Strategies for DTH to Overcome External Environment

CONTEXT OF BUSINESS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK- 1...........................................................................................................................................1
1. Performing SWOT and PESTLE Analysis of .........................................................................1
TASK- 2...........................................................................................................................................3
2. Evaluating the extent to which PESTLE affects elements of SWOT ....................................3
TASK- 3...........................................................................................................................................4
3. Comparing and contrasting different types of leadership style ..............................................4
4. Recommending strategies suitable for DTH to overcome external environment....................6
5. Commenting on the responsibility, Response and Obligations in their Ethics and Social
Responsibilities............................................................................................................................7
6. Reflecting knowledge gained through this assignment ..........................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The business environment of any company consists of the internal and external factors
that affects the success and performance of the business. Effectual leadership helps in
capitalizing on the opportunities that are provided by the outer organization environment and
also managing the business threats that are faced by the company. The project shall be
highlighting the SWOT analysis that shall be depicting the factors in the internal environment of
the Double-tree by Hilton. Apart from that the PESTLE shall be reflecting the pressures and the
opportunities that are driven by the external environment of the company. It shall be showing the
different leadership styles and the most appropriate style for the company. Report shall be
considering the leadership style that can be used in overcoming the challenges of the business.
Further it shall be defining the ethical and the social responsibility that is to be followed by
Easyjet. Lastly the reflection about the experience in the project.
TASK- 1
1. Performing SWOT and PESTLE Analysis of
SWOT analysis of is as follows:
Strengths:-
 One of the most significant strengths of the Double-tree hotel of Hilton has is the
technological integrations that it has undertaken. The advancement in the technology and
the various systems used helps it build operational efficiency and assume competitive
advantage in the market. This has also supported in providing the customized services to
the customers which enhances their experience at the hotel. For example the digital keys,
partnership with Uber and online booking system.
 Another advantages that are there with the budget hotel is that it has established great
policies for maintaining the customer loyalty which are Hilton Hhonors program, free
internet access and the digital check-in and check-out facility (Abdel-Basset, Mohamed
and Smarandache, 2018).
 Also, the company has a strong portfolio of properties which can be used to attract the
target market segment of the hotel.
Weaknesses:-
 The high level of the debt that is incorporated in the capital structure is a weakness forv
the Double-tree hotel. This is because it poses huge threat of the fixed financial charges
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that are to be met despite the losses incurred by the company. The restructuring of the
financial structure is required to balance the proportion of the debt and equity in them
company.
 Another weakness of Hilton is that it is overdependent on the US market and despite of
having huge portfolio of property and attractive offerings it has able to generate very low
global market share.
Opportunities:-
 With the presence of the attractive portfolio of the properties and the brands it can further
expand its presence in the international markets. The global reach can further enhance the
reputation and profitability of the business.
 It can focus on forming the strategic alliances and collaborative partnerships so that
benefit of synergy can be assumed. This shall reduce the local competition in the market.
Threats:-
 One of the threats that is faced by the business is the intense competition and rivalry in
the market which is leading to the loss of market share. Another major threat is related to the workplace ethics that are not followed in the
company and due to that there is a high labour turnover in the hotel.
PESTLE Analysis
Political:-
 The political environment is affected by the instability of the government rules and
regulations, one of which is Brexit policy. Due to which it has to shift from UK to EU. The trade wars between the US and China has been impacting the business of the hotel.
Apart from that the norms related to lock-down and social distancing are also influencing
the business.
Economical:-
 The outbreak of the corona pandemic and the lock-down has lead to a major down turn in
the economy reducing the profitability and future growth prospects of the business. The inflation, interest and the foreign currency rates also impact the operations of the
business (Islam and Mamun, 2017).
Social:-
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