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Trade fair
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You will be attending and organizing a Trade Fair: check general information on a Trade_Fair.
During the Trade Fair we advice your teams to have one or two members checking out the competition. This is of use for your gameplay but also needed for this part.
Strategic analysis of the competition
This part should hold two major elements.
A - Reflection on your performance on the Trade Fair
- What were our goals on the Trade Fair
- What went right and what went wrong?
- How does this effect your hotel?
- What would you do differently next time and why?
B - Competition analysis based on the Trade Fair
- Make a competition analysis for your hotel.
This should comprise the following:
Competition in the city
You are playing this game in a competition: all of the teams start with the same history. The main outlines of your tasks in running the hotel are:
- keep the hotel financially healthy, and run it in a profitable way. This does not mean you have to go for maximum profit: you can have other targets as well, as long as you make (acceptable) profit.
- keep it independent (no joining of a big company, no selling of the assets or the total of the hotel etc.).
With a number of teams you will compete over customers in your city. Among the other competing teams in your city the customers will be "divided". The market will develop depending on the actions of all of the hotels in their city too. So a market can develop different in any city, because all of the teams go, for instance, for price-leadership.
There is also a page on competition that might help you with more information.
Theory on competition
In competition models, such as Porters Five Forces Model, competition can be seen on several levels. You are free to choseany structured way of doing a competition analysis but be sure there is a model behind your choice.
Our choice as a model to used to structure competition analysis, would be looking at three forms of competitions.
- Generic competition on time and money.
How many people do travel, what is the average income? What do they average spend their income on. What are the consumers sentiments? Consumers can only spend their money once and their time as well. Use realistic figures from Estonia (!) and for instance Tallinn! The example is from another country and competition.
- Specific competition on alternatives.
If they decide to spend their money on leisure they can chose for a stay in a hotel, camping ground, friends and relatives etc. In the business market the alternatives are less logical. Try to use some realistic figures from Estonia and for instance Tallinn!
- Selective competition your direct competitors: so the consumers choice for a brand.
Do they chose for a hotel, the other competitor offering practically the same products are the most likely competitor, the competition is now mostly on brand and product specifications. Now look especially at your city Amstelburg. This is what you do on the Trade Fair, and only for your own city!
The example is from another country and competition.
Of course explanations on this table is needed.
It is handy to prepare some form to use on the Trade Fair. So while some team members are working in the booth, others should visit the competitors and immediately work on this assignment.
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