Situation Analysis The Four Seasons Hotel located in Beverly Wilshire, Los Angeles, CA, is a representative of the luxury brand names providing its guests with exclusive service. 395 guest rooms located in two buildings have an aura of history and fame. The rooms are not the service that Wilshire Hotel confines itself, though: on the premises, the guests can enjoy exquisite food and drinks, as well as have a relaxation in the spa. The food facilities deserve a special place since there is a plethora of them, and they offer an exceptional dining experience. These facilities include Cut, a steakhouse run by Wolfgang Puck, and the renowned Blvd restaurant famed for its Californian feel. Guests can also have meals ordered to their rooms at any time of the day and night. Other services and facilities include an outdoor pool, a fitness center with a yoga room, and a nail salon. Market Analysis With room prices starting approximately $700 per night, Wilshire Hotel makes more than $500,000 in customer revenue. The guests’ demographics range at 35-60 years, both sexes; most of the guests are well-educated. At varying times, the hotel’s advantageous location and sights have been enjoyed by various celebrities. Despite the whims of the Mediterranean climate, the well-equipped rooms support a constant guest flow from all over the globe. The guests’ wide geographical range is also determined by the hotel’s convenient online booking opportunities. The management is sensitive to the consumers’ demanding behavior and the need for recognition and relaxation, adjusting the service to their requirements. The market trends mainly concern Web appearance and include user-friendly website and application interfaces, geographically targeted advertising, and services such as Review Pro that allow the guests to view the hotel location in detail. As demonstrated in the SWOT analysis, the abovementioned features are the main strengths resulting in revenue and expansion. Among the weaknesses, there are the rooms that come out-of-date, aging human resources, and poor scope of suites on offer. The potential hazards include increased competition with newer hotels and an economic downturn. As to the competition, there are premium-class hotels in the area offering luxurious views, food, and care services as in Montage Beverly Hills hotel. The key advantage that the competitors have is a novelty and better condition of rooms and facilities, considering that Wilshire Hotel buildings have been in service for more than a century. At that, Wilshire Hotel has a strong point, which is banquet and wedding hosting. The opportunities are the renovation of rooms and dining facilities, improving the hotel’s image as a preeminent one, targeting emerging markets, rejuvenating human resources, catering local quests with improved concepts of The Blvd restaurant, and spa facilities, as well as some others. Strategies Some effective strategies include:   * Target Marketing: using direct marketing, boosting performance in terms of revenue per available room, cutting down on the categories assigned to low-class rooms to prevent room reassignment;   * Positioning: promote the advantageous location and exceptional history as the main