Analysis of Fourseasons Hotel Business Strategy

This report analyzes the business strategy of Fourseasons Hotel, including SWOT and PESTEL analysis. It also discusses the VRIO analysis and provides recommendations for sustaining and gaining competitive advantage. The report covers the overview of Fourseasons Hotel, its vision and mission, corporate objectives, and a detailed analysis of its strengths, weaknesses, opportunities, and threats. It also includes a PESTEL analysis and VRIO analysis. The report concludes with recommendations for the hotel and references.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author note

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Executive Summary
The report has thrown light on analysing the overall business strategy of Fourseasons Hotel
which is situated in Canada, and they have their branch in Singapore. Furthermore, the
SWOT and PESTEL analysis have been conducted which provided a brief overview on the
different strengths, weaknesses along with threats and opportunities which can affect the
overall business of the company in both positive or negative manner. Additionally, it has
been noticed that the VRIO analysis was conducted which provided a brief overview on the
different kinds of the competitive aspects which helps the company in gaining
competitiveness in the overall market and become the most luxurious brand.

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Table of Contents
Overview of Fourseasons Hotel.............................................................................................4
Vision.....................................................................................................................................4
Mission...................................................................................................................................5
Corporate Objective...............................................................................................................5
SWOT Analysis.........................................................................................................................5
Strength..................................................................................................................................5
Weakness................................................................................................................................6
Opportunities..........................................................................................................................7
Threats....................................................................................................................................8
PESTEL Analysis.......................................................................................................................8
VRIO Analysis.........................................................................................................................14
Porter five forces......................................................................................................................16
Bargaining power of suppliers.............................................................................................16
Bargaining power of customers...........................................................................................17
The threat of substitute.........................................................................................................17
The risk of new entrants.......................................................................................................17
Industry rivalry.....................................................................................................................18
Recommendation......................................................................................................................19
Conclusion................................................................................................................................21
References................................................................................................................................23

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Introduction
The report throws light on the overall analysis of the business strategy of Fourseasons
Hotel with the proper identification of the external and internal environment which can create
a significant effect on the business in both negative or positive manner. With the
implementation of different tools such as SWOT, PESTEL, Porter's Five Forces Model
analysis along with VRIO analysis have been considered which will help manage the overall
competitiveness of the organization. Proper recommendations are required to be provided
which will assist in sustaining the business in the long run and gain competitive advantage.
Overview of Fourseasons Hotel
Fourseasons Hotel Limited is one of the international luxurious hospitality
organization which is headquartered in Toronto, Ontario based in Canada and they have the
branch in Singapore. The hotel tries to operate in more than 100 hotels worldwide. The hotel
was founded in the year 1961 on 21st March, and the key people who are involved in the
foundation of the hotel is Isadore Sharp. The revenue which has been earned by the
organization until 2015 is US$ 4.3 billion. Furthermore, the number of employees who are
employed in the organization is 45000, and from the year 2007, Bill Gates along with
Cascade Investment and Al-Waleed bin Talal are the principal owners of the company
(Fourseasons.com 2019).
Vision
The primary purpose and vision of Fourseasons hotel are to create different impressions for
the different customers which will be staying with them forever. Furthermore, the hotel aims
to become the premium service provider along with facilitator of the vacation along with
leisure experiences to the customers and gain competitive advantage (Fourseasons.com
2019).

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Mission
On the other hand, the purpose of Fourseasons Hotel is to enhance the lives of the different
customers through proper creation and enabling leisure experiences effectively. Furthermore,
at Fourseasons hotel, the company believes in recognising the familiar kind of face along
with welcoming the new guests and similarly treating all the individuals as we would want to
be treated (Fourseasons.com 2019).
Corporate Objective
 To take care of the different associates along with taking care of the various
customers
 To pursue excellence wherein the significant dedication of the company is on
providing a positive experience to the customers
 To act with integrity as the central aspect of performing business is to gain
profitability through the implementation of different techniques which are ethical
SWOT Analysis
Strength
Fourseasons Hotel has more than 50 years of experience in the industry of the hotel,
and they have well-earned prestige along with the reputation as one of the top luxury brands
in the entire world.
The two different hotels which are being perceived by Fourseasons Hotel in Mexico
are regarded as the top hotels. Any event which is organized at Fourseasons Hotel tries to
provide the guests with the proper prestige, and it increases the overall brand image of the
company (Akter et al. 2016).

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The hotel is well-positioned among the different other travel agencies which are
recommended by them to the privilege clients. The main motto of the hotel is to provide the
customers with the luxury and best service which is available to the clients to satisfy the
requirements of the clients effectively. Furthermore, the respective hotel is being sought by
the different top travellers' scale for the various business and personal trips (Albrecht,
Holland and Peters 2016).
Weakness
There is no such presence of PR of the Fourseasons hotel brand in Mexico in terms
of the local media. Furthermore, the respective hotel is being perceived as the most expensive
brands among the customers which can affect their brand image and sales negatively (Boyd et
al. 2017).
There are different perceptions of the customers in the market as they feel that the
various products and services which are being offered by them is undifferentiated and there
is no such innovation in the services which are provided to the customers (Chang 2016).
Fourseasons Hotel is termed as a most luxurious hotel, and there is no such
innovation or favorite kinds of stuff inclusion which can affect their overall effectiveness
negatively. It is expected that the Fourseasons hotel is required to provide the different types
of premium services, however, when they are not meeting the standards, the travellers and
media overly demand critics (Chatzoglou et al. 2018).

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Figure 1: SWOT Analysis of Fourseasons Hotel
(Source: Created by author)
Opportunities
The brand of Fourseasons Hotel is a well-known brand in Mexico. However, it is not
available in other countries which can be an opportunity for them to become more
competitive. Additionally, to acquire more loyal clients with the help of word of mouth, the
respective hotel can gain immense profitability, and their image will be improved (Chrisman
et al. 2016).
Additionally, some of the other luxury brand hotels do not have their presence in
the Mexico market; therefore this can be an opportunity for Fourseasons hotel to become
more popular and it can become the most wanted hotels by the customers (Das 2016).
In the present scenario, it can be seen that the travellers prefer the unique
experiences which will be different in terms of countries and places which can be offered
by Fourseasons Hotel and gain the competitive advantage in the market of Mexico.
Strengths
More than 50 years of experience
It provides the guests with the proper prestige and it
increases the overall brand image
Well-positioned among the different other travel
agencies
Weaknesses
No such presence of PR of the hotel in the
media
Most luxurious and costly hotel
There is no such differentiation of the products
which are offered to customers
Opportunities
Spread in the other countries except Mexico
which will be beneficial
There is no other hotel in Mexico and it can be
a huge advantage for Fourseason hotel
Threats
The other competitors use aggressive
communication techniques
Other competitors are copying the different
designs of the company which can affect
their brand image
SWOT

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Threats
The other brands which are the competitors of Fourseasons hotel can reinforce the
different kinds of communication campaigns which are aggressive, and it can be a threat for
the respective hotel which will be affecting their sales (Evans et al. 2017).
As there is easy kind of access in the global media, it can be seen that the even the
brands which are not making any social efforts, the customers can reach to such hotels and it
can be a significant threat on the profitability of the company.
There are few competitors which are the luxury brands and competitors of
Fourseasons hotel, which has already copied the different designs of the services and
products and they are equally sophisticated which is a huge threat for them.
PESTEL Analysis
Political Aspects- The major political issue which can affect the Fourseasons Hotel is
the danger of terrorism, international relations along with the different laws related
employment which can affect the business of the hotel. However, Singapore is one of the
democratic countries with a stable political environment which will be beneficial for the
overall growth of the company (Export.gov 2019). It is one of the safest countries in the
world as there is a low rate of crime and reliable policing services. Singapore has tried to
position themselves as one of the best places for tourism and business growth.

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Figure 1: Emergent Economy
Source:
Economic Aspects- In the case of the economic aspects, the major economic factor
which can affect the business of Fourseasons Hotel is slowing growth in Singapore and
Canada and the ongoing turmoil. Due to the debt crisis, the GDP of the entire country has
fallen, and it is 32,390.72 crores USD (2017) which can reduce the buying capacity of the
individuals, and their ability to travel can decrease (Heritage. Org 2019). The long-term
economic kind of threat is the growing inequality in the income that will reduce the overall
ability of the individuals. The change in the French economy can affect the global GDP
growth of the country negatively (Higgins, Omer and Phillips 2015).

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Figure 2: GDP Growth
(Source: Higgins, Omer and Phillips 2015)
Social Factors- The different social factors help in making the future of Fourseasons
Hotel look good as the number of individuals who are planning to travel internationally has
increased to a considerable extent by more than 15% between the years 2013 and 2014. From
the statistics, it can be analyzed that most of the individuals prefer travelling and pay more
for gaining the most excellent service. However, the different cultural changes which could
impact the growth of Fourseasons Hotel is the number of travellers from the other countries
such as China and the United States (Madhavaram, Hunt and Bicen 2017). The different
population from Canada, the United States and Singapore prefer luxurious experiences of
travel such as the packaged tours and the luxury resorts that can be helpful for them to gain
competitive advantage.

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Figure 3: Inflation Rate
(Source: McDONALD 2016)
Technological Factors- The technological aspects can have the massive impact on
the business of Fourseasons hotel which can be seen in the form of the providing different
rental services such as Airbnb that will help in letting private individuals rent rooms or the
homes directly. However, the significant potential threat which can affect the growth of
Fourseasons Hotel is the telecom boom as there are other substitutes available in the market
which can affect their growth as the customers will prefer similar services from other hotels
at a lower rate (Mellahi et al. 2016). The inclusion of cloud software which has been
introduced by Fourseasons Hotel can help manage the overall growth as it will attract more
customers as the customers will prefer to receive premium services when they are paying the
huge amount for their stay.

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Figure 4: Technology Advancements
(Source: Peng 2017)
Legal Factors- The major legitimate factor which impacts the future business of the
Fourseasons Hotel is the right of the employees to just and fair termination which will be
helpful for the overall growth of the firm. Furthermore, there is the inclusion of the different
health and safety laws which will be beneficial for the growth of the company positively.
Moreover, the increase in the minimum wage will help result in the high cost of the labour
along with reductions in service (Straittimes.com 2019). The legal aspects of the Fourseasons
hotel have created a positive impact which will be beneficial for the overall growth of the
firm positively.

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Figure 4: Wage Related Laws
(Source: Phadermrod, Crowder and Wills 2019)
Environmental Aspects- Pollution from transport is the critical problem in the urban
areas of the country wherein it has been noticed that more than 30% of the mangrove areas
have been lost. There should be the inclusion of the different anti-pollution laws and
regulations which plays a beneficial role in managing the overall environmental safety. There
is the inclusion of French Hygiene Laws which is required to be maintained as it will help in
achieving their overall effectiveness appropriately (Prajogo 2016).
Figure 5: Environmental Law
(Source: Priem and Alfano 2016)

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VRIO Analysis
Resources/
capabilities
Valuable Rare Inimitabl
e
Exploited Implication/Consequences
Brand Equity or
Image of Fourseasons
Hotel
Yes Yes Yes Yes Competitive advantage
Customer Experience
and Base of
Customers at the
Respective Hotel
Yes Yes No Yes Temporary advantage
Global Presence of
Hotel
Yes Yes No Yes Temporary advantage
Loyalty Among
Customers
Yes Yes No Yes Temporary advantage
Technological
Advancements
Yes Yes No Yes Temporary advantage
The range of
Products and
Services Offered by
Hotel to Customers
Yes Yes Yes Yes Competitive advantage

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From the VRIO analysis of the Fourseasons Hotel, it can be analyzed that there are
different essential resources and capabilities of Fourseasons Hotel which are described as
follows:
Brand Equity and Image- The primary competitive advantage which is being gained
by Fourseasons Hotel is through the overall focus of the company towards managing the
different needs of the customers appropriately. The hotel has tried to create a high level of the
trust which is based on the quality of the products and services which are being delivered to
the customers in the market (Rugman and Verbeke 2017).
Customer Experience and Base of Customers at the Respective Hotel- It is the
second aspect which is being managed by Fourseasons Hotel in such a manner which has
helped the Hotel in gaining competitive advantage. As it is one of the costliest luxury brands
in the entire Canadian market and they have their massive presence in Singapore, the
company has gained a substantial competitive advantage through the implementation of
different technological aspects such as the implementation of cloud software (Saebi and Foss
2015).

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Figure 6: VRIO Analysis
(Source: Santos and Laczniak 2015)
Global Presence of Hotel- Fourseasons Hotel is one of the most luxurious brands of
the hotel which has their head office at Canada, and they have their massive presence in
Singapore and other 113 countries in the world. It is the enormous source of gaining a
competitive advantage which has helped the company in developing a stronger base of the
customers. Fourseasons hotel is the only brands which provide the various services inclusive
of meeting the different demands of the customers and it has helped the company in gaining
customer base (Santos and Laczniak 2015).
Customer Loyalty- The customers who have once visited the Fourseasons Hotel have
influenced the other relatives or colleagues, and it works like word of mouth that has
increased the loyalty among the customers and the hotel has gained a substantial competitive
advantage in the market as well. Due to the massive loyalty among the customers, it has
created a vast and excellent customer service.
Advancements in Technology- The innovation in technology is the other source of
competitive advantage for the brand wherein there has been the inclusion of the cloud
software which has impacted the overall growth of the hotel, and it has improved the overall
customer experience positively (Schaltegger, Hansen and Lüdeke-Freund 2016).
The range of Products and Services Offered by Hotel to Customers- It is the other
source of gaining competitive advantage as there are a vast variety of products and services
which are being offered to the customers that have helped them in becoming more
competitive and improve their brand image. The cloud software is the unusual aspect which
is not used by the other competitors in the market, and it has been one of the most effective
opportunities for Fourseasons hotel (Seo, Park and Choi 2016).

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Porter five forces
Bargaining power of suppliers
In case of the bargaining power of the suppliers, it can be noticed that there is the low
effect on the same as Fourseasons Hotel tries to ensure uniformity in the quality of the
products and services which are sold by them to the customers. Furthermore, as Fourseasons
Hotel tries to apply to itself building high-end along with comfortable corporation of hotel,
there are only a few suppliers who are being chosen, and the prices of the materials which are
being delivered by suppliers are high and the customers do not have much power to speak
regarding the high cost and the perfect service (Tech.gov.sg 2019).
Bargaining power of customers
As it can be noticed that, the Fourseasons Hotel mainly focuses on the management of the
hotel along with resort properties. The bargaining power of customers is low as the quality of
the goods and services which are being offered to the customers are of colossal, and it is the
inner confidence of the different buyers to remain loyal to the respective hotel brand
(Wheelen et al. 2017). The Fourseasons Hotel tries to raise the overall morale of the various
property owners with the help of the specific criteria of performance that helps them in being
in the top three top hotels. Furthermore, the hotel operates in a centralised working
environment and procurement system that has reduced the advantage among suppliers.
Threat of substitute
The threat of the alternatives of the Fourseasons Hotel is medium to high in nature as there
are other counterparts of Fourseasons Hotel which offer similar kinds of services along with
quality which helps them in maximizing their own power in order to scramble the overall
share in the market and it can be a considerable threat to the Fourseasons Hotel as the other
hotels have learnt the different aspects which are followed by the hotel in order to satisfy the

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requirements of the customers. In order to reduce the threat from the different substitutes
hotels, it is mandatory to analyze the different kinds of improvements which are being done
by them that affects their profitability and they need to manage the same through proper
utilization of the technological advancements which will be helpful for improving their
profitability and brand image (Wheelen et al. 2017).
The threat of new entrants
The threat of new entrants is medium to low in nature as there are high barriers to entry for
the new resorts. Those barriers are inclusive of the capital along with the time which is
required to develop a respected and well-established luxury brand name. Furthermore,
obtaining the management contracts for the different luxurious properties can be difficult for
the new entrants as they have a lack of proper knowledge and confidence lacks among the
developers (Santos and Laczniak 2015). The Fourseasons Hotel has been able to make a
considerable brand image of the company with proper utilisation of the different luxurious
materials which is not possible to be copied by the other competitors.
Industry rivalry
As per the overall influence of the economical globalization, the hotel has tried to
intensify the development and expansion speed. The intensity of the industry rivalry is
tremendous as there is a high kind of contention in the luxury segment for the different
customers along with the acquisition of the new agreements in management. The competition
for the different customers arises from the luxury chain of hotels such as Starwood and Ritz.
The respective hotels are trying to implement the new technological advancements which are
impacting the growth of the brand Fourseasons that is affecting their profitability, and it is
changing the revenues of the company negatively.

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Figure 7: Competitor Analysis of Fourseasons Hotel
(Source: Rugman and Verbeke 2017)
Recommendation
From the overall analysis of the Fourseasons Hotel, it can be recommended that to
stay ahead of the other competitors who are present in the competitive business environment,
there are different aspects which are required to be followed as it will improve their brand
image and improve the revenue and profitability of the organization appropriately.
It can be seen that Fourseasons Hotel mainly focuses on the overall organic growth of
the core business that is inclusive of enhancing the overall position in the entire competitive
industry along with ensuring that the profitability is achieved through the international
expansion aspect.

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With the proper focus n building excellent experience in management of the different luxury
hotels along with the exceptional team of administration, the Fourseasons Hotel needs to
follow the differentiation strategy as it will help in reducing the bargaining power of the
customers and reduce the overall competition and rivalry against the competitors. The
Fourseasons Hotel needs to use personal services such as superior quality products will help
improve the whole aspect of the hotel in delivering proper customer service in the
organization effectively.
Furthermore, Fourseasons Hotel needs to concentrate on building the brands along
with focusing on the categories such as upper scale, middle and budget hotels. In comparison
to Accor Group of the Hotel, they have tried to segment the hotel and create the brand image
which focused on the needs of the different customers such as Novotel and Ibis. To compete
with the other luxury brands in the competitive business environment, it is the overall duty of
the Fourseasons Hotel to come up with more hotels in the entire world for gaining more
recognition of the brand and for the customers to have a proper taste of the services which are
provided by them effectively.
Furthermore, there should be a continuation of the effective management of the entire hotel
the way they are doing as it will help sustain the business appropriately. The proper
establishment of the growth of the brand is essential and is one of the major aspects which is
required to be estimated by the hotel through a massive and expanded loyalty program that
will improve their brand image in the market. Creation of the proper social platform is the
essential aspect which will be helpful for the company to encourage networking and social
atmosphere for the guests and the hotel needs to gear the different activities towards
providing the various guests in giving them a chance to interact with one another along with
their staffs to improve their overall profitability and gain competitiveness in the competitive
business environment.

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Lastly, the proper emphasis is required to be provided on the creation of valuable hotel
experiences which will be beneficial in providing the guests with the long-lasting expertise
and offer them with different services that will benefit their stay in the hotel. The flexible and
unique kind of property spaces for the long-term guests is the essential approach which will
create wonders for Fourseasons hotel as to target more travellers in the market and become
competitive.
Conclusion
Therefore, it can be concluded that the overall success of Fourseasons Hotel is the
continuous effort and it is the overall result of the long term sustained effort which helps the
hotel in achieving and maintaining distinctive kind of excellence over the other competitors
which are present in the competitive business environment. In the overall centre of the
superiority of the Fourseasons Hotel, the distinction is the precise translation of the strong
brand in the successful strategies which will deliver customer benefit.
With the implementation of the differentiation strategy, the Fourseasons Hotel will
help manage the overall aspect of the reduction in the competition and gain a competitive
advantage. With the global SWOT analysis, it can be analyzed that there are different
opportunities through which the company can earn a significant chance of increasing
competitive advantage and reduce the level of competition. On the other hand, PESTEL
analysis helps to find a suitable manner for Fourseasons to remain superior against the
competitors and gain competitive advantage.
As the political environment is stable and it is helpful for the business to perform the
different activities appropriately. From the above external and internal environment analysis,
it can be identified that the hotel has enormous brand recognition with strong financial and

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operation management. The different kinds of innovative ideas will be helpful for them to
grow in the business of hospitality and improve their business operations successfully.
However, there was an economic downturn which was faced by Fourseasons Hotel
that has affected the overall competitive advantage as it worked in favour of the hotel against
the other competitor hotels which are present in the market. Furthermore, it was seen that the
company Fourseasons Hotel tried to take the downturn of the economy as their opportunity
which helped them in expanding the business operations and it helped them in achieving
excellence in the business which has been conducted by them.

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