Business Strategy for Four Seasons Hotel

This presentation discusses the business strategy of Four Seasons Hotel and explores how the organization can maintain its hold on the market and expand further. It covers the organization's profile, issues, external and internal analysis, strategy implications, and action plan.

tle: Business Strategy for Four Seasons Hot
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Introduction
In the current times, each organization has to modify their
business strategy, according to the changes in the
demands of the customers, the new trends in the market,
the change in the working environment, and also due to
the various changes that are occurring due to the
advancements in the field of technology. The Four Seasons
Hotel is an organization that has built a solid reputation in
the market, but due to the emergence of lifestyle hotels
and the new competitors in the market, the organization
requires a new strategy to maintain its hold on the market
and to expand further.

Organization’s Profile
The Four Seasons Hotel is an international
chain that spreads in 47 countries and is
active in more than 110 locations. The
organization is responsible for introducing
the culture of luxury hotels by providing
customers with high quality of
personalized services (Tan, 2018).

Organization Issues
The main issue that the organization is
facing is due to the new changes that
have occurred in the hospitality business
due to the demographic changes brought
by generation Y, which lead to the
emergence of lifestyle hotels. The
organization is struggling to fulfill the
sudden change in the demands of the
customers.

External Analysis
Political – The newly proposed Income Tax
Amendment Bill.
Economic – The new Tourism Development Fund
will facilitate the hospitality industry with 700
million dollars.
Social – The new demographic change due to
generation Y and also, the emergence of lifestyle
hotels.

Technological - The changes in the demands due to the
availability of information with the help of technology,
and also the changes in the supply chain management of
an organization.
Legal – The new licensing law included by the Singapore
Tourism Board under the Hotels Act.
Environmental – The organization have to address the
issue of food wastage in the hospitality industry by
adapting to sustainable approaches (Zanzal, 2012).

Internal Analysis
Strengths –
The organization’s strategies are built on
innovation, so the organization has the chance
of better and quick improvement in the future.
The management team of the organization is
very strong and effective (Vu, 2017).

Weaknesses –
The organization is not diversified.
The communication standard in the organization is bad.
Opportunities –
The organization can expand its services.
The organization close association with airlines (Pavlatos,
2011).
Threats –
There are a number of competitors available in the market
that are offering better services at a lesser price.
There is a huge price war in the market.

Strategy Implication
The organization has to formulate diverse approaches
that cater to the needs and requirements of the different
target audience.
The organization has to utilize the advantages proposed
by the fast-growing economy of Singapore.
The organization needs to continuously work on
improving their position in the market (Tang, 2018).

Action Plan
Utilizing their
unique approach
to becoming
power hotel
operators rather
than hotel
owners.
The
organization
has to
formulate a
regional
development
plan.
The
organization
has to hire an
effective public
relations team.

Conclusion
From the complete analysis, this can be
concluded that the organization Four
Seasons Hotel requires small changes and
amongst them, the most important one is
addressing the emerging issues due to
lifestyle hotels. The organization’s
business strategy has to incorporate
different new trends in the hospitality
industry.

ReferencesTan, M. (2018). Four Seasons Hotel Singapore unveils new suites after HBA's renovation
| Hotel Management. [online] Hotelmanagement.net. Available at:
https://www.hotelmanagement.net/renovations/four-seasons-hotel-singapore-unveils-
themed-suites-following-12-month-room-renovation [Accessed 18 Feb. 2019].
Tang, V. (2018). 5 ways hospitality businesses in Singapore can attract new customers.
[online] Enterprise Innovation | Asia's Premier Business and Technology Publication.
Available at: https://www.enterpriseinnovation.net/article/5-ways-hospitality-
businesses-singapore-can-attract-new-customers-810903373 [Accessed 18 Feb. 2019].
Vu, H. (2017). Four Seasons Hotels and Resorts Business Analysis. [online] HubPages.
Available at: https://hubpages.com/business/Four-Seasons-Hotels-and-Resorts-Business-
Analysis [Accessed 18 Feb. 2019].
Zanzal, L. (2012). Strategic Worldwide Expansion Continues as Four Seasons Opens in
its Birthplace. [online] Prnewswire.com. Available at:
https://www.prnewswire.com/news-releases/strategic-worldwide-expansion-continues-
as-four-seasons-opens-in-its-birthplace-166763246.html [Accessed 18 Feb. 2019].