Hospitality and Venue Management

This document discusses the environmental factors affecting Excel London, a prominent international hotel in London. It explores the political, legal, economic, social, technological, and environmental factors that impact the functioning of the company. The document also provides recommendations for market segmentation, online marketing, customer relationship management, and differentiation from competitors. Additionally, it addresses the barriers faced by Excel London and suggests solutions to overcome them.

Hospitality and Venue
Management

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Environmental factors affecting Excel London......................................................................3
Recommendations..................................................................................................................5
TASK 2............................................................................................................................................7
One barrier faced by Excel London........................................................................................7
Solution to such barriers or challenges...................................................................................8
CONCLUSION................................................................................................................................8
REFRENCES.................................................................................................................................10

INTRODUCTION
Hospitality is the fastest and Rapid growing sector and for its survival it is important to have
effective management in order to achieve success and also important to survive within the
external business environment which is dynamic in nature. Along with this effective
management is the significant purpose for the successful tourism and manage various tourist
destination places within the London so that hotels can be prominently able to manage These
areas (Lugosi, 2019). Events within the hospitality industry include business meetings weddings
celebrations dinners and so on. Events are the important part of hospitality sector as they focus
on music concerts Sports learning and various events around the world that leads to generate
revenue and change the way of doing business. The following report is based on the Excel
London which is an international Hotel located in Royal Victoria Dock and undertaken as the
biggest and versatile place in London. The below report is going to cover the external
environment and concerning factors that influence the running and functioning of company and
also helps in eliminating risk factor that impact the respective company.
TASK 1
Environmental factors affecting Excel London
External environment
It includes various factors that become the part of external environment and leads to
significantly impact the functioning and running of an organisation concerning its operations. In
terms of tourist place it is very important to consider various factors that has huge impact and
highly influenced by the external factors and anytime impact the running and functioning of
company (Kunwar, 2017). The below discussion is based on excel London undertaking the
various factors that are discussed below:
Political & Legal environment: This factor is related with various changes that takes place
within the political condition and nature of the nation and it is prominently influenced in both
positive and negative way undertaking The functioning and operation of company that
continuously impacted by these factors. In relation with Excel London it put negative impact
undertaking the changing political condition of London due to current referendum that occur and
prominently term as the name of brexit. Moreover undertaking this situation Britain leave
European Union that result in fluctuating and shifting the economy and their functioning within

the UK that has huge impact and bring lot of changes within the travelling policies and
regulations that leads to reduce the number of visitors for Excel London considering the recent
years and GDRP norms of government also so has prominent impact on the management of
respective company. It also undertake various legal standards and norms that should be adopted
by Excel London for the safety and security for their customers like safe tourist standards
consumer rights and other legal policies that put positive influence on the operations of Excel
London.
Economic factors: It describe various factors including exchange rates interest number of
employment over the unemployed ratio and many more as these are related with the economic
condition of nation and towards the particular location. In relation with Excel London it is
analyzed that there has been the improvised purchasing power of the citizens of London and for
this they are capable to pay high interest rates for their desired product and service. Despite from
this high exchange rates for the dollar become A sequence considering the comparison with the
currency of other Nation that leads to eliminate the number of tourist who prominently want to
visit the specific place and also willing to pay suitable amount for it. Moreover there has been the
high unemployment rate in which people are not having prominent source of income that impact
the lifestyle and also not feeling to pay much towards the recreational activities that developed in
order to satisfy the significant requirements (Boella and Goss-Turner, 2019). Therefore in
various cases economic factor tends to reduce the number of visitors and guest for Excel London.
Social factors: It describes those factors that have tremendous impact on the living standard
of customers and also influence their Trend and pattern within the society demographics and
population as these are the common characteristics of society that leads to Foster and become
barrier for the effective behavior of an individual undertaking the specific tourist destination. In
terms of Excel London if there has been a little bit change in the requirement of people
undertaking their visit place then it becomes the duty of the respective company to take care of it
and also understand the multipurpose space as the need to give proper attention towards the
youthful events that leads to increase the number of visitors in their hotel. Besides this the
population demographics leads to spread in various ways which is not much scattering for the
population and also prove as the biggest advantage for the respective company (Guzzo, Abbott
and Madera, 2019). Hence it is important for the respective company to always conduct market

research and survey in order to identify the perspective and preferences of their customers as it
helps in identifying their taste.
Technological factors: It is considered as the change that occurred within the technology
and also impacts the functioning and operation of an organization in order to make prominent
changes (Gursoy, 2018). Moreover it is also analyzed that the Excel London need to shift their
digital media in terms of promoting and Advertising their function and put more investment on
the part of their Avenue. Besides this the media and digital technology is rapidly growing
undertaking the television promotion and radio telecast that plays an important role and also put
emphasis on various sources that are helpful in the expansion of the current visitors who visit the
exact tourist location.
Environment sustainability: It includes the corporate social responsibility and sustainability
for the smooth operation and running of the company. In addition to this it becomes the
responsibility of Excel London as the focus on the sustainable development in order to attract
maximum number of people that helps in increasing their sales and revenues but also consider
the environmental standards and various factors as the development of Hotel is important but not
at the cost of environment and reduction of natural resources. Therefore it becomes that
responsibility of stakeholders of Excel London to comply with the development and focus on the
environmental standards (Gibson and Parkman, 2018).
Recommendations
Market Segmentation
The first suggestion for the company Excel London is of market segmentation technique
that enables them to classify the market into different segments according to similar
characteristics and shared values of a particular segment of the society and consumers. It is a
effective strategy that can help in classification and division of audience into different categories
that are as follows:
 Geographic segmentation: The first segmentation type is where individuals are divided
according to geographical locations and segmentation is based on countries, cities,
continents and different regions. This is a head full process as it enables in classifying
people according to their beliefs and values more over according to their cultures.
 Demographic location: The next segmentation process or method is of demographic
where market is divided upon gender, age, income, occupation, family size, education

and many other similar characteristics. It is most commonly and widely used as
classification is very easy because presences of individuals are easily understandable.
 Psychographic segmentation: This form of segmentation is focused over the attributes,
attitude, value, interest, opinions and personality of society and human beings. The
segmentation process is used to the purpose of understanding the targeted customers
choices and desires.
 Behavioural segmentation: It is a market Decision process that is concentrated on
specific reactions and behaviour of individuals at the time of decision making in separate
situations.
Excel London can make use of geographical segmentation technique that will enable the
organisation to form their strategies of marketing and attracting people according to the the
venue and the particular location in which they are working. London is there prime location and
with geographical segmentation process will help them in dividing people and communities
according to their specific situated areas that will also enable the entity to predict and identify the
numbers of visitors going to visit on an average basis (Ahipasaoglu, Erkip and Karasan, 2019).
On line marketing
One of the most effective and potential marketing tool and method in the current business
world and working scenarios is online for Digital Marketing. Online marketing is the most
preferred way of Marketing by businesses today as revolution is coming in and technology is
evolving it has contributed to the marketing segment very significantly and one of the result is
digital marketing and online social media platforms. Today everyone is using social media
willingly spending huge amount of time on different platforms provided. Social media is been
playing a major role in decision making process of individuals related to any purchase as they
visit and check social media for suggestions and other aspects before buying any product or
service. Excel London can make use of social media as a digital marketing platform in the most
efficient manner with the purpose of promoting and marketing their brand, services and
numerous other offerings that can be e utilised by customers. Social media is one of the cost
effective and purpose oriented marketing tool in the today's business world.
Customer relationship management (CRM)
Customer relationship management is a technique of developing and maintaining
efficient and long lasting relations with the existing customers and pursuing to develop much

better relations with future new consumers. Excel London has hosted numerous social events that
are exhibitions, concerts, consumer trade, public events etc. The company’s efforts and business
approach have enabled it to reach to the position in the market where they are today in the
present scenario (Koseoglu, Law and Dogan, 2018). There have been a lot of efforts that are
initiated and performed in order to create the best and long lasting relations with those customers
for home they have arranged events and are associated with the brand from very long time.
Therefore the most important element of developing these relationships with the existing
consumer’s by Excel London is the quality of services and offerings they are rendering two
customers and still maintained.
Differentiation from competitors
Regularly it is very clearly stated that competition is increasing and in a very aggressive
manner in not just one or two particular industries but in the whole business world and all over
different regions in the world. Customers shifting cost is low which give them higher power over
organisations but also confused them at the time of decision making before their purchase
(Köseoglu and et. al., 2019). Therefore Excel London have to develop their differentiated
position in the market from other competitors in order to become the leading and the first choice
for the customers where they receive something new and completely unique from others and
render the brand a competitive edge. It is the responsibility of organisation to make sure that they
are serving the customers and clients potentially leading a positive impact on them and receiving
the most positive reviews of their quality of services and satisfaction received by dealing with
Excel London.
TASK 2
One barrier faced by Excel London
The world is developing and in a revolutionary stage bringing growth and development
on a very fast pace and in a very dynamic manner. These changes in the world need to be
adopted by the individuals and human beings in their day-to-day lives. The evolution and
changes brings changes in the market and business world as well that creates huge opportunities
as well as challenges too. This challenges in particular when talked about hospitality service
provider and an event management Organisation like Excel London is type of exhibitions and
international convention centres that are located in East London. They are one of the world's

biggest corporate initiatives that are inviting several organisations and businesses for alignment
with separate aspects such as environment labour and human rights. The area of business is very
popular but has not been able to attain in a successful market itself in different locations of the
world which is creating a barrier and difficulty to attract people from different countries and
cities outside London. Therefore a big challenge and a barrier that is present in front of Excel
London is of promoting themselves as they require lot of efforts and initiatives for attracting and
bringing awareness amongst their targeted audience about all the numerous trade fairs, public
events, weddings, exhibitions, conventions and other large events that are being hosted.
Solution to such barriers or challenges
The solution and the most appropriate practice that can be adopted by Excel London in
relation with above mentioned marketing problem and barriers which the company is facing is
interlinked with their plans and strategies for marketing and promotional techniques which are
suitable and most potential for the business. Therefore it is suggested to Excel London block a
separate marketing team with experts and experienced professionals specifically in the field of
online and digital marketing. The team members and the experts who are appointed should be
well aware and experienced about how to make use of social media in favour of the organisation
and how to develop the social media platforms as an effective marketing channel for Excel
London in order to reach and attract the largest amount of customers and targeted audiences
(Jung and Yoon, 2018). Once such individuals are hired and effective marketing team is
developed then it will lead the organisation towards fulfilling the sole objective of the marketing
department that is to remote the offerings and services of Excel London and make people aware
about the brand, their operations and all those when used in different location on which Excel
London is working on.
CONCLUSION
By undertaking the preceding information it is identified that there are various factors and
components that has huge impact on the external environment and influence the running of
company. Moreover these barriers increase for various tourist destinations that exist at the
several paths across the globe and prominently include countries like UK. Moreover there are
various solutions that are undertaken in terms of dealing with issues like segmentation target
market effective use of online source unique selling point and developing healthy relationship

with customers. Along with this there are various methods that are adopted in order to deal with
prominent challenges and helps in overcoming them.

REFRENCES
Books and Journals
Ahipasaoglu, O., Erkip, N. and Karasan, O. E., 2019. The venue management problem: setting
staffing levels, shifts and shift schedules at concession stands. Journal of
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Boella, M. J. and Goss-Turner, S., 2019. Human resource management in the hospitality
industry: A guide to best practice. Routledge.
Gibson, P. and Parkman, R., 2018. Cruise operations management: Hospitality perspectives.
Routledge.
Gursoy, D., 2018. Future of hospitality marketing and management research. Tourism
Management Perspectives. 25. pp.185-188.
Guzzo, R. F., Abbott, J. and Madera, J. M., 2019. A Micro-Level View of CSR: A Hospitality
Management Systematic Literature Review. Cornell Hospitality Quarterly,
p.1938965519892907.
Jung, H. S. and Yoon, H. H., 2018. Improving frontline service employees' innovative behavior
using conflict management in the hospitality industry: The mediating role of
engagement. Tourism Management. 69. pp.498-507.
Köseoglu, M. A. and et. al., 2019. Intellectual structure of strategic management research in the
hospitality management field: A co-citation analysis. International Journal of
Hospitality Management. 78. pp.234-250.
Koseoglu, M. A., Law, R. and Dogan, I. C., 2018. Exploring the social structure of strategic
management research with a hospitality industry focus. International Journal of
Contemporary Hospitality Management.
Kunwar, R. R., 2017. What is hospitality?. The Gaze: Journal of Tourism and Hospitality, 8,
pp.55-115.
Lugosi, P., 2019. Deviance, deviant behaviour and hospitality management: Sources, forms and
drivers. Tourism Management. 74. pp.81-98.