MARK 2064 Hotel SWOT Analysis \& Tactical Report Team Assignment "SWOT" is an acronym that stands for strengths, weaknesses, opportunities, and threats. It is a method of analysis used for critically examining an organization or business in order to determine avenues of improvement. As such, you are to perform a SWOT analysis on an existing hotel or other hospitality service and compile your findings in a report format. Your paper should include an overview of the company/ brand, a brief description of the target market(s) and a list of their relevant needs and wants. An analysis of the hospitality services strengths, weakness, opportunities and threats in relation to the customers' needs and wants is required. In other words, once the needs/wants of the customer have been identified, research how well (strengths) or how poorly (weaknesses) the hotel is doing to service those needs. Provide specific examples and justification. Then look into factors outside or beyond the company's control that they could take advantage of (opportunities) and what might be an external barrier (threats) to its success and improvement. Upon completing the analysis, then conclude with your ideas on what strategies/actions the business should consider for the near and long term future to address the issues that you have discovered. Your report should be written using 12 font 1.5 spaced, include a cover page with student names and a bibliography with APA format. It is anticipated that the report can be completed within 5 pages of content i.e. not including cover or bibliography. This is just a guideline, but safe to say that you cannot meet the outcomes in 2 or 3 pages. The report is to be uploaded on Blackboard. There is a separate document explaining how to do this posted on Blackboard in the Assessments section. Tips for success Bigger is not always better!! It is harder to research and report on a large, international brand, than it is to focus on a smaller, local hospitality company. Everyone in the group should read the entire document before it is finalized and before it is submitted. The report should not feel like individual sections prepared by different people - the formatting (font, layout and language) should be consistent to represent the group Add some flair in your formatting - don't be afraid of making a visually interesting cover, but also make sure the report is clear and easy to read