Strategic Management: SWOT Analysis of Capital Coast Resort & Spa

This report delves into strategic management, emphasizing the application of vision, mission, and SWOT analysis within the context of the hotel industry, specifically focusing on the "Capital Coast Resort & Spa" in Cyprus. The report begins by defining strategic management and its importance in adapting to a dynamic business environment. It theoretically outlines the formation of vision, mission statements, and the SWOT analysis framework, explaining the components of each. The main body explores the practical uses of SWOT analysis in the hotel industry, highlighting how it aids in identifying strengths, weaknesses, opportunities, and threats. The report then examines the revised vision and mission of the Capital Coast Resort & Spa, particularly in response to the COVID-19 pandemic, emphasizing health and safety measures. It presents a current SWOT analysis of the hotel, considering the pandemic's impact and changing consumer behaviors. The report concludes by summarizing the key findings and the importance of strategic adaptation for hotels to achieve their goals.

Strategic Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1: Theoretically forming the Vision, Mission and SWOT statement..........................................3
2 : Uses of SWOT analysis for hotel industry.............................................................................5
3: Revised Vision and mission of Capital Coast Resort and Spa...............................................7
4. Current Swot Analysis of Hotel...............................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
This report is introduced about the strategic management as it is the continuous process of
planning, observing, analysis and examining of all necessities needs to meet goals and objectives
of an organization. Organizations require constant assessment of their strategies for success due
to changes in business environment constantly. Strategic leaders of company needs to ensure the
fulfilment of organizations vision, mission and goals (Behera, 2020). To help the organizations
to develop over all awareness of all the factors which effects the business decisions, the
managers uses SWOT analysis. SWOT analysis is basically compilation of strengths,
weaknesses, opportunities and threats of a company. The project will study about the impact of
vision, mission and SWOT analysis over the hotel namely “Capital Coast Resort & Spa” based in
Cyprus. In addition to the vision, mission and SWOT analysis of hotel this project will highlight
how they are revising their strategies with respect to current pandemic situation and the
formulation of SWOT analysis of the hotel.
MAIN BODY
1: Theoretically forming the Vision, Mission and SWOT statement
Vision means to think about the future and expand the business towards profitability.
The vision of the hotel is to satisfy the tourism by providing them good service and encouraging
the new creation , problem solving and the information exchange within the stakeholders of that
industry. The hotel must grow towards the development of appropriate activity such as culture,
physical and social environment (Darvishmotevali and et.al., 2020). As the Capital Coast Resort
and Spa having an vision is to earnings through joy which satisfying the guests, partners and
wider community so that the guest can recommend it to others and the hotel will get benefited
and build their goodwill and increase the market share as compare to other hotels in Cyprus in
Pafos area. The hotel Capital Coast Resort and Spa having an ideology to set highest standard
and hold the position in the market and introduce friendly environment technologies so that they
can attract the customers towards their hotel.
Mission- A mission statement is a short statement of why an organization exists, what's its
overall goal and identifying its goal of operation. The mission should address the following three
main constitutes-

1: Guests- Capital Coast resort and spa should address the basic needs and expectations of their
guests. It can be assumed that all guests have basic expectations like safety and security of hotel,
clean, comfortable rooms and public areas, professional and friendly staff, well maintained
facilities and equipments and good services.
2: Hotel management- The hotel reflect its management philosophy. Since styles differ, this will
very from property to property (Dimitrios and et.al., 2020). It guides the managers in their jobs
by identifying the basic needs.
3: Employees- The hotel employees of the resort should meet the expectations of both the guest
and the management. A mission statement can serve as a basics for job description and
performance for new employees. This should also appear in the employees handbooks and
training manual along with describing on the job description.
SWOT Analysis -
SWOT analysis helps a hotel industries to make a proper plan to stay in competition market. To
study the SWOT analysis of hotel industry they focus towards the expansion of their market
share. The Capital Coast Resort and Spa examine the SWOT analysis for decision-making and
strategies planning and focus to increase the trillion of US dollars (El-Sawalhy, and Farid,
2017). The hotel industries simply analyse the SWOT so that they take an advantage towards an
opportunity. Mainly through SWOT analysis the hotel can identify the strength and improve their
weakness and use the opportunity and counter the weaknesses.
Strengths -
Provides safe abode away from home- It's undeniable that the resort provides a comfortable and
safe accommodation for people away from their homes. They offer everyone places to relax from
their busy life's and work.
Contributes to the local economy- As a resort which yields significant financial power, the resort
can certainly tide things over the local economy.
High profit margin- Although the resort requires huge capital investment, it's still a trustworthy
investment at the cost of labour is lower, and profits margin are higher. The high profit are
earned through: all-inclusive resorts, spa and lifestyle resorts etc.

Weakness-
High hotel rates, huge setup cost- The resort charges dollars of money for a single night. The
prices are such that they are not in reach of an average household's in today's world (Fotiadis and
et.al., 2020). Although there are affordable rooms available, but they offer very low standards.
Unfavourable tax rates- In the resort it is subjected to unfair tax structure and some rooms
attracts specific taxes which are charged per night spent.
Seasonality of the hotel and dependence on tourism- The resort is part of bigger travel and
hospitality industry. The business of the resort would depend on the influx of tourists, holidays
and seasons.
Opportunities- The resort has many opportunities like huge scope for technology which means
using robotics for some parts of services etc. millennials are also creating huge opportunities for
the resort.
Threats - Pandemics like COVID can be a great threat to the resort, consumers behaviour in
changing, reality and virtual reality is giving customers options enjoy without much of travelling.
2 : Uses of SWOT analysis for hotel industry
Swot analysis is a tool which helps the organization to recognize the strength, weaknesses,
opportunities, and threats. Swot analysis helps the hospitality industry to develop its brand all
over the glob (Giannopoulou, 2019). The major advantage of swot in hotel industry is that by
swot hotels can know their strength and use the opportunities to remove the weaknesses . It helps
the hotel industry in preparing overall plan and strategy to eliminate the competition and to
survive in the market. The best part of hotel is they provide all the necessary facilities like- food,
comfort, electricity and give a feel like home.
Importance of swot analysis in hospitality industry
Swot analysis helps the industry to know its strength which makes them different from its
competitors. With the help of swot hotel get to know the amenities they are providing to its
customers which makes it different from its competitors (Oshkordina and Ohrimenko, 2020).
With the help of swot they get to know their strength why their hotel has become the first choice
of visitors because they are providing highly executive designed rooms, food, environment
which suites the family to spend quality holidays. After analysing swot, hotel comes to know that

people love travelling and they will not stop this, and the hospitality sector depends on the
tourist only. Same as people love exploring new and traditional food which is an important factor
in hotel. Swot helps the organisation to get some new employees as it provides good opportunity
to women as most of the staff in hotel industry are women (Hjalager, and von Gesseneck, 2020).
The best part of this industry is they establish a very close network with customers and bound
them to visit again. So the major importance of swot analysis in hotel industry is to know the
strength, along with it also defines the weakness of the industry, that the major business of hotel
is based on season, holidays and on weekends. Swot helps the hotel to make plans to increase the
profit and revenue. If the hotel is not so big having name and fame then the staff will also not
having proper skills and good communication. Swot helps to know the internal factors to
improve like the management of the hotel and this industry is based ion services only so it is
must for the employees to behave patiently with the visitors. The best part of internal factor that
hotel can improve them or reduce them. In external factor the geographic location is very
important for hotel industry because most of the visitors come to spend some quality time in
good location majorly which are close to nature. In external factor economic cycle, political
changes affect badly to the industry along with the strategies of competitor affects the margin
profit. Hotel industry has very tough competition as compared to other business because the
entry of new competitors is very easy. The loyalty of customer is also a major problem in front
of the hotel industry. If customers are not satisfied with the services they can easily switch to
other hotel. As customer is the king of this industry. Changes in government policies can impact
the profit margin of the hotel for example- government imposes a rule that hotel can't give casino
facility to its customer so the customer who wants to play casino will not visit the hotel (Horng
and et.al., 2016). Environmental factor can also affect the profit of hotel because most of the
people choose to stay in hotel for holiday purpose or some choose for business meetings and
events so the main purpose of staying in hotel is enjoyment and comfort that is why people
choose hotels as per the environment like they don't want to choose such hotel which is very far
from the visiting places or markets. People who are worried about extreme snowfall and cold
they avoid travelling in such season and that directly affect the profit of the hotel with the help of
swot hotel can improve that. Safety comes first for visitors they don't want to stay in such hotel
in which they don't feel safe. Laws and legal structure of any country impact the hotel because
they have to follow very strict lows for the protection and safety of the guests (Hu and et.al.,

2020). So there is a lot of importance of swot in hotel industry which help the hotel to increase
its productivity and profitability.
3: Revised Vision and mission of Capital Coast Resort and Spa
The Capital Coast Resort and Spa, is situated between the sandy beaches and ancient harbour of
paphos. It has the breathtaking view of the water of the sea that is Mediterranean (Köseoglu and
et.al., 2020). The general mission of all the hotel industry is to provide the leisure experience and
to enhance the lives of their customers. While mission is to provide finest facilities and services
and a good working environment for its employees, providing more technological advancement,
fulfilling each guest expectation, responsive organization, providing warmth and concern to the
guests in finest manner. After pandemic the vision and mission of Capital Coast resort and spa
is revised to provide the best health and safety measures to their customers. The first and
foremost consideration of hotels and resorts after Covid-19 is on health and safety measures,
which means that the hotels have to keep proper sanitation and hygiene in the hotels. The health
and safety measures are the key role players after this pandemic. The hotel provide proper
checks and screening systems for the health purposes. The security check temperatures of
people entering into hotel, shower of sanitize is placed at the entrance, hand sanitize at the
receptions, stairs, lobbies is placed, so it becomes easy and convenient for people to sanitize their
hands at the regular intervals. The windows and doors of room are remain open for cross
ventilation and fresh air in guest rooms. At the outside of guest room there is sign board saying
“this room is sanitized”, which brings confidence and protected among customers of Capital
Coast Resort and Spa. This hotel is planning to do a soft opening with one floor only for
essential staffs and services. Essential services that remain open is house keeping, kitchen,
dining room, bar, reception counter and security. The manager also ensures that all staffs must
wear surgical gloves and mask which gives protection to them and customers also feel confident
and protected. This hotel also ensures scan the menu card system, which means the customers
are the given QR code and they just have to scan that, and the menu will be provided in their
mobile phones (Lakatos, and Arsenopoulos, 2019). This is the best initiative taken by Capital
Coast Resort and Spa. The staff in the hotels are loyal and motivated and regular to provide the
best services to the customers. The self service is enabled in the hotel for the protection and
healthy measures. The hotel is also providing codes to the the customers for self check-ins. They

also placed Projector for checking the crowded areas and proper actions taken. Digital payment
system is enabled in the hotels for the safety purposes. The hotel has also enabled robots to clear
the carpeted areas and automated dish washing (Maclean and et.al., 2018). All these are the
health and safety measures that hotel is following, which also revised the vision and mission of
hotel. The vision of the hotel is to provide finest facilities and services to the customers with a
proper health and safety to run in a long way. This is the only vision of capital coast resort and
spa to run in a long way with proper safety and sanitisation facilities which attracts the
customers. The mission of capital coast resort and spa is to attract young generations or youth
which are the heart of hotel industry. So all these are the safety and health measures which
capital coast resort and spa is following post Covid-19 crisis.
4. Current Swot Analysis of Hotel
Hotel and restaurants are one of the most successful businesses across the world and it
contributes in the global of economy. Due to corona virus these sector is most affected,
maximum countries border are closed at the time of Covid-19. After Covid-19 hotel industry's
vision is changes. Every hotels SWOT is affected and it help hotels to recover and create
impression in market (Rajabi, 2018). SWOT analysis help hotel industry to find its strengths,
weakness and also help to identify opportunity and threats and how strengths and opportunities
use to overcome weakness and threats.
SWOT Analysis of Capital Coast Resort & Spa:
Strength: Capital Coast Resort & Spa are providing safe , comfortable and hygiene atmosphere
just like home. It offer room with all the necessary requirements like bed, wash-room, blanket,
etc. They are providing different categories of rooms varying from luxury to ordinary. They also
providing employment opportunity. It require 100s of people to run different operations because
this hotel are big and that have many department. They hire different staff for different
department such as security, cook, manager, CEO etc. After Covid-19 they are create
employment opportunities for many peoples depending on their qualifications. It is very
profitable business and it make high profit.
Weakness: This hotel are much expensive. Sometimes per night staying rate of this hotel are out
of the reach of ordinary household families. Usually these rates vary from the category of hotel
rooms. But overall, renting rates of hotels are very costly and expensive. Tax rates are high for 4

star hotels. Government usually impose a very high taxes from hotel. That's why they have no
other choice, but to charge more from their customers.
Opportunities: Uniqueness is an opportunity for Capital Coast Resort & Spa in this competitive
industry. They provide unique experiences to attract more customers. It could be in the form of
view, comfort level, or any other unique service. Dynamic Prices is also an opportunity to hotel.
It charge different prices from different hotels like if customer wants better view than they pay
more. This hotel is famous in world wide so it is attraction of local and international tourists. It
should have the capacity to accommodate both local and international tourists ((Úbeda- Garcia,
2020)). Online booking after Covid-19 visitors are interested in early bookings so online booking
is opportunity for hotel to attract more customers. But it should confirm that tourists shouldn't
have any difficulties to reach out to hotel. If hotel has online payment option then they must
show in website.
Threats: Pandemic is the biggest threat for Capital Coast Resort & Spa. Currently Covid-19 has
caused the lock down worldwide. All the shops, markets, tourist place are closed and people stay
at home. Only grocery stores are open. Such pandemic has affected overall hotel industry.
Airbnb is also threat for this hotel. Airbnb is the world largest chain of hotels, It has restaurants
across the world. Its service is excellent. It is good for the customers but it is the biggest
competitor of Capital Coast Resort & Spa (Petkova, 2017). Local Unrest is also a threat for hotel.
If there is any boycott, roadblock or some political protest in the country. Such events discourage
tourist to visit any country and it is directly or indirectly threat for hotel industry.
CONCLUSION
It can be concluded from the above information that as a manager of Capital Coast Resort and
Spa in Cyprus in Pafos area the manager forming the vision, mission of the hotel so that they
can theoretically identify the goals of the hotel and due to Covid-19 the manager revised the
vision, mission of the hotel so that if there is any changes occurred in strategies they can follow
it and examine the SWOT analysis to identify their strength during pandemic situation. This
report is also studied about the reviewing of the SWOT analysis so that they can concentrate

towards the expansion of their business and satisfy the customers and compete with the
competitors. And also form current SWOT analysis of the hotel so that they can clear the present
situation and accordingly they can face the critical conditions by adopting new strength and
opportunities and counter the threat to overcome the weakness.

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