Strategisk analyse af Scandic Hotel A/S

Abstract

Strategic analysis is characterized as an essential part, in relation to shaping the strategic planning of a company's goals and visions. The purpose of the project is to determine the competition and growth strategy, Scandic Hotel A/S should pursue to maintain its position as market leaders on the Danish market. In addition to this, the project will also consist of a recommended solution proposal, of how to reestablishes Scandic Hotel A/S’ earnings after Covid-19. We have done this by analyzing the competition environment in the hotel industry, as well as the external factors that are involved here. For this purpose, a product analysis has been prepared comparing Scandic to its two main competitors. These factors are opportunities as well as threats, that can have a significant impact on the future of Scandic. Next, we have analyzed the company's internal value creation by means of a value chain analysis. The critical success factors identified here, at then evaluated based on a VRIO. To complement this, we have analyzed Scandic's current economic situation, and what can be expected for the future, based on retrospective data. This led to our solution proposals for which competition and growth strategy Scandic should pursue in the future. Here we concluded, based on our analysis, that a cost-focused strategy would be best suited as the hotel industry is already a homogeneous market. Furthermore, we concluded that future growth should take place organically