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Analysis and Recommendations for Red Carnation Hotels' International Expansion

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Added on  2019-09-20

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This report analyzes the global hotels industry, Red Carnation Hotels' internal business environment, and potential target markets of China, France, Nigeria, and Thailand. It recommends one target market, a suitable mode of entry, and an appropriate marketing mix for Red Carnation Hotels to succeed in the selected target market.

Analysis and Recommendations for Red Carnation Hotels' International Expansion

   Added on 2019-09-20

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Assignment QuestionsBackground Instructions:•All learning outcomes will be assessed. This summative assessment represents 50% of total module marks. •Carefully read the case study given below and the assignment questions before answering the questions. You need to undertake additional environmental and academic research beyond this case study.•The report should be submitted on the Student Portal along with a Turnitin Report A Case of Red Carnation Hotels [i] Hospitality is what makes Red Carnation tick. A family-owned and run business, it offers luxury, award-winning boutique hotels across the UK and the Channel Islands, Ireland, South Africa, Switzerland and the USA, and a country gastro-pub in Dorset. The Hotels started in South Africa in 1950s and then entered UK in 1975.Red Carnation’s mantra is: to provide guests with the best possible hospitality and most memorable experiences. The company aims to provide outstanding service at its 23 locations, operating on a philosophy of ‘no request too large, no detail too small.’ To help its 2,500 employees deliver this level of service, Red Carnation relies heavily upon its IT infrastructures. The true heart of any luxury hotel is its staff and the service they give to guests. They have won award for Excellence in Recruitment and Retention at the HR in Hospitality awards, Accepting the award, Liz McGivern, Vice President of HR at Red Carnation, said: “Finding great people and holding onto them isn’t easy, so how brilliant to have this endorsement.”International Marketing and expansion:The Red Carnation Hotel Collection consists of Seventeen luxury boutique hotels and spas in spectacular locations in the UK and the Channel Islands, Ireland, South Africa, Switzerland and the USA. The hotel chain is exploring opportunities for international expansion. Luxury, Hospitality, Hotels, Five Star, Service are key things to serve guests. “No request too large, nodetail too small” are the words the hotel live by and the standards we set ourselves. In addition, the company hires best elopes and train them to provide best customer experiences. The employees are their key strengths, the employees offers attentive, personalised service, fine food, the ready smiles, and attention to detail of each customer needs of diverse international customers. Red Carnation has been in the top 10 on The Sunday Times 100 Best Companies to Work For list for the last three years. Also it has consistently received top rating on TripAdvisor.They have best designed rooms and hotels. Red Carnation bedrooms are, indeed, highly memorable,each with its own design, often inspired by the Bee Tollmans’ ( founder of the company) extensive travels. Rich colours abound and the use of matching highly patterned fabrics for heavy
Analysis and Recommendations for Red Carnation Hotels' International Expansion_1
window drapes, bed covers and even wall coverings are a signature feature. Many of the rooms are heavily themed, sumptuous and highly theatrical.The company promotes many travel destinations as a strategy to attract people to their hotels. In their blogs, one can find mention of best places to visit. This may be a way to bring in traffic through search engines and then convert those potential customers into your own. The company also follows strategy of social and environmental responsibility, in collaboration with their own not-for-profit Treadright foundation. They have taken responsible of Bushmans Kloof Wilderness reserve – A UNESCO world heritage cape floral kingdom, in South Africa . Other the charities they support in England include the starlight foundation, great Ormond street children's hospital, action against hunger, the national autistic society. in Geneva, they provide help for the redcross.Future Vision and aims: Looking to the future, is there room for expansion? “We’re always looking for new opportunities, “They could be in the UK or they could be overseas. says Bea Tollman,83 year older the founder of the groups. The hotel chain is exploring opportunities for international expansion. Expansion into international markets is crucial for Red Carnation Hotels, However, the questions are how and where? The company is exploring its options to expand into ONE of four major markets, namely China, France, Nigeria and Thailand.sources used : [i] http://londonhotelsinsight.com/2012/11/20/how-red-carnation-hires-and-retains-great-staff/ https://www.redcarnationhotels.com/about/the-rch-story.http://appointments.thesundaytimes.co.uk/article/best100companies/Consultancy Brief:
Analysis and Recommendations for Red Carnation Hotels' International Expansion_2

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