Sheraton SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

Sheraton SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Sheraton, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Sheraton to benchmark its business & performance as compared to the competitors, and make strategic improvements. Sheraton is one of the leading brands in the tourism and hospitality sector.

The article below lists the Sheraton SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Sheraton SWOT Analysis:

SWOT Analysis of Sheraton

For Sheraton, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Sheraton Strengths

The strengths of Sheraton looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Sheraton :

1. Worldwide network of 400+ hotels

2. Strong brand presence

3. Effective marketing campaigns

4. Strong history of strategic acquisition and pipeline development

5. Sponsorship and event partners at many global events and seminars

6. Strong brand visibility and excellent word of mouth due to its customized personalized services

7. Has its hotels spread across 70 countries

Sheraton Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Sheraton SWOT Analysis:

1. Innovation in customer service is easily replicated by competitors
2. Rapid expansion, especially in price conscious developing markets, lead to brand dilution

Sheraton Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Sheraton SWOT Analysis:

1. Scope of expansion in affordable luxury

2. High growth of hospitality business in developing markets
3. Scope of development of luxury consumer goods and promotion

Sheraton Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Sheraton are as mentioned:

1. Competitive pressure
2. Industry is highly dependent upon global economic conditions
3. Constant need to reinvent customer service

Sheraton Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Sheraton:

1. Hyatt
2. Hilton
3. Marriot

4. Holiday Inn

Hence this concludes the Sheraton SWOT analysis.

Continue reading more about the brand/company.

About Sheraton

Sheraton Overview
Parent Company

Starwood Hotels and Resorts Worldwide


Hotel industry


Tourism and Hospitality

Tagline/ Slogan



Intensive focus on guest satisfaction and networking among guests

Sheraton STP

Leisure and business travelers

Target Market

Business travellers, vacationers, honeymooners


Best-in-class customer service and comfort

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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