staff, all over the departments.
The Gresham Hotel Dublin is part with other 4 hotels of Gresham Group located across European countries; they are simply situated on the location center of Hamburg, London, Brussels, Cork and Dublin.
Type of business
The Gresham Hotel is a Consumer Limited Company, means that the debs of the business enterprise are cleared by the business enterprise and money is not taken out of the ownersґ personal money. The Gresham Hotel is another legal entity from the owners. The company is permitted to offer shares to the public and must are the words Plc as part of company name.
The Gresham Hotel, O'Connell Avenue, is a four star hotel and this kind of business is situated in service. They offer a variety of facilities where all customers are well welcome with four legend services. In addition they organize incidents such as wedding ceremonies, parties and type of business dynamics.
In each section of this corporation is a Wide Span of Sontrol, the Manager/Supervisor is in charge of a large range of employees. It is also a Tall composition as the company has many levels of hierarchy.
My responsibilities in this company has the same standard as a worker which any reporting needs to be made to the director/supervisor, following a manager/supervisor confirming to Duty Supervisor which one reporting to RECRUITING and lastly the RECRUITING to Director.
This company is divided in many departments which can be;
Toddy's bar-food and beverage, where I am present doing my work experience, my obligations is mainly customer care. This team works fourteen people which two of these are supervisor.
Writers bar-the main pub of the hotel which also provide food
Kitchen team- this office runs all division relating food.
Catering and Banqueting division- this division is responsible for all events
Accountancy department
Gallery restaurant- where at present can be used for breakfast as this restaurant have been closest.
External affect on organisation
PEST
The PEST evaluation is a good tool for understanding market expansion or decline, this method is used to check for the external, macro environment, factors that influences on any business.
PEST analysis stands for;
Political factors- include authorities regulations
Economic factors - affect the purchasing electric power of customers and the businesses cost capital
Social factors- include the demographic and ethnic aspects
Technological - technology is essential for competitive advantages, and is a major drivers of globalization.
On The Gresham Hotel evaluation, the exterior factors which may affect the business are;
Political
Opening and closing times - this legislation set up the opening and closing time in a business.
Smoking ban -it is forbidden smoking indoors by law and affects the business in certain way.
Economic
Interest rate- scheduled the financial situation nowadays, the interest levels defines folks of spending or saving money.
Unemployment levels- scheduled the financial situation turndown, a number of customers decrease derived to increased of unemployment levels.
Sociological
Lifestyle change- nowadays the individuals pay more focus on product/serviceґs price (cheaper option), drinking at home and also they start heading later and spending less amount of time in pub.
Cultural- Alcohol consumption is an every day part of adult life in Ireland. Nowadays customers spend less on refreshments, sipping more at home.
Technological
Nowadays the technology more than ever is vital for competitive advantage.
The technology has an impact on any business, such as till
Provide a quicker a successful service to a customer
Some tasks as stocktaking can be transformed by technology, keeping time and money
Technology offer to customer other center ways such as arranging an area, purchase vouchers, etc.
The labor can be switched by technology
PORTER FIVE FORCES
Five Forces Analysis assumes that there are five important forces that determine competitive electric power in times. They are:
Competitive Rivalry
Majority of rivals contain the similar strategies, indicating high competitive rivalry
Differentiation between their main products/service is low, indicating high competitive rivalry.
There are no replacement products available to customers, indicating high competitive rivalry.
Many competitors have significantly more or less the same size.
Bargaining electricity of suppliers
We realize, the fewer suppliers options we've, more power they may be over the company, and exactly how easy it is to drive their prices up.
Uniqueness product-The Guinness can be an example of a powerful brand; the Guinness comes by a unique supplier,
Some product based on food is supplied for a few choices companies where provide a unique service to a company.
Bargaining electricity of customers
Here we can easily see how easy it is customers to drive the costs down.
The customer may have bargaining electric power when;
When there is absolutely no substitute or just a little differentiation on the product/service - food and beverage is similar to those of someone else.
switching to another product/service is not costly
Price hypersensitive - as of this days, as part of your the customers will be more sensitive to a product/service prices.
Threats of new entrants
A risk of new entrants is high if;
Low barriers to entry
economies of scale
government legislations to encourage them to enter into the industry
differentiations on their product/service
capital
Threat of substitute products
The treat of swap is high when the product/service substitutes offer benefits similar and also when it's ease at customers can swap with low or cost-free.
Product/Service - whenever a alternative product/service falls
Cost of change - no cost/low cost of switching a product/service
SWOT
The SWOT analysis is vital tool to carry out a good proper planning, which is a robust tool of the marketing. When it is a matter of companies that be competitive in a same market - goal, it is important that they identify the risks and opportunities in the company, by studying the external environment. It is also of important importance that they evaluate the weaknesses and strengths points of the company, studying of its inner environment. During the analysis, whenever a strong point is noticed, they must be emphasized to the utmost, and when a weak spot is realized, the business must act to regulate it or, at least, to minimize its effect. This technique is interesting, that means "change", which frequently contributes to the growth or not, it would be depended on the performance to correspond to the targets of the business.
Strength
Brand name - this brand is well know countrywide and international
Location- situated in city center
4 star hotel- this hotel offers a 4 celebrity service and accommodation
Wide range of facilities- Writers Bar, Toddyґs Pub, fitness studio room, SPA and restaurant 23
Business facilities
Complimentary WIFI gain access to in all conference rooms,
Quadriga interactive TV systems in all rooms - provides PPV films, internet, music.
288 tasteful bedrooms, filled with everything the discerning traveller would want, including spacious work desk
Dedicated butler service for the reaching rooms
Registration Lobby
Fully air conditioned
A selection of audio aesthetic equipment for hire
Secreterial services
www. gresham-hotels. com/dublin-city-hotels/business_facilities. asp
Weaknesses
Restaurant 23 - stay closest, as the one restaurant available and considering a 4 legend hotel, it generates a high effect on customers' expectations.
High cost product/service- nowadays, customers are usually more sensible to product/service prices, discontentment has been indicated by customers relating to product/service price to high.
Poor workerґs inspiration- staff are disappointed with the management style, therefore will have impact on their organization
Technology no modified- it triggers a slower service and sometimes misunderstands between employees and customers because than it.
Lack of marketing competenceґs
Opportunities
New technology arrivals- nowadays there is a need of new technology, this means modernization to make the company more efficient.
Marketing office- will be a great opportunity for growth and income.
Restaurant -reopen the restaurant in the hotel.
New ways of advertising and promoting (radio, TV, Internet)- would allow people find out about their offers and marketing promotions for brief and lasting.
Threats
New legislation/tax- there's a risk of more legislation and higher fees.
World economy recession- would impact straight the hospitality current economic climate and consequently the competition becomes higher between challengers.
Price wars with competitors-the hospitalityґs competition is high and price wars may become a huge risk.
Strikes- the Gresham Hotel like other companies are minimizing their spending, changing their habit with employees, as a result would be a threat because of this organization.
The Swot research above may help The Gresham Hotel development by capitalizing on opportunities utilizing their strengths and eradicating their weaknesses and dangers.
CONCLUSION
This Environment Research was based on the Gresham Hotel, overall the company in many aspects has competitive benefits over their opponents.
At the end of environment examination where was scanned internally and externally by Swot, Pest and Porter Five Pushes research we can understand better the Gresham Hotelґs position facing to its rivals.
Some negatives such as no restaurant available, heavy environment between managements and employees are in my opinion huge vulnerable provoking a high effect on their company.
The company has a good reputation amongst their customers and it includes resources and vantages to face to its competitors if they capitalize on opportunities utilizing their strength and getting rid of their weaknesses and dangers it would add for companyґs growing.
RECOMMENDATIONS
I would recommend more investment on marketing resources and also in technologies, which I truly believe they are main keys for company progress.
It is essential that there is a good team spirit at work, therefore I believe that the management should reach an contract between staff and managements passions.
