SWOT Analysis

Diagram: Depicts SWOT Analysis

The acronym for SWOT stands for

STRENGTH
WEAKNESS
OPPURTUNITY
THREAT

SWOT Analysis Framework

The acronym for SWOT stands for Strength, Weakness, Opportunity, and Threat. The SWOT analysis comprises of the Organization’s internal strength and weakness and external opportunities and threats. SWOT analysis gives an organization an insight of what they can do in future and how they can compete with their existing competitors. This tool is very important to identify the current position of the organization relative to others, who are playing in the same field and also used in the strategic analysis of the organization.

SWOT Analysis of “Hotel Ruposhi Bangla”

Strengths of Ruposhi Bangla Hotel

The strengths of the company are the most important building blocks required for growth to take place. Hotel Ruposhi Bangla is a company that has much strength. In the following are a few of the most prevalent strengths that Hotel Ruposhi Bangla has at the present time.

1. Location

The first renowned international five-star hotel in Bangladesh, Ruposhi Bangla Hotel (former Dhaka Sheraton Hotel) is in the most prestigious location; just three kilometers from the downtown business district and near Dhaka’s most famous Ramna Park and National Museum. It is also at a convenient location from Prime Minister’s Office, Bangabandhu Sheikh Mujibur Rahman Novo Theatre, famous Dhaka University campus and surrounding historical places.. Shoppers will appreciate the close proximity of the hotel to many new shopping centers and arcades like Bashundhara City Shopping Center, New market etc.

2. The best local and international cuisine in Dhaka

Food lovers can delight themselves with the best local and international cuisine at Ruposhi Bangla Hotel. Dhaka’s most elegant restaurant- the Vintage Restaurant offers semi-formal dining in stylish vintage surroundings. A menu of imported beef, poultry and sea-food is complemented by a selection of fine wines.

The Executive Club Lounge offers daily complimentary breakfast, bottomless tea or coffee with assorted cookies throughout the day, complimentary snacks during lunch and complimentary evening cocktails during Happy Hour. Guests can enjoy all these benefits in a WIFI surrounding with a big screen television and relax in the most sophisticated lounge of the city. The bar is bar is to catch up with friends for live entertainment. There is a wide selection of international beers, wines and spirits. There is also a big screen to watch sport events. It’s the perfect place to unwind after a long day.

3. City’s largest selection of facilities to host conference, meeting, exhibition, banquet event

Ruposhi Bangla Hotel has a range of conference, meetings, exhibition and banquet facilities to organize small meetings to international seminars or private dinners to lavish weddings. These facilities vary from their two large venues – The Winter Garden and The Grand Ballroom are ideal for conference, exhibition, fair, etc. On top of that we have seven multi-functional meeting rooms – Bakul, Chameli, Palash, Shimul, Marble Room, Top of the Park including one prestigious board room Dalia.

4. Executive Lounge at Hazrat Shahjalal International Airport

Foreign Guests get a refreshing treat from the executive Lounge of Ruposhi Bangla Hotel at Hazrat Shahjalal International Airport. It’s a great way to start the journey in Bangladesh. The executive Lounge is located on the 2nd floor of the main terminal where they can enjoy a relaxing and pleasant environment, tea-coffee, snacks, cable television, bathroom-shower facilities, as well as international and local newspapers/magazines with a nominal cost. Alcoholic beverages are also available at a cost.

5. Brand image

In the hotel industry Hotel Ruposhi Bangla has the strong brand value because it is one of the biggest and oldest but modern hotel in Dhaka, Bangladesh.

Weaknesses of Ruposhi Bangla Hotel

The fault of an organization is the most important internal problems that might hamper the growth rate to take place in a company. Though Ruposhi Bangla is a company that has many strengths but it also as well has some weaknesses of its own. The following are a few of the most common weaknesses that Hotel Ruposhi Bangla has at the present time.

1. Old style structure

The rooms are still furnished in the same old 25 years back style. The rooms at this hotel are quite small and dated. Bathroom is also small looked like someone used it. The shower head was kind of rusty and you got to adjust the cold and warm water yourself. The water pressure was not good too.

2. Face traffic jam to reach the location

The Ruposhi Bangla Hotel has the great location. It is the center of city. But to reach the location you can take over an hour to get to from the airport if the traffic is there. Sometime it can take more times to reach the hotel. The traffic always is in Dhaka so you may as well make the effort. So, it can be one of the main weakness for The Ruposhi Bangla Hotel.

3. Expensive to use internet

In the Hotel Ruposhi Bangla, Internet is too expensive charged on hourly basis. Rooms have wired internet which is charged and WIFI only available in the lobby. Although its obvious but other hotels include it in the room rate. Internet speed is good in the hotel.

4. Behave of reception staff is not cordial

The reception staff certainly isn’t courteous. They have very limited choice and most of which are with very poor reception quality. They weren’t coming from the proper educational background. Except receptionist all staff is very much cordial with the guests.

5. Slow service

The room service is extremely slow. The AC does not seem to have individual controls. They do not have a 24/7 housekeeping. Bed sheets and towels stinks. Do not have proper world class toiletries.

7. Political conflict

As it is located near to the Shabagh and University of Dhaka, it has to face some political obstacle. For this reason, it loses their foreign customers. I think it is also a weakness for the Hotel Ruposhi Bangla.

8. Hotel taxis not always available

Although you can get the taxi facilities in the Hotel Ruposhi Bangla, but hotel taxi is not available when you want.

9. It is not comparable to the existing world standards

There is no doubt that Hotel Ruposhi Bangla is world standards, but to compete the world they has to restructure the rooms or include some new items.

10. They do not have casino

As it is a 5 star hotel and world level, so they can include the casino in their new service.

Opportunities of Ruposhi Bangla Hotel:

An organization’s opportunities are positive external environmental factors. An organization should explore all possible opportunities available to it. These opportunities are intended to improve the organization. By making improvements, the organization should be able to become more competitive in the market. The following are opportunities available to Hotel Ruposhi Bangla in order for it to become more aggressive.

1. GUEST SERVICES

Business center
Newspaper stand
24 hrs front desk
Florist
Live entertainment
Express check-in
Welcome drinks on arrival
Photo studio
Non-smoking rooms
Babysitting service
Safe deposit boxes
Laundry service
Dry cleaning service
Concierge service
Medical service
24 hrs security
Bellstand / porters
Express check-out

2. BATHROOM FEATURES

Deluxe bath amenities
Bathrobes
Hairdryer
Bathroom telephone
Slippers

3. BED FEATURES

King / Queen size bed
Rollaway bed
Cribs / Baby cots (on request)

4. ROOM FEATURES

Connecting rooms
Honeymoon Suite
Club floor rooms
Garden view rooms
Park view rooms
Pool view rooms
Different types of suites.
Non-smoking floor
Iron / Ironing board
Free daily newspaper
Wake up service
In-room safe
Fresh flowers
Radio / Alarm Cl

5. THE VINTAGE RESTAURANT

Cuisine: Western
Dress code: Semi-formal
Hours: 7.00 pm 11.00 pm(Closed on Fridays)
Atmosphere: Elegant

6. SPECIALTY LOUNGE

Cuisine: Tea-coffee and snacks
Hours: 10.00 am 10.00 pm
Atmosphere: Relaxed
Setting: Lounge

7. THE LOBBY CAFE

Cuisine: International
Hours: 7.00 am 10.00 pm
Atmosphere: Casual Coffee Shop

8. BITHIKA RESTAURANT

Cuisine: Regional / International
Hours: 6.30 am 12.00 am
Atmosphere: Relaxed & friendly
Setting: Themed buffet

9. THE BAR

Cuisine: Bar menu
Hours: 4.00 pm 12.00 pm (Closed on Fridays)
Atmosphere: Relaxed & casual

10. ATRIUM LOUNGE

Cuisine: Tea-coffee, snacks and Bar Menu
Dress code: Business casual
Hours: 10.00 am 12.00 am
Atmosphere: Relaxed
Setting: Lounge

11. ITALIA BAR & BISTRO

Cuisine: Italian
Hours: 10.00 am 10.00 pm
Atmosphere: Relaxed
Setting: Casual and informal

12. IN-ROOM DINING

Tea-coffee making facility
Mini bar
Refrigerator
Microwave oven (in Presidential Suites)
Fruit basket
24 hrs room service

13. SPECIALTY LOUNGE

Cuisine: Tea-coffee and snacks
Hours: 10.00 am 10.00 pm
Atmosphere: Relaxed
Setting: Lounge

14. THE LOBBY CAFE

Cuisine: International
Hours: 7.00 am 10.00 pm
Atmosphere: Casual Coffee Shop

15. RECREATION & ENTERTAINMENT

Squash court
Steam bath / room
Table tennis
Lawn tennis
Sauna
Outdoor pool
Fitness facility (6 am 11pm)
Executive Lounge
Massage treatment

16. ENTERTAINMENT

Satellite Television Channels
LCD / LED Televisions

17. SHOPPING

Convenience store
Gift shop
Painting store

18. TRANSPORTATION

Self-driven car parking
Airport transfer by shuttle service
Car rental service
Limousine service

19. BUSINESS SERVICES

Translation service
Secretarial service
Cash machine (ATM)
Copy / Print service
Currency exchange
Computer rental

20. INTERNET ACCESS

High speed internet access in all guest rooms
WIFI internet access at meeting rooms and public areas

21. WINTER GARDEN

The largest multi purpose function room of 9600 sq.ft can accommodate 1000 people for meetings and 500 people in banquet style.

22. GRAND BALLROOM

3800 sq.ft of meeting and function space can accommodate 400 people in meetings and 250 people for banquets. In addition, there is a foyer of 1190 sq.ft in front of the Ballroom to facilitate the events

23. CHAMELI

Conference room located at the West Wing. It caters for 50 people in banquet style.

24. BAKUL

Another Conference room located at the West Wing and caters for 106 people in theatre style.

25. PALASH & SHIMUL

Both cater for 34 people at any standard meeting.

26. DALIA

Dalia is a spacious boardroom with comfortable seating arrangements for 22 people.

27. MARBLE ROOM

The posh marble floor, high elevation and sparkling chandelier make this a marvelous venue for Press Conference and private dinners.

28. EXECUTIVE SUPPORT

Outlet adaptors
Telephone
Executive desk
Data port

29. SAFETY FEATURES

Fire alarm in the floors
Smoke detectors
Sprinklers
Electronic lock

Threats of Hotel Ruposhi Bangla:

With the economic development of Hotel Ruposhi Bangla, Dhaka, the rapid rise of the surrounding hotels, all other hotels have settled down in Bangladesh, while there are many domestic and international hotel giants eyeing the fast growing market in Bangladesh. Like other growing business organization Hotel Ruposhi Bangla, Dhaka has to face a lot of threats. Specifically, they are the following:

1. Competition:

There are about six five star hotels and many domestic hotels in Bangladesh. The five star hotels are highly competitive with each other. To sustain in the market all hotels want to give wide service facilities to its clients. So, this is one of the main threats for the hotel to sustain in the market.

The other five star hotels in Bangladesh are:

Pan Pacific Sonargaon Hotel Dhaka, Bangladesh
Radisson-blu Water Garden Hotel Dhaka, Bangladesh
Westin Hotel Dhaka, Bangladesh
Dhaka Regency Hotel & Resort, Dhaka, Bangladesh
Sarina Hotel Dhaka, Bangladesh
Seagull Hotel Cox’s Bazar, Bangladesh

All these hotels are the competitor of Ruposhi Bangla Hotel Dhaka. All hotels have their distinguishing features own self to attract foreign and domestic customers. And these hotels are really a big threat for the Ruposhi Bangla Hotel Dhaka.

2. Expansion of economic hotels:

The gradual penetration of other economic hotel is also the risk for the existing hotels. Those economic hotels are expanding and penetrating frequently. The price of those economic hotels is reasonable and their services are considerate, which are favorably received by the customer resources of middle and low class.

Although it’s main replacement target is the hotel that fewer than three star levels, the distribution influence towards ordinary businessmen and the customer resources of scattering customers who choose self-assisted traveling cannot be neglected.

3. Political Turbulence:

Political and other demonstrations can quickly turn violent in Bangladesh. In the past, many such events have become violent, with explosives and firearms sometimes being used.

Political turbulence reduces tourist traffic and thus the business of the hotels. Hotel industry in Bangladesh really faces many obstacles for the political instability. For political disorder, strike, lack of stable business investment tourists may not interested to come in Bangladesh and for this the hotel authorities have to count losses. So this is a big threat for Ruposhi Bangla Hotel Dhaka.

4. Location:

Though the hotel is located almost in the center of the Dhaka city but for considering the foreign guests it is obviously a great disadvantage that the hotel is far away from the Airport. It is more convenient for the guest to check in and out ‘Dhaka Regency Hotel & Resort, Bangladesh’ and ‘Radisson-blu Water Garden Hotel Dhaka, Bangladesh’ than Ruposhi Bangla Hotel Dhaka as the two hotels are so near to Airport. Foreign People can avoid traffic jam of Dhaka city after long journey if they choose either ‘Dhaka Regency Hotel & Resort, Bangladesh’ or ‘Radisson-blu Water Garden Hotel Dhaka, Bangladesh’. Also ‘Pan Pacific Sonargaon Hotel Dhaka’ is placed beside of Ruposhi Bangla hotel. Clients may like to stay ‘Pan Pacific Sonargaon Hotel’ instead of ‘Ruposhi bangla hotel’.

5. Traffic Jam in Dhaka city:

The overall traffic system of Dhaka city is become poor day by day. It is really a bad experience for foreign tourists to face traffic jam for unlimited time after long plane journey. So sometimes they may lose interest to come in Bangladesh and as a result reduces the hotel business problem.

6. Terrorism:

Terrorism has assumed serious dimensions after the September -11 attack on the twin towers of World Trade Centre in United States of America. So, there is a general threat from terrorism for hotel industry. Attacks cannot be ruled out and could be indiscriminate, including in places frequented by expatriates and foreign travelers. Armed robbery, pick pocketing, and purse snatching are common to Bangladesh. Terrorism is one of the largest threats for hotel industry and Hotel Ruposhi Bangla Dhaka is not free from this threat.

Terrorists not only kill people but also seriously damage infrastructure, fame and ultimately destroy the confidence of both the common people and investors. There are about 12 militant organizations in Bangladesh. Some of them are Harkat-ul Jihad Islami (HuJI) Bangladesh, Jamaat-ul Mujahideen Bangladesh (JMB), Jagrata Muslim Janata Bangladesh (JMJB), Shahadat-e-al Haqima (SAH), Hizbut Touhid, Islami Samaj, Ulema Anjuman al Baiyinaat, Hizb-ut Tahrir, Islamic Democratic Party, Touhid Trust, Tamir ud-Deen, Alla’r Dal. These groups are completely prohibited from Bangladeshi Politics. Sometimes they become more dangerous to fulfill their demands. Acts like the August 2005 serial bombings, consisting of nearly 400 simultaneous bombs in all but one district in Bangladesh, and attacks on prominent persons in 2004-2005 brought terrorism in Bangladesh onto international radar screens. So, terrorism is a serious threat for tourism industry as well as for hotel industry.

Hotel has to spend enough money to take various type security steps to avoid terrorist attack. Lack of political stability Bangladesh is in high risk for any type of terrorist attack. If a terrorist attack takes place in any hotel then it has to struggle to back in business as the customers may feel insecure to stay overnight, which leads enormous loss for the Hotel owners.

7. Natural Disaster

The climate in Bangladesh is sub-tropical and governed by monsoon winds. Extreme weather episodes such as cyclones can occur. In the monsoon season, which is normally from June to September, there is widespread and extensive flooding.

This can disrupt travel particularly in rural areas. Also Bangladesh is located in a high-risk earthquake zone. The country lies on a major geological fault line. Bangladesh can be affected by tsunamis. Thus it is a big threat for Ruposhi Bangla Hotel as in the bad weather condition tourists may not interested to visit Bangladesh.

8. Fire threat

Fire safety is a major concern for any organization. No five star hotels can survive without proper fire fighting system. It has to spent more money to establish the system to protect its assets and customer’s lives from sudden fire accident. Firing may be occurred from woven, faulty electric equipment, short circuit in electric line, cigarettes and so on. Once such type of accident is occurred the image of the hotel may be fallen down and customer may not choose the hotel again. Moreover owner has to face lots of financial crisis.

9. Govt. rules and regulation

Hotel Business may be affected by govt. rules and regulation also. Sometimes hotel authorities may fail to offer distinguishing services according to customer’s requirement to follow rules and regulation provided by Government. And Ruposhi Bangla hotel have to face this types of problem very frequently.

10. Lack of brand image:

Just one year ago Ruposhi Bangla Hotel Dhaka was under chain of Starwood Hotel named Dhaka Sheraton Hotel Bangladesh which is the largest and oldest brand in the world. Foreign regular customers of Sheraton Hotel may not choose Ruposhi Bangla Hotel. So, the hotel may lose its potential customers due to lack of its brand image and it is really a threat for the hotel.

11. Others

There are some other external factors such as poor economic condition of Bangladesh, lack of tourism development in Bangladesh, lack of skilled manpower, culture of Bangladesh, sudden bad experience of a foreign client, lack of development of industrial sector of Bangladesh etc. have a direct and indirect negative impact on the hotel business. All these are also treated as threat for Ruposhi Bangla hotel Dhaka.

Recommendation

It is a large organization and banking is a complex and comprehensive task. So it is difficult for me, by my insufficient knowledge, to recommend solving the problems. But as an eyewitness of some problems I can just give some instructions, which may be followed.So for the improvement of the service the following measures may be taken:

Hotel RuposhiBangla should change their old structure room, bathroom or other facilities.
Internet service should be free for the customers or it can charge the with room rate.
To improve the behavior of reception staff, manager can take a training program about how to behave with customers.
Taxi should be available for the demand of customers.
To protect the any type conflict security should be always alert.
They can give more Gifts and Discounts for the Premium Customers.
To keep the brand image, they should not change the name again and again.
Should have power back-up system to keep the room AC working 24×7.

Conclusion

Now-a-days business does not mean just selling and purchasing the products or services. This is very important to conduct the business in an organized and effective manner. Now questions arise that how we can make this business process effective. Customer’s services can be a bigger solution in the hotel sector. More then that maintaining a satisfactory level of customer satisfaction might make the hotel service process a lot more progressive. As we all know in the hotel business world things move on the will of impression. In spite of all limitations Hotel Ruposhi Bangla still doing better and holding a good percentage of market shares in hotel industry, only because of its best impression, brand value, performance and trust of its clients.

Hotel Ruposhi Bangla has to keep strengths through overcoming their weaknesses. They also have to alert about their threats which can very important for their sustainability. Create new opportunities with the existing to give better service to the customers. So, finally we can say that SWOT analysis is a important part for every organization like Ruposhi Bangla Hotel.