Strategies for Sustainability and Branding in Sofitel Melbourne

Selected Hotel for this project
is Sofitel Melbourne

EXECUTIVE SUMMARY
This report is based on Sofitel hotel which operate its business globally in different nations
at number of locations with the help of its different services like accommodation, food and
beverage, airport transportation, entertainment such as music, club nights, fitness room and gym
and many more. There are several kind of issues that can be faced a firm in its business such as
sustainability branding technical issues and complexities related to profits and productivity. In
respective venture, the administration is suffering complexities of sustainability, technology and
branding. To get over from these kinds of issues, the firm can use different strategies like
recycling process and minimisation of wastages which help in sustainable development of
organisation. By using innovative technology like self check-in and check-out services can help
in reduce the problem of lack of technological innovation. By using effective marketing tools
like social media, wed advertisement etc. assist in minimise branding issue and attract number of
consumer.
1

Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1. Introduction..............................................................................................................................3
2. SWOT analysis of Sofitel Melbourne......................................................................................3
3. Strategy for Sofitel Melbourne................................................................................................4
4. Target Market..........................................................................................................................6
5. Pricing strategy for accommodation........................................................................................6
6. Acquiring physical asset for banquet facilities, refurbishments, other facilities to attract
target segment..............................................................................................................................7
7. Operational plan to measure organisational performance.......................................................8
8. Proposed solution and its intended outcomes..........................................................................9
9. Conclusion...............................................................................................................................9
REFERENCES..............................................................................................................................10
2

INTRODUCTION
The hospitality industry and the travel sector are closely associated but there is also subtle
difference to be aware of. On a basic level, the travel or tourism sector is concerned with services
for individual who have travelled away from their usual place of residence for relatively short
time duration (Yang and Zhao, 2018). This written report is based on Sofitel Melbourne which is
a Australian luxurious hotel and offer different kinds of hospitality services to its consumers such
as accommodation, food and entertainment etc. The document will discuss about capabilities and
issues like sustainability and technical problems. Further, will define about strategies to deal with
these issues, target market and pricing strategies of firm. Moreover, operational plan o measure
organisational execution and effective solution regarding this.
MAIN BODY
1. Introduction
Sofitel Melbourne is an Australian hotel which is award winning hotel that ha 363
luxurious rooms that begin from degree 36 providing breathtaking views from floor to ceiling
windows. It offer effective quality accommodation and the room are furnished with several kind
of services like air conditioning, telecommunication, housekeeping and many more. It also offer
other services like, fitness centre with Gym, workout room, bar, night club, airport transportation
and many more. The report will consider information about two issues, one of them is
sustainability of company that is affect by wastage. Another issue is lack use of technology in
respective organisation’s services such as self check-in or check-out services etc. These
complexities affect the sustainability and brand image in unfavourable manner.
2. SWOT analysis of Sofitel Melbourne
It is a framework that is utilised by organisations to measure a company’s competitive
position and to frame strategic planning. With the assistance of this analysis the form can
determine its capability, weaknesses, growth options and risk or threats that can affect business
of company in unfavourable manner (Valenzi, 2019). The brief explanation of this framework in
reference to Sofitel Melbourne Hotel is as under:
Strengths
Human resource- It is one of the most crucial capability of Sofitel Melbourne hotel that
the respective venture has well qualified, talented and skilled employees. They make their
3