Critical Issues Management in Business: A Case Study of Hmlet's Internationalization

This report analyzes the critical issues faced by Hmlet in their internationalization efforts, including the main drivers for expansion, growth strategies for Singapore, Hong Kong and Tokyo, and challenges in Asian markets including sustainability. The report also suggests ways for Hmlet to emerge as a strong player in the co-living space service market.

Critical Issues in Business
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
What are the main drivers for the internationalization for Hmlet?..............................................3
Critically analyse Hmlet’s international growth strategy for Singapore, Hong Kong and
Tokyo...........................................................................................................................................4
Discuss the possible challenges Hmlet could face in Asian markets going forward including
sustainability. What should Hmlet do to emerge as a strong player in the co-living space
service market?............................................................................................................................6
CONCLUSION................................................................................................................................7
REFRENCES...................................................................................................................................7
Books and Journal........................................................................................................................7

INTRODUCTION
There are different kind of critical issues in the business that create impact on the overall
success of the company. In business management in a different types of critical issues like
related to the economic conditions, technologies, trend analysis, management of staffing and
teams. There are different challenges which are facing by the managers while expanding their
business in the country and that is regulation and compliance, tracking team productivity,
managing communication among the teams and many more. This report is based on the case
study of Hmlet’s internationalization. Apart from this, this report going to explain the main
drivers for the internationalization for Hmlet’s and also going to analyze international growth
strategy for Singapore, Hong Kong and Tokyo which are adopted by the Hmlet’s. Moreover, this
report also going to explain the challenges which could face in Asian market by the Hmlet’s in
context of sustainability (Cosenz, Rodrigues and Rosati, 2020).
MAIN BODY
What are the main drivers for the internationalization for Hmlet?
There are different key drivers for the international expansion on internationalization for
Hmlet’s and which are below mentioned.
According to the above case study it has been analyzed that Hmlet’s is a provider of coal living
space services and also provide services like housing for individual relocating or living in
Australia, Singapore and Tokyo. Apart from this, the organization Services also concentrating on
providing rooms in Full Apartment for rent, flats and also provide yoga classes and network
session services at very affordable cost. The major key drivers of the Hmlet’s in order to expand
their business is their website, their Landlord portal, their member application and their shop. In
order to build success and expand their business they develop new website so that they can make
the home search easy.

 Their new website feature an enhanced tech infrastructure that allow the organization as
well as allow the content to be supplied through a new content management system
which eliminates errors in providing the up-to-date information or data on their website.
In order to understand their customer or their user demands, they develop a system so that
they can grab the appropriate information from the filter and also collect the information
from the user navigation pattern. All of this strategy supports the company to create a
website that is very fast and effective in order to collect the information and provide a
useful feature for their owners and tenants (Yan and Luo, 2016).
 Landlord portal that is completely based on their supply of listings. They are updating
their internal administrative tools and techniques that include better viewing of crucial
contractual information and also including online listing on boarding in order to give
Landlord a more complete picture of their properties so that they can make the listing of
management in an appropriate manner. Apart from this they are also offering landlords
the option of subscribing to the interior designing services that is the major portion of the
Hmlet’s ecosystem in order to increase the yield of their homes.
 Another driver for the company is the member application and Shopp. Their members are
at the centre of all they do. This implies that their proprietary member application has
been updated to better their members Regarding the services. Apart from this they added
some seamless payment so that they can grab the opportunities and being a member of
the Hmlet’s company they can bring more opportunities so that they can expand their
business in an appropriate manner and enhance the profitability of the company.
 Global marketplace is also a major or key driver for the organization in order to do
business and operate internationally. Organization must have an appropriate strategy so
that they can become capable to take a risk at the global market place. Apart from this
emerging markets as compare to the developed countries, developed nations are growing
at a healthy pace and in order to overcome the periods of trade emerging market provide
different kind of opportunities for the Hmlet’s company so that they can bring more
opportunities and get them which are provided by the emerging market.
Critically analyse Hmlet’s international growth strategy for Singapore, Hong Kong and Tokyo.
There are different kind of its strategies which are adopted by the Hmlet’s for the
Singapore, Hong Kong and Tokyo. International Expansion strategies are those kind of strategies

which known as a formal and multilevel strategic plan that a organization is adopted in order to
enter in the international or global marketplace. In order to expand their business or enter in the
global market for the Tokyo, Singapore and Hong Kong the organization is conducting
competitive analysis so that they can identify their major competitors and understand their
current strength and their growth areas (Kopnina, 2016). Apart from this the organization is also
focusing on their internal business audit that helps them to analyze them different value
proposition. In the internal business audit the organization is considering swot analysis, market
segmentation that will going to support them to understand about their major strength and also
helps them to understand their growth areas so that they can overcome the barriers and become
effective in the marketplace. In order to expand their business the organization is focusing on the
finding a new talent or fill talent gaps. Apart from this the organization was backed by a large
pool of financial resources so that they can maintain their financial stability in an appropriate
manner. The organization was in expansion mode so that they can provide different kind of
services like property management, interior design and furniture subscription. The organization
has a different clinched management contract for different properties in Thailand as well as in
Malaysia. As international expansion strategy is the strategies that engage crucial choices in
context of the primary market of concentration and also analyse the target consumer and general
strategy so that they can find that appropriate marketplace in order to allocate resources and also
helps them to create an operating model so that they can do brand positioning in an appropriate
manner. In order to expand their business the organization is focusing on the market penetration,
market development, product development and diversification.
Market penetration: The aim of this strategy to improve the sales of the existing services on the
existing market so that the company can increase their market share in order to expand their
business. By conducting this is strategy the organization become capable to attract more
consumer and gain more competitive advantages and also helps them to improve in promotion
and distribution support so that they can bring more opportunities.
Market development: Market development strategy helps the organization to improve the sales
of the existing marketing or existing services on the previously explored market. Marketing
development include analysis and examination of the way in which the organization Provide
different kind of services in order to analyze that how to grow in the existing market. In order to

develop their market share in the organization is going with new areas or region in the foreign
markets like for the Singapore, for the Tokyo and many more.
Product development: In order to enter into the international market and to expand their
business it is very important for the company to focusing on the product development so that
they can introduce new services on the existing market (Awa, Ukoha and Emecheta, 2016). This
will help the organization to improve their turnover and also helps the organization to exist today
from distribution channels or brands so that they can connect with the another countries in an
appropriate manner.
Diversification: Diversification is this strategy that will going to support the Hmlet’s to
introducing new services on the previously explode market. This is something which is very
risky strategy and it includes marketing strategies regarding the new services on a completely
unknown market.
So this strategy helps the organization to expand their business for Singapore, Hong
Kong and Tokyo and also helps them to analyze their market place in order to bring more
opportunities and overcome the challenges
Discuss the possible challenges Hmlet could face in Asian markets going forward including
sustainability. What should Hmlet do to emerge as a strong player in the co-living space service
market?
Asian countries are attracting more investor towards the Country because of their huge
economic growth. However those nations are strongly diversified in context of language,
infrastructure, population and many more. In the major challenges which are facing by the
Hmlet’s in Context of understanding the culture of the country. For this it is very Important for
them to analyse and understand the culture of the Asian countries and also learning about the
food, norms, Communication style, values and connections (Beamish and Lupton, 2016). Apart
from this the Hmlet’s company is facing currency rate fluctuation challenges, light financial
regulation and enforcement challenges, wearing legal system challenges, unique business culture
and competition level in the marketplace. There are different organization and for the Hmlet’s
organization it is become very difficult because there are different for and enterprises that me in
counter growing Fake market place in the local Asian economic and As a result of this climate

that may produce in the stability, in security for the organization. In addition to this Asian Pacific
the country has a unique business culture which becomes very challenging for the company to
adopt them and work accordingly. Asian business culture is focusing on the hierarchal structure
and group dynamics structure over the individual autonomy. So it is become very important for
the Hmlet’s to adopt different local practices so that they can survive and thrive in the Asia. In
context of currency rate fluctuation the Asian country can maintain low rates of exchange so that
they can promote exports and it is very important for the Hmlet’s company to secure local tax,
management consulting so that they can navigate local currency and regulatory
environment(Barnett, 2019).
Co-housing was the name given to the notion of co-living when it first appeared in
Denmark in the 1970s. This ideal neighborhood's objective was to group 35 households together,
allowing them to connect and share their circles of friends, common areas, and personal beliefs.
Covid-19 has had an impact on Hmlet and co-living, just as it has on other businesses. Certain
places were severely hit by the problem, as they switched from seeing a surge in business owing
to the Chinese New Year to trying to fill rooms. They adjusted to the circumstance by allowing
stay-at-home notice guests to stay at their residences (Gatti, Ulrich, and Seele, 2019). Hmlet
could be a place for people to reach out to through difficult times. They realized that life would
not return to its previous state and that it was necessary to adjust.
CONCLUSION
In the above-mentioned report it has been analyzed that Hmlet’s is a one of the
representatives of the coal living organization in Singapore and they provide their members with
a living experience and also provide flexible lease option that is fully furnished spaces. Apart
from this all the individual and the members of the Hmlet’s have flexibility and more freedom
with their living that include month to month flexible lease and many more. In order to expand
their business in the international market the organization is focusing on the expansion strategies
as well as international growth strategies for the Singapore, Hong Kong and Tokyo apart from
this the organization is also focusing on the market penetration, market development,
diversification so that they can overcome the challenges in order to enter into the Asian market in
context of the sustainability and achieve their targets.

REFRENCES
Books and Journal
Cosenz, F., Rodrigues, V.P. and Rosati, F., 2020. Dynamic business modeling for sustainability:
Exploring a system dynamics perspective to develop sustainable business
models. Business Strategy and the Environment, 29(2), pp.651-664.
Yan, A. and Luo, Y., 2016. International Joint Ventures: Theory and Practice: Theory and
Practice. Routledge.
Kopnina, H., 2016. Metaphors of nature and development: Reflection on critical course of
sustainable business. Environmental Education Research, 22(4), pp.571-589.
Awa, H.O., Ukoha, O. and Emecheta, B.C., 2016. Using TOE theoretical framework to study the
adoption of ERP solution. Cogent Business & Management, 3(1), p.1196571.
Beamish, P.W. and Lupton, N.C., 2016. Cooperative strategies in international business and
management: Reflections on the past 50 years and future directions. Journal of World
Business, 51(1), pp.163-175.
Gatti, L., Ulrich, M. and Seele, P., 2019. Education for sustainable development through
business simulation games: An exploratory study of sustainability gamification and its
effects on students' learning outcomes. Journal of cleaner production, 207, pp.667-678.
Barnett, M.L., 2019. The business case for corporate social responsibility: A critique and an
indirect path forward. Business & Society, 58(1), pp.167-190.