International World Strategy | Report

Added on - 16 Sep 2019

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Running Head: Hotel IndustryHotel Industry
Hotel Industry1Table of ContentsIntroduction......................................................................................................................................3Global Macro Environment in Hotels Industry...............................................................................3Global Competitive Factors in Hotels Industry...............................................................................4Porter’s Value Chain Analysis of Red Carnation Hotels.................................................................4Primary Activities........................................................................................................................5Support Activities........................................................................................................................5SWOT Analysis of Red Carnation Hotels.......................................................................................5Strengths.......................................................................................................................................6Weaknesses..................................................................................................................................6Opportunities................................................................................................................................6Threats..........................................................................................................................................6Analysis of the Target Markets of China, France, Nigeria, and Thailand.......................................7Country.........................................................................................................................................7Concentration...............................................................................................................................7Consumer Behavior......................................................................................................................8Choices.........................................................................................................................................8Consumption................................................................................................................................8Contractual Obligations...............................................................................................................8
Hotel Industry2Commitment.................................................................................................................................8Channels.......................................................................................................................................9Communication............................................................................................................................9Capacity to pay.............................................................................................................................9Currency.......................................................................................................................................9Caveats.........................................................................................................................................9Country Recommended to Red Carnation Hotels.........................................................................10Marketing Mix Recommended for Red Carnation Hotels in Nigeria............................................10Services or Facilities..................................................................................................................11Place and Distribution................................................................................................................11Promotion and Communication.................................................................................................11Pricing........................................................................................................................................11Conclusion.....................................................................................................................................11References......................................................................................................................................13
Hotel Industry3IntroductionThis report is a brief study of the international world strategy focusing on theenvironmental study of the Red Carnation hotels. In this regard, global macro environments andcompetitive factors in the hotel industry are determined in the report. Identification of valuechain activities required by the hotel chain is followed by the SWOT analysis of the company.Furthermore, the analysis of target markets of China, France, Nigeria, and Thailand for the hotelsof this brand is followed by the recommendation of a particular country for the hotel according tothe previous analysis. Marketing mix for the Red Carnation hotels is determined at the end of thereport.Global Macro Environment in Hotels IndustryIn order to understand the macro environment of global hotels industry, various factorssuch as political, economic, social, and technological can be analyzed. According to Schengenagreement, there will be no border control across 25 of the European Union countries whichinclude Austria, Bulgaria, Cyprus, Denmark, Finland, France, Germany, Italy, Poland, etc. Theagreement has made traveling easy and cheap as they do not need to spend their time and moneyon fulfilling the visa requirements (Mucai et al., 2013). This has positively affected the hotelindustry by increasing the number of tourists visiting the hotels. However, ease of travel acrosscountries may affect the travelers' decision to stay at hotels for a shorter period of time.Countries having cheaper currency as compared to others are more likely to be visited bytourists. People tired of their regular schedules use traveling for refreshing and use hotels asaccommodation (Iraldo et al., 2017). With the advent of technology, people can book any hotel
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