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Environmental Scan: Evaluating Internal and External Factors through SWOT

Analysis

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Introduction

A Strength, Weaknesses, Opportunities, and Threats (SWOT) Analysis concentrates on

the external and internal factors affecting a business or organization. In general, internal factors

are weaknesses and strengths. External factors are opportunities and threats. For example, if an

issue exists even when the organization does not exist, as a technology change, it is an external

issue. 

A SWOT analysis aids in pointing out business sections performing well. These units are

the organization's critical factors and offer you and your business a competitive advantage. If the

strengths get identified, we must work hand in hand to maintain them so that we can not lose our

competitive advantage (Leonandri & Wicaksono, 2017). Through SWOT analysis, we must

minimize weaknesses, which are ideologies that keep us at the edge. When we perform a SWOT

analysis, we must point out these characteristics and work towards reducing them.

Additionally, through SWOT analysis, we must take hold of opportunities. The study helps us

take advantage of changes which are boosting our profits. External factors create new

opportunities, such as changes in market formation and the latest trends in customers. Threats

should be countered in SWOT analysis. They are external factors that cause complications to a

business-like new government policy. In my hospitality industry, I experience both internal and

external factors. Through countering the problems, Marriott international can thrive in the right

manner. 

Evaluating Internal Factors

  The internal surrounding of every company has factors that affect the approach and

success of operations. The company has control over those factors. Therefore, managing the

strengths of internal processes is the central ideology of the success of every organization. 
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In the hospitality industry, the leadership role is a major internal factor. Leadership and

management styles play a critical role in the culture of the industry. Firms generally offer a

formal design with the vision and mission statements. Cultural implications that result from

leadership methods in hospitality like any other industry are the employees' value, negative or

positive nature, and communication effectiveness. As a manager, the first thing to do while

countering internal factors is to check employees' strengths. It involves ensuring that the

employees are talented, hardworking, and motivated. Motivated and gifted employees produce

better results. The firm must also have appropriate administrative and operational procedures. It

involves proper record keeping and confirming that IT systems are up to date. A manager should

be honest and realist to both customers and employees (Werdani & Ginting, 2019). 

Weaknesses are areas in the business that needs improvement. As a manager, I should

manage my public speaking skills through following strategies of becoming a good public

speaker: knowing your topic, getting organized, and doing more practice. The best thing about

internal factors in the industry is that I have control over them. The changes always incur no

costs at all. I can switch my working hours so that I can perform more work during morning

hours. It can be ensured by setting clear missions and visions for the brand, which will offer the

industry a clear sense of direction. 

Evaluating External Factors

The external factors analysis in SWOT involves venturing into the industry in which a

firm operates. Every organization must examine external considerations like new laws, tariffs,

plus any other variable. External factors in SWOT analysis are opportunities and threats. 

Opportunities as an external factor in SWOT analysis involve studying various changes in the

marketplace and the hotel industry's surroundings. The hotel industry is a challenging and
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competitive market section. Therefore, despite the competitiveness, the hotel should offer unique

experiences to the customers, which will make it more attractive to customers. The uniqueness

could be in forms of comfort level, which makes it different from the other competitors. Then

cash out the unique experience. The other thing is to offer dynamic prices. It means charging

different prices for similar services. For example, charging different prices for rooms like since

the upper rooms have a better view, we can charge customers more for a better look. As a

manager, if I grab that chance of offering dynamic prices, it will be a better way of maximizing

profits. We can also offer online bookings to be able to counter tourists who are trying to reach

out. Therefore, we should offer local and international accommodation (Werdani & Ginting,

2019). 

Threats are external factors that affect any business and might be controllable while

others are not. One major threat affecting any hotel and all hospitality industry at large currently

is the COVID-19 pandemic, which has led to lockdown worldwide. After things get back to

normal, the customers will have to work for a whole year to save for tourism. Correcting my

habit of not getting up early will make sure I have more time to do my managerial tasks during

morning hours. After this, I will have more time to spend studying for my accounting degree. It

will also aid in building a better reputation and driving the company towards acquiring many

achievements. 

In conclusion, countering the hotel industry through internal and external factors in

SWOT analysis will help to point out strengths, identify weaknesses, take advantage of

opportunities, and counter threats. Through this, the hotel will have the ability to thrive. I will

also spot my managerial positioning and gauge my ability to deal with risks through maintain
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customers and boosting employees' skills in meeting the company mission and vision (Mondal &

Haque, 2017).      
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References

‌ Leonandri, D., Zulkanain, A., & Wicaksono, H. (2017). Examining Internal and External Factor

Analysis on Hotel Performance. Stein eRepository.

Mondal, M., & Haque, S. (2017). SWOT analysis and strategies to develop sustainable tourism

in Bangladesh. UTMS Journal of Economics, 8(2), 159-167.

Werdani, R. E., Kurniawati, N. I., Pradhana, G. A., & Ginting, T. P. H. (2019, October).

Promotion Strategy in Grand Mercure Medan Angkasa Hotel by SWOT Analysis.

In International Conference on Maritime and Archipelago (ICoMA 2018). Atlantis Press.