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Essay / Research Paper Abstract
This 6 page paper looks at a case study supplied by the student. Written in two parts the first assesses the company in its’ external environment using Porters Five Forces model and a PEST analysis, the second part considers the strategy process of the company. The bibliography cites 3 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEtoyoko.rtf
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Unformatted sample text from the term paper:
is wanted and avoiding the labour intensive services, such as full service restaurants and with the reception closed between 10 am and 4 pm staff costs are further reduced.
In order to assess the current position are a number of models that can be used, the first is Porters Five Forces (Thompson, 2005, Mintzberg et al, 2003). This looks
at the industry environment, for this we can consider the threats of existing competitors, new entrants, the power of buyers and suppliers and the threat of substitutes. In terms
of the threat from existing competition Toyoko Inns is well placed, the initial benefit of a brand name that was similar to another hotel chain may have given shoe short
term benefits, however this may not become a weaknesses as Toyoko is now the more established and larger brand name. The existence of the gyokai may present some difficulties for
the opening up of new hotels, but the way in which these operate mean that there is an organisation that protects the interests of all hoteliers, and the support of
the local businesses was also gained as the hotels in the Toyoko brand do not offer full services, which means the hotel will bring customers into the area which will
use these other services. The initial pricing was above that of the ryokan owners and as such there was agreement reached. The price was set at a level that fell
within the usual allowance made to businessmen, which were the target market. The threat from existing competition is also lowered due to the differentiation (Porter, 1985), although this is
argued as not following any established model it may be argued that this is a variation on the low cost models. The hotel style is western and offers modern conveniences,
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