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Essentially, the industry Solberri operated in is a mature market. Solberri renowned for its quality but they had lost their relative advantage.
Generally, Solberri should implement both differentiation and focus strategy to create its own uniqueness and opt for product development and market development as its growth strategy.
The main problem faced are the lost of competitive advantage, thus the customer occupancy rate and the satisfaction level drops. The management aims to convert all the hotels into premier category and position the hotels as offering superior accommodation and spa facilities; however they fail to address the human resource quality that are critical to deliver the services...
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