Case2Westin MattEDITED2

Case2Westin MattEDITED2 - Internal Strengths Westin's...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Internal Strengths Westin’s greatest internal strength is its ability to be a leader and innovator within the upper upscale hotel industry. Ever since the hotel restructured and changed its name to Westin Hotels & Resorts in 1980 the hotel has been a leader in innovation. The hotel has had more industry firsts than any other hotel. Examples of their innovations include; the introduction of the guest credit card, the implementation of 24-hour room service, the Westin Kids Club®, personal voice mail in guest rooms, the Heavenly Bed®, Heavenly Bath®, the Heavenly Crib®, and WestinWORKOUT Powered by Reebok Gym. Westin has been so successful with its innovation because of the amount of market research it conducts. The hotel is constantly trying to determine what about the Westin experience can be improved upon to enhance the customer’s overall experience. We believe that this is another major strength of the hotel because it is very good at knowing exactly what the consumer wants. Through its extensive market research Westin decided that though all of their product innovation was very successful it needed to innovate in the service oriented areas to maintain a competitive advantage. Senior vice president and global brand leader for Westin, Sue Brush, said it best when she said “We are simply leveraging the product strategy into the lifestyle strategy because we see the product strategy pricing us out of the market over time”. With the commencement of a new service oriented period the company adopted a new brand mantra, “personal, instinctive, renewal”. In an effort to try to live by these words the hotel introduced a number of new service oriented programs that were designed to enhance the guest experience. The Sensory Welcome Program and the
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 05/04/2009 for the course BOS 215 taught by Professor Forbes during the Spring '08 term at F & M.

Page1 / 5

Case2Westin MattEDITED2 - Internal Strengths Westin's...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online