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SWOT is an abbreviation for Strengths, Weaknesses, Opportunities and Threats. SWOT analysis is an important tool for auditing the overall strategic position of a business and its environment. It is the first stage of planning and helps marketers to focus on key issues. Strengths and weaknesses are internal factors within the business opportunities and threats are external factors. A SWOT analysis is a vital marketing tool for the Carden Park to stay ahead of their competitors, cancel out any weaknesses and to focus on strengths to make them stronger within the market and stand out from competitors.

Strengths

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An organisations strengths are its resources and capabilities which can be used as a basis for developing a competitive advantage for them to advertise and to improve the image of the company. With Carden Park being part of the DeVere chain this is a popular and well branded hotel group throughout Britain. This is a strength as it can bring in brand loyalty with customers re-visiting and helps with their marketing strategy to advertise the company to bring in more customers as the name of the DeVere group is well branded and known. These is an advantage for Carden Park if customers have visited and stayed in other DeVere hotels and have a good experience then this can rub off on Carden Park as people will visit them.

Also Carden Park is located near a major heritage City in Chester with much history. This will help bring in a different types of customers who want to visit the City and the history surrounding it giving the people staying at Carden Park a place to visit in a well known City. Carden Park has two PGA Championship golf courses which is probably their major strength. This brings in custom from all over the world as golfers want to play on these high quality courses. This also helps the business gain extra profit with the golf facilities being a different sector from the hotel as they have a lot of private members, a Pro Shop, PGA coaching, Driving range … This also brings in advertising for the hotel and the business as a whole.

There is also a facility for the staff of Carden Park to stay in accommodation onsite for as little as �40 a week with food included. This is a strength to the hotel as people can always be on call if staff members call in ill or there is demand from the customers. It will also help the staff to become closer friends therefore will make a happier work environment.

Carden Park is a hotel that can cater for different occasions and is a hotel that is easily adapted and changed. The hotel does weddings, receptions, corporate meetings, meetings and parties. Through providing all of these services they provide an opportunity for their customers to upgrade, to stay over and buy bigger packages and is free advertising for them to re-visit in their own leisure time. Finally Carden Park provides lots of different products and services for their customers to try out when they are staying at the hotel. This brings in extra profit and revenue and will give the customers the ‘feel good factor’ and will prevent them from being bored and encourage repeat business. The hotel also has a family feel.

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