Competitor Analysis• There are 9 resort in Hua Hin were analyzed for competitor

analysis:1. La A Natu Resort2. Kor Sor Resort and Spa3. Baan Talay Dao4. Baan Rajdamnern5. Heaven Hua Hin6. Banyan Resort Hua Hin7. Chiva Som8. AKA Resort Hua Hin9. Greenfield Valley

• 3 specific resorts were selected to perform SWOT analysis:1. Chiva Som2. AKA Resort3. Greenfield Valley

Competitor Competitor Analysis: Chiva Analysis: Chiva

SomSomProject Name Chiva Som

Distance from Bangkok 185 kilometres south of Bangkok

Room Types Thai Pavilions offer traditional charm and Ocean View rooms and suites provide spect acular views of the Gulf of Thailand.

Room Sizes n/a

Price range-Low, Peak/ 1 night (bath)

Low (15,000-61,000) Peak (24,000-78,000)* Price depends on type of room * The minimum package to stay at Chiva Som is 3 days

Facilities Restaurants, Lounge, Library, Water Facilities and Pools (indoor pool, outdoor pool, s auna, steam, Jacuzzi and cool plunge, Chiva-Som Boutique ( carries a range of essential items, books, artifacts, souvenirs and branded Chiva-Som products, fitness,

physiotherapy, hoslistic, Each room has satellite colour TV, a DVD player and ceilingfan, a ir conditioning

Services Health and Wellness consultation, world wide reservation, airport pick up, wifi, diary turn down, laundry, yoga, tai chi, Pilates, aqua aerobics and spa cuisine cooking class, boxing

class Ambience Lush tropical bush and beachfront

Competitor Competitor Analysis: AKA Analysis: AKA

ResortResortProject Name AKA Resort

Distance from Bangkok

Journey t - ime 2.5 hours

Room Types One bed room pool villa, one bedroom deluxe pool villa, two bedroom deluxe pool villa

Room Sizes(sqm.)

160, 350 (for deluxe pool villa)

Price range/ 1 night(bath)

15,000++, 18,000++, 24,000++

Facilities Conference facility and business retreat , v illa di ning service, canal and lakeside café, lounge, spa, pool (along side resort lake and river canal),

Services L eisure activities ( including walks, trekking, visits to Hua Hin town centre, nearby National Country Parks, golf and other activities upon request), cooking

workshop, a irport c - hauffeur driven private car, b anquet and wedding facilities, b outique and g ift shop, b usiness and c onference centre, c hild c are services, comp

limentary parking, c urrency exchange, l aundry valet, l ibrary with i nternetaccess, t our and e xcursion p rograms

Ambience Villa lakeside retreat located in seaside resort, tropical landscape,

Competitor Analysis : Greenfield Valley

Project Name Chiva Som

Distance from Bangkok

Around 200 km.

Room Types Tent and cottage

Room Sizes n/a

Price range/ 1 night (bath)

400, 1000, 1200, 1500, 2300

Facilities Restaurant angler lounge

Services Fresh water fishing, beach, golf, biking, hiking and sight seeing, fishing equipment

Ambience In the middle of nature and surrounded by lake

Opportunities

• Recovering economy particularly in Asian countries

• Government support for tourism of Thailand

Strengths• Quality of core program: spa & retreat• Variety of recreation activity• Hospitality• Reservation: world wide agent• Brand recognition for health & wellness• Noticeable entrance• Beachfront• Quality of food & beverage ( - award winning spa cuisine -using organically grown fruits and vegetables from the - Chiva Som garden)

Weaknesses

• Furniture particularly tend to be old

• Comfort of room: small size of room (many comments on Thai Pavilions)

• Located amongst competitors in the same area

Threats

• Thailand unstable situation: political turmoil and border conflict

• Emerging alternative competitors in same area

• Emerging alternative destinations:

Pranburi, Vietnam, Lao

SWOT Analysis : Chiva Som

Strengths

• Mix activity offer: spa, elephant rides, adventure activity• Location near renowned golf courses• Privacy: AKA is recommended for quiet holiday away from hustle and bustle• Quality of service and various recreation service• Event: wedding• Conference facility and business retreat

Weaknesses

• Beach: unsuitable for swimming in order to it’s up in the hill, the water slightly cool

• Location: The hotel is quit far from the town and it is a little bit hard to find.

Opportunities

• Recovering economy particularly in Asian countries

• Government support for tourism of Thailand

Threats

• Thailand unstable situation: political turmoil and border conflict

• Emerging alternative destinations:

Pranburi, Vietnam, Lao

SWOT Analysis : AKA Resort