Business Strategy Management Assignment 2022

Business Strategy: AMARA Hotels
BUSINESS STRATEGY
(MANAGEMENT)

Business Strategy: AMARA Hotels
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Executive Summary
Hospitality industry in Singapore is developing at much faster rate however it is facing
different kinds of challenges. This report analyses the internal and external environment of
AMARA hotels. It was found in this analysis that the strength of the company lies in its
quality and luxury services that they provide at competitive pricing. It also has weaknesses
like lesser big brand name when compared to their rivals. They have opportunities outside
Asian in the countries like Australia while the threat is of global economic downfall.
Political, social, technological and legal environment is positive for the business but
environment and economy related concerns could be a problem for the company. The
strategic directions that this company has chosen for its future are Luxury business, Quality
services, Pricing and Staff management. Accommodation and bar & pool services comes in
the star product while Food & Beverages and Meeting & events are cash cow product. In this
report there is also illustration about the strategies made by the company and its evaluation on
the basis of SAF framework. In this regards some of the strategies that is used by the
company are Digital Marketing strategies, Product differentiation and Duetto’s open-pricing
application. A recommendation in the report suggests that company needs to adopt data
driven automated marketing and Skill development initiatives that can help the company in
managing their sustainability related challenges.
Content

Business Strategy: AMARA Hotels
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s
INTRODUCTION....................................................................................................... 2
Environment faced by the company.................................................................................3
Strategic position in the industry..................................................................................... 5
AMARA’s strategic direction......................................................................................... 6
Critical evaluation of the strategy of AMARA hotels..........................................................10
Recommendation...................................................................................................... 12
Conclusion.............................................................................................................. 12
References.............................................................................................................. 14

Business Strategy: AMARA Hotels
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INTRODUCTION
Strategic management in today’s time has become one of the greatest assets using which
companies can ensure their sustainability in the long run. There are larger numbers of firms
that are crossing borders so as to ensure that they will have bigger resource source. The
strategies that needs to be designed by the company on the basis of the resources they have
and the demands in the market. Analysing the strategic direction of the company is critical for
understanding that what specific changes they need to do in their firm so as to achieve the
benefits of the opportunities available in the market (Uyar and Bilgin, 2011). Performance
analysis by the company needs to be done with the help of KPIs. It is also essential for the
management to do suitability, acceptability and feasibility on the strategies made by them.
AMARA hotels are one of the best performing hotels in Singapore. It is a part of the Amara
Holding Limited. Apart from Singapore, they have their operations in China and Thailand.
This company is dedicated towards providing one of the best options for relaxing and
provides luxury facilities in which their approach is provide luxury hospitality. Their strategy
is to provide a fulfilling experience and meaningful moments that is cherished throughout
their lifetime. Their strategy remains to make their business in such a manner that they are
able to make better operations than their rivals. Their strategy remains to have three distinct
concepts where each property is grounded in a sense of place. They offer intimate and unique
settings for their clients to explore, unwind or do their business. They have designed their
strategies in such a manner that they are developing properties so as to improve the luxury
facility at the workplace. The financial situation of the company is very good. Alone the
Hotel of the Amara group contributed to the 79% of the total Group’s FY2018 revenue which
is around S$82.7 million which is higher than financial performance of the last year by
around 21% when it was S$68.3 million (Amara Holding Limited, 2018). General state of
industry suggests that Singapore is attracting larger amount of finances as Singapore is
developing itself as one of the biggest tourist destinations in the South East Asia. It is
showing a growth. The major competitors of the company includes Accor International,
Ascott International, Capella hotels & Resorts, Choice hotels international, Fairmont Raffles
Hotels International etc.
In this report there is illustration of the internal and external environment of the Amara
Hotels. Strategic position of the organisation on the basis of KPI has been provided. It also