Positional Analysis of Sheraton Hotels

Subject Code: HOS802
Hospitality Management Simulations
Positional Analysis of Sheraton Hotels
18 MARCH 2019
Student Name: ____________

REPORT 1
Executive Summary
The increased globalisation has made the business activities to be more complex
which is characterised by tough competition, technological innovations, the wide range of
stakeholders and increased need of the legal compliance and transparency in the business
operations. Thus, the managers are constantly faced by the challenges of formulating
effective business strategies for the overall success and the achievement of the objectives. In
order to formulate future policies, the first step is to conduct a positional analysis of the
entity. The report attempts to evaluate the same for the entity Sheraton Hotels. The report
gives an insight into the fact that while the entity started as a luxury brand and succeeded
strikingly in the initial years, the same phased out in recent years especially in regions of
North America. Further, the report highlighted various factors that influence the business
operations of the entity. The report concludes that the organisation should stick to its unique
feature of luxury hotel brand in order to succeed in future.

REPORT 2
Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................2
Background of the organisation.................................................................................................2
Positional Analysis.....................................................................................................................2
PESTLE Analysis...................................................................................................................2
Sheraton Porter’s Five Forces Analysis.................................................................................3
Conclusion and Recommendation..............................................................................................4
References..................................................................................................................................5