Case Study of Grand Hotel | Report

Running head: MANAGEMENT
Case Study of Grand Hotel
Name of the student
Name of the University
Author note

CASE STUDY OF GRAND HOTEL1
Executive summary
Hotel management is one of the most structured organisational structured institution. The
marketing analysis is therefore detailed and thorough to evaluate the changing market trends.
Since hotel groups is a service industry customer needs, demands and their opinion is
important to check constantly. The case in discussion is the Grand Hotel Group Australia a
chain of boutique hotels known for their service and unique hotel experience. The report is a
case study is addressable to several issues internal and external factors in the company.

CASE STUDY OF GRAND HOTEL2
Table of Contents
Part 1..........................................................................................................................................4
Task 1:....................................................................................................................................4
a).........................................................................................................................................4
b)........................................................................................................................................5
c).........................................................................................................................................5
Strategic objectives stated as under:-.................................................................................5
d)........................................................................................................................................7
Task 2:....................................................................................................................................8
a).........................................................................................................................................8
b)........................................................................................................................................8
c).........................................................................................................................................9
d)........................................................................................................................................9
Part 2........................................................................................................................................10
Task 1...................................................................................................................................10
a) Meeting agenda 1:..................................................................................................10
Meeting agenda 2:............................................................................................................12
b)......................................................................................................................................12
c).......................................................................................................................................13
Task 2:......................................................................................................................................14
d)......................................................................................................................................16

CASE STUDY OF GRAND HOTEL3

CASE STUDY OF GRAND HOTEL4
Part 1
Task 1:
a)
The following table provides the SWOT analysis for the Grand Hotel Group.
STRENGTH
 The hotel has experienced and
highly qualified staff.
 Presence of cultural diversity at
workplace that caters to a wide
range of customers (Badranx &
Khalifa, 2016).
 The hotel prioritizes customer
service and provides unique hotel
experience.
 The hotel enjoys customer loyalty.
OPPORTUNITY
 To increase presence in social
media (Kim, Lim & Brymer, 2015).
 Target budget friendly option for
young age group.
 Expand in other countries.
 Winter has a lot of vacancy; the
hotel needs to provide lucrative
deals to draw in customers.
WEAKNESS
 Targets older age group, and caters
to them specifically, unable to cater
to younger crowd.
 Does not have online presence in
social media platforms.
THREAT
 Economic Challenge to maintain the
quality of overseas staff and
relocating staffs from Sydney.
 Technologically inept to have an
online presence.
 Corporate business more oriented
towards telecommunication

CASE STUDY OF GRAND HOTEL5
 Emerging alternate sharing
economy, such as Airbnb, homestay
and others (Zervas, Proserpio&
Byers, 2017).
b) The measurable marketing objectives are as follows:-
 To increase sales and build brand awareness of company globally (García de Leaniz&
Rodríguez Del Bosque Rodríguez, 2015).
 The hotel group should focus on building market share and launch new services such
as entertainment.
 Improving their presence in online media and technological support.
 The target demographic is 35-50 age group; the company should target younger
customers as well to increase revenue.
 Australian market faces stagnation therefore, it is important for the hotel group to
expand internationally, such as Malaysia or New Zealand, especially since they have
good trade relations with Australia through AANZFTA (Bath & Nottage, 2015).
 Communication is a key for development in any organisation, good interpersonal
relationship within the organisation and with customers is extremely essential.
 Strategic planning to improve the profits of the company through resource planning
and innovative approach of customer service in hotel industry.