International Hospitality Management Assessment: IHG's Strategy for Emerging Markets

International
Hospitality
management
Assessment

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Background of the industry : ......................................................................................................3
Background of IHG : ..................................................................................................................3
Swot analysis of IHG: ...............................................................................................................4
Background of emerging market : ..............................................................................................5
Pestle analysis of selected emerging market: .............................................................................6
Hotel strategy to be implemented within the emerging market. ...............................................8
Justification of chosen strategy : ..............................................................................................11
Practical application of selected strategy. ................................................................................11
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Hospitality is one of the global industries also it focus to deliver an experience that
makes memories. The industry is complex and multi disciplinary, innovative and agile. This
helps to have opportunity to illustrate a critical awareness and understanding of the main
functional areas of industry of hospitality management with a particulars focus on the hotel
sector and management process with in a variety of various contexts (Smit, and Melissen,
2018.). Improving the essential technical, interpersonal skills and eduction to make an effective
contribution to an industry as a team manager of middle management. The aim of the company
is to empower with a competitive benefits and other benefits for company. In this report the
consider company is Intercontinental Hotel which is UK based company . The company is
palnning to expand the business in new place where they can have the good rate of profits. In
this report will cover the background of company. After that it will analyse the pestle and swot
analysis of the company.
MAIN BODY
Background of the industry :
Hospitality and touristy industry is a multidisciplinary intention of making people with t he
profession , seriousness and skills for direction marketing and transaction positions in the
expanding industry that provides food, adjustment, and touristy employment away from home
(Porcu, del and et.,al., 2019). It builds on wide range of ba sic subject to give the central
education and acquisition that are needful to execute the divers condition on the customer needs.
The industry provides the opportunity to the employees to develop their own skills and other
improvement. The main aim of the company is to make a memorable experience for guests. The
logo of the company which is red triangle it was the first style mark of the company certified in
1875. Juan tripe is a founding father of pan American airways launched the chain of American
intercontinental hotels in 1946 as a section of pan am and from Belle, Brazil it operates its first
hotel.

Background of IHG :
Intercontinental hotel is the hospitality industry which was founded in 1946 by Juan
tripe . Its headquarter is in Denham, UK. The company launched its first place in Middle east in
1961. the series become one of the first operate in east Europe. The hotels provides the luxury
services to the tourists and also they provides the accommodation to the guests. There are 180
properties in global country. The company has constructed new luxury at pan destination
around the global nations. In its hotel design, intercontinental aspired to combine American
luxury with decorative factors drawn from regional countries. The employees in hotels are
skilled and talented which serves a quality services to the people and guests. The company has
around 325,000 employees working across more than 100 nations to deliver true hospitality
services. The company provides the updated services and clean rooms along with superior food
with a focus on the most fascinating, high growth marketers and industry segments. The
strategy of asset light enable them to increase their concern while create high returns. Beyond
luxuriant places to cause any assemblage, team give a unlined company from start to finishing
and the know-how to make every gathering or event a prosperity. In addition, our Insider
Collection offers a range of representative education, which reflect the unique property of each
designate. company leverages local professionalism to the events so emissary semen departed
with a amended discriminating of all and their specify. The beauty of the hotel impresses the
people and guest to come again to stay in property ( Nowak, 2019).
Swot analysis of IHG:
It is the frame work that helps in analysing the internal factors that impact on the
business. The major aim of analysing internal factors is to determine the strategies that a
company can use to exploit external opportunity, counter threats and make on and protect
intercontinental hotel groups . Further discussion is elaborated in below table.
Strength
 Highly skilled employees by successful
training and learning events
intercontinental hotels group is
investing high resources in training and
improvement of its workers which
leads in workforce which leads in
Weaknesses
 The industry is required to invest more
amount in new technologies. Provided
the scale of expansion and various
geographic the company is planning to
expand into intercontinental hotels
required to put more capital in