Hospitality Industry Performance Analysis

This assignment delves into the crucial elements driving success within the hospitality industry. It investigates the impact of various factors on hotel performance, including strategic management, service quality, marketing strategies, employee empowerment, and customer satisfaction. The analysis draws upon relevant research and literature to provide insights into best practices and trends shaping the future of the hotel sector.

Running head: Hospitality business development
Hospitality business development

Hospitality business development
Table of Contents
Introduction.................................................................................................................................................3
Business positioning strategy......................................................................................................................3
Existing markets and segments...................................................................................................................4
Marketing strategy......................................................................................................................................5
Marketing mix.............................................................................................................................................5
Sales techniques of Pan pacific group limited.............................................................................................6
Existing capabilities and existing competitive advantages...........................................................................6
SWOT analysis.............................................................................................................................................7
Existing and future development strategy....................................................................................................8
Product development...................................................................................................................................9
Market penetration......................................................................................................................................9
Market development....................................................................................................................................9
Joint venture...............................................................................................................................................9
Single ownership and operation................................................................................................................10
Recommendations.....................................................................................................................................10
Conclusion.................................................................................................................................................11
References.................................................................................................................................................12
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Hospitality business development
Introduction
The paper presents a brief overview of the hospitality organization. The Pan Pacific hotel
has been selected for the report. It explains the business positioning strategy of the organization.
It explains the core competencies, values, and culture of the Pan Pacific group limited. It
explains the growth strategy of the company. In addition, the paper explains the future
development and growth strategies and plans of the Pan Pacific group limited in Singapore. It
tells that how SWOT analysis and marketing mix are important for the hospitality organization to
evaluate and analyze the competitor's plans and strategies.
The Pan Pacific Singapore is a hotel located in Marina center Singapore. It is developed
by the Pan Pacific resorts and hotels. It is one of the biggest hotels in Singapore with 38 floors.
The Pan Pacific hotel has 790 rooms. The hotel was renovated and modernized in 2005. The
hotel has total 8 lifts in which 4 on the outside and 4 on the inside. The interior of the hotel is
excellent and effective. The hotel provides various facilities such as main reception, the atrium,
pacific ballrooms, concierge and pacific marketplace (Law et al, 2015). Apart from this,
swimming pool, outdoor tennis court, Japanese restaurants, and Fitness center are available in the
hotels. The rooms of the hotels are attractive and excellent. The hotel is hosting various
programs and seminar in its meeting room. The pan pacific group limited is managing 5-star
luxury hotel management and Operation of the organization. The hotel is located in good
location. It is situated near to esplanade where tourism may come one occasion and festivals. It is
one of the largest hotels in Singapore. Further, there is a restaurant located at the top level of the
hotel. In this way, it is attracting tourists in Singapore. The hotel provides delicious and tasty
Japanese food, Italian food, and Chinese food. It conducts various types of events and function
for the tourists and guests. It is leading and popular brand in Asia (Li, Law, Vu, Rong & Zhao,
2015).
Business positioning strategy
Business positioning strategy differentiates the food products and services from its
competitor’s products in the market. The positioning strategy is a significant component of a
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marketing plan. The growth and success of the hotel industry depend on the business positioning
strategy. The areas of positioning strategy include the attribute positioning, use positioning,
benefits positioning, competitors positioning, user positioning, price positioning and product
category positioning. Therefore, business positioning strategy plays a vital role in the hotel
industry (Xiao, O'Neill & Mattila, 2012).
Existing markets and segments
The hotel wants to provide excellent customer services to its customers across the world.
Thus, it offers various excellent and effective hospitality and hotel services to the guests and
tourists. The aim of the organization is to maintain high-quality standards, norms, food, rooms,
suites and other services within the organization. It increases the brand awareness in the hotel
industry. Further, the Pan Pacific group limited is developing and enhancing the marketing
strategies, approaches, and plans in order to meet long-term goals and objectives. The hotel
provides excellent hospitality and hotel services to the tourists and guest in a specific and
attractive location at reasonable prices. It increases the role and significance of tourism to
develop and build the culture of the country. The hotel provides various kinds of services to
tourists and guests in Singapore. The firm offers various types of food menus and it provides
some other facilities also. It provides Gym facility and playing card rooms to guests and tourists.
Apart from this, it provides some complementary services such as Wi-Fi services and free
breakfast etc (Agyapong & Boamah, 2013).
Mainly, the pan pacific group limited focuses on the tourists and guests in across the
world. The firm makes an effective marketing plan to attract the more tourists in the country.
Various factors such as demographic, behavioral, psychographic and geographic factors affect
the business activities and operations of the organization. The firm is targeting the various
tourists who are traveling in Singapore city. It offers luxury and five-star hotel services to the
tourists. Further, it provides accommodation services to guests and tourists (Nicolau & Santa-
María, 2013).
Market segmentation is the process of dividing and distributes a market in potential and
excellent customers into segments and group on the basis of different characteristics and
attributes. It focuses and monitors on the demographic, behavioral, psychographic and
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Hospitality business development
geographic characteristics and attributes of the customers. It is creating and generating the set of
different customers with similar characteristics to assist the organization for promoting the
services worldwide. Psychographic characteristics, behavioral characteristics and demographic
characteristics play a vital role in targeting the potential customers in the market (Leonidou,
Leonidou, Fotiadis & Zeriti, 2013).
Marketing strategy
The marketing strategy of the organization is very effective and excellent. The marketing
strategy of Pan Pacific group limited assists the organization in order to maintain growth and
success of the firm. The firm is adopting unique and effective strategies and approaches to
promote its services among the population across the world. It provides services to its customer’s
domestic as well as international customers. In the marketing plan, the organization is using the
marketing mix to maintain a good image in the world (Sigala, Christou & Gretzel, 2012).
Marketing mix
The marketing mix of Pan Pacific group limited has been discussed below.
Product/services: The Pan Pacific is a hospitality industry and it provides various hotels and
resorts services to tourists and guests in Singapore. In hotel services, the organization offers a
variety of services such as effective and excellent accommodation, rooms, and food services to
guests and tourists. Now it is assumed that hospitality organization provides excellent hotel
services to its clients across the world. It will help to overcome on its competitors in the market
(McManus, 2013).
Price: Price plays a vital role in hospitality organization and it is helpful to make a marketing
plan. The hotel provides numerous services to guests and tourists. The hotel should not charge
the high prices for its services. It should maintain reasonable prices to attract medium category
people in the market. It should provide a discount to tourists and guests to attract and retain them
(Kong, Cheung & Song, 2012).
Place: The growth and success of the hospitality organization depend on the place and location
of the hotel. It is very famous in the world for its attractive location. The organization has an
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Hospitality business development
effective and qualified team to serve the services in the hotel. It provides high standard and
quality of services to guests and tourists to enhance and increase the revenue and profit of the
company (Pike & Page, 2014).
Promotion:
Promotion strategy plays a vital role in a hospitality organization. The sources of
promotion are such as TV, internet, online and social media channels, newspapers, public
transports. Along with this, the organization uses promotional strategies to promote the services
of the hotel industry. By using promotional strategy, the firm is able to conduct various events
and seminars to promote their services in Singapore. Further, the firm is engaging in promotional
and marketing campaigns across the world (Sarker, Aimin & Begum, 2012).
Sales techniques of Pan Pacific group limited
The sales techniques play a vital role to increase the sales and revenue of the company.
By using the sales techniques, hospitality organization can easily achieve goals and objectives.
Merchandising techniques helps to increase the revenue and profit of the company. By using the
merchandising technique, the company is attracting more customers in the market. Further, the
organization uses the retailing techniques expand its business globally. The company provides
training to its employees to promote and encourage the services of the organization. Various
offers and discounts are given by the hospitality organization to its clients to maintain a good
position and image in the market. In this way, the firm can overcome on its competitors and it
can gain various competitive advantages in the market. By using the merchandising technique
the firm can take benefits of more bookings. The employees can easily understand the travel
shoppers with the help of merchandising technique (Al Muala & Al Qurneh, 2012).
Existing capabilities and existing competitive advantages
The Pan Pacific is group limited is world largest hotel brand in the world. The culture of
the organization is very excellent and effective. Through effective culture, the hotel maintains a
great and effective relationship with tourists and guests. Culture, value systems, experience,
opinion, and skills are the core values of the hospitality organization. The hospitality
organization provides excellent and equal employment opportunities and rewards to qualified
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Hospitality business development
and potential employees. The manpower plays a vital role in Pan Pacific group limited to provide
excellent and effective services to its clients across the world. The firm cannot build a strong and
effective position in the world without effective human resources (Okumus, 2013). It maintains
sustainability within the organization. Further, the organization is gaining the competitive
advantages in Singapore with the help of its effective and excellent marketing strategies. The
organization uses the cost leadership, focus, and differentiation strategy to gain the competitive
benefits in the market. The cost leadership is a strategy developed by the Michael Porter to
utilize the business strategy. By using this strategy, hospitality organization gains various
competitors advantages. Through cost leadership, the firm maintains lower cost in the industry.
Cost leadership strategy is used by the various companies across the world in order to meet long-
term goals and objectives. Further, the company uses the focus strategy to attract more tourists
and guests in the country. It is one of the three generic strategies. This strategy focuses on the
various resources expand its business activities and operations in the market. This strategy
focuses on a niche market to build a strong competitive advantage. The main aims of this
strategy to provide satisfaction to its clients, guests, and tourists across the world. In addition, the
company uses differentiation strategy to gain various benefits in the market. Through this
strategy, the firm creates campaigns and programs to attract more tourists. In this way, the
company is taking various advantages with its effective strategies and approaches. Through these
strategies, the firm is reducing the operational cost and improving the guest services (Raub &
Robert, 2013).
SWOT analysis
The SWOT analysis is essential to analyze and evaluate the competitors in the market. It
is an important method to analyze and evaluate the micro and macro factors of an organization.
The strengths, weaknesses, opportunities, and threats of the organization that have been
discussed below (Mutindi, Namusonge & Obwogi, 2013).
Strengths
 It increases its profits and revenue in the market and it reduces labor cost.
 Qualified and skilled labors are the important strength of the company. It provides
monetary assistance.
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Hospitality business development
 It is one the biggest players in the hotel industry.
 It maintains strong social media and internet sites (Tavitiyaman, Weerakit & Ryan,
2014).
Weaknesses
 Highly competition exists in the market.
 The Pan Pacific group limited only focuses on limited and domestic market in the
country.
 Lack of lifestyle is another weakness of the Pan Pacific group limited.
Opportunities
 It creates brand awareness in various countries other than Singapore.
 It is expanding its business day by day and it increases the level of income.
 High potential is emerging in the markets.
 The organization is implementing new innovative and attractive technology to provide
better customer’s services to tourist in the country (Ng, Leung, Johnston & Cowling,
2013).
Threats
 Technology and prices change problems and issues are rising in the industry.
 Risk and barriers exist in the external market.
 It increases labor cost and various international hotel brands are entering the market.
 Economic, social and political instability.
Therefore, the company industry evaluates and measures the SWOT analysis to gain the
competitive advantages in the market (Grigoroudis, Orfanoudaki & Zopounidis, 2012).
Existing and future development strategy
The Pan Pacific group limited uses the various kinds of development and growth strategy
to expand its business globally and to increase the sales of the company. There are various
opportunities available in Pan Pacific hospitality organization (Leigh, Webster & Ivanov, 2012).
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Hospitality business development
Product development
It is one of the biggest growth strategies to improve the services of the hotel in the
hospitality industry. The company is providing various services such as rooms, healthcare
services for guests, effective accommodation and other services. The company is improving its
hotel services to provide excellent customer services to guests and tourists (Mok, Sparks &
Kadampully, 2013).
Market penetration
Pan Pacific group limited is a well known group and brand across the world. Therefore,
the market penetration does not affect the brand position and image of the hotel industry. By
using this strategy, the firm looks after the political and legal risk which is existed in the market.
It will help to reduce the key challenges and obstacles within the organization (Law, Buhalis &
Cobanoglu, 2014).
Market development
The market development is unique strategy to attract more guests and tourists in the
market. By using market development, the hospitality organization is increasing its revenue and
sales. Market development strategy helps to gain the competitive advantages in the market
(Phillips & Moutinho, 2014).
Joint venture
The Pan Pacific hospitality was entered a conditional joint venture agreement on 26
October 2013 with joint venture association in Myanmar. Joint venture with city square and
shwe Taung Junction City will obtain, develop and construct 348 hotel rooms which were
managed by this company. The hotel is established in the Junction City near the primary city
center of Yangon. The company in Myanmar is an important corporation in infrastructure
development and real estate to develop and build the first pan-Pacific hotel in Myanmar. This
hotel would be known as the Pan Pacific Yangon. The joint venture agreement will be on
20:20:60 shareholding basis in which Shwe Taung group managing, and controlling a 60%
interest and pan pacific hotel group limited holding and maintaining an interest of 20%. Further,
City square Pte Ltd maintains 20% of interest in the market (del Mar Benavides-Espinosa &
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Hospitality business development
Ribeiro-Soriano, 2014). Along with this regulatory approvals were taken. The partnership was
organized with the signing ceremonial in Myanmar on October 26, 2013. Further, the hotel
manages the 348 hotel rooms. The representatives of Singapore are called as the brand
ambassador for both the companies. The Shwe Taung develops and builds business portfolio
retail mall management, energy, infrastructure development, property development and
construction of products and services. The Pan Pacific group limited would be a part of the
combined use development which also involves the service apartments, and office and retail
spaces. It will also become a major market for tourist, guests and local customers. The Pan
Pacific Yangon maintains 348 beautiful and well-furnished room and a wide range of luxurious
and comfortable guest facilities that includes the spa, gym, meeting room, swimming pool and
dining restaurants. The hotel will also provide iconic destinations like Yangon river, Yangon
downtown, and Anglican trinity church. In this way, the Pan Pacific group limited has become an
ideal partner for Myanmar to promote the development and success and growth of the city.
Along with this, Pan Pacific Yangon group has signed two operations and management
agreement for park royal resorts, hotels in Asia. Through joint venture agreement, Pan Pacific
group limited manages approx 30 hotels and resorts with around 10000 rooms. It is the leading
brand in Asia (Ivanova & Ivanov, 2014).
Single ownership and operation
The single ownership is maintaining by the Pan Pacific group limited thus, various
operations and business activities are managed by this hotel. It is managing 30 hotels in across
North America, Asia, and Australia. The group includes two brands such as Pan Pacific and
PARK ROYAL. The Pan Pacific offers and delivers effective and excellent services and hotel
accommodation, while PARK ROYAL provides comfortable relaxation, resorts and business
hotels in cities around the Asia Pacific. It is providing communication solutions and global trade
collaboration. Along with this, it is providing websites, networking and communication services
to guests and tourists across the world. In this way, it is maintaining single ownership in the
market. Further, various operation and management decisions are taken by this group in order to
meet growth and success in the market (Ivanova & Ivanov, 2015).
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Hospitality business development
Recommendations
Although Pan Pacific group limited is increasing its revenue day by day still some
recommendations have been given to such organization for future development and growth
which have been discussed below.
 Guests and tourists play a vital role in the hotel industry to increase the revenue and
income of such hotel. Thus, Pan Pacific group limited must provide unique and
innovative services to them. The employees should collect feedback from tourists and
guests for improving the services of the hotel. In this way, the guest review is becoming
powerful since last few years. The employees can take also take online review and
feedback. The organization must increase the standard of services to attract more tourists
in the country.
 The firm should implement and use new ideas and concepts to improve the services of
the hotel. It should use new and innovative technology for future development and
growth in the hotel industry. The organization should appoint a qualified and skilled
person to serve the better services to guests and clients. Training should be provided by
the organization. The managers and top managers should analyze and review the
activities of the employees. In this way, the firm has chances to increase revenue and
profit in the future. The firm should improve the operation and management of the hotel
industry and it should provide services at minimum prices so the guests and tourists can
enjoy the trip. In this way, the firm can gain growth and success in near future (Hodari &
Sturman, 2014).
Conclusion
The report is based on the hospitality organization. It explains the business level strategy
and future development and growth strategy of Pan Pacific group limited. On the above
discussion, it has been concluded that pan-Pacific is one of the biggest brands in Singapore. It is
providing unique and excellent services to tourists and guests across the world. The firm must
improve the growth strategies and business level strategies to maintain the good position in near
future. It should improve the services and technology for future development and growth.
Further, the paper explains the marketing strategies of Pan Pacific. Therefore, the firm should
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adopt effective and innovative marketing strategies to beat the competitors in the market. In this
way, the hotel can reach its maximum success and growth and it can achieve its goals and
objectives. In addition, the organization should improve its complementary services to attract
more clients, guests, and tourists.
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