Corporate strategy of hotel Mirage

• Main Author: Gonzales, Emelita Calica
• Format: text
• Language: English
• Published: Animo Repository 1995
• Subjects: Corporate planning; Hotel management; Business
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/1606
• Institution: De La Salle University

The whole study utilized Michael Porter's framework in structuring industries. The writer analyzed the industry using the five forces model consisting of: a. Threat of Entry b. Rivalry Among Existing Companies c. Pressure from Substitute Products d. Bargaining Power of Buyers e. Bargaining Power of Suppliers. The result of the environmental analysis was the basis of the opportunities and threats that are present in the industry. The strategic mapping was then done to really pinpoint which strategic group the firm is operating. The hotel industry is just one segment of the accommodations industry. In the environmental analysis the whole hotel group was analyzed and not just the strategic group of Hotel Mirage, the hotel under study. The reason for this is that hotels can easily move from one strategic group to another. Based on the value-chain analysis, the competitive advantage of the hotel is in its support activities, technology development. The hotel has the only restaurant in the whole of Angeles City offering French food and varied recipes for both local and foreign tourists. The hotel's chef is always on the lookout for new cuisines. Likewise, the hotel is embarking on a computerized program which would facilitate billing of guests. The corporate strategy recommended is focus on a specific market niche and utilization of the competitive advantage aforementioned.