42NL Year 6 Creativity assignment
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Name of assignment
Make a competitive analysis. A competitive analysis is the process of identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to your own business, product, and service. The goal of the competitive analysis is to gather the intelligence necessary to find a line of attack and develop or refine your strategy. We want you to focus on your city only, and presume your city to be in your (own) country, so the Netherlands.
Situation
The hospitality industry is facing enormous competition. Especially in recent years there are 4 major challenges:
- The disruptive innovations in the basics of the product: for instance Airbnb.
- Technical innovations, such as data streams and API's
- New distribution platforms, such as Wimdu.
- The disruptions and pressure as a result of Covid-19 and all its consequences.
Goal
Because there is still too little knowledge about the hotel's competition in general, it is difficult to properly develop a strategic plan. Jill Jandal wants to be able to better assess your strategic plan, and evaluate whether you are sufficiently aware of all forms of competition.
Task, deliverable
To get more grip on the competition of the hotel, Jill Jandal asks you to make a strategic competition analysis.
Your analysis should be based on a recognized theoretical model, such as:
- Porters Five Forces Model
- Competitive Analysis Framework
- After your analysis, draw concrete conclusions.
Take your city into consideration and the hotels in the city as your 'direct competitors'. Use as much real data as possible: pretend your city to be situated in any European country of your choice.
Regarding the competitors in your city, you may not have all desired information. Use what is available, maybe the overview of logos and names in your Game or social media posts and websites may give you some idea.
Assessed elements
- Is the theoretical model used in the correct way?
- Is the quantity and quality of the used data acceptable?
- Are the conclusions well-grounded and correct?
- Are all the sources accounted for?
Handing in
At the beginning of your 3 minutes of fame pitch, you hand in a printed version of your competitive analysis. Indication is 2-A4.
Additional information
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