Analyzing Government Websites for Promoting East Asian Culinary Tourism

The provided content is a collection of academic articles and online resources focused on promoting East Asian culinary tourism, hotel companies' environmental policies and practices, web marketing in food tourism, and destination branding. The articles explore various aspects of the hospitality industry, including sustainable tourism, customer orientation, entrepreneurial orientation, and innovativeness. Additionally, there are several online sources that provide information on organisational culture, service culture, the hotel industry, and the importance of considering customer preferences in product offerings.

Hospitality and Tourism
Strategy in the Global
Marketplace

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Identification of possible strategic trajectories ...........................................................................3
TASK 2 ...........................................................................................................................................7
Application of relevant models to conduct an external and competitive analysis ......................7
External analysis of organization.................................................................................................7
Competitive analysis....................................................................................................................8
Drivers of change.........................................................................................................................9
Competency gaps.......................................................................................................................10
Critical discussion of core capabilities and culture of Hotel Four Seasons...............................11
Strategic Choice Model in developing relationship...................................................................13
Task 3.............................................................................................................................................16
Innovation and creativity models to improve strategy...............................................................16
TASK 4 .........................................................................................................................................18
CONCLUSION..............................................................................................................................19
REFERENCES .............................................................................................................................20
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INTRODUCTION
With the emergence of global marketplace, hospitality and tourism industry has been
compelled to adopt strategies for being customer focused. The success of hospitality and tourism
firm is determined by the quality of services it provides to its customers (Turner, 2010). These
factors have made the firms to evolve to assume a strategic function. Hospitality businesses
operate globally which indicates the importance of being strategically sustainable. The present
report is on Hotel Four Seasons which has enjoyed significant success in the recent years. In the
report, environmental and competitive analysis of the hotel has been carried out. Possible
strategic trajectories have been identified and discussed. A critical discussion has been done on
the core capabilities and culture of organization. In order to improve strategy, attempt has been
made to apply innovation and creativity models. Explanation has been provided about ways of
addressing competency gaps. Lastly, reflective learning has been demonstrated by explaining the
ways in which benefits have been derived by the student from the assignment.
TASK 1
Identification of possible strategic trajectories
Hotel Four Seasons has been a successful business which is renowned for its high quality
services. However, there is scope for possible strategic trajectories that could be followed by the
hotel (Tsiotsou and Ratten, 2010). In order to break away from its current industry and open up
new market opportunities, Hotel Four Seasons can follow various strategic paths. These have
been describe below:
1. Proactive strategic orientation
Hotel Four Seasons can follow proactive strategic orientation whereby it will be able t
seek new opportunities and experiment with new ideas. Also, the emerging trends could be
anticipated by the hotel thereby seeking to adopt innovations from main competitors. In this
strategic trajectory, the hotel will have to implement a competitive strategy which will be based
on a continuous search for identification and exploitation of new products and services (Horng
and Tsai, 2010). It will also exploit new market prospects. In order to face the fierce competition
in the international marker, it is important for Hotel four Seasons to offer an added value to its
potential customers which its competitors are not able to provide. As a part of the proactive
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strategic orientation path which could be adopted, the hospitality organization can opt for
entrepreneurial implementation of innovative product concepts (Morgan, Pritchard and Pride,
2011).
Breaking from its industry, Hotel Four Seasons can go for offering products such as
robes, beddings, lotions and shampoos. These could be sold through the company websites and
partners such as Amazon etc. The chosen hospitality firm has been a huge success in the
hospitality industry (Kozak and Baloglu, 2011). It has also been successful in setting benchmarks
for superior quality services. Moreover, the hotel is famous for its luxury offerings to the
cust0oers. In order to attract potential customers and other prospects, the hotel can offer mattress,
pillows, sheets of the same quality as it used in hotel rooms. Brand name of the hotel will serve
to be an added advantage thus building the trust of people over the new products (Weed, 2012).
Furthermore, this strategy will help the customers in recreating some hotel experience at home.
Small stores can be opened where these new products can be sold. Along with that, the hotel can
also incorporate retail concept within the hotel by bringing lobby renovations where the new
products to be sold can be displayed. However, it should be noted that e-commerce platforms
will provide a more convenient option to the customers to buy the products.
Proactive strategic orientation can also be brought about by Hotel Four Seasons by
selling other products such as specialty food products. Food items such as hotel branded jams
and cakes can be provide to the customers as samples during their stay at the hotel. This will aid
in promoting this product line of the hotel whereby customers will buy the food products after
being assured of its taste, quality and flavor (Middleton and et.al., 2009).
Justification of the argument
this strategic path is justified on the grounds that it will allow Hotel Four Season to adopt
forward thinking about market and inputs. Further, the hotel will be able to become a first mover
and anticipate future trends. With this strategy, the chosen hospitality organization will be able to
shape its future trajectories rather than responding to the events of the external environment
(Moutinho, 2011.). In this manner, the organization and its processes will not be disturbed by the
changes in the external environment. However the hotel will have to continuously scan its
external environment to identify opportunities and incorporate them in the strategic path.
Competencies developed over time
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This strategic path will help in the development of competencies over time. The hotel
will be able to develop competency of maximizing sales. This means that it will consistently seek
opportunities ad demonstrate eagerness of improving sales (Williams and Ponsford, 2009).
Moreover, it will also show awareness of competitors and environmental changes and trends.
2. Strategic path for changing demographic
Changing demographics have had a tremendous impact on various industries. Likewise,
hospitality industry has also been impacted by this aspect. This indicate the need for Hotel Dour
Seasons to follow a strategic path that could take into account the changing demographics of the
world. This strategic trajectory would focus on catering to the multi – generation needs. Various
aspects are included in this strategy such as gradual retirement of baby boomers, rampened
globalization, increased demand for experiential travel etc. (Morrison, 2013). However, these
have posed both challenges as well as opportunities for hospitality organizations. Major
implications for the hospitality organizations are held by the recent and ongoing changes in the
demographic environment. Considering the products and services, the hotel can adopt a strategy
which is capable of addressing multi- generation needs, desires and wants. For this, Hotel Four
Seasons can open up new opportunities by offering design and amenities that are capable of
catering to the special needs of aging consumers as well as younger guests. The younger
customers have special expectations with regards to technology and design (Tajeddini, 2010).
For adopting a universal design approach, the hotel can provide lower beds, larger fonts, brighter
lighting and walk in showers. These facilities will be easier to be used by the older people
thereby being high tech and appealing to the younger customers as well.
Justification
This strategy is justified because it will help the hotel to change the way in which it has
traditionally connected with the senior market. It is important to note that the aging generation
today has the capability to redefine traditional ideas of aging. This generation of old people are
more active and aware of the technological development (Bowie and Buttle, 2013). However, at
the same time, hotel Four Seasons will be able to cater to the needs of younger generation and
make arrangements accordingly. The younger market is characterized by customers who are now
entering middle management positions and have the needs and desires concerning to the
technology. It has become important for hoteliers to serve the different habits, needs and patterns
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of customers by bringing the generations together. Therefore, this strategy will enable hotel Four
Seasons to plan for adopting a universal design approach to address the needs of younger and
older customers. It will also be able to offer choices with which the customers get options rather
than predetermined packages (Zagonari, 2009). As a result of this, the multi – generational
groups will be able to determine the best options for them.
Competencies developed over time
With this strategy, Hotel Four Seasons will be able to develop various competencies over
time. One of the competencies would be passion for guests. The strategy for catering to multi-
generation needs will make the hotel organization to consistently look for new ways to exceed
expectations of its guests. It will also help in developing the competency of observing respect for
people (Henderson, 2009). The hotel will always be able to treat people as individuals thereby
actively encouraging team work. This is because it will cater to the needs of older people by
adopting a universal design approach.
3. Growth strategies: Brand name
Hotel Four Seasons can adopt growth strategy by reviewing brand and management.
Alternative sources for branding can be identified by the hotel. Following this, it can assess the
value benefits expected from each option. It can be analysed that hotel organizations are able to
achieve brand recognition and consistency if they exceed the expectations of the guests. Multi-
branding can be used by hotel Four Seasons as an alternative strategy for achievement of
consistency (Gröschl, 2011). In this regard, a wide range of quality levels can be offered by the
hotel with brands representing different levels ranging from luxury to budget. Each of these
brand will be suitable for a particular guest experience and budget. Multiple brands can also be
developed by Hotel Four Seasons for serving multiple markets.
Justification
This strategy is justifiable to bee used because it will enable the organization to avoid any
change in the image of its main brand while it focuses on new market segments. Today's hotel
guests seek consistency and quality in the services and products (The Hotel Industry: Life Is
Suite, 2015). New brands can be introduced under the main brand name of Four Seasons.
Through multi – branding strategy, the chosen hospitality organization will be able to gain an
increasing market share. In today's crowded market place, where the customers are overwhelmed
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with a number of lodging options, strategic management of satisfaction is of utmost importance.
Consumers willingly pay a premium price for their preferred brand. This strategy will help Hotel
Four Season in dealing with the issue of brand hopping or flag switching.
Competencies developed over time
Multi branding strategy will help in the development of a wide range of competencies
over time. It will make the hotel competent to obtain brand loyalty of its customers by tackling
the issue of brand switching. Further, the organization will develop competency of attending to
varied customer demands by filling all the price and quality gaps (Zhang, Song and Huang,
2009).
TASK 2
Application of relevant models to conduct an external and competitive analysis
External analysis of organization
The External environment of company are those factors which are outside the
organization and they directly affects the functions and activities of organization. The
organization makes the changes according to the changes in external environment. The external
environment of organization can be evaluated with the help of PESTLE analysis tool. This
strategic tool includes political, economical, social, technological, legal and environmental
factors of external environment of organization (Hsieh, 2012). The implementation of PESTLE
analysis on Four seasons hotels and resorts are described below :
 Political- The inflation is the important factor which art times affects UK. This thus leads
to decrease the sales revenue of Four seasons hotel. The environment related regulations
are needs to comply by the hotel This factor includes all government policies, rules and
regulations, the management of four seasons have to focus on all these things in which
the company is operating.
 Economical- the government policies such as fiscal ans monetary gives the huge impact
on the tax rates, exchange rates and interest rates (Atwal, 2009). The changes in these
policies and rates leads to increase and decrease the cost of the Four seasons hotels and
resorts. The economic growth directly affects the organization growth.
 Social- the social factor involves the income, living standard, lifestyle religion and social
class of the customers. This factor motivates and influence the company to provide better
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customer service and focus on the demands of the customers. The changes in
demographic factors affects the functions of the organization (Williams, 2009).
 Technological- If the competitors are using the and adopting the new and updated
technology than it gives the adverse and negative impact on the company. So, it is
essential to focus on the technology. It gives the impact on the revenue and profitability
of the organization and it can also reduce the customers. The Four seasons always focus
on the new and updated technology and to improve the guest experience company try
innovative technology (Bojanic, 2009). With the help of technology company can
maintain their relations with customers and it also increases the customer satisfaction
level.
 Legal- This factor involves the government policies which are made for the welfare of
the customers, employees and environment. It includes policies such as employment
policy, labor policy, consumer protection and environment safety policy (Reid, 2013).
 Environmental- The environmental factors includes the changes in environment such as
natural disaster and climate change. These environmental changes gives the impact on
both customers and organization.
With the help of above analysis, it has been conclude that the management of Four Seasons
have to focus on the all external factors and they have to always maintain their relationship with
government because they can affect the business practices of Four seasons hotels and resorts.
Competitive analysis
The analysis of competitors can be evaluated by implementing the porters five forces model.
 Competitive rivalry- The competitive rivalry is high because in hospitality industry, four
seasons hotels and resorts are facing many competitors. The management of Four seasons
have to focus on the competitors and their capabilities. In hospitality industry, company
is facing more competitors than they have less power in the market because same
facilities and services are provided by the rivals (Hjalager, 2010). The close competitor of
Four season is Ritz Carelton.
 Bargaining power of customers- The bargaining power of customers are high because
in hospitality industry many rivalries are present and for customers there are many
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alternatives available. If the bargain power of customers are high than the profitability
margin of Four seasons are low.
 Bargaining power of supplier- Due to many competitors in hospitality industry, the
bargaining power of Four seasons is low.
 Threat of new entrant- In present time the hospitality industry is continuously growing,
So, the threat of new entrant is is high, who can also offer the same services and facilities
to the customers (Madanoglu, 2011).
 Threat of substitute- The presence and availability of substitutes, the demand becomes
more elastic because customers get more alternatives. Due to the changes in prices, the
demand of the customers towards the Four seasons also changes (Buhalis, 2013).
Drivers of change
The drivers of changes include both internal and external driving forces and changes in these
forces affects the activities and practices of Four seasons hotels. The internal and external
driving forces of Four seasons hotels are described below:
The internal drivers of change
The changes in internal driving forces gives impact on business practices of Four seasons
hotels. The changes are occurred inside the business and mainly they are controlled by the
management of Four seasons hotels. These driver of changes are:
 Technology- The changes in technology can increase or decrease the performance of
employees because if company adopted new technology, which is not understood by the
employees than the it may affect the employees performance (Rishi and Gaur, 2012).
 Culture- The changes in culture and environment of the hotel also affects the
performance of the employees. The friendly environment gives motivation and also
influence the employees to work more hard.
The external drivers of change
The changes in external driving forces gives direct impact on business activities of Four
seasons hotels. The changes are occurred outside the hotel and mainly they are not controllable
by the management of Four seasons hotels. These driver of changes are:
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 Economy- The intimate relationship presents between the Four seasons and economic
environment. The changes or fluctuation in inflation and deflation affects the business
performance.
 Political influence- The changes in political factors and government rules directly affects
the business of Four seasons hotel. The changes in exchanges rates and tax rates can
increase or decrease the profitability of hotel (Erkuş-Öztürk, 2009).
 Competitors- The new entrant and existing competitors in hospitality industry, also
affects the business because competitors can introduce new technology, idea, techniques
and innovations. These features can attract the customers towards them (Hays, Page, and
Buhalis, 2013.).
 Customer- The changes in buying behavior of customers also affects the profitability of
Four seasons of hotel. The management of Four seasons always try to improve the
satisfaction level and experience level of customers and guests.
 Technology- the changes in technology also gives the affect on the performance of the
business because new technology involves new innovations, better techniques and
discoveries which can be helpful to run the business activities more smoothly and
effectively.
Competency gaps
The competency gaps can be refers that how the Four seasons hotel is different from
other competitors, this differentiation defines the competency gaps between the Four seasons and
competitors. The management of the Four seasons always takes care and focus on the
competitors and their capabilities and activities. The Four seasons mainly focus on the
custopmers because they are customer centric (Avci, Madanoglu, and Okumus, 2011). The cited
hotel always focus to improve the satisfaction level and experience level of customers. For this
purpose the management always adopts the innovative and creative idea to make the
environment of hotel more creative (Frost, 2010). The main competitor of Four season is Ritz
Carelton, in this hotel industry they are very close competitor. The evaluated competency gaps
on which the management of Four seasons can focus to improve the performance and growth,
these gaps are described below:
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 Four seasons have inefficient design concepts.
 They are unable to foresee the changes in the policies and rules of the external
environment.
 The management of Four seasons do not have efficient processes and systems.
 The management team of Four seasons can hire the experts, these experts can helps to
improve the strategies of hotels (Laing and Frost, 2010).
 To improve the satisfaction level of customers, Four season can focus on the secondary
research and development to create more innovative and creative ideas.
Critical discussion of core capabilities and culture of Hotel Four Seasons
Core capabilities
Core capabilities refers to those business activities which are performed by a company at
a consistently high level of competence. It is a unique characteristic or capability which helps an
organization to achieve competitive advantage in the industry thereby delivering value to the
customers. Hotel Four Seasons in UK is much admired for its dedication to make the travel
experiences perfect (Service culture, 2015). The organization provides highly personalized 24
hours service which is combined with elegant surroundings of superior quality. The following
are core capabilities of hotel:
Service culture
Hotel Four Seasons specializes within the hospitality industry in offering experiences of
exceptional quality. The company follows its objective of being recognized as the finest hotels,
resorts and residence clubs. The organization considers people as it greatest asset. The service
culture therefore is considered to be a core capability of the hotel (Service culture, 2015). The
employees at the hotel believe that everyone wants to be treated wit dignity, pride and
satisfaction. The same is reflected in their service. It achieves satisfaction of its guests through
united efforts of the staff that works cooperatively.
Efficient customer relationship management
The hotel realizes its core capability in the relationships it creates with its customers. A
customer centric business philosophy is adopted by the hotel which enables effective customers
relationship management. Apart from the regular promises of providing satisfaction to the
customers, the personality of the hotel is an important aspect which matter in its success.
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Effective customer relationship management at Hotel Four Seasons helps in building trust and
customer loyalty, thus leading to prolonged profitability. The hotel is able to gain insight into the
behavior of customers with efficient customer relationship management (Dief and Font, 2010).
This helps it to modify its business operations thus ensuring that customers served in the best
possible way. Through this, the hotel organization is able to recognize as well as convey value of
its customers. Moreover, by better understanding the customers Hotel Four Seasons is able to be
more responsive to their needs.
Organizational culture
The culture at Hotel Four Seasons can be understood with the help of various models.
Hofstede's Multifocus Model
This model consists of six autonomous dimensions and two semi- autonomous
dimensions. According to the mod, organizational culture is defined as the way in which
members of an organization are related to each other as well as their work and outside world
(Organisational Culture, 2015). The following are eight dimensions according to Hofstede's
Multifocus Model:
 Means oriented vs. goal oriented
 Local vs. professional
 Internally driven vs. externally driven
 Employee oriented vs. work oriented
 Open system vs. closed system
 Easy going work discipline vs. strict work discipline
 Degree of acceptance of leadership style
 Degree of identification with organization
From the model it can be analysed that the culture at Hotel Four Seasons is means
oriented where the employees are concerned with the way in which work of carried out. The
hotel is committed to a cooperative culture (O'Neill and Mattila, 2010). Contribution of every
employee is respected. As per the Hofstede's Multifocus Model, the culture at the chosen
hospitality organization is internally driven as business ethics and honesty matte the most to the
employees. The organization makes every decision on the basis of a clear understanding of the
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actions and their consequences. The employees within the hotel demonstrate the beliefs in a
meaningful manner through the way they treat each other. Further, they work by setting example
for one another (Harrington and Ottenbacher, 2011). Moreover, it a very strict work discipline is
followed at the hotel where the employees are cost conscious, punctual and serious.
The culture of the organization has played a vital role in the creation of its brand image.
The organization is committed to carrying out business in a manner which complies with
applicable laws. The strong culture of the hotel also seeks to ensure that the services conform to
the highest ethical standards (Soteriades, 2012). The organization understands the risks which
may compromise these standards. Hence, it makes considerable efforts that the staff providing
services at Hotel Four Seasons are aware of commitment to ethical and anti – bribery culture.
The chosen hospitality firm is dedicated to open communication regarding its ethical standards
and anti bribery initiatives.
Strategic Choice Model in developing relationship
This model is helpful in developing relationship. This model is helpful in making changes
in the external forces which affects the relationship of the employees. In order to make these
types of charges many things are considered that are philosophies, values and beliefs in the mind
of decision makers. In this theory the decision maker understands the factors which affects the
relationship with the employees and in this context many things are considered under this
decision making (Reisinger and Dimanche, 2010). This model was developed U.S. when
industrial relationship were changing rapidly. This model was first used for industrial purpose
but later it was also used in hospitality industry. There were many problems which caused in
thi9s model but later as the time passed on it was improved. Japan was the first to make
improvement in this model and it accordingly adopted it in different companies.
Main aim of this model is to identify all the major factors because of the relationship
become in to trouble. There are basically many factors which affects the relationship of the
employees and this model is helpful in taking appropriate decision which would help in develop
the relationship more strong (Kim and et.al., 2009). Factors which affect the relationship in a
working environment are anger, improved skills of others, etc. Further, it is also helpful in
developing strategies through which organizations can provide better services to its customers.
This is only possible when the organization identifies all the factors which affects the
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relationship among employees (Dwyer and et.al., 2009). These strategies will be helpful in
developing relationship and in improving skills which would help the organization in increasing
the growth and revenue. In addition to this, it will also help in enhancing the skill and knowledge
which the employees possess.
Business canvas model
Business canvas model is a strategic management tool and it is used for developing new
business models for organization. It provides variety of information about value proposition,
customer finance and infrastructure factors (Dwyer and et.al., 2009).
Table 1: Business canvas model
Infrastructure Key resources Partner
Network
Customer Finance
Implement a
competitive
strategy
Human, financial
and physical
resources
Business
alliances, merger
and acquisition
All segments
customers
Asset and retain
earning
Cost structure
Cost-driven
Revenue stream
Asset sale
Licensing
Infrastructure
Key activities: The most important activity of firm is to implement a competitive strategy and
added value to its potential customers in the modern arena. Enterprise gets a huge success in the
hospitality industry by working with Amazon to improve supply chain network of firm and
deliver different products such as robes, beddings, lotions and shampoo etc.
Key Resources: In order to sustain and support the business, organization has talented staff to
deliver quality of products to their customers within stipulated time. In future expansion, firm
would be required human, financial and physical resources (Williams and Shaw, 2011).
Partner Network: In order to reduce risks of a business model, firm can manage better buyer-
supplier relationships and can also incorporate retail concept within the hotel by bringing lobby
renovations in which new products to be sold are displayed. Business alliances, merger and
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acquisition kinds of activities can be helpful for company in term of business expansion and
delivering quality of products and services to their customers in a proper way.
Offering:
Value Propositions: In the context of meeting the needs of its customers, enterprise can
use different tactics including newness, performance and customization effectively. By effective
use of promotion strategy and build trust among customers, firm would be able to address multi-
generation needs, desires and wants in a proficient manner.
Customers
By adopting a universal design approach, the hotel can provide lower beds, larger fonts,
brighter lighting and walk in showers to their guests. It will help firm to attract customers and
better perform as compared to other competitors present in the market (Reisinger and Dimanche,
2010). In addition, communication channels and maintaining customer relationship, firm will
able to meet the needs of younger generation customers in a significant manner.
Finance: By minimizing all costs, firm will able to fulfill each customer segment demand
properly.
Recommendations
In order to overcome the gaps left in core competency, the need is to recruitment proper
specialists in the company. These can be with respect to IT experts, renounced chefs among
others. This is likely to assist in getting an edge over competitor.
In the same way, the need is to carry out sound research and development activities so as to
enhance the overall working as well as operational efficiency of company. This may further aid
in managing the work in best possible manner.
TASK 3
Innovation and creativity models to improve strategy
Four seasons hotels and resorts is customer centered organization in hospitality industry.
The company mainly focus on the customers and their requirements and comfort level.
Organization always try new creative and innovations when it comes about customer's
experience (Atwal and Williams, 2009). They also involves their employees and guests to
achieve their common goal of protecting and preserving the planet. The innovation comes with
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the new and fresh creative ideas. The creativity and innovation in Four seasons hotel and resort
are described below:
 Creativity- This is a novel idea which are useful, communicated and appealing in nature.
The creativity involves three factors such as expertise, creative thinking skills and
motivation. To stay ahead and lead the competition in hospitality industry, the
management of four seasons always requires to adopt new and fresh creative look (Rishi
and Gaur, 2012). The creative environment and services attract more customers which
helps to increase the sales. Foe this purpose company introduces the blue water concept
in their pool areas. This creative idea attracts more customers and travelers. Hotel also
focus on the mobile technology because they notice that many customers spend their time
on smart phones. Company introduce creative idea by connecting the customers via
mobile phones. When the guests are picked from airports, they are connected with the
manger of hotel.
 Innovation- Innovation means new changes in pattern of customer service and working
environment by doing or implementing some different ideas (Williams and Shaw, 2011).
The innovations in Four seasons hotels and resorts are:
- To improve the sleep experience of customers, company adopt innovative
technology which allows their customers to select firmness of their room bed.
- To improve guest's travel experience, company offers various services such as
overnight shoeshine & sandal repair and European style concierge.
- Company introduces innovative ideas such as mini bars in rooms, amenities,
health clubs, WiFi, etc.
- Company offers regional tours, for this they introduce private jet facility to
customers.
To improve the strategies, 4-As model can be implemented for creativity and innovations
in the Four seasons hotels and resorts. The 4-As model describes four type of processes such as
aim, assess, activate and apply.
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 Aim- This process describes the aim for implementation of new and creative
innovation in organization (Avci, Madanoglu and Okumus, 2011). The aim of
Four seasons hotels is to enhance the experience of customers and for the
development & growth of the organization. With the help of creative innovations
organization can make them different to other competitors in hospitality industry.
 Assess- For the assessment of innovation, organization involves their employees
to share their new and fresh creative ideas and suggestion which helps firm to
improve the strategies. For this purpose Four seasons hotels also involves their
customers so that according to their demands and requirements, company can
generate new idea (Dief and Font, 2010). In further, company invites all idea and
suggestion for creative from their employees, guests and customers. Cited
company also conduct the survey for customers in which their experiences and
feedback were submitted.
 Activate- In activate process, cited firm sort out the fresh and creative ideas
through their research and experiences (Soteriades, 2012). The management of
Four seasons hotels sort out that ideas and suggestions, which can be acceptable
and also meet with their aim. For sorting the ideas, company can use creativity
and risk taking drivers such as authenticity. Uniqueness, fresh and acceptance.
 Apply- This is the last process of this model in which the acceptable ideas of
creative innovation will be implemented in the Four seasons hotel and resort.
With the help of this model, Four seasons hotel and resort can improve their strategies by
implementing new creative and innovative ideas. These ideas will help them to enhance the
experience of customers and increment in sales because these ideas gain the awareness and
attract the customers towards the organization (Hays, Page and Buhalis, 2013).
TASK 4
The report has provided several benefits to me in terms of having an understanding about
Four Seasons hotel as well as its overall working. I further got a chance to know about the
strategic trajectories that are followed by the company which has aided in development of
competencies of the hotel over a period of time. The topic thus helped me in development of
understanding with respect to proactive strategic orientation by which a company seek new
17

opportunities and experiment with new ideas. I further learnt about the justification as to why the
hotel has chosen the specific strategic path.
The question on critical discussion of core capabilities and culture of Hotel Four Seasons
helped me to assess the set of core capabilities that are possessed by the frim. I also developed an
understanding about the culture followed by the management and the employees within hotel
premises. There was further an application of Hofsted’s Multifocal Model by me. Hence my
knowledge was enhanced in this area. An understanding was further developed about the
Innovation and creativity models and how these can be used so as to improve strategy at
workplace. I also learnt about how 4-As model can be implemented in the area of creativity and
innovation. I also got a chance to understand the External environment of company. Here I made
use of models such as PESTLE and Porters. This aided me to cover political, economic, social,
technological, legal and environmental factors. These areas also aided me to give proper
recommendations for the company followed by reaching at a proper conclusion.
The research study led to development of much skill set such as time management,
skimming technique among others. Due to the presence of restricted deadline, I had to complete
my work in best possible manner. Hence, I learnt the tact of time management as well as
research skills due to presence of short span. In the same way, an understanding was also gained
about the concept of skimming. It can be defined as a speed read process which is a good means
to absorb a lot of printed information. This technique was used by me so as to manage the time n
best possible manner.
The application of various models in the study assisted me in developing my analysis
skills. I learnt the art of applying the models on the given company. This made me understand
the basic intricacies related to analysing. Reflection practice is considered as a dynamic, active,
skill based and ethical experience which is observed in making of project. The reflection on the
current research project has enhanced my identification process which have helped me to answer
the research questions formulated as per objectives. Commencing with the knowledge and
abilities which i been been able to modify in my work. Through the help of current research
project, I have been successful in implementing my theoretical aspects into practical work
implementation.
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I have also embraced the opportunity of exploring the content related to the present
research subject. I have gained the confidence in employing time management strategies,
problem solving abilities and working relationships with my co-workers. It was a step that took
me ahead to increase a sense of lifelong learning. Furthermore,by working on this project, I have
analyzed my critical analysis learning. The evaluation of the assessment have provided me to
present the content in both against and favor of the argument that is presented in the report.
CONCLUSION
From the report it can be concluded that owing to the fierce competition in the global
market place, it is important for organizations like Hotel Four Seasons to adopt suitable
strategies. There are various strategic trajectories that can be followed by the hotel. These
include proactive strategic orientation, growth strategies through reviewing branding etc.
Hofstede's Multi focus model can be applied for studying the culture of the hotel. The culture of
hotel Four Seasons is internally driven and means oriented. The core competencies of
organizations include service culture, efficient customer relationship management.
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