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Introduction Problem Statement Fairmont Chateau Lake Louise CLL is unable to translate its worlds most spectacular natural surrounding into profits The many issues facing CLL today include the declining Asian tour group market due to the 1997 Asian economic crisis the concentrated summer and winter seasonal demand and the emergence of Internet which empowers customers to make short-term decisions The analysis below will present several key elements that will potential increases CCLs long-term profitability regardless of its highly volatile business cycle Analysis Market Segmentation A SWOT analysis see Appendix A-Market Segmentation SWOT was performed on the market and aimed to identify CLLs potential market opportunities Strengths One of the major strengths of CLL is its imagepositioning CLL is regarded as a luxury resort situated in the worlds most mesmerizing wild lifenatural settings in the Canadian Rocky Mountains overlooking one of the most photographed panoramic sceneries in the world Furthermore CLLs second reputation is as a world-class destination for skiers CLLs local competition is essential fixed due to national parks new development prohibitions Therefore based on CLLs strengths a potential marketing strategy might be developed that will have positive implications for CLLs future and its long-term viability as a flagship Fairmont property Weaknesses The 1997 Asian economic crisis might further weaken CLLs tour group market which unfortunately is the most important source of generating revenuecustomers CLL currently lacks appealing amenities such as a spa internet in guest rooms and a functioning outdoor swimming pool all of which can be regarded as marketing tools used for attracting additional customersrevenue Additionally CLL has worn down rooms that are in great need of renovation Thus a strategy must be developed that will transform CLLs weaknesses to strengths and further allow it to generate additional revenue growth Opportunities Last year approximately four million people visited Banff National Perk BNP where CLL is located and this amount is expected to grow by 2 per year for the upcoming decade Out
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