In analyzing their competitors, Kellogg West Conference Center could consider the Sheraton Fairplex and Conference Center. This is advised by the distance between them (18Min), and the fact that they both target broadly the same customers; business travelers and golfers (Kellogg West, n.d). The two offer products that are perfect substitutes for each other.
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A visit to each of the establishment leads one to observe very similar characteristics;
- Both of these establishments have conference centers and small business rooms.
- The facilities included in both indoor and outdoor pool.
- The two hotels offer their guests complimentary breakfasts, flat screen TVs in their rooms, ironing boards, hair dryers and tea/coffee makers. The rooms are all air conditioned with climate control facilities.
- Both have a multilingual staff.
- Room service is offered in the rooms at limited hours, and housekeeping is done on a daily basis.
On the other hand, each of these hotels has different unique characteristics. For instance, the Sheraton offers refrigerators and microwaves in the rooms, and guests can also enjoy their fitness center and spa tubs on the facility. Other aspects that set the Sheraton aside from Kellogg West include concierge services, laundry services and separate sitting areas in the rooms. The rooms in the Sheraton also have sofa beds and baby cribs and allow pets in the rooms, whereas the Kellogg west only allows guide dogs in their rooms. Guests who have children less than 18 years, and who are staying in the same room with the parents are not charged (Expedia, n.d).
The Kellogg west facility on its side offers free parking for guests and free Wi-Fi in the rooms; services that are surcharged at the Sheraton (Kellogg West, n.d). The clients are also offered a round trip shuttle service to the airport for free.
The market in which the hotels are operating in can be termed as oligopoly. Since they might have a large number of consumers, the operators are few. This means that one operator can know and be able to forecast that the actions of one firm, for example the cutting of prices, could affect the behavior of the other firms (Motta, 2004).
Expedia (n.d). Los Angles Hotels: Sheraton Fairplex Hotel and Conference center. Web.
Kellogg West (n.d). Kellogg West; Overview. Web.
Motta, M. (2004). Competition policy: Theory and practice. Cambridge: Cambridge University Press.