Situational analysis is a collection and analyzation of internal and or external forces that may influence the Ritz Carlton’s performance and choice of strategies. This report also assesses the Ritz Carlton’s current strengths, weakness, opportunities and threats (Web Finance, Inc. 2016). It also assesses the external forces like political, economic, social-cultural, technology and environmental. This reports looks at both internal and external factors that could or will affect the Ritz Carlton
2.1 Internal Analysis
Internal Analysis is the process of identifying and analyzing the internal characteristics of the Ritz Carlton. This analysis explains internal factors and features that differentiate and distinguish the Ritz Carlton. (Trinity WW, LLC 2015).
2.1.1 Organization Overview
Ritz-Carlton is a luxury hotel chain under the Marriott Brand. The Philadelphia location is a century-old historic landmark building in Center City Philadelphia located at 10 Avenue of the Arts. It has 299 rooms and 18 meeting rooms. There is a 10 Arts Bistro and 10 Arts Lounge located in the lobby. The hotel has a fitness center and spa. It offers a Ritz Kids program to teach kids about the environment and encourage sustainability. The building was originally a bank built in 1907. It became the Ritz-Carlton in 1931. It’s only steps away from City Hall and the Subway, with unique food and dining options all around. Next to the hotel is the Residences at the Ritz-Carlton, which is an extended-stay hotel for guests seeking accommodations for a longer stay with full service and amenities available (The Ritz-Carlton LLC, 2016).
The Ritz-Carlton brand as a whole prides itself on empowering its employees and establishing pride in their title as “ladies and gentlemen serving ladies and gentlemen” (The Ritz-Carlton LLC, 2016). Ritz-Carlton is known worldwide for their outstanding customer service (The Ritz-Carlton LLC, 2016). They hold themselves to a unique gold standard and stress a “6th Diamond” (even though the AAA diamond ratings only range from 1-5) to express their level of service to the guests- the sixth is for their mystique, emotional engagement, and functionality (The Ritz-Carlton LLC, 2016). As opposed to an official mission statement, the Ritz-Carlton operates and is guided by this credo (The Ritz-Carlton LLC, 2016).
The Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission. We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambiance. The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.” (The Ritz-Carlton LLC, 2016)