THE COACH HOUSE HOTEL

A Case Analysis
Presented to
The Faculty of Graduate School
University of Batangas
Batangas City

PhDBM 715: Advanced Concepts in Organization and Management

In partial fulfilment of the requirements for the degree of

Doctor of Philosophy in Business Management

Submitted to:

Dr. Jesus Briones, FBE

Professor

Submitted by:

Wendy V. Marquez
Bernadette C. Macaraig
Raymond A. Rogel
Robert John R. Perez

June 2019

Campuses: Hilltop l MH del Pilar I Paloocan East I Paloocan West I Lipa

Telephone Numbers: +63 43 723 1446 | 980 0041
Website: www.ub.edu.ph
EXERCISE 1:

INTERNAL ENVIRONMENT

What is the hotel good at?

The hotel is good in offering personalized experience of high quality in

customer service. The hotel is classified as a 4-star hotel offering services with a
quality of a 5-star hotel. Their rooms are decorated and equipped with high
standards. Through its new owners, they adopted new business strategies that
would the business in the following areas such as local corporate business for
accommodation, small meetings and dining, local market for dining small weddings
and functions, domestic and international tourist trade and weekend break market.

What is the hotel good at in comparison to its competitors?

In comparison to its competitors, still no hotels can beat them in offering

personalized experience. The Coach House Hotel is the pioneer in the business
offering such service in the place.

Where are the gaps in company capabilities and resources?

As much as the hotel want to keep up with the competition and provide quality
services, there’s an existing gap in the local market for a small hotel offering a very
personalized experienced of high-quality customer service. With the big demand in
the business, the hotel can only do so much.

Where is the company at a disadvantage in comparison to competitors?

Though the company gained its reputation as one of the best hotels in town,
the hotel failed to keep up to its competitors in terms of:

 Pricing Strategy – Despite a well-established name and good reputation in

the hotel industry in their place, they still decided to lower their price just to
keep up with the competition.
 Accommodation facilities – Too small compared to other competitors as
new hotels, restaurants and social outlets were either refurbished, or newly
developed to cater for the growth in demand.
 Location – It is 2 hours away from the city compared to other hotels that
have easy access to capital city and the quality of the transportation links.

Campuses: Hilltop l MH del Pilar I Paloocan East I Paloocan West I Lipa

Telephone Numbers: +63 43 723 1446 | 980 0041
Website: www.ub.edu.ph
EXERCISE 2:

STAKEHOLDER ENVIRONMENT

Influence on
Stakeholder Hotel’s Business Strategy

1. Owners, John and Mary  The owners are very important

Powers in the business strategy as they
are the one responsible for
setting up direction of the
business. They oversee the
overall management aspect of
the business. They need to
know what are the strategies
that works well or not for the
business. They are very
important in making sound
economic decisions of the
business.
2. Michael Devine (Accountant)  The accountant is responsible
for the smooth financial
operations of the business. He
needs to know the financial
standpoint and financial
performance of the business for
the owners to make sound
economic decisions. Through
the work of accountant, they
can be able to project which
services and products are most
likely being availed by the
customers, assess inventory
management and Revenue and
cash flow projections.
3. Karen Dunne (Reception  She would be responsible in
Supervisor) customer relations, attending
their needs and provide
feedback to the management
on what the customers have to
say on the hotel.
4. Francois Lavergne (Head Chef)  He is responsible for

Campuses: Hilltop l MH del Pilar I Paloocan East I Paloocan West I Lipa

Telephone Numbers: +63 43 723 1446 | 980 0041
Website: www.ub.edu.ph
 supervising dining and
restaurant operations. He
provides feedback on the
menus that is most loved by the
customers and create dishes
that will attract more customers
in the restaurant.
5. Frank Kelly (Function  He is responsible for event
Supervisor) coordination. He should act as
a liaison of the business,
identifying opportunities in
bookings and accommodation
through attending trade fairs,
being active to social media
and strengthening networking.
6. Employees  They will help identify the gaps
on what still need to improve to
better serve the customers.
They can raise their
suggestions on what they think
is customers always looking for.
7. Customers / Clients  It highly influences the
strategies of the business as
the management needs to
understand their preferences
and identifying the trends. Their
feedback is very important to
further improve the services of
the hotel and restaurant.
8. Government  The government establish
many regulations and policies
that guide businesses. Some
rules, like minimum wage, are
mandatory, while other policies
may influence your business
indirectly. Businesses need to
be flexible enough to respond
to changing rules and policies.

EXERCISE 3:

COMPETITIVE ENVIRONMENT

Campuses: Hilltop l MH del Pilar I Paloocan East I Paloocan West I Lipa

Telephone Numbers: +63 43 723 1446 | 980 0041
Website: www.ub.edu.ph
 A. Competing Sellers

Opportunities Threats
 Competitors does not offer  Competitors offers quite too low
personalized services. rates.
 Location of the competitors are  New facilities being offered by
near capital city and that’s competitors.
opportunity for the Coash  Location of competitors is near
house Hotel to offer a more capital city and with ease
convenient and relaxing access to transportation.
ambience. Hotel is near nature.

B. New Entrants

Yes, it’s easy for the new entrants to enter the industry as many businesses
were attracted to the area due to its ease access to the capital city and the quality of
transportation links. The town is renowned as an historic site of interest, with many
attractions such as castle and old city walls. It has a strong cultural tradition and
features many popular events.

C. Suppliers

Opportunities Threats
 Suppliers may offer  Replenishment of supplies may
partnership. be a problem due to location of
 Suppliers may give discounts the hotel and restaurant.
and better raw materials and
inventory.

D. Buyers

Opportunities Threats
 Customers who loves  Customers who wants more
personalized experience. ease access to capital city and
 Customers who wants to have transportation links.
more relaxing, quiet and nature
vibe staycation.

E. Substitutes

Opportunities Threats

Campuses: Hilltop l MH del Pilar I Paloocan East I Paloocan West I Lipa

Telephone Numbers: +63 43 723 1446 | 980 0041
Website: www.ub.edu.ph
  The Coach House Hotel can  Customers who wants more
offer quality service and good ease access to capital city and
amenities compared to other transportation links.
substitutes.  Location of competitors is near
 The location of the Coach capital city and with ease
House Hotel is more relaxing, access to transportation.
quiet and nature vibe compared  Low price
to substitutes.

F. Overall Industry Attractiveness

The location of the business is very strategic and new entrants can enter the
industry. Hospitality business is one of most of the time profitable worldwide, as it
requires one-time huge investment afterwards small investment like renovation,
restoration, maintenance, advertisement etc. Many people travel for many reasons
like leisure, adventure, to explore new thing, education, religion, jobs etc. The major
thing which they require during traveling is a place where their all the needs like
room to take rest, quench their thirst and appetite, area for relaxation, fun adventure
can be catered. So here comes the role of hospitality industry to fulfill their needs.

EXERCISE 4:

EXTERNAL ENVIRONMENT

Campuses: Hilltop l MH del Pilar I Paloocan East I Paloocan West I Lipa

Telephone Numbers: +63 43 723 1446 | 980 0041
Website: www.ub.edu.ph
 Factor Likely Impact on the Hotel
 The family investors have
become increasingly concerned
Political at the financial data and are
now exerting more influence
over the business than had
previously been the case.
 There has been a further
deterioration of the business
performance since the
beginning of 2006and the
general economic slowdown
has hit corporate occupancy
with relatively high fixed cost
base the profit margins have
Economic decreased significantly. The
national economic growth has
not been strong in the past
year, as it had been up to 2005.
Several large companies in the
business park have reduced
staff numbers and there are
rumors that some of them may
be pulling out altogether.
 The customers give feedback
on their experience in the hotel
and if they are satisfied with the
service, there would be a word
Social of mouth advertisement. The
hotel may increase its
networking through joining
trade fair and enhancing
activities in social media
platforms.
 Through technology, the hotel
was able to utilize a full range
of direct and third-party
Technological channels including
comprehensive
website with an online booking
facility. Subscription to hotel
marketing websites such as

Campuses: Hilltop l MH del Pilar I Paloocan East I Paloocan West I Lipa

Telephone Numbers: +63 43 723 1446 | 980 0041
Website: www.ub.edu.ph
 Hotels.com.

 The place is a very good site.

The town is renowned as an
historic site of interest with
Environmental many attractions such as castle
and old city wall. It has a strong
cultural tradition and features
many popular events
throughout the year.
 Legal factors affecting
business include all regulatory
and law determinants that can
negatively or positively affect
results of market actions and
decisions of management of
company functioning country.
International companies must
analyze and identify those
factors independently for every
state they function. The
Legal government influence business
strategy as they are the one
who regulates the operations of
the business. The government
establish many regulations and
policies that guide businesses.
Some rules, like minimum
wage, are mandatory, while
other policies may influence
your business indirectly.
Businesses need to be flexible
enough to respond to changing
rules and policies.

EXERCISE 5:

SWOT

Strengths Weaknesses

Campuses: Hilltop l MH del Pilar I Paloocan East I Paloocan West I Lipa

Telephone Numbers: +63 43 723 1446 | 980 0041
Website: www.ub.edu.ph
  Good reputation of the hotel.
Well established since 1960’s.
 Dedication and experience of
the owners in Hospitality
Industry.
 Provided training and
development to its employees.
 5-star service at a 4-star price.
 Holds weekly meeting to
supervise and coach the team.
 Offering unique experience –
personalized experience at
high quality at premium price.
 Rooms are decorated and
equipped to high standard.
 Relaxing and nature vibe
environment.
Opportunities
 Competitors does not offer
personalized experience.
 Highly invested in its marketing
strategies to gain more
customers and networks.
 Room for expansion and tie up
with other suppliers and hotels.
Campuses: Hilltop l MH del Pilar I Paloocan East I Paloocan West I Lipa
Telephone Numbers: +63 43 723 1446 | 980 0041
Website: www.ub.edu.ph
 Pricing strategy, as the hotel
lowered their price to keep up
with the competition despite of
its reputation.
 Facilities are too small
compared to other hotels.
 Operating hours are limited as
they are closed during Monday
and Tuesday
 Location 2 hours away in the
capital city compared to other
hotels.
Threats
 New competitors
 New facilities offered by new
competitors.
 Increased in labor cost.
 High turnover rate of the
employees.
Campuses: Hilltop l MH del Pilar I Paloocan East I Paloocan West I Lipa
Telephone Numbers: +63 43 723 1446 | 980 0041
Website: www.ub.edu.ph