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Increasing demand for self-contained apartments with small kitchens; very few hotels in
Mombasa offer such apartments (141, 142)
THREATS
Worsening of political situation in Kenya. Customers panic. (Lines 16-17)
New luxurious hotels opening in the vicinity. Offered better facilities and more technologic
services. (Lines 50-51)
Employees decided to go on strike in December, one of the busiest months of the year.
(Line 114)
Increasing number of rooms available in Kenya means the competition in the operating
market is strengthening. (Appendix 1)
PESTLE ANALYSIS
POLITICAL
1950 turbulent time in Kenya; independence movements emerged throughout the British
Empire (line 9-10)
Political unrest in neighbouring countries (line 15)
1959-1989: political situation seemed to worsen (line 17)
EISP,Padua
Country experienced some post-election violence in 2008, it was generally safe and stable
(44)
Kenya became independent (79)
ECONOMIC
Globalisation effects on Kenya (line 19); (GP was a symbol of globalised world)
The number of tourists travelling to Kenya was increasing annually; other hotels were
experiencing a trend of increasing occupancy rates (58)
From 2008 to 2011 the GDP has increased Source: Kenya Facts and Figures 2012)
GDP by product activity Hotels and restaurant GDP has increase (2008: 23745; 2011:
20557) Source: Kenya Facts and Figures 2012
SOCIAL
New globalised world (line 19); globalisation could help to improve social condition
(population);
The country experienced some post election violence in 2008 (line 44); however it was safe
and stable;
Employees planned a strike in December that was one of the busiest months of the year
(114) - Martin started negotiation with employee representative; the collective action was
giving the employees a sense of solidarity (line 116-117)
Everyone in Kenya should have equal rights (as stated in Appendix 2), however
discrimination still exists (Martin was considered to be too westernized (42) and Susan felt
she had been discriminated when Martin was appointed as manager (84)
The number of boys and girls that attend school has increased from 2008 to 201; increasing
rate of students attending universities and other institutions (page 20; Kenya Facts and
Figures 2012)
TECHNOLOGICAL
Fast WiFi internet access (51) new luxurious hotel
High-tech feel (52) - new luxurious hotel
(These could also be considered as social and economic factors since they improve the
general country condition)
LEGAL
Any type of discrimination is against the law (appendix 2 social factor)
EISP,Padua
ENVIRONMENTAL
Luxurious hotels should consider the environmental impact of their business activity