Analysis of Amara Hotels: Strategic Position, KPIs, Competitors, and Market Share

MARKETING

Executive summary
The report brings out analysis on Amara hotels. The improvements will be based on
identification of KPI and its strategic position, its competitors. Hotel industry faces severe
competition in the world in regards to the revenue generation. The facilities availed to the
internet connection and other basic amenities for the guests. Monitoring the market
penetration in regards to check the competitors in order to foresee the improvements. Amara
hotels avail free parking, free high speed internet, taxi services, breakfast buffet, shuttle bus
services, business centre, conference facilities, internet accessibility, pool, bar, and Fitness
centre. Furthermore, the room features include family rooms, suites, Air conditioning, room
service, flat screen TV, minibar, refrigerator, housekeeping, and non-smoking rooms.

Contents
Introduction................................................................................................................................3
Strategic position........................................................................................................................3
KPI and its key competitors.......................................................................................................5
Return on investment.................................................................................................................5
Market share...............................................................................................................................6
Current situation.........................................................................................................................8
BCG matrix................................................................................................................................8
SAF framework..........................................................................................................................9
SWOT Analysis.......................................................................................................................12
Conclusion................................................................................................................................14
References................................................................................................................................16

Introduction
Amara holding is an integrated lifestyle group engaged in property investment, management,
and development as its key business areas with hotels, restaurants, food services, and
properties. The vision is to lead Asian integrated lifestyle with the integration of lifestyle
group with the premium brands excluding the value, style, product offerings, and quality. In
2018, the company has earned a total revenue of $68.37 million, operating income of $40.37
million, net income of $23.22 million and also the diluted earnings per share of $.04.
Furthermore, the company owns market value of $USD 91.5 as market value, and sales
growth of 12.68 percent. The hotel is expanded includes Amara Bangkok, Amara Singapore,
resort sentosa, Amara shanghai, and Sanctuary shanghai.
Furthermore, the report is based on several analytical frameworks such as strategic position,
KPIs, Amara`s holding competitors, return on investment, current situation of the
organisation in terms of financial reports such as return on investment, dividend growth,
feasible growth, and its market share. Most importantly, the company has to evaluated
through SAF framework including situational analysis, acceptability analysis, and the
feasibility analysis in order to identify the factors through which it can apply to modern
strategy to develop the company (Amara Holdings, 2018).
Strategic position
Amara hotels has recently collaborated with the duetto so that it can implement two-cloud
application to create data-driven pricing and distribution decisions among the Amara hotel.
Duetto is the platform for hospitality`s revenue to address cloud application addressing the
complexity in the technology and distribution (Amara Holdings, 2018). The company will
adopt the duetto`s game changer, open-pricing application and with its offerings for the
Scoreboard, intelligent reporting, and exclusively for the four hotel properties. With a