Objective:

Students are tasked with conducting a benchmarking study for a new hotel business by analyzing competitors in a specific city using data from Booking.com. The goal is to understand how competitor hotels are positioned in the market, focusing on their key resources and capabilities.Instructions:

City Assignment:

You will be assigned a city where you are planning to open a new hotel.

CityCountry

SeoulSouth Korea

HOTELS

JW Marriott Dongdaemun Square

Four Seasons Hotel

Le M$$ridien Myeongdong

$$

Competitor Analysis:

Use Booking.com to identify at least $8$ competing hotels in your assigned Seoul South Korea $.$Compile data on $20$ variables from the Booking.com listings $($e$.$g$.,$ pricing, location, amenities, guest ratings, cancellation policies, room types, customer reviews, etc.$).$

Report:

Organize your findings into a clear table or matrix comparing the $5$ star hotels$($JW Marriott Dongdaemun Square,Four Seasons Hotel,Le M$$ridien Myeongdong$)$ across the $20$ variables.explanation at the end of the report discussing what you learned from the benchmarking study. Address questions such as:

What competitive advantages did you identify among the hotels?How could your new hotel differentiate itself from competitors?