Hospitality Strategic Management Reports

RUNNING HEAD: HOSPITALITY STRATEGIC MANAGEMENT
HOSPITALITY STRATEGIC MANAGEMENT
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Organisational culture:.....................................................................................................................2
Mission statement:...........................................................................................................................2
Key success factors:.........................................................................................................................2
Porter’s five forces:..........................................................................................................................3
The threat of new entrants:..........................................................................................................3
The threat of substitute:...............................................................................................................4
Bargaining power of suppliers:....................................................................................................4
Bargaining power of buyers:.......................................................................................................4
Competitive rivalry in the industry:.............................................................................................5
SWOT analysis:...............................................................................................................................5
Strengths:.....................................................................................................................................5
Weaknesses:.................................................................................................................................6
Opportunities:..............................................................................................................................6
Threats:........................................................................................................................................6
Strategy identification:.....................................................................................................................6
Recommendations:..........................................................................................................................7
References:......................................................................................................................................9

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Organisational culture:
By analysing the case study it can be said that the organisational culture followed by the
Rosen Hotel and Resort can be characterised as clan organisational culture. Clan organisational
culture creates a tribe like corporate environment which relies on consensus and shared
objectives and values (Harris, 2017). By following this organisational culture this organisation
achieve certain benefits which are the increase of productivity, smooth business growth of the
organisation, appropriate communication, prioritise innovative ideas and feedback, and healthier
work atmosphere. The authority of the Rosen Hotel and Resorts not only support its employees
but also help the employee to achieve its objectives (Harris, 2017). In difficult times, the
employee of this organisation gets help from this organisation. The level of care, provided by
this organisation for its employees, reflects in real service of this hotel. This organisation
believes that the flow of idea and suggestion is important for the success of a business
organisation. Management of this organisation can motivate the employees to share innovative
ideas freely (Harris, 2017).
Mission statement:
The mission of this organisation is to provide the industry-leading hospitality experience.
The officials of this organisation are committed to providing high-quality hospitality product,
exceptional guest services with honesty and integrity, unmatched value. This organisation is
interested in the constant development of the industry and enhancement of the community
(Harris, 2017).

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Key success factors:
The key success factor of the Rosen Hotel and Resort will be identified in this part.
Excellent customer service, affiliative culture, open way communication, CSR initiatives,
exceptional meetings and vacation resorts, excellent management style and brand reputation are
the key success factor of this company (Harris, 2017). According to the customer feedback of
this company the customer service provided by this company. It is helpful for this hospitality
group to generate brand reputation and customer retention. The authority of the Rosen Hotel and
Resort prioritise customer service. The customer service of this fulfils the needs of the customer
appropriately. The affiliative culture of this organisation creates a high-value relationship,
friendly, supportive. To provide natural satisfaction to the customers, the employees of this
organisation are interested (Harris, 2017). Open way communication enhances the flow of ideas.
CSR initiatives of this organisation generate the brand reputation successfully. The management
style followed by this organisation is excellent, which motivates the employees to provide their
best performance. As a leading business organisation in the hospitality industry, the Rosen Hotel
and Resort has been using its brand reputation to attract the potential customer.
Porter’s five forces:
In this part, the viability of Rosen Hotel and Resorts will be discussed by using the
competitive forces of Porter.
The threat of new entrants:
The threat for new entrants refers that the way new market players can create intense
competition for the existing business organisation. A profitable industry with low barriers to
enter the industry can attract new entrants. It can be said that Rosen Hotel and Resorts has a high

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threat for new entrants. Due to the government rules and regulation, every business organisation
of this industry has to strictly maintain regulatory requirements. To enter in this industry a
business organisation needs substantial money and huge investment for resources. However,
there are several business organisations who have the ability to enter in this industry by
following the rules and regulation.
The threat of substitute:
The threat for substitute refers that a similar type of product or service is present in the
market with a low price and same quality. The threat of substitute products or services is low for
the Rosen Hotel and Resorts. There is no major threat of substitute products specifically in this
industry. The business of the Rosen hotel and resorts may be affected by its competitor. There
might be some alternative for this industry yet that alternative is not a major threat for the Rosen
Hotel and Resort. Airbnb can be a threat to this organisation.
Bargaining power of suppliers:
The bargaining power of suppliers indicates that the supplier can create pressure on a
business organisation by increasing price, decreasing quality or decreasing the availability of the
product. It can be said that the bargaining power of suppliers for the Rosen Hotel and Resort is
moderate. Though booking agents, travel agencies play an important part yet it can be said that
the bargaining power of suppliers for this organisation is moderate. By using the internet and
technologies, customers are communication directly to the hotel for booking.
Bargaining power of buyers:
The customer of this industry can create pressure to the business organisation. If the
bargaining power of customer if high then the Rosen Hotel and Resort has to provide high-

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quality product and services at low prices. On the other hand, if the bargaining power of the
customer is low than the officials of the Rosen Hotel and Resort can take advantage of that
situation. In the 21st century, due to technological advancement, the bargaining power of the
customer of this industry is high. For example, it can be said that customer nowadays can find
several alternatives by using the internet and technologies. That is the reason it can be said that
the bargaining power of the customer for the Rosen Hotel and Resort is high.
Competitive rivalry in the industry:
Competitive rivalry in this industry is high. So it can be said that the officials of Rosen
Hotel and Resort have to manage competition from its competitors. The authority of this
organisation is interested to fulfil its every room to manage the operating cost. That is the reason
the Rosen Hotel and Resorts will have to offer the best quality service at a low cost.
SWOT analysis:
In this part, SWOT analysis of the Rosen Hotels and Resorts will be done to identify the
strengths, weaknesses, opportunities and threats. It will help this company to develop a strategic
plan, which will manage the threats and weaknesses of this organisation.
Strengths:
This organisation is successful to identify its strengths. Good service and management is
strength for this organisation. This organisation is known for its quality service. To fulfil the
need of the customer, the employees of this organisation are very much adaptable. A perfect
management system if followed by this organisation. The strategic location of this organisation is
strength for Rosen Hotel and Resorts. The quality meeting location, convention and vacation
hotels are the strength of this organisation. For the customer, this organisation offers promotional

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prices for award-winning hotels and recreation vacation hotels. Clean and spacious rooms of this
organisation is a key attractiveness for this hotel. The customer-friendly employee of this hotel is
strength for this hotel. To attract potential customer, the officials of Rosen Hotel offers a
competitive pricing strategy. RFID lock is used by this company for the security of the guest.
Weaknesses:
The location of this hotel and resorts is a weakness for this company. If any problem
happens, the hotel authority will have no other option to close down the hotel. Long-distance
form the parking lot is a weakness for this organisation. According to the customer of this
organisation packaging service of this hotel is not adequate.
Opportunities:
This organisation has the opportunity to expand its business. By offering the highest
quality customer service this organisation can create a strong relationship with its customer.
Another opportunity for the Rosen Hotel and Resort is the Orlando Destination Market. The
officials of this organisation can utilise it as only for attraction site for the tourists.
Threats:
There are certain threats for Rosen Hotel and Resorts. Due to the difficult economic
situation, the tourism industry is facing problems. Tourists are discouraged due to the harsh
economic situation. The government are setting certain restriction due to environment-related
issues. The business operation and performance of the Rosen Hotel and Resort are affected by
this factor. Besides that, competitors can be a threat to the Rosen Hotel and Resorts.

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Strategy identification:
In this part, the strategy of the Rosen Hotel and Resort will be identified. This
organisation used Yield management for hotel room pricing. It helps the authority of this
organisation to maintain a balance between the supply and demand of hotel rooms (Harris,
2017). To motivate the employee, this organisation offers several benefits. It will help those
organisation to motivate the employee to provide their best performances. As a leading business
organisation, the Rosen Hotel and Resort emphasises on environment-friendly business practices
wherever possible (Harris, 2017). To differentiate with its competitors, this organisation offers
world-class service and other benefits to its customers. To create a loyal customer base, this hotel
offers a delicious menu, quality meeting place at an affordable price. To attract the potential
customer this organisation offers several family vacation packages to its clients. To hold the
position in the market, this organisation participate in the community relation program (Harris,
2017).
Recommendations:
In this part, short term and long term recommendation for the Rosen Hotel and Resort
will be provided. As a leading business organisation in the hospitality industry, the customer
service of this organisation is adequate. However, to gain a competitive advantage this authority
f this organisation has to focus on the training and development program for the employee which
will allow the employee of this organisation to provide the best quality customer service.
For short term recommendation, it can be said that this organisation can develop
infrastructure for technology. It can be helpful for this organisation to maintain a smooth
business operation. An adequate infrastructure will allow this organisation to take the benefits of

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the internet and technology. It will help this organisation to monitor the employee performance
and maintain an online booking system and online payment system. To gain competitive
advantage, the authority of this organisation has to prioritise the technological advancement. This
organisation is successful to generate its reputation through its world-class service. Appropriate
infrastructure for technical advancement will help this organisation to offer an extra benefit to its
customer. It will be more convenient for the customer to communicate with the officials of the
Rosen Hotel and Resort.
For the long term recommendation, it can be said that the Rosen Hotel and Resort should
expand its business at an international level. It will help this organisation to enhance its market
share, revenue and profit. By utilising the strengths, the authority should focus on the expansion
of the business at the international level.
It can be said that developing the infrastructure should be done by the Rosen Hotel and
Resort as early as possible. To compete with its competitors and create a loyal customer base, the
authority of the Rosen Hotel and Resort must focus on this recommendation.

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References:
Harris, R. (2017). Rosen Hotels & Resorts: Delivering Superior Customer Service. In A.
Thompson, M. Peteraf, J. Gamble & A. Strickland, Crafting & Executing Strategy: The Quest
for Competitive Advantage: Concepts and Cases (21st ed., pp. 58-70). McGraw-Hill
Education.