Hospitality and Venue Management: Opportunities for Internationalization

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HOSPITALITY AND VENUE MANAGEMENT
Report
8/17/2018
Student Name

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Contents
Introduction................................................................................................................................2
Overview of the various sectors within the hospitality industry................................................3
Opportunities for internationalization........................................................................................4
Ansoff Matrix.........................................................................................................................5
Porter Five Forces Model.......................................................................................................6
Management issues within the hospitality.................................................................................6
12C’s framework....................................................................................................................9
HRM and operations..................................................................................................................9
Role of HR in event planning by etc. venues.......................................................................10
Operations and logistics.......................................................................................................11
CSR and sustainability issues...................................................................................................13
Future trends and development within the hospitality market.................................................14
Conclusion................................................................................................................................16
References................................................................................................................................18
Appendices...............................................................................................................................22
Appendix 1: Ansoff Matrix.................................................................................................22
Appendix 2: Porters 5 Forces Model....................................................................................23
Appendix 3: 12C's Framework.............................................................................................26

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Introduction
Etc. Venues have started its business in year 1992 under the supervision of Sally Wilton, who
was concerned about the poor quality of training process. The company started its business in
the South London with the aim of providing quality services at a large scale. The company
had achieved reward at its initial stage of business. In the initial years, the company has
expanded its business by opening up new stores across London. By the end of 2006, the
business had six venues and was able to earn high revenues that were approximately 9
million euro (Wong, 2013).
The company was able to manage the growing annual sales of its business in the entire
London market. The company strives to serve its customer at its best by adopting strategies
like making new and unique designs to satisfy its customer, following proper communication
process in the managerial and other levels of the organization and outwitting its large rival
firms. The company used to undertake its customisation process according to the needs and
requirement of its customer (Durkin, 2013). In order to achieve the business
internationalization, the efficient HRM and operations department have been set up to
monitor the performance of business in the respective areas (Hartley and Claycomb, 2013).
Overview of the various sectors within the hospitality industry
The word hospitality is derived from the term ‘hospitare’ that means to receive as a guest.
Hospitality is the act of kindness in welcoming and serving the basic needs of individual
guest mainly in relation to food, drink, and accommodation. Hospitality is the relation
between the host and the ghost. The responsibility of the guest entertainment, visitors, or
stranger’s liberty and goodwill of the company etc. lies in the services provided by the

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company. The hospitality sector includes offering food and beverages to the customers,
lodging, recreation and travel and tourism (Jones, Hillier and Comfort, 2016).
(Source: Cheng, 2016)
The food service industry covers the business of preparation of food for the customers. This
sector is considered the largest segment in hospitality industry in countries like US. It can be
estimated that food and service industry provides 50% of the meals in many countries. There
are many opportunities available for the entrepreneurs present in the country. Lodging
business involves booking a place for the customers to accommodate them for a day or more.
The place can be a fancy hotel, a youth hostel, a campground, or a highway side motel.
Recreation is an activity that people do for the purpose of rest, relaxation, and enjoyment.
The aim of recreation is to provide a person’s body the refreshment and peace of mind. Any

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business that provides the facilities relating to refreshment and relaxation to give rest to the
body is the business of recreation. Recreational activities can be of four types i.e.
entertainment, attraction, spectator sports and participatory sports (Bowie et. al., 2016).
Travel and tourism is another sector in this industry that includes the movement of people
from one place to another. The tourism industry deals in providing services that supports the
travel and vacation activities of the tourists. Various companies are providing these services
and trying to give the maximum satisfaction to their clients (Etc. Venues, 2018a).
Expansion Plan
 Etc Venues will provide its services of managing the event in other country also that
is Ireland. Company is planning to expand its business operations in Ireland also. The
company is planning to give the premium services in their initial stages in Ireland to
make the large customer base. From the Pestle analysis, it can be identified that the
Ireland will be suitable to expand the business of Etc. venues due to the economic and
social factors. The company is planning to expand its business in Ireland in next one
year. Company is planning to open 10 venues in Ireland for organizing the events,
which is achievable in nature.
 At present Etc. venues has large strength of its human resource department, which are
skilled and knowledgeable in nature. To expand the business in Ireland, company
need workforce to arrange the events and other things related to the event. Around
200 peoples will be required in Etc. Venues to perform all the work in events. The
training will be given to them so that they treat their customer well. The recruitment
and training sessions by Etc. will get start within 8 months.

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 The company is found to be socially responsible as discussed in the report. Etc.
venues are found eco-friendly in nature as they are using the ways and methods that
are not harming the society and environment. The support, which was given to the
community of London, will also be same given in Ireland. Company is also planning
to provide remaining food of events in charity to orphanage and other organisation.
Opportunities for internationalization
The growth opportunities are associated with the international markets. Internationalisation is
key driver of the success and growth of the company. It promotes the expansion of business.
The internationalization of business by Etc. Venues has been undertaken for the purpose
growth and to achieve the knowledge related motives where the company gets to know the
functions of other markets too. Etc. Venues are expanding its business in countries like
Australia, Ireland, China as the company has sound knowledge of markets of these countries,
and the consumer base is wider in these countries. Etc. venues have contacts and social tie-
ups in other countries as well which has enabled it to expand its business outside its home
country (Radosevic and Stancova, 2018).
Another opportunity that the company has with it is the network that they have formed while
helping the people at large by providing free services, foods and service to the poor people
and orphanages to the needy people. At present, company is planning to expand its business
in United States and beyond by collaborating with the US investors Gemstone Collection and
BenchMark Resorts and Hotels. The collaboration will spur the global expansion of
embarked etc. venues in urban and destination sites in both Europe and US (Paul, 2009).

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12C’s framework
The 12 C framework related to the business framework. The factors, which affect business
activities directly in etc. venues, include:
The first C in the business of event management, which influences the operations and
activities, includes customer, which gets the maximum care and support from the company in
which he is dealing with (Refer Appendix 3).
The technology used by the company to attract customer. The use of new technology
increase revenues and satisfaction of their customer and the experience he gets while
receiving performance will matter to the customer and its future demand. The customer will
demand the service again only when he gets maximum satisfaction
Another C, which consider important in Etc. venues are collaborating with the new giants of
the market to get the back support in the market. This collaboration not only supports the
business financially but help in building the good image in front of others too.
Ansoff Matrix
The Ansoff matrix relates to the types of strategy, which Etc. venues are using such as market
development, market penetration, product development, and diversification (Refer Appendix
1).
 The company has already developed its market in Australia. The connection that the
company has with other countries helps it to develop its worldwide market.
Market penetration allows the company to offer its existing service in the new market.
This strategy has been adopted by the company to expand its business in United
Kingdom and Europe through the partnership of the Gemstone Collection and
Benchmark Resorts and hotel in the United States.