Question $1[50]$

$1\mathrm{.}1$ Develop a SWOT analysis of Country Inn resort$(25)$

$1\mathrm{.}2$ Based on the Weaknesses and threats identified in question $(1\mathrm{.}1)$ above, identify and apply relevant strategies aimed at changing these weaknesses and threats to strengths and opportunities, respectively.$(25)$

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APPENDIX A: CASE STUDY$$

The Country Inn is a $40-$unit, no$-$frills operation in the less scenic part of a major Malawi$$s resort town.$$ The owner, Mr$.$ Simon, firmly believes that there is a need for his style of low$-$cost family accommodation amid the luxury and beauty of the area.$$ His rooms are large, family$-$style rooms $($there is no television, for example$).$ Although there is plenty of room for future expansion, the grounds are fairly bear with a bit of landscaping, but mostly grass.

Mr$.$ Simon can serve breakfast to the rooms and provides tea$-$making facilities.$$ There are now a lot of good restaurants and take$-$always in the area.$$

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Mr$.$ Simon$$s prices are less than half of what similar motels charge and only a fraction of what the big five$-$star properties are charging.$$ And, really, he isn$$t all that far away from the beach, shops and other attractions.

The problem is occupancy.$$ He has some regulars who come every holiday period $($and have been doing so for the four years he has owned the property$).$ Overall, occupancy is about $50\%$ year$-$round and he knows from the local tourist office that the other properties average around $68\%$ occupancy year$-$round.$$ New developments could mean trouble.$$ This lack of occupancy can be quite frustrating for Mr$.$ Simon.$$ Cars pull in$,$ drive around the parking areas, and then drive away.

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Currently Mr$.$ Simon does very little advertising in local district guides and the holiday papers, mainly because he really thinks word$-$of$-$mouth is the best form of advertising.$$ He is a member of the local tourist committee, but too busy to go to meetings.$$ However, he does receive the local statistics and knows the average stay in the area is $3\mathrm{.}8$ nights, and that local families and couples and increasingly overseas visitors are his potential customers.

He$$s not desperate yet, but he$$s getting worried and disillusioned.$$ He thought he would be overrun with guests, but that hasn$$t happened.