Edward Hotel North York
1 2017
TOWS Analysis
Internal Strengths
Key Values:
Location - just set off HWY 401, 404,
minutes from Don Mills Subway Stn; Fairview
Mall, 20 mins from Downtown
Availability of Free Parking
Free Wifi available
Facilities: Full-service, Pool
Naturally lit and plenty of meeting space
available
Meeting rooms equipped with up to date
technology: AV, projector, USB, etc
In room amenities- flat screen TV, renovated
showers, mini fridge
Shuttle service available upon request
Attentive and friendly front desk staff
Knowing of customer needs
External Opportunities
Lots of businesses in the area - opportunity
for corporate travel and meeting gathering
Local negotiated rate with nearby businesses
Incentive opportunities to attract clientele
Recent renovations - newer feel to the hotel
comparing to older hotels in the area
Guest dependency: repeat corporate
business
Wedding planning, Event hosting
Launch guest service program/ loyalty/
rewards - generate good PR
New services are expected to be
implemented throughout the coming year,
such as Lunch and evening dining.
Increase sustainability outcomes by going
green
Feb.
Internal Weaknesses
Dislikes/ Objections:
Inexperienced staff with little to no prior hotel
experience and education, training (employee
selection process??)
Difficulty to expand in the hotel market
because of competition
Difficulty to manage company image/ identity
Poor organization and internal
communication of employees (language
barrier)
In need of continued renovations
Not a brand hotel = Lack of recognition,
exposure and reputation
Weak image
Limited focus on business travellers
Poor online presence / marketing + lack of
strategy development processes for sales
Negative reviews outweigh positives
Non-diversified employee
Lack of functionality
Unprofessional staff (other than front desk)
Condition of amenities in rooms, such as dirty
fridge, coffee pots, bathtubs, etc
Problematic housekeeping - booking engines
indicate daily housekeeping, whereas,
reviews emphasize if stay over 1 night, the
room is not freshened up for the next day
Breakfast is not worth the money
Business centre is not up to standard - needs
renovations
External Threats
Competition: Many hotels near by already
offering same product
Competitors are branded hotels with a long
standing and are well established in the
industry
Competition on price points
Bar and restaurant are not functional during
the day - plenty of restaurants nearby outside
of hotel
Cultural issues?
New technological innovations that threaten
to displace the existing products
Economic downturns = Occupancy drops
 Edward Hotel North York Feb. 1 2017
TOWS Analysis

Strengths
Edward Hotel Prime Location
North York Wide Range of Services and
Offerings: Corporate Meetings,
Large-scale Dining Events,
Plenty of Accommodation
TOWS Recently refurbished interior:
Analysis Matrix rooms, bathrooms, pool, etc
Weaknesses
Employee lack of
understanding of the business
Inability to communicate
Inconsistent standards of
housekeeping
Little diversification
Poor online presence and lack
of aggressive marketing: not
well promoted and positioned

Opportunities SO Strategies WO Strategies

Scope of expansion: new
services being implemented
High employees opportunities -
room for growth
Increasing oversea tourists
Nice recent upgrades to
interior and exterior facade
Threats
Competition: other brand name
hotels offering same product
Employee dissatisfaction
Create attractive offers on
website to attract customers,
promotions
Renovate the interior (orange
walls!?)
Use management team to
emphasize the growing
industry for the company
ST Strategies
Proactive new strategic plan
needs to be developed
Provide better service and
dining in comparison to other
hotels
Management shall give
incentives to employees to
keep them engaged
Upgrade and design the
website / social media
accounts
Advertise, advertise, advertise!
Research continuously on new
industry trends (stay up to date
with new features)
Continued investment in CSR
WT Strategies
New technological
development
Areas of training and retraining
need to be identified
(housekeeping, marketing,
sales)
Develop good partnership with
internet distributors to increase
sales
Invest more in advertising and
raise awareness among guests

Strategies:

-Edward Hotel needs to elevate its reputation and customer loyalty by

meeting customer demands
-Edward Hotel has a better chance of being as successful / more
successful than competitors in the area by improving their online
presence and PR (more exposure, CSR, marketing)
-Edward Hotel can better their reputation by increasing sustainability
(ex: going green) and increase their environmental friendliness which is a
big up against competition
Edward Hotel North York Feb. 1 2017
TOWS Analysis