1. Competitor Analysis
There are 9 resort in Hua Hin were analyzed for competitor analysis:
La A Natu Resort
Kor Sor Resort and Spa
Baan Talay Dao
Baan Rajdamnern
Heaven Hua Hin
Banyan Resort Hua Hin
Chiva Som
AKA Resort Hua Hin
Greenfield Valley
3 specific resorts were selected to perform SWOT analysis:
AKA Resort

2. Competitor Analysis: Chiva Som
Project Name
Chiva Som
Distance from Bangkok
185 kilometres south of Bangkok
Room Types
Thai Pavilions offer traditional charm and Ocean View rooms and suites provide spectacular views of the Gulf of Thailand.
Room Sizes
n/a
Price range-Low, Peak/
1 night (bath)
Low (15,000-61,000) Peak (24,000-78,000)
* Price depends on type of room
* The minimum package to stay at Chiva Som is 3 days
Facilities
Restaurants, Lounge, Library, Water Facilities and Pools (indoor pool, outdoor pool, sauna, steam, Jacuzzi and cool plunge, Chiva-Som Boutique (carries a range of essential items, books, artifacts, souvenirs and branded Chiva-Som products, fitness, physiotherapy, hoslistic, Each room has satellite colour TV, a DVD player and ceiling fan, air conditioning
Services
Health and Wellness consultation, world wide reservation, airport pick up, wifi, diary turn down, laundry, yoga, tai chi, Pilates, aqua aerobics and spa cuisine cooking class, boxing class
Ambience
Lush tropical bush and beachfront

3. Competitor Analysis: AKA Resort
Project Name
AKA Resort
Distance from Bangkok
Journey time hours
Room Types
One bed room pool villa, one bedroom deluxe pool villa, two bedroom deluxe pool villa
Room Sizes
(sqm.)
160, 350 (for deluxe pool villa)
Price range/ 1 night
(bath)
15,000++, 18,000++, 24,000++
Facilities
Conference facility and business retreat , villa dining service, canal and lakeside café, lounge, spa, pool (along side resort lake and river canal),
Services
Leisure activities (including walks, trekking, visits to Hua Hin town centre, nearby National Country Parks, golf and other activities upon request), cooking workshop, airport chauffeur-driven private car, banquet and wedding facilities, boutique and gift shop, business and conference centre, child care services, complimentary parking, currency exchange, laundry valet, library with internet access, tour and excursion programs
Ambience
Villa lakeside retreat located in seaside resort, tropical landscape,

4. Competitor Analysis : Greenfield Valley
Project Name
Chiva Som
Distance from Bangkok
Around 200 km.
Room Types
Tent and cottage
Room Sizes
n/a
Price range/
1 night (bath)
400, 1000, 1200, 1500, 2300
Facilities
Restaurant angler lounge
Services
Fresh water fishing, beach, golf, biking, hiking and sight seeing, fishing equipment
Ambience
In the middle of nature and surrounded by lake

5. SWOT Analysis : Chiva Som
Opportunities
Recovering economy particularly in
Asian countries
Government support for tourism of
Thailand S
Strengths
Quality of core program: spa & retreat
Variety of recreation activity
Hospitality
Reservation: world wide agent
Brand recognition for health & wellness
Noticeable entrance
Beachfront
Quality of food & beverage (award-
winning spa cuisine using organically-
grown fruits and vegetables from the
Chiva-Som garden) W
Weaknesses
Furniture particularly tend to be old
Comfort of room: small size of room
(many comments on Thai Pavilions)
Located amongst competitors in the same
area O T
Threats
Thailand unstable situation: political
turmoil and border conflict
Emerging alternative competitors in
same area
Emerging alternative destinations:
Pranburi, Vietnam, Lao

6. SWOT Analysis : AKA Resort
Strengths
Mix activity offer: spa, elephant rides,
adventure activity
Location near renowned golf courses
Privacy: AKA is recommended for quiet
holiday away from hustle and bustle
Quality of service and various recreation
service
Event: wedding
Conference facility and business retreat W
Weaknesses
Beach: unsuitable for swimming in order
to it’s up in the hill, the water slightly cool
Location: The hotel is quit far from the
town and it is a little bit hard to find. O T
Opportunities
Recovering economy particularly in
Asian countries
Government support for tourism of
Thailand
Threats
Thailand unstable situation: political
turmoil and border conflict
Emerging alternative destinations:
Pranburi, Vietnam, Lao S