Acquiring Competitive Advantage With Repositioning Strategy in the Hotel Industry

Abstract

Achieving competitive advantages is one of the major goals of any organization; the concept is even more important in a growing industry with a high threat of new entry. Repositioning strategy can be used by an organization to be better positioned in a market and achieve some level of competitive advantages; however it is important that such organization conduct a comprehensive market research to have a profound understanding of the market and future expectations from the market, before making the decision to invest its resources into implementing a repositioning strategy. This article will discuss the relationship between repositioning and competitive advantages and how a hotel can use repositioning strategy to achieve competitive advantage. Although hotels always look to acquire attributes that will help them be better positioned in the market than their competitors, management of hotels must understand that repositioning will not always guarantee achieving competitive advantages in the market, and there are important steps to take before deciding on implementing repositioning strategy.