3. Internal Analysis
In this section, we firstly use SWOT and Resource-Based View (RBV) approaches to conduct internal analysis of Good Hotel. Then we rely on the hotel’s past performance and the competitors to make comparison and evaluate how it stacks up on its internal capabilities.

3.1 SWOT Analysis
1) Strengths
 Competitively low price: Starting at $67 a night, the room rates of Good Hotel are competitively priced but not too low, which are appreciated by the customers and can also help attract more customers.
 Convenient location: Good Hotel is conveniently located with a sleek plaza lined with cafes, single-room-occupancy housing, San Francisco Federal Building and Moscone Convention Center nearby. Also, mass transit such as bus, subway, cable car and light rail are all within walking distance from the hotel.
 Good operating performance: Good Hotel provides high-standard hotel services and well-appointed guestroom amenities with environmentally and socially conscious features. One customer described his experience in Good Hotel, saying that it “doesn’t miss many tricks in its bid to be the greenest, do-goodingest, most politically correct hotel in America”.
 Skillful management and rising employee satisfaction: The general manager, Pam, is well-educated and has rich experience in green business and environmental initiatives. In order to improve the standard of service, Pam has spent much time in training the management team as well as other staff. The employee