TABLE OF CONTENTS Chapter 1: Introduction 1 1.1 Introduction 1 1.2 Research problem 4 Chapter 2: Structure of the case study
Added on 2020-01-28
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Business DevelopmentLeadership Management
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Case Study
TABLE OF CONTENTS
Chapter 1: Introduction.........................................................................................................................1
1.1 Introduction............................................................................................................................1
1.2 Background of the study........................................................................................................1
1.3 Research problem..................................................................................................................4
Chapter 2: Case Brief...........................................................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Research aim..........................................................................................................................7
2.3 Researcher objective..............................................................................................................7
2.4 Research questions.................................................................................................................7
2.5 Structure of the case study.....................................................................................................7
Chapter 3: Plan of Analysis..................................................................................................................9
3.1 Statement of the problem of the case.....................................................................................9
3.2 Literature review....................................................................................................................9
3.3 Proposed Plan for Analysis..................................................................................................16
3.4 Marketing tools....................................................................................................................16
3.5 Strategic management and tools..........................................................................................17
3.6 Source of data......................................................................................................................18
Chapter 4: Analysis and Findings.......................................................................................................19
4.1 Introduction..........................................................................................................................19
4.2 Marketing.............................................................................................................................19
4.2.1 SWOT Analysis................................................................................................................19
4.2.2 Four P’s of Marketing.......................................................................................................21
4.3 Strategic Management.........................................................................................................23
4.3.1 Ansoff Growth Matrix......................................................................................................23
Chapter 1: Introduction.........................................................................................................................1
1.1 Introduction............................................................................................................................1
1.2 Background of the study........................................................................................................1
1.3 Research problem..................................................................................................................4
Chapter 2: Case Brief...........................................................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Research aim..........................................................................................................................7
2.3 Researcher objective..............................................................................................................7
2.4 Research questions.................................................................................................................7
2.5 Structure of the case study.....................................................................................................7
Chapter 3: Plan of Analysis..................................................................................................................9
3.1 Statement of the problem of the case.....................................................................................9
3.2 Literature review....................................................................................................................9
3.3 Proposed Plan for Analysis..................................................................................................16
3.4 Marketing tools....................................................................................................................16
3.5 Strategic management and tools..........................................................................................17
3.6 Source of data......................................................................................................................18
Chapter 4: Analysis and Findings.......................................................................................................19
4.1 Introduction..........................................................................................................................19
4.2 Marketing.............................................................................................................................19
4.2.1 SWOT Analysis................................................................................................................19
4.2.2 Four P’s of Marketing.......................................................................................................21
4.3 Strategic Management.........................................................................................................23
4.3.1 Ansoff Growth Matrix......................................................................................................23
4.3.2 Porter’s Five Forces..........................................................................................................25
4.3.3 Blue Ocean Strategy.........................................................................................................27
CHAPTER 5: PROPOSED SOLUTION OF THE BUSINESS PROBLEM.....................................29
5.1 Assessment of Analysis.......................................................................................................29
5.2 Best fit solution to the problem............................................................................................30
5.3 Recommendations................................................................................................................30
5.5 Resource availability and constraints..................................................................................31
5.6 Proposed Action plan...........................................................................................................32
5.7 Limitations...........................................................................................................................33
5.8 Scope for the further research..............................................................................................33
Chapter 6............................................................................................................................................34
6.1 Choose a firm.......................................................................................................................34
6.2 Analyse three problems- subject wise.................................................................................34
6.3 Using three models, concepts and theories..........................................................................35
6.4 Analysis of models, findings, solutions and recommendation............................................37
Reflective statement...........................................................................................................................38
References..........................................................................................................................................39
4.3.3 Blue Ocean Strategy.........................................................................................................27
CHAPTER 5: PROPOSED SOLUTION OF THE BUSINESS PROBLEM.....................................29
5.1 Assessment of Analysis.......................................................................................................29
5.2 Best fit solution to the problem............................................................................................30
5.3 Recommendations................................................................................................................30
5.5 Resource availability and constraints..................................................................................31
5.6 Proposed Action plan...........................................................................................................32
5.7 Limitations...........................................................................................................................33
5.8 Scope for the further research..............................................................................................33
Chapter 6............................................................................................................................................34
6.1 Choose a firm.......................................................................................................................34
6.2 Analyse three problems- subject wise.................................................................................34
6.3 Using three models, concepts and theories..........................................................................35
6.4 Analysis of models, findings, solutions and recommendation............................................37
Reflective statement...........................................................................................................................38
References..........................................................................................................................................39
CHAPTER 1: INTRODUCTION
1.1 Introduction
In the present scenario, hospitality industry has emerged as one of the leading and most
potential industry of the world. The industry consists of different restaurants, hotels, resorts, tour
operators etc. Along with high growth rate, the businesses operating in this industry also faces
intense level of competition (Aras and Crowther, 2012). Each and every market player is trying
very hard to gain high market share and customer base. As per the view of Bradshaw and
Urquhart, (2015), in recent years the demand of international resorts among people in market has
increased to a great extent. Further, these are the businesses which provides different range of
services to their guest. This includes food, accommodation, swimming pool, bar, restaurant etc.
Nowadays, resorts are trying to provide complete very hard to enhance the overall experience of
their guests. Due to the hectic work scheduled, people seeks for places which are located far
from populated areas and traffic (Bellgran and Safsten, 2009). They seek for such kind of place
where they can go out with their friends, family and can relax. Such kind of demand has resulted
in increasing the growth and development opportunities for all resorts.
However, it can be argued that it is not easy for such kind of businesses to operate easily
in highly competitive market. In order to attract customers and gain higher profits, it is required
by these businesses to be highly innovative and creative (Chernev, 2014). In addition to this, they
also need to become aware about the changing need, demand, taste and preferences of people in
market. On the basis of identified customer demand, resorts need to make changes in their
existing services and products. Therefore, it can be stated that at the time of carrying out their
operations businesses such as resorts are required to deal with different types of problems and
challenges (Foxall, 2014). Along with this, in order to sustain in market, resorts are need to
identify and implement the ways through which they can overcome their problems or challenges.
1.2 Background of the study
The provided case scenario is of Aman resorts which a luxury group of hotels and resorts
which is operating in 14 different countries of the world. Further it was founded in the year 1988
by Adrian Zecha and the first resort was opened in Phuket, Thailand. As per the provided case,
Aman Resorts is having total twenty-four properties and all are characteristic by outstanding
facilities, world class services along with beautiful location (Hitt, Ireland and Hoskisson, 2012).
Going through the history of Aman Resorts, it has been observed by the researcher that its
1
1.1 Introduction
In the present scenario, hospitality industry has emerged as one of the leading and most
potential industry of the world. The industry consists of different restaurants, hotels, resorts, tour
operators etc. Along with high growth rate, the businesses operating in this industry also faces
intense level of competition (Aras and Crowther, 2012). Each and every market player is trying
very hard to gain high market share and customer base. As per the view of Bradshaw and
Urquhart, (2015), in recent years the demand of international resorts among people in market has
increased to a great extent. Further, these are the businesses which provides different range of
services to their guest. This includes food, accommodation, swimming pool, bar, restaurant etc.
Nowadays, resorts are trying to provide complete very hard to enhance the overall experience of
their guests. Due to the hectic work scheduled, people seeks for places which are located far
from populated areas and traffic (Bellgran and Safsten, 2009). They seek for such kind of place
where they can go out with their friends, family and can relax. Such kind of demand has resulted
in increasing the growth and development opportunities for all resorts.
However, it can be argued that it is not easy for such kind of businesses to operate easily
in highly competitive market. In order to attract customers and gain higher profits, it is required
by these businesses to be highly innovative and creative (Chernev, 2014). In addition to this, they
also need to become aware about the changing need, demand, taste and preferences of people in
market. On the basis of identified customer demand, resorts need to make changes in their
existing services and products. Therefore, it can be stated that at the time of carrying out their
operations businesses such as resorts are required to deal with different types of problems and
challenges (Foxall, 2014). Along with this, in order to sustain in market, resorts are need to
identify and implement the ways through which they can overcome their problems or challenges.
1.2 Background of the study
The provided case scenario is of Aman resorts which a luxury group of hotels and resorts
which is operating in 14 different countries of the world. Further it was founded in the year 1988
by Adrian Zecha and the first resort was opened in Phuket, Thailand. As per the provided case,
Aman Resorts is having total twenty-four properties and all are characteristic by outstanding
facilities, world class services along with beautiful location (Hitt, Ireland and Hoskisson, 2012).
Going through the history of Aman Resorts, it has been observed by the researcher that its
1
founder, Zecha has spent very privileged childhood. In addition to this, he has also worked as a
journalist in time Magazine and United Press International. In the year 1970s, he started looking
for new line of business and established one of the most luxurious group of hotels in Asia which
was Regent International Hotels. Later Zecha sold his stake in the hotel and seek for property
where he could build holiday home (Lewis Reynolds, P. and Lancaster, 2007).
It can be stated at the time of developing each property of Aman Resorts, Zecha has
ensured to build a property in which he would love to live. It was the combined efforts of Zecha
and Edwards Tuttle (Paris based Amercian Architect) which resulted in development of
unconventional Aman resorts. Another interesting fact about the resort is that it has used local
material which are simple and durable (Motohashi, 2015). This has resulted in lowering down its
overall cost and has also provided support to local community.
In the present scenario, when businesses keeps profitability on their first priority, Aman
Resorts tried something new and looked forward for developing nearby communities of resort.
On the other side of this, it can be argued that there was a time when the revenue of Aman
Resorts was considered to be highest or among the highest in the entire industry (Olson, Slater
and Hult, 2005). All the properties which has been developed by the resort are based on three
main philosophies which are family, peace and uniqueness. By looking at the location of every
resort, it can be stated that all are located in remote areas which are far from traffic and
population. This helps in developing a feeling of relaxation and satisfaction among all resort
guests. The resort can be also termed as unique because it has incorporated itself from things or
deigns which highlights local culture (Roger, 2010). On the other hand, its philosophy of family
reflects the fact that the resort seeks for providing a rich and home like environment to all its
guests.
The development of resorts also relies heavily on the kind of experience, its owners are
looking forward for providing its guest. Zecha has been always particular or specific about the
design and development of all properties of Aman resorts. This can be justified by the fact that
the rooms in one of its property, Amankora (Bhutan) was destroyed and rebuilt for several times
until its owner was satisfied.
As per the provided case scenario, it has been observed that Aman Resorts do not provide
any kind of discounting offers to any of its guest. However, it can be argued that the resort has its
own set of reasons behind the same (Varadarajan, 2010). It has been the culture of Aman Resorts
2
journalist in time Magazine and United Press International. In the year 1970s, he started looking
for new line of business and established one of the most luxurious group of hotels in Asia which
was Regent International Hotels. Later Zecha sold his stake in the hotel and seek for property
where he could build holiday home (Lewis Reynolds, P. and Lancaster, 2007).
It can be stated at the time of developing each property of Aman Resorts, Zecha has
ensured to build a property in which he would love to live. It was the combined efforts of Zecha
and Edwards Tuttle (Paris based Amercian Architect) which resulted in development of
unconventional Aman resorts. Another interesting fact about the resort is that it has used local
material which are simple and durable (Motohashi, 2015). This has resulted in lowering down its
overall cost and has also provided support to local community.
In the present scenario, when businesses keeps profitability on their first priority, Aman
Resorts tried something new and looked forward for developing nearby communities of resort.
On the other side of this, it can be argued that there was a time when the revenue of Aman
Resorts was considered to be highest or among the highest in the entire industry (Olson, Slater
and Hult, 2005). All the properties which has been developed by the resort are based on three
main philosophies which are family, peace and uniqueness. By looking at the location of every
resort, it can be stated that all are located in remote areas which are far from traffic and
population. This helps in developing a feeling of relaxation and satisfaction among all resort
guests. The resort can be also termed as unique because it has incorporated itself from things or
deigns which highlights local culture (Roger, 2010). On the other hand, its philosophy of family
reflects the fact that the resort seeks for providing a rich and home like environment to all its
guests.
The development of resorts also relies heavily on the kind of experience, its owners are
looking forward for providing its guest. Zecha has been always particular or specific about the
design and development of all properties of Aman resorts. This can be justified by the fact that
the rooms in one of its property, Amankora (Bhutan) was destroyed and rebuilt for several times
until its owner was satisfied.
As per the provided case scenario, it has been observed that Aman Resorts do not provide
any kind of discounting offers to any of its guest. However, it can be argued that the resort has its
own set of reasons behind the same (Varadarajan, 2010). It has been the culture of Aman Resorts
2
that it has never lowered down its prices except for Amapuri in 2004 due to Tsunami. Even if it
was able to earn higher profits in 2004 due to low prices, the resort has never reduced its prices
after than time. The rationale behind this was to develop itself as a very strong brand in market.
Other than this, it can be also stated that Aman Resorts is not using any form of traditional
advertisement which can become a serious issue in the future (Wilson and Gilligan 2012).
On the other side of this, some guests also feel that they are paying very high prices in
Aman Resorts as compared to the kind of services which were getting. For example one of the
guests stated that there was no television in the room during their visit at Aman Resorts
Indonesia and there were many other resorts which were offering services along with TV at
comparatively low prices (Agrwal, 2012). Along with this, some guests also got disappointment
by finding lack of some lively activities such as bars.
As per the provided case scenario, it can be stated that General Manager is the one which
takes care of every individual property of Aman Resorts. Furthermore, the staff members are
being trained and developed in such a way that they always seek for establishing long terms and
healthy relation with guests (Armstrong and Taylor, 2014). They also want that a friendly
relationship is developed between hotel staff and guests when they leave the resort. Therefore, it
can be explained that not only guests but Aman Resorts has also taken care of all its employees
in effective manner. Other than this, majority which is 95% of the staff members are from local
region. Aman Resorts always seeks for the ways through which, it can provide its employees
with best work experiences with an objective to makes them learn new things and grow in life
(Baker, 2007). In addition to this, heavy emphasis is laid on training and development of staff
members. This directly results in making employees effective towards understanding clients need
and meeting the same in the best possible manner.
One of the reason behind success of Aman Resorts is that it has been always able to
understand what its guests are demanding. Further, the resort also provides more importance on
encouraging employees to interact with guests at personal level (Barnes, 2008). From the
provided case scenario, it has bee also observed that Aman Resorts staff members also ensure
that local communities and people living in them are not negatively affected by operations and
activities of the resort. For instance the farm of one woman at Amankoro Paro were destroyed by
its dogs (Ci-sheng and Shu-ming, 2012). In that situation, the supervisor of human resources at
Aman Resorts Paro personally went to the farm of that lady and helped her in the process of
3
was able to earn higher profits in 2004 due to low prices, the resort has never reduced its prices
after than time. The rationale behind this was to develop itself as a very strong brand in market.
Other than this, it can be also stated that Aman Resorts is not using any form of traditional
advertisement which can become a serious issue in the future (Wilson and Gilligan 2012).
On the other side of this, some guests also feel that they are paying very high prices in
Aman Resorts as compared to the kind of services which were getting. For example one of the
guests stated that there was no television in the room during their visit at Aman Resorts
Indonesia and there were many other resorts which were offering services along with TV at
comparatively low prices (Agrwal, 2012). Along with this, some guests also got disappointment
by finding lack of some lively activities such as bars.
As per the provided case scenario, it can be stated that General Manager is the one which
takes care of every individual property of Aman Resorts. Furthermore, the staff members are
being trained and developed in such a way that they always seek for establishing long terms and
healthy relation with guests (Armstrong and Taylor, 2014). They also want that a friendly
relationship is developed between hotel staff and guests when they leave the resort. Therefore, it
can be explained that not only guests but Aman Resorts has also taken care of all its employees
in effective manner. Other than this, majority which is 95% of the staff members are from local
region. Aman Resorts always seeks for the ways through which, it can provide its employees
with best work experiences with an objective to makes them learn new things and grow in life
(Baker, 2007). In addition to this, heavy emphasis is laid on training and development of staff
members. This directly results in making employees effective towards understanding clients need
and meeting the same in the best possible manner.
One of the reason behind success of Aman Resorts is that it has been always able to
understand what its guests are demanding. Further, the resort also provides more importance on
encouraging employees to interact with guests at personal level (Barnes, 2008). From the
provided case scenario, it has bee also observed that Aman Resorts staff members also ensure
that local communities and people living in them are not negatively affected by operations and
activities of the resort. For instance the farm of one woman at Amankoro Paro were destroyed by
its dogs (Ci-sheng and Shu-ming, 2012). In that situation, the supervisor of human resources at
Aman Resorts Paro personally went to the farm of that lady and helped her in the process of
3
replant those destroyed potato plants.
Therefore, it can be stated that Aman Resorts has well taken care of each and every areas
in the best possible manner. This includes growth of community, employee’s development and
relationship with guest (Collings and Mellahi, 2009). However, there are few issues or
challenges which are required to overcome in order to find better growth opportunities in the
future.
1.3 Research problem
In the current case study researcher focuses on illustrating various issues and problems
that owners of Aman Resorts are facing so that potential measures can be recommended to
address them and to enhance the profitability and sustainability of resorts in different parts of the
world.
Business management problems: Operating in competitive hospitality industry,
management problems are the common in nature that affects the course of functioning of
Aman Resorts (Gannon, Doherty and Roper, 2012). However, with constantly changing
needs and preferences of customers it has become difficult for the owners of hotels and
resorts to meet their expectations. Further, declining financial condition in the market due
to recession has affected the spending power of people which indeed decreases the
demand for leisure and superior quality of goods and services (Greasley, 2007). Whereas,
increasing competition is the most common and high concern factors for the entrepreneur
in hospitality industry as there are large number of firms offering wide range of services
to similar type of audience.
Financial analysis and management: Due to increasing competition, Aman Resorts are
facing major issues in maintaining its business volume in recent pasts (Huber, 2011). It is
because of the fact that in order to maintain the brand image within different markets of
the world, owner is compromising on price and charging high prices for its services
which indeed limits his target audience as upper middle or higher class people can only
avail. On the other hand, offering superior quality of services to its customers cause huge
costs for the owner which he is happy to incur in order to maintain the level of class (Ika
and Saint‐Macary, 2012). This indeed creates major concern in managing financial
prospects of the Aman Resorts.
Marketing management: Operating different parts of the world owner of Aman Resort
4
Therefore, it can be stated that Aman Resorts has well taken care of each and every areas
in the best possible manner. This includes growth of community, employee’s development and
relationship with guest (Collings and Mellahi, 2009). However, there are few issues or
challenges which are required to overcome in order to find better growth opportunities in the
future.
1.3 Research problem
In the current case study researcher focuses on illustrating various issues and problems
that owners of Aman Resorts are facing so that potential measures can be recommended to
address them and to enhance the profitability and sustainability of resorts in different parts of the
world.
Business management problems: Operating in competitive hospitality industry,
management problems are the common in nature that affects the course of functioning of
Aman Resorts (Gannon, Doherty and Roper, 2012). However, with constantly changing
needs and preferences of customers it has become difficult for the owners of hotels and
resorts to meet their expectations. Further, declining financial condition in the market due
to recession has affected the spending power of people which indeed decreases the
demand for leisure and superior quality of goods and services (Greasley, 2007). Whereas,
increasing competition is the most common and high concern factors for the entrepreneur
in hospitality industry as there are large number of firms offering wide range of services
to similar type of audience.
Financial analysis and management: Due to increasing competition, Aman Resorts are
facing major issues in maintaining its business volume in recent pasts (Huber, 2011). It is
because of the fact that in order to maintain the brand image within different markets of
the world, owner is compromising on price and charging high prices for its services
which indeed limits his target audience as upper middle or higher class people can only
avail. On the other hand, offering superior quality of services to its customers cause huge
costs for the owner which he is happy to incur in order to maintain the level of class (Ika
and Saint‐Macary, 2012). This indeed creates major concern in managing financial
prospects of the Aman Resorts.
Marketing management: Operating different parts of the world owner of Aman Resort
4
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